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Learn moreAug 2020
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Sales continue to increase despite economic pressures as the growing urban population and rising disposable incomes underpin growth. 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. 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 advent of COVID-19 during the first half of 2020.
The country’s borders were partially closed on 16 March, before being completely closed on 23 March. This was expected to last until at least 31 May.
There is a strong focus on hygiene and cleanliness amongst Ghanaian consumers. This is mainly due to the humid climate throughout the country and high levels of air pollution in the major cities, which encourage most people to wash at least once per day.
The last 25 years have seen Ghana’s society and economy benefit from long-term political and social stability, with the country’s rich natural resources of gold, cocoa and oil underpinning economic stability. Wages increased substantially in real terms over the course of the review period, spurring increases in consumer spending and the expansion of the already substantial urban middle-class.
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.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Ghana with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Beauty and Personal Care industry in Ghana, our research will save you time and money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from these category reports in Ghana for free (where applicable):
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.