Tissue and hygiene in Ghana in 2025 faced a markedly different performance compared to regional peers, as affordability concerns limited growth in premium offerings and led to a decline in retail value sales from GHS572 million in 2024 to GHS555 million in 2025. While some neighbouring countries benefited from an increase in higher-value and sustainable products, Ghana’s environment was defined by price sensitivity, the prioritisation of local manufacturing, and a shift towards value-driven inno

Menstrual care in Ghana in 2025 records a notable turnaround, with retail volume reaching 40.3 million units, up 14% from the previous year, reversing a two-year period of steep decline. This recovery outpaces average growth for similar markets in the region, reflecting the impact of coordinated local interventions and a supportive policy environment. Retail value in current terms rises to GHS55.3 million, an increase of 4% on the year, as brands adapt to the price-sensitive climate by offering

In 2025, nappies/diapers/pants in Ghana saw a modest recovery in volume, with retail sales reaching 112 million units, representing a 4% increase after consecutive years of decline. Despite this positive turnaround in unit sales, value sales in current local currency terms fell by 3% to GHS283 million, reflecting continued price sensitivity and pressure on consumer budgets. This pattern contrasts with regional and global markets, where value growth is often buoyed by ongoing premiumisation or hi

In 2025, retail adult incontinence in Ghana demonstrated a nuanced performance shaped by the interplay of demographic change, economic pressures, and evolving consumer access. Retail volume reached 180,562 units, marking a 3% increase on the previous year, reversing two consecutive years of decline. This rebound is modest when set against the backdrop of Middle East and Africa, where growth rates in emerging hygiene categories often exceed 5% per annum, and considerably slower than global hotspo

In 2025, wipes in Ghana experienced a notable shift as rising price sensitivity among consumers drove demand for affordable products. Retail value sales of wipes reached GHS9.9 million in current terms, a decline of 3% compared to the previous year, following several years of robust double-digit value growth. This performance stands out in the context of regional and global trends, where many markets continued to grow but faced similar pressures from economic uncertainty and inflation, as eviden

Retail tissue in Ghana delivered a modest recovery in 2025, with retail volume growing by 4% to reach 13.7 thousand tonnes, following two years of decline. This rebound contrasts with the broader Middle East and Africa context, where high inflation and currency volatility often restricted purchasing power and dampened demand for fast-moving consumer goods. In Ghana, the relative stability of the cedi played a pivotal role by reducing import costs for raw materials and finished products, enabling

In 2025, away-from-home tissue and hygiene in Ghana recorded a notable increase in value, with value sales for away-from-home tissue reaching GHS10 million in current terms, up 15% from the previous year. This sharp acceleration in value growth stands out against a backdrop of ongoing recovery and modernisation in public and institutional spaces, with a focus on raising hygiene standards and sanitation. The drive is reinforced by government and health agency campaigns, such as those led by the W

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,

Laundry care in Ghana maintained healthy growth in 2025, driven by consumer demand for affordable and multifunctional products, with the total retail value reaching GHS702 million. This growth is attributed to the increasing urban population and rising median disposable income per household, which stood at GHS 69,788 in 2025,Check figure for accuracy and source indicating a growing consumer base with changing lifestyles and increasing purchasing power.

In 2025, dishwashing in Ghana was characterised by a mix of economic pressures and shifting consumer behaviour, regulatory scrutiny, and product innovation. Retail sales value reached GHS92 million in 2025, showing 11% value growth. High inflation and foreign exchange volatility have pushed up production and retail costs for soaps and detergents, and this has made households more price-sensitive and encouraged widespread use of cheaper multipurpose options like Madar or Sunlight’s traditional so

Surface care in Ghana recorded steady retail value growth in 2025, supported by rising hygiene concerns and stronger local production. The retail value of surface care reached GHS119 million, representing a 7% growth, down a percentage point of just 0.4 since 2024. This growth reflects deeper changes in consumer behaviour, amind economic pressures, and innovation within the category. Demand for multi-purpose cleaners and disinfectants remains strong, particularly as households prioritise cleanli

In 2025, the retail volume sales of bleach in Ghana was 3 million lites, representing a decline of 10% compared to the previous year. This decline is likely linked to the economic conditions in Ghana, which could have led to reduced consumer spending on non-essential items, including bleach. The urban population in Ghana continued to grow, reaching 21 million in 2025, but this growth did not translate to an increase in bleach sales.

