In 2021, beauty and personal care continues to be impacted by the COVID-19 pandemic, however in a more positive way as categories that were negatively impacted have started to recover. 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.
The negative impact of COVID-19 on sales of beauty and personal care was less pronounced in Ghana than in most other sub-Saharan African countries in 2020. The country’s greater stability and relatively large urban middle class meant that a substantial proportion of Ghanaian households were well-equipped to withstand the economic pressures created by the pandemic.
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. Schools, workers, and economic activities have resumed full scale, therefore people have had more of a need for BPC products throughout 2021.
In 2021, the movement of goods and services has improved in comparison to 2020, when there were restrictions. Overall, beauty and personal care is recovering, however, the price of products, especially imported pens, have continued to increase.
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.
The forecast period is expected to see a recovery and ongoing growth for beauty and personal care. Among the major factors underpinning these positive trends are population growth, urbanisation, and changing attitudes towards personal grooming.
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Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Ghana with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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