Care Products market in Ghana

The Ghanaian Care Products eCommerce market is predicted to reach US$66.8 million by 2024 and accounts for 8.6% 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 11.2%, resulting in a projected market volume of US$102.2 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 Other Personal Care market in Ghana

The Ghanaian Other Personal Care eCommerce market is predicted to reach US$1.0 million by 2024 and accounts for 2.8% of the Personal Care 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 13.4%, resulting in a projected market volume of US$1.6 million by 2028. The Other Personal Care eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Fragrances, Hygiene, and Shower & Bath.

eCommerce revenue development in the Other 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 Other 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

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)17.064.417.326.969.111.561.930.6

Online share

eCommerce online share of the total Other 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 Other Personal Care retail market, the online share is 7.7% and will increase by an average of 7.7% to 10.3% by 2028.

eCommerce online share of the total Other Personal Care market in Ghana

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)78.9%29.4%14.2%5.4%84.2%94.8%18.2%76.9%

Market definition

Definition of the Other Personal Care market within the Care Products market

Market definition: Care Products > Personal Care > Other Personal Care The category Other Personal Care includes the online trade of shaving and grooming products (e.g. safety razors, straight razors, shaving blades, shaving creams, aftershave and aftershave balms). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Shaving and grooming products (e.g. safety razors, straight razors, shaving blades, shaving creams, aftershave and aftershave balms)

Market comparison

The Ghanaian Other 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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