Hot drinks saw total volume sales grow in Ghana in 2024 despite price rises as manufacturers have passed on significant increases in the costs of raw materials, packaging, energy, storage and transportation to consumers. This has deterred consumers from making non-essential purchases and encouraged a shift to less expensive options.
Hot drinks in 2024: The big picture
The hot drinks industry in Ghana is currently facing considerable market challenges due to exchange rate volatility, increased import taxes, inflation, increased transportation costs and an electricity crisis.
Country background
Hot drinks are generally considered a breakfast drink in Ghana, with children and young teenagers tending to prefer malt-based hot drinks such as Milo and adults, particularly women, favouring tea. In addition, all types of hot drinks continue to be consumed as a substitute for snacking, especially during the mid-morning or later in the evening.
Socioeconomic trends
With high inflation still eroding consumer purchasing power to a large degree, many local consumers continued to favour more affordable brands as a way of limiting expenditure towards the end of the review period. Thus, as average unit prices soared across all hot drinks categories at a time when no corresponding increases were being seen in wages and salaries, new, more affordable brands emerged to cater to the needs of a population that was already generally highly price conscious.
Logistics/infrastructure
The distribution of packaged food between the country’s major urban areas is efficient and well organised. Indeed, the transportation of goods between Greater Accra, Takoradi, Kumasi and, to a lesser extent, Tamale and other major towns and cities is generally quick and trouble-free and done mainly via road.
What next for hot drinks?
Retail volume sales of hot drinks are set to increase steadily over the forecast period, underpinned by population growth, rapid urbanisation and long-term economic development, all of which is set to expand the urban middle class, a group that forms the core consumer base for hot drinks. Sales are expected to return to pre-pandemic levels by the final year of the forecast period.
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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
Hot drinks in 2024: The big picture
Country background
Socioeconomic trends
Logistics/infrastructure
What next for hot drinks?
DISCLAIMER
2024 Developments
Prospects and Opportunities
Category Data
2024 Developments
Prospects and Opportunities
Category Data
2024 Developments
Prospects and Opportunities
Category Data
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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