Retail in Ghana: The Ghanaian Market is Ready for Multinational Body Care Brands to Break into

Updated: Sep 13, 2021



  • Ghanaians Prefer Nice Smelling, Quality Products.

  • Men and Women Both Want to Smell Nice, But Men More So.

  • Multinational Enterprises Can Thrive in Ghana.


Ghanaians Prefer Nice Smelling, Quality Products


According to a Kasi Insight survey on the most important considerations when shopping for body care or fragrances in Ghana, the most common reasons given by respondents were the fragrance and the quality of the products. 76% of respondents were most interested in the fragrance, while 54% of respondents were most concerned about the quality.


Fragrance and quality where not the only important considerations for purchasing body care and fragrance products. Ghanians also preferred packaging, the premium/luxury brands, natural ingredients and price which implies they do not mind paying more for their body care and fragrance products..



Sensitive skin products, dermatologist recommended, locally made or black owned and cruelty free are not considerations that most Ghanaians take into account when purchasing body care products.


The fact that locally made or black owned and cruelty free do not rank high when it comes to purchasing body care products is surprising in this day and age, as both these trends have been gaining traction in the last several years due to consumers becoming more ethically and environmentally driven in their purchasing decisions. Fragrance free is also a movement that has been growing in many places in the world due to people’s sensitivities, but obviously not in Ghana. Who doesn’t want to smell nice?


Men and Women Both Want to Smell Nice, But Men More So.

According to this Kasi Insight survey, men and women both agree that fragrance, quality and packaging are the most important considerations when it comes to purchasing body care products. However where they differ is when it comes to natural ingredients and premium/luxury brands. Natural ingredients is a more important consideration for women, while for men premium/luxury brands is a more important consideration.



The male respondents to this survey are looking for nice smelling, quality, premium luxury brands that are ideally cruelty free, locally made or black owned and reasonably priced. The female respondents, on the other hand, are looking for nice smelling, quality, nicely packaged products with natural ingredients.


Multinational Enterprises Can Thrive in Ghana.


While locally owned, cruelty free brands are more relevant for consumers in other places in the world, it's not the case for Ghanaians. Some of the well known brands do not have the best track record when it comes to being cruelty free or natural, but are often fragranced and high quality, which are factors highly coveted by Ghanaians. Hence Ghana is a potential market for well known global brands. However for local brands there is an opportunity to provide body care products that are higher in quality and better packaging taking into account global trends such as cruelty free/no animal testing.


Whether you are a global or a local brand, understanding daily hygiene routines of consumers is also very important. To find out more, sign up now to get free access to consumer insight and trends.


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