In 2023, Ghana is witnessing inflation, leading consumers to choose more affordable options like herbal/traditional products due to their more affordable prices. Similar to other sub-Saharan African markets, the use of herbal/traditional products is widespread in Ghana, although a gradual shift from unpackaged to packaged offerings is underway.
In 2023, Ghana has witnessed a significant increase in inflation, which affected unit prices across various consumer health categories, leading to declining demand. Consequently, consumers are reconsidering their choices and opting for more economical products, whether they are generic options or herbal/traditional products that offer better affordability.
In Ghana, brand loyalty plays a significant role in guiding consumers when making purchasing decisions. Consumers often rely on recommendations from family and friends to review and evaluate specific brands before making a purchase.
The economy, although still recovering from the impact of the COVID 19 pandemic, is still struggling due to issues such as the increased cost of fuel and the lingering global economic impact of the pandemic. Businesses and individuals continue to feel the impact of the poor economy, which is influencing their purchasing decisions.
The number of pharmacies has increased since the outbreak of COVID-19 in 2020. Across major cities of Ghana, new pharmacies are opening due to the growing perception that the pharmacy business is lucrative and demand will continue to grow.
The Ghana National Regulatory Authority Act 2012 (Act 851) is responsible for the regulation of medicines in Ghana. Responding to the threat of COVID-19 in Ghana, the National Regulatory Authority implemented regulatory measures in an effort to slow its spread.
Vitamins and dietary supplements are regulated by the Food and Drugs Authority, and there are several legal requirements that these products must fulfil in order to be sold legally. These relate primarily to the documentation and certificates provided during the registration process and the packaging and storing of products during the distribution process.
There will be marginal growth in retail constant value sales of consumer health in Ghana during the forecast period. Growth will be supported by an expanding population, urbanisation and widening distribution.
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See All of Our DefinitionsThis report originates from Passport, our Consumer Health research and analysis database.
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