Tissue and hygiene sales saw strong and steady growth in current value terms in 2024, following a similar pattern seen in the previous few years. Growth was driven by urbanisation, rising hygiene awareness, and expanding retail access. However, economic pressures are pushing consumers toward more affordable, value-oriented products, which led to slightly slower growth in 2024 compared to 2023.

The population of Côte d'Ivoire is predicted to increase by 43.2%, due to changes in net migration and natural change, standing at a total of 45.7 million citizens by 2040. Young adults (aged 18-29) will represent the largest portion of the population by 2040. The birth rate in Côte d'Ivoire is anticipated to fall between 2024 and 2040. Major cities across Côte d'Ivoire will continue to develop and expand, while Abidjan will remain the largest city by 2040.

Solid state finances and political stability characterise Côte d’Ivoire, but economic freedom has worsened as has relations with its neighbour. Robust economic performance has been accompanied by relatively low inflation, but the external sector is exposed to commodity price changes. Population growth and rising incomes will support the consumer market, but gender inequality is sizeable. A solid mobile sector has enhanced communications, but internet use is low and innovation needs improvement.

Home care saw sales grow in both volume and value terms in Côte d’Ivoire in 2024. There was inflationary pressure on prices but competition and substitutes prevented more significant price increases. The market saw growth driven by favourable demographics, real estate expansion and the extension of distribution networks into rural areas. A growing middle- and high-income consumer base boosted demand, while lower-income buyers favoured traditional offers, counterfeit items or reduced usage.

The country posted robust economic growth and had one of the strongest GDPs in the sub-Saharan region in 2024. While rising food prices remained, headline inflation cooled in 2024. Bread, a staple food in the local diet, retained popularity, especially unpackaged bread. Breakfast cereals, on the other hand, witnessed declining volume sales, mostly because of affordability constraints, while processed food categories faced more intense competition from locally produced and fresh alternatives.

In 2024, cooking ingredients and meals in Côte d'Ivoire has been shaped by cooling inflation, improving affordability for essential goods like edible oils. Consumers have prioritised home cooking with cost-effective ingredients such as stock cubes and spices, often sourced from informal markets. A young, urban population has driven demand for westernised condiments like ketchup, aligning with fast food trends. E-commerce growth, though nascent, has expanded access to packaged foods, complementin

In 2024 sales of soft drinks continued to grow benefiting from a drop in inflation. There was also a notable increase in demand for healthier options, such as reduced sugar/sugar free carbonates, bottled water and soft drinks with 100% natural ingredients. The popularity of sports in the country and subsequent bounce from the Africa Cup of Nations (AFCON) football tournament in 2023 also boosted sales of sports drinks and energy drinks, with companies investing more heavily in advertising.

During 2024, retail volume sales of hot drinks expanded, supported by urbanisation, population growth, and continued recovery of the economy since the end of the pandemic. However, the market now faces a new set of challenges due to global inflation rates and fuel price hikes as well as a lack of dynamic marketing strategies. Thanks to tea and coffee cultivation in the country, local brands remained popular, while the health and wellness trend continued to gather pace.

Abidjan and San Pedro are Côte d’Ivoire’s most economically vibrant cities, due to total population, consumer expenditure and disposable income. Meanwhile, Korhogo holds the highest potential for future economic growth, based on expected GDP growth. However, challenges for the country’s cities will persist in the near term due to the continuing global economic slowdown and the impact of tight financial conditions.

In Côte d’Ivoire, extended households were the most common type in 2023, but the share of such households is projected to decrease slightly by 2028, while single person households are expected to grow rapidly. Urbanisation is increasing, particularly in Korhogo, altering demographics and income distribution. Moreover, digital engagement is set to rise, with tablet use and internet access predicted to grow substantially by 2028.

Although Côte d’Ivoire’s birth rate has been dropping for many years, it remains high by global standards, with an average fertility rate of four children per female ensuring a large potential consumer base for baby food. As disposable income levels rise, more consumers are thus opting for packaged baby food, which is viewed as more nutritious, safer and more convenient. High inflation inevitably impacted growth in demand at the end of the review period, with current value sales growth chiefly d

Consumer health in Côte d’Ivoire is boosted by urbanisation, population growth, health and wellness and improving economic indicators in 2024. Despite improvements, unsanitary conditions in some areas foster illness and disease. Many consumers self-medicate for cost reasons and they rely on family, friends and pharmacists for advice. Moreover, inflation obstructs imports and sees prices rise locally. Thus, there is wide use of the illicit trade, despite official efforts to halt the practice.

In 2023, Côte d’Ivoire showed an impressive economic performance and growth in per capita disposable income. Despite challenges such as high inflation and political tensions, the country’s commitment to macroeconomic stability and structural reforms maintained economic stability. Looking ahead, social progress is predicted to continue, narrowing the significant income distribution gap, while consumer expenditure will also see a major boost.

Snacks is seeing steady growth in retail volume terms in Côte d’Ivoire in 2024, despite the fact that elevated inflation has put pressure on prices and on the general cost of living. As such, consumers remain highly price sensitive, which is favouring low cost brands. With a median age of just 19 years there is a large base of young consumers keen to try new snacks, which is attracting companies keen to invest in innovation, especially on products with a health and wellness positioning.

Sales of alcoholic drinks continue to rise in Côte D’Ivoire, with beer and wine the most popular options. Demand for spirits and RTDs is rising as the range of such products expands. Official retail sales face competition from informally distributed traditional options, with low-income consumers preferring such options. Among more affluent consumers, a more sophisticated and discerning attitude towards wine, spirits and beer is emerging, presenting a favourable scenario for future development.

In 2023, tobacco in Côte d’Ivoire continues to demonstrate a positive performance despite economic challenges. Surging inflation has eroded the purchasing power of lower- and middle-income consumers, leading to reduced expenditures on tobacco. Additionally, rising excise taxes over the review period have contributed to a slowdown in overall tobacco consumption growth. Consequently, price-sensitive smokers have increasingly switched to cheaper brands.

In 2023, Côte d’Ivoire’s GDP growth slowed to 5.1%, but it outperformed the Middle East and Africa’s average of 2.4%. The economy was boosted by increases in private spending, public consumption and exports, despite a challenging global economic environment. Looking ahead, the country’s economic growth is predicted to slow further in 2024, but remain above the regional average, while support from international organisations is predicted to help to maintain positive economic development over the

Rising living standards in Côte d'Ivoire have boosted demand for beauty and personal care products, leading to positive growth in 2023. Bath and shower, deodorants, fragrances, hair care, cosmetics, and skin care are particularly popular. Factors such as increased consumer awareness, urbanisation, and retail modernisation have driven sales. However, surging inflation rates have made consumers price-sensitive, pushing them towards cheaper brands and counterfeit alternatives. There's a shift away