Competitive Landscape
Multinationals Lead through Effective Brand Portfolios
The men's grooming category in Ghana exhibits a moderately concentrated landscape lead by established multinational manufacturers such as Bic Corp and Beiersdorf AG, which hold leading shares of 11% and 6% respectively in 2025. These top two companies have maintained stable market positions over the past five years, reflecting consistent consumer trust, extensive distribution networks, and effective brand portfolios that span core products like deodorants, shower gels, and face care.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Ghana - Category analysis
Key Data Insights
Men's Grooming Summary
Rapid Growth Driven by Lifestyle and Wellness among Urban Men
Men’S Toiletries Lead Value Growth While Fragrances Accelerate Premiumisation
Rexona and Nishman Exemplify Lifestyle and Inclusivity Shaping Demand
Urban Men Drive Growth with Diverse Grooming Needs and Rising Expenditure
Digital Engagement and Cultural Storytelling Shape Consumer Adoption and Loyalty
Multinationals Lead through Effective Brand Portfolios
Small Local Grocers Maintain Lead While E-Commerce Sales Are Driven by Niche Demand
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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