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Inflation and Disposable Income Shape Home Care Sales
Home care in Ghana experienced a decline in retail volume sales of 6%. However, retail value sales grew by 9% due to rising prices driven by high inflation. Despite economic pressures, laundry care remained the largest category due to its essential nature and growing household penetration of washing machines. Home care is forecast to grow at a CAGR of 13% to GHS2.1 billion by 2030, driven by increasing demand for affordable and sustainable products. To succeed, brands should focus on innovation, affordability and sustainability, capitalising on the growing awareness of hygiene and germ protection.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Ghana with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Ghana, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Ghana report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Ghana?
- Which are the leading brands in Home Care in Ghana?
- How are products distributed in Home Care in Ghana?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Ghana
Inflation and Disposable Income Shape Home Care Sales
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Inflation and Disposable Income Shape Home Care Sales
Chart 2 Unilever Ghana Launches Affordable ‘Comfort’ Sachet Fabric Conditioner
Laundry Care Dominates Sales, Driven by Affordability and Necessity
Unilever Ghana Ltd Drives Innovation with Affordable Comfort Sachet Fabric Conditioner
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Affordable Innovations and Sustainability Drive Growth
Laundry Care Remains Largest, but Surface Care Gains Traction
Chart 6 Analyst Insight for Home Care
Sustainability and Health Trends Shape Industry Future
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Dominance through Innovation and Compliance
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Traditional Markets Drive Home Care Sales through Affordability
Retail E-Commerce Gains Traction in Niche Home Care Categories
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Home Care
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Home Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Air Care in Ghana
Key Data Insights
Strong Growth Driven by Increasing Household Income
Strong Growth Driven by Increasing Household Income
Spray/Aerosol Air Fresheners Leads Market Expansion
Chart 19 Value Sales 2020-2030
Chart 20 Volume Sales 2020-2030
Chart 21 Value Sales by Category 2025
Consumers Drive Premium Air Care Sales with Rising Incomes
Liquid Ar Fresheners Emerges as Fastest-Growing Category
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Sc Johnson & Son Inc and Reckitt Benckiser Ghana Ltd Dominate Market
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Non-Grocery Retailers Lead Air Care Distribution with Strong Sales
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Air Care
Chart 28 Real GDP Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Air Care
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Bleach in Ghana
Key Data Insights
Decline in Bleach Sales Driven by Economic Factors
Decline in Bleach Sales Driven by Economic Factors
Chart 34 Value Sales 2020-2030
Chart 35 Volume Sales 2020-2030
Consumers Drive Growth with Increasing Urbanisation and Spending
Chart 36 Forecast Value Sales 2020-2030
Cevag Co Ltd and Dh Industries Ltd Dominate Market Share
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Small Local Grocers Drive Bleach Sales with Established Presence
Retail E-Commerce Gains Traction with Growing Consumer Adoption
Chart 39 Retail Channels 2020-2025
Chart 40 Economic Context for Bleach
Chart 41 Real GDP Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Consumer Context for Bleach
Chart 44 Population 2020-2030
Chart 45 Consumer Expenditure 2020-2030
Chart 46 Population by Generation 2025
Dishwashing in Ghana
Key Data Insights
Multipurpose and Cheaper Products Appeal to Cost-Conscious Consumers
Chart 47 Key Industry Trends for Dishwashing
Multipurpose and Cheaper Products Appeal to Cost-Conscious Consumers
Chart 48 Madar Explicitly Packaging Its Liquid Soaps as Multipurpose,
Hand Dishwashing Dominates Market Share
Health and Wellness Narrative Boosts Premium Dishwashing Liquid Sales
Chart 49 Sunlight Dishwashing in Ghana Is Marketed as Not Just Grease-Cutters but Also as Germ Fighters.
