Home care continued to see dynamic growth in current value terms across all categories in 2023, but this was due to soaring inflation and the rising cost of imports. In contrast, volume sales dropped sharply as consumers were forced to prioritise their spending as their disposable income was squeezed due to Ghana’s struggling economy.
Home care saw dynamic double-digit growth in current value terms in 2023 due to prices rising sharply across all categories. Imported products were particularly hard hit with unfavourable government taxes putting additional pressure on prices.
Driven by social media penetration and marketing and advertising, players are gradually closing the knowledge gap around the use of different home care products in Ghana. As a result, many lower income households are becoming more aware of the different home care products that are available and their use.
Consumers were seen to be shifting towards more affordable brands towards the end of the review period as the prices of consumer goods rose astronomically without a corresponding increase in wages and salaries. This situation saw demand shift towards new and more affordable brands across all home care categories.
Competition in home care has grown significantly and therefore companies are trying to influence trade through direct selling and marketing to individual consumers. We continue to see increased use of branded vehicles to distribute products, with DH Industries and Berrak Mfg Co Ltd among companies using this strategy.
The number of small brands is expected to continue growing over the forecast period. Most of these small brands are expected to look to gain share by presenting their products as a more affordable option.
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Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See All of Our DefinitionsThis report originates from Passport, our Home Care research and analysis database.
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