In 2023, global inflation rates are causing prices to rise, affecting consumers’ consumption habits. Meanwhile, 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, but only amongst a limited consumer group.
In 2023, beauty and personal care in Ghana continues to grow in value terms. However high levels of inflation are experienced, hampering sales.
Consumers continue to perceive many beauty and personal care products as important, and are willing to invest in them, but are constrained by low purchasing power due to global inflation rates.
Due to a combination of the post-pandemic economy and high global inflation rates, many consumers have lower disposable incomes, especially lower earners. As a result, consumers are having to economise and prioritise more essential beauty and personal care products.
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.
Over the forecast period, rapid urbanisation and the expansion of the middle-income group will likely support rising demand for more expensive products which are not currently necessarily seen as an essential part of the personal grooming routine by most consumers. Hair care is set to benefit from women spending more on their hair, with the increasing preference for natural hair that requires more care, and the introduction of numerous new brands and products set to contribute to positive value growth trends.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
See All of Our DefinitionsThis report originates from Passport, our Beauty and Personal Care research and analysis database.
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