Toilet care in Ghana recorded steady value growth in 2025, supported by stronger hygiene awareness and sanitation needs. Retail value sales reached GHS21 million in 2025, up 1 percentage point from 2024. The industry is shifting in important ways, driven by health and wellness concerns, which encouraged more households to use cleaners that are both effective and safe. Economic factors also shaped choices, with budget-conscious consumers opting for affordable local brands and refill packs. As con

Polishes in Ghana had a retail sales volume of 36 tonnes in 2025, representing a 1% decline from 2024. In terms of retail value sales, polishes reached GHS12 million in 2025, showing a 8% growth from 2024. The median disposable income per household in Ghana was GHS69,489 in 2025, indicating a slight decrease.

In 2025, air care in Ghana recorded retail volume sales of 92 million tonnes, representing a decline of 2% compared to the previous year. Despite this decline in volume, retail value sales grew by 18% to GHS38 million, indicating a significant increase in the average price of air care products. This growth in value can be attributed to the rising median disposable income per household in Ghana, which reached GHS69,489 in 2025, showing an upward trend.

Home insecticides in Ghana recorded a retail value of GHS136 million in 2025, representing a 10% increase from the previous year. This growth is attributed to a combination of government initiatives, such as the Anglogold Ashanti malaria control spraying campaign, and consumer preferences for safer and more effective products. The median disposable income per household in Ghana was GHS69,788 in 2025This figure needs checking for accuracy and source, indicating a relatively stable economic enviro

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 gr

In 2025, Ghana’s soft drinks industry was shaped by urbanisation, a growing youth demographic, and rising health awareness. Manufacturers responded to economic pressures with value packs, price adjustments, and smaller formats. Multinational and local players restructured their operations, while sustainability initiatives and single-use plastic taxes began influencing packaging strategies. Small local grocers remained the dominant distribution channel, while e-commerce and modern grocery retaile

Ghana’s staple food industry is evolving rapidly, underpinned by rising levels of consumer consciousness, urbanisation and changing consumer lifestyles. However, while Ghanaians increasingly seek healthier and more convenient food options, affordability remains a major challenge due to inflationary pressures and seasonal price fluctuations.

The cooking ingredients market in Ghana is a dynamic sector, driven by population growth, urbanisation and shifting consumer lifestyles. Rising female workforce participation and growing time pressures are further boosting demand for quick and easy meal ingredients. Health consciousness, packaging innovation and intensifying price competition are increasingly shaping consumer preferences. Local sourcing, fortification and product diversification continue to fuel competition. Overall, the market

Aspects of economic freedom are challenging for Ghana and corruption is rife, but the country continues to embrace a democratic model in stark contrast to many regional peers. Economic momentum is accelerating and inflation is falling, but a large exposure to commodities presents risks. Incomes are supported by state policies, but the gender income gap is marked and discretionary spending is constrained. Boosting innovation and skills is a key focus, but e-commerce engagement is low.

In 2023, Ghana’s economy slowed, with GDP growth of 2.0% in real terms. The slowdown was attributable to macroeconomic instability, a significant surge in inflation, and decreases in exports and investment. However, the economy is projected to improve in 2024, with forecast GDP growth of 3.4% and a decrease in inflation to 18.4%. Despite a decrease in exports and imports in 2023, Ghana’s future trade prospects look promising, aided by its membership of the African Continental Free Trade Area.

Ghana’s operational and regulatory environment showed mixed progress between 2019 and 2024, with improvements in Business and Judicial Effectiveness rankings, but ongoing challenges in Monetary and Trade Freedom, due to price instability and high tariffs. In addition, the country’s high interest rates and low bank claims on the private sector hindered financial engagement and investment. Furthermore, despite a increasing transport and storage industry, Ghana’s digitalisation and innovation lands

Value sales of dairy products and alternatives rose in 2025, supported by Ghana’s growing urban population, evolving dietary habits, and the expansion of its middle-income segment. Over the past decade, consumer exposure to international food culture through media and travel has reshaped preferences, making dairy a more prominent part of the everyday diet. Milk, yoghurt, butter, and cheese all saw steady uptake, reflecting both the influence of global consumption trends and the greater availabil