In 2022, beauty and personal care is no longer being impacted by the COVID-19 pandemic, however, global inflation rates are causing prices to rise and consumers to change their consumption habits. Meanwhile, more modern attitudes towards personal grooming and rising exposure to global style and fashion trends due to widening internet access are supporting demand for a wider range of products, including sophisticated items and premium brands.
During 2020 and 2021, BPC overall was negatively impacted by the COVID-19 pandemic, however, in 2022, the industry has recovered and most categories are seeing growth. Since the lifting of COVID-19-related restrictions, the need and use frequency of BPC products has increased, especially as consumers are now socialising much more outside of their homes.
Consumers continue to perceive many BPC products as important and are willing to invest in them, but are constrained by low purchasing power due to the global inflation rates.
Due to a combination of the post pandemic economy and global inflation rates, many consumers have lower disposable incomes, especially lower earners. As a result, consumers are having to economise and prioritise the more essential products within BPC.
Ghana's long-term stability means that its rural road infrastructure is considerably better than that of some neighbouring countries such as Côte d'Ivoire. Distribution networks in urban areas are generally very well-organised, including in Greater Accra, Takoradi, Kumasi and, to a lesser extent, Tamale and other cities.
Over the forecast period, rapid urbanisation and the expansion of the mid-income group will likely support rising demand for more expensive products that, currently, are not necessarily seen as essential parts of the personal grooming routines by most consumers. Hair care is set to benefit from women spending more on their hair, with the increasing preference for natural hair that requires more care, and the introduction of numerous new brands and products, set to contribute to positive growth trends.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
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