In 2023, Ghana's tissue and hygiene industry continues to be characterised by affordability, prompting a shift towards more economical brands given the ongoing economic disarray. Intense competition compels companies to innovate, employing diverse strategies to stay pertinent and boost brand sales.
In 2023, high demand for tissue and hygiene remains in Ghana, driven by education, awareness, and increased brand accessibility. This persists across personal, commercial, and household usage.
Ghanaian society has made considerable progress with regard to people becoming more willing to discuss sensitive issues such as menstruation, toilet hygiene and adult incontinence. However, attitudes remain conservative among much of the country’s population.
During 2023, Ghana has witnessed a surge in tissue and hygiene product prices, reaching a peak of 50% due to high inflation, primarily driven by cedi depreciation. The government's decision to raise import duties, VAT, and sales taxes further contributed to the overall increase, particularly affecting imported products.
Tissue and hygiene products are mainly bought via small local grocers and health and beauty specialists. The position of health and beauty specialists is due to the strength of this channel in retail hygiene, mainly sanitary protection but also adult incontinence and to a lesser degree nappies/diapers.
Over the forecast period, tissue and hygiene is poised to witness notable trends, with fragrance and colours taking the forefront. Consumers are increasingly drawn to products with pleasant fragrances, elevating the value of these items as they are used for various purposes, including personal care and surface cleaning.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ghana with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Tissue and Hygiene industry in Ghana, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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