Competitive Landscape
Unilever Ghana Ltd and Beiersdorf Ag Retain Lead Amid Emerging Local Competition
The deodorants category in Ghana remains highly concentrated, with Unilever Ghana Ltd and Beiersdorf AG collectively holding a significant retail sales value share in 2025, specifically 34% and 29% respectively. This concentration has slightly decreased compared to 2020, indicating a modest trend towards market fragmentation but maintaining a dominant duopoly.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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 Deodorants 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 Deodorants in Ghana?
- Which are the leading brands in Ghana?
- How are products distributed in Ghana?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Ghana - Category analysis
Key Data Insights
Deodorants Summary
Rising Incomes and Wellness Awareness Boost Deodorant Sales Growth
Deodorant Sprays Lead Value Sales While Roll-Ons Gain Traction
Rexona Leverages Football Fandom and Np Gandour Champions Clean Formulations
Rising Demand for Natural and Multifunctional Deodorants Shapes Consumer Preferences
Digital Engagement Accelerates Adoption of Premium and Innovative Deodorant Formats
Roll-Ons Show Strong Growth While Sprays Maintain Lead
Unilever Ghana Ltd and Beiersdorf Ag Retain Lead Amid Emerging Local Competition
Supermarkets and Small Local Grocers Sustain Leadership through Wide Assortment and Promotions
Retail E-Commerce Drives Premium Deodorant Sales with Digital Convenience
Beauty and Personal Care in Ghana - Industry Overview
2025 Developments
Key Data Insights
Steady Growth Driven by Rising Middle Class and Cautious Spending
Bath and Shower Leads Value Sales While Baby and Child-Specific Products Shows Strong Growth
Brands Leverage Clean Reimagined and Digital Tools to Enhance Consumer Trust and Engagement
Rising Middle Class and Digital Engagement Fuel Growth in Beauty and Personal Care
Hair Care Commands Largest Share While Frangraces Accelerates Growth
Local Relevance and Digital Innovation Reshape Brand Strategies and Consumer Loyalty
Multinationals Lead with Stable Shares Amid Emerging Local Competition
Health and Beauty Specialists and Small Local Grocers Lead Sales
E-Commerce Growth Challenges Traditional Retail with Convenience and Niche Access
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- 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
This report originates from Passport, our Deodorants research and analysis database.
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