Care Products market in Ghana

The Ghanaian Care Products eCommerce market is predicted to reach US$77.3 million by 2024 and accounts for 8.7% of the total eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 11.8%, resulting in a projected market volume of US$120.8 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Personal Care market in Ghana

The Ghanaian Personal Care eCommerce market is predicted to reach US$39.5 million by 2024 and accounts for 51.1% of the Care Products eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 10.0%, resulting in a projected market volume of US$57.9 million by 2028. The Personal Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Household Care.

eCommerce revenue development in the Personal Care market in Ghana

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Personal Care market in Ghana

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)83.714.316.385.990.649.568.148.8
as of Care Products (in %)2.42.42.42.62.72.72.82.82.92.92.93.0

Online share

eCommerce online share of the total Personal Care market in Ghana

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Ghanaian Personal Care retail market, the online share is 3.8% and will increase by an average of 8.6% to 5.3% by 2028.

eCommerce online share of the total Personal Care market in Ghana

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)44.9%50.8%32.8%78.5%1.1%11.9%94.1%73.2%

Market definition

Definition of the Personal Care market within the Care Products market

Market definition: Care Products > Personal Care The category Personal Care encompasses the commercial (B2C) sale of shower and bath products (e.g. shampoos, shower gels, deodorants), cosmetics (e.g. make-up, mascaras, nail care), hygiene products (e.g. feminine hygiene products, toilet paper), and more. Not covered are household care, health care or professional products and services for personal care (e.g. beauty treatments, make-up course). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Shower and bath products (e.g. shampoos, shower gels, deodorants)
  • Cosmetics (e.g. make-up, mascaras, nail care)
  • Hygiene products (e.g. feminine hygiene products, toilet paper)
  • Fragrances

Out-of-scope

  • Household care
  • Health care
  • Professional products and services for personal care (e.g. beauty treatments, make-up course)

Market comparison

The Ghanaian Personal Care market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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