Hot drinks sales continued to decline in retail volume terms in 2022 albeit at a slower pace than in the previous two years, while foodservice sales struggled to recover to pre-COVID-19 levels. High inflation and other economic pressures resulted in consumers displaying caution in their spending with some consumers switching to smaller pack sizes to make savings.
Sales of hot drinks struggled to recover from the impact of COVID-19 on sales in 2022. Although the market started to recover in 2022 as restrictions were lifted sales through both the foodservice and retail channels remained well below pre-COVID-19 levels.
Hot drinks are generally considered a breakfast drink in Ghana, with children and young teenagers tending to prefer malt-based hot drinks such as Milo and adults, particularly women, favouring tea. However, the country’s hot climate continues to act as a barrier to growth, with most consumers preferring to quench their thirst with water or fruit juice bought from street stalls.
Due to the pandemic, economic growth in Ghana almost ground to a halt during 2020, before a partial recovery in 2021 and 2022. This has had a significant negative effect on the purchasing power of local consumers, particularly in the context of high inflation which soared in 2022.
Ghana’s road system is better developed than in other parts of sub-Saharan Africa. However, the distribution of consumer goods across the country to more remote, rural areas remains problematic and time consuming as rural roads are still bad.
Retail volume sales of hot drinks will gradually stabilise during the first half of the forecast period, returning to growth from 2023, albeit initially only at a modest pace. This is due to the lingering economic impact of the pandemic, alongside an ongoing steep rise in unit pricing.
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Understand the latest market trends and future growth opportunities for the Hot Drinks 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.
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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