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Price sensitivity, urbanisation, and wellness trends impact purchasing behaviour
Retail sales of hot drinks in Ghana grew in current value terms in 2025, driven primarily by inflation and rising input costs. Urbanisation, retail expansion, and a growing coffee culture among affluent consumers are supporting demand, while rising health consciousness is boosting interest in green tea and other and functional beverages. Local producers and niche brands are increasingly competing alongside multinationals through value-for-money or wellness-focused offerings, while small local grocers remained the dominant distribution channel, with e-commerce, supermarkets, and hypermarkets gradually gaining relevance.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Ghana?
- To what extent are health considerations impacting consumption of Hot Drinks in Ghana?
- What are the traditional preferences in Hot Drinks in Ghana? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Ghana?
- Which are the leading brands in Hot Drinks in Ghana?
- How are products distributed in Hot Drinks in Ghana?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Ghana
Price sensitivity, urbanisation, and wellness trends impact purchasing behaviour
KEY DATA FINDINGS
Rising prices drive value sales, as consumers prioritise affordability
Wellness trend opens up new opportunities
Local producers adapt to economic pressures
Hot drinks to see steady growth, fuelled by rising incomes, urbanisation and wellness trends
Investments in local production will enhance accessibility
E-commerce will continue to gain traction
Nestlé Ghana retains its lead
Niche players gain traction
Small local grocers remains dominant distribution channel
Supermarkets gain traction while e-commerce remains niche
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Key Data Findings
2025 Developments
Coffee sales grow amid urbanisation, premiumisation, and local production initiatives
Industry Performance
Coffee consumption and local production are on the rise
Fresh ground coffee benefits from rising café culture
What’s Next?
Urban consumers to fuel growth
Domestic production investments will boost local consumption
Expansion of foodservice will drive sales
Competitive Landscape
Nestlé reinforces leadership through scale, visibility and accessibility
Syycol Ltd expands from low base
Channels
Small local grocers dominate coffee distribution
E-commerce gains momentum in urban areas
Category Data
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 31 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 32 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 33 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Key Data Findings
2025 Developments
Affordability and wellness are key drivers
Industry Performance
Black tea remains dominant amid cautious consumer spending
Wellness trend fuels growth in fruit/herbal and green teas
What’s Next?
Better economic conditions will accelerate shift towards wellness-oriented solutions
Matcha tea offers growth potential
Digitalisation will fuel experimentation
Competitive Landscape
Lipton retains its lead
Smaller players show agility in face of changing consumer preferences
Channels
Small local grocers lead tea distribution
E-commerce gains traction in urban areas
Category Data
Table 36 Retail Sales of Tea by Category: Volume 2020-2025
Table 37 Retail Sales of Tea by Category: Value 2020-2025
Table 38 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 39 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 40 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 41 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 42 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 43 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Key Data Findings
2025 Developments
Affordability remains key, alongside rising interest in functional offerings
Industry Performance
Rising prices impact demand for other hot drinks
Malt-based hot drinks leads growth
What’s Next?
Rising demand for functional beverages will fuel growth
Local processing initiatives will expand competitive landscape
Digital platforms will boost consumer engagement
Competitive Landscape
Nestlé maintains its leadership
Niche players gain traction
Channels
Small local grocers lead distribution of other hot drinks
Modern retail gains traction in urban centres
Category Data
Table 46 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 47 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 50 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 51 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 52 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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