Competitive Landscape
Local Manufacturers and Global Brands Compete Amid Market Fragmentation
In 2025, the fragrances landscape in Ghana remains highly fragmented with no single brand commanding overwhelming dominance. The leading company, Puig SL, holds a 10% share of the retail value sales, marking a gradual decline from 14% in 2020.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Fragrances 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 Fragrances 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 Fragrances 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 Fragrances 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?
Fragrances in Ghana - Category analysis
Key Data Insights
Fragrances Summary
Mass Fragrances Lead Value Growth as Premium Fragrances Gain Momentum
Amouage and Maison Yusif Set New Standards in Longevity and Inclusivity
Mass Fragrances Dominate with Premium Fragrances Accelerating Growth
Local Brands Leverage Climate-Adapted Longevity and Cultural Authenticity
Embracing Sustainability and Wellness Drives Competitive Advantage and Growth
Local Manufacturers and Global Brands Compete Amid Market Fragmentation
Specialist Shops and Small Local Grocers Drive Channel Leadership Amid Growing E-Commerce
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:
Fragrances
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
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 Fragrances research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!