Chart 50 Value Sales 2020-2030
Chart 51 Volume Sales 2020-2030
Chart 52 Value Sales by Category 2025
Growing Demand for Premium Liquids and Gels in Urban Centres
Chart 53 Analyst Insight for Dishwashing
Hand Dishwashing Remains Dominant Despite Urbanisation
Urbanisation and Multifunctionality Drive Innovation
Chart 54 Forecast Value Sales 2020-2030
Chart 55 Forecast Value Sales by Category 2025-2030
Dh Industries and Unilever Ghana Maintain Leading Places Thanks to Strong Brand Trust
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Traditional Retail Channels Dominate Sales, with Small Local Grocers Maintaining Strong Appeal
Retail E-Commerce Gains Traction for Premium Dishwashing Liquids
Diverging Distribution Strategies for Multipurpose and Premium Products
Chart 58 Retail Channels 2020-2025
Chart 59 Economic Context for Dishwashing
Chart 60 Real GDP Growth 2020-2030
Chart 61 Inflation 2020-2030
Chart 62 Consumer Context for Dishwashing
Chart 63 Population 2020-2030
Chart 64 Consumer Expenditure 2020-2030
Chart 65 Population by Generation 2025
Home Insecticides in Ghana
Key Data Insights
Government Initiatives and Population Growth Drive Sales in Home Insecticides
Chart 66 Key Industry Trends for Home Insecticides
Government Initiatives and Population Growth Drive Sales in Home Insecticides
Spray/Aerosol Insecticides Remains the Largest Category, While Insecticide Coils Shows Healthy Growth
Chart 67 Heaven Insecticide Brand Introduces New Fly Killer Coil.
Health Awareness and Urbanisation Support Demand for Insecticides
Chart 68 Value Sales 2020-2030
Chart 69 Volume Sales 2020-2030
Chart 70 Value Sales by Category 2025
Price Sensitivity Remains, Driving Demand for Affordable Solutions
Spray/Aerosol Insecticides Will Remain the Largest Category, Supported by Ongoing Innovation
Rising Urbanisation and Health Concerns Fuel Market Growth
Chart 71 Forecast Value Sales 2020-2030
Chart 72 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Their Places through Ongloing Innovation and Strong Distribution
Chart 73 Company Shares 2025
Chart 74 Brand Shares 2025
Traditional Trade Dominates Sales with Affordable Formats
Retail E-Commerce Gains Traction with Urban Consumers
Chart 75 Retail Channels 2020-2025
Chart 76 Economic Context for Home Insecticides
Chart 77 Real GDP Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Home Insecticides
Chart 80 Population 2020-2030
Chart 81 Consumer Expenditure 2020-2030
Chart 82 Population by Generation 2025
Laundry Care in Ghana
Key Data Insights
Rising Demand for Affordable Laundry Solutions Drives Growth
Chart 83 Key Industry Trends for Laundry Care
Rising Demand for Affordable Laundry Solutions Drives Growth
Laundry Detergents Maintains Largest Share, Thanks to Offering Multifunctionality Benefits
Chart 84 Saba Ghana Advertises Saba Power Detergent as Strong Stain Remover with Lasting Fragrancee
Affordability and Multifunctionality Drive Consumer Preferences
Chart 85 Unilever Ghana Launches Affordable "Comfort" Sachet Fabric Conditioner
Chart 86 Value Sales 2020-2030
Chart 87 Volume Sales 2020-2030
Chart 88 Value Sales by Category 2025
Affordability and Multifunctionality Drive Laundry Care Growth
Laundry Detergents to Remain the Largest Category While Liquids and Capsules Gain Share
Chart 89 Analyst Insight for Laundry Care
Brands Offer Affordable Options to Meet Different Consumer Needs
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Unilever Ghana Ltd Maintains Its Lead Thanks to Strong Portfolio of Brands Meeting Different Needs
New Brand Jamaa Expected to Rise, Thanks to Its Strong Local Production Footprint
Chart 92 Company Shares 2025
Chart 93 Brand Shares 2025
Open Markets and Small Local Grocers Drive Sales Thanks to Offering Affordable Products
Retail E-Commerce Gains Traction with Urban Consumers
Chart 94 Retail Channels 2020-2025
Chart 95 Economic Context for Laundry Care
Chart 96 Real GDP Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for Laundry Care
Chart 99 Population 2020-2030
