Demand for personal care items in Ghana has risen between April 2021 and February 2022.
Our Kasi Insight Retail Demand Index in Ghana – Personal Care conducted between April 2021 through to June 2022, is a measure of consumer demand for personal care items. The index ranges from a low (-0.25) to a high value (+0.25), a low reading means the categories are not in demand while a high value means there is too much demand for the product.
In Ghana, the index demonstrates that there has been an overall rise in demand for personal care items by 8 points between the years of 2021 and 2022. Protective equipment supplies (e.g., gloves, facemasks, etc.) and wet wipes have seen the highest increase in demand across the years of 2021 and 2022 by 16 points. However, other items have seen a less significant rise in demand, suggesting that these items' demand may drop in the coming months; these items include toilet paper and hand sanitizer, which have only seen a rise in demand by 1 point.
Ghanaian Millennials have a strong influence on the rise/fall of demand of personal care items
The age groups driving the increase in demand for protective equipment supplies and wet wipes are the Millennials, with an increase in demand by 18 points for protective equipment supplies and 16 points for wet wipes. However, Millennials were also the drivers of the drop in demand for toilet paper (-2 points) and hand sanitizer (- 1 point). Overall, demand for personal care items dropped for Baby Boomers, with the largest drop being in protective equipment supplies. In fact, protective equipment supplies demand dropped by 15 points (-15 points) for Baby Boomers, while demand rose by almost 17 points (+17 points) across all other age groups.
Brands should focus on Millennials in Ghana to ensure a consistent or increase in demand of their personal care products
Millennials are demonstrating their ability to influence the rise and the fall in demand of personal care items. Personal care brands should therefore tailor their products to the needs of Millennials to ensure that they can maintain the demand for their products overall and/or increase their demand for particular items. As seen with the protective equipment supplies, Baby Boomers demand for these items dropped significantly in comparison to other age groups, yet this did not impact the overall demand. However, if Millennials were to have the same trajectory, the demand for protective equipment supplies, it would cause a drop in demand for the item overall.
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