Chart 100 Consumer Expenditure 2020-2030
Chart 101 Population by Generation 2025
Polishes in Ghana
Key Data Insights
Shoe Polish Drives Polishes Sales in Ghana
Shoe Polish Drives Polishes Sales in Ghana
Shoe Polish Dominates Polishes in Ghana
Chart 102 Value Sales 2020-2030
Chart 103 Volume Sales 2020-2030
Chart 104 Value Sales by Category 2025
Shoe Polish Drives Growth as Urban Population Rises
Chart 105 Forecast Value Sales 2020-2030
Chart 106 Forecast Value Sales by Category 2025-2030
Shanghai Light Industrial International and Sc Johnson & Son Inc Lead Market
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Small Local Grocers Drive Offline Retail Sales with Strong Presence
Retail E-Commerce Sees Rising Popularity
Chart 109 Retail Channels 2020-2025
Chart 110 Economic Context for Polishes
Chart 111 Real GDP Growth 2020-2030
Chart 112 Inflation 2020-2030
Chart 113 Consumer Context for Polishes
Chart 114 Population 2020-2030
Chart 115 Consumer Expenditure 2020-2030
Chart 116 Population by Generation 2025
Surface Care in Ghana
Key Data Insights
Consumers Prioritise Multi-Purpose Products with Trading Down Observed
Chart 117 Key Industry Trends for Surface Care
Consumers Prioritise Multi-Purpose Products with Trading Down Observed
Tekcycle Ghana Pioneers Sustainable Cleaning Products From Pineapple Waste
Chart 118 Tekcycle Ghana Transforms Pineapple Waste into Sustainable Cleaning Products
Health and Wellness Trends Drive Innovation
Chart 119 Value Sales 2020-2030
Chart 120 Volume Sales 2020-2030
Chart 121 Value Sales by Category 2025
Government Policies Favouring Local Production Set to Support Ongoing Growth
Innovation Expected in Home Care Disinfectants to Meet Demands for Germ Protection and Safety around Children
Sustainability Trends Will Spur the Growth of Eco-Friendly Products
Chart 122 Forecast Value Sales 2020-2030
Chart 123 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Ghana Ltd and Pz Cussons Ghana Ltd Maintain Their Leading Places, in Close Competition
Chart 124 Company Shares 2025
Chart 125 Brand Shares 2025
Traditional Small Local Grocers Maintain Largest Share of Sales, While Supermarkets Continue to Grow
Retail E-Commerce Gains Traction for Premium Surface Care Products
Chart 126 Retail Channels 2020-2025
Chart 127 Economic Context for Surface Care
Chart 128 Real GDP Growth 2020-2030
Chart 129 Inflation 2020-2030
Chart 130 Consumer Context for Surface Care
Chart 131 Population 2020-2030
Chart 132 Consumer Expenditure 2020-2030
Chart 133 Population by Generation 2025
Toilet Care in Ghana
Key Data Insights
Unilever Drives Innovation with New Product Formats
Chart 134 Key Industry Trends for Toilet Care
Unilever Drives Innovation with New Product Formats
Chart 135 Unilever Launches Domestos Power Foam with Bleach Variant
Toilet Liquids/Foam Dominates Sales with Convenience and Performance
Retailers Champion Sustainability with Reduced Single-Use Plastics
Chart 136 Value Sales 2020-2030
Chart 137 Volume Sales 2020-2030
Chart 138 Value Sales by Category 2025
Consumers Drive Demand for Innovative and Sustainable Toilet Care Products
Toilet Liquids/Foam Maintains Dominance with Convenience and Performance
Sustainability Efforts Reshape Retail Packaging and Consumer Behaviour
Chart 139 Forecast Value Sales 2020-2030
Chart 140 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Group Plc (Rb) Maintains Lead through Innovation and Portfolio Strength
Chart 141 Company Shares 2025
Chart 142 Brand Shares 2025
Traditional Retail Drives Volume for Mass-Market Toilet Care Products
Retail E-Commerce Gains Traction with Premium and Innovative Products
Chart 143 Retail Channels 2020-2025
Chart 144 Economic Context for Toilet Care
Chart 145 Real GDP Growth 2020-2030
Chart 146 Inflation 2020-2030
Chart 147 Consumer Context for Toilet Care
Chart 148 Population 2020-2030
Chart 149 Consumer Expenditure 2020-2030
Chart 150 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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