Between 2025 and 2030, Ghana’s home care market is projected to add USD 28.3 million in value, translating to a robust compound annual growth rate of 7.12%. While this expansion signals rising consumer engagement, the trajectory remains vulnerable to macroeconomic uncertainty, particularly inflationary pressure and exchange rate volatility, which could limit discretionary spending and reinforce demand concentration around essential product categories.
Amid these constraints, multipurpose home care products continue to gain favor among Ghanaian households, driven by their convenience, affordability, and versatility. As consumers increasingly seek efficiency in their domestic routines, these all-in-one solutions are emerging as preferred substitutes for more specialized – and often more expensive – alternatives. This dynamic is particularly pronounced in lower-income segments, where purchasing decisions are shaped by value-for-money considerations.
At the same time, the structural evolution of Ghana’s housing landscape, with improvements in infrastructure and wider adoption of modern toilet facilities, is unlocking opportunities in adjacent product categories such as toilet care and bathroom cleaning. This shift in household standards is broadening the addressable market, even as economic headwinds temper spending at the top end.
Local manufacturing is poised to play a pivotal role in the market’s evolution. With production costs and supply chain complexities mitigated by domestic operations, homegrown brands are gaining traction by offering competitively priced alternatives that resonate with budget-conscious consumers. As this local capacity scales, it is likely to reduce reliance on imports and further enhance product accessibility across both urban and peri-urban centers.
The report offers a comprehensive analysis of the Ghana home care market, delivering detailed insights into market size, historical growth trends over the past six years, and forward-looking projections through 2030. It provides a granular breakdown of the market by product type and distribution channel, highlighting key drivers, challenges, and opportunities shaping the industry.
Report Highlights
This report provides a structured overview of market data from 2020 to 2030, with figures presented in (Tons/GHS/USD). The core dataset covers the overall market as well as key segments, including actual historical values from 2020 to 2024 and projections for 2025 to 2030. Compound Annual Growth Rates (CAGR) are provided for both the historical and forecast periods. Segmentation dimensions include product type and distribution channel. By comparing historical and projected growth rates, the report helps identify high-potential sub-segments, offering quantitative support for long-term strategic planning and resource allocation.
In addition to granular market metrics, the report captures the broader structural shifts that define the industry’s trajectory. Using proprietary analysis and cross-referenced economic indicators, it maps the interaction between innovations, policy, and consumption patterns. This enables strategic foresight into future growth zones, disruption risk, and innovation-led differentiation, especially within product-focused and region-specific segments.
Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2020 to 2024. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.
Market Segmentation
The following outlines the segmentation of the Ghana home care market:
Product type – e.g., air fresheners (aerosol air fresheners, car air fresheners, gel air fresheners, liquid air fresheners), bleach, dishwashing, household insecticides (coils, sprays/aerosols, others), laundry care (fabric softeners, laundry aids, laundry detergents), polishes, surface care (bathroom cleaners, disinfectants, glass cleaners, multi-purpose cleaners, scouring agents), toilet care (rim blocks/liquids, toilet liquids/foam)
Distribution channel – e.g., convenience stores, e-commerce, general merchandise stores, hypermarkets, small grocery stores, supermarkets, others
Macroeconomic & Demographic Indicators
Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP
These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.
Competitive Landscape: Market Share Analysis
The study outlines the distribution of market share among key players in the home care industry in Ghana, offering visibility into brand dominance and market leadership. Major participants include:
Berrak Manufacturing Company Ltd. (Deva)
Cevag Co., Ltd.
Colgate-Palmolive Company
D. T. Engineering Systems Limited
DH Industries Ltd.
Gr. Sarantis S.A.
J.A. Biney and Company Limited
Janalf Marketing Company Limited
Lexta Ghana Limited
Mega Clear Ltd.
Menkish Impex Ltd
Miswa Chemicals Ltd.
Pacific Interlink Sdn. Bhd.
PZ Cussons Plc
Quimicas Oro S.A.
Reckitt Benckiser Group plc (RB)
S. C. Johnson & Son, Inc.
Samara Co., Ltd.
Shanghai Light Industrial International (Group) Corp., Ltd.
Sunda Ghana Investment Ltd.
The Bolton Group
The Procter & Gamble Company (P&G)
Unilever PLC
Zhongshan Biaoqi Houseware Co., Ltd.
This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.
Why Choose This Report?
Access accurate and up-to-date market size data for the Ghana home care sector.
Obtain granular insights across key segments, including product type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.
Request a redacted sample to preview the data structure and presentation quality before purchase.
Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Ghana Home Care Market – Product Type Analysis
Ghana Home Care Market – Distribution Channel Analysis
Company Shares Analysis
Berrak Manufacturing Company Ltd. (Deva)
Cevag Co., Ltd.
Colgate-Palmolive Company
D. T. Engineering Systems Limited
DH Industries Ltd.
Gr. Sarantis S.A.
J.A. Biney and Company Limited
Janalf Marketing Company Limited
Lexta Ghana Limited
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Ghana Home Care Market 2020-2030
Chart Ghana Home Care Market, Net Growth, 2020-2030
Chart Ghana Home Care Market, Growth Rates, 2020-2030
Table Ghana Home Care Market by Product Type, 2020-2030
Chart Ghana Home Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Ghana Home Care Market by Product Type, 2020-2030
Table Ghana Home Care Market by Distribution Channel, 2020-2030
Chart Ghana Home Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Ghana Home Care Market by Distribution Channel, 2020-2030
Table Ghana Home Care Market Share (%), by Companies, 2020-2024
Chart Ghana Home Care Market, by Companies, 2024
Table Ghana Home Care Market Share (%), by Brands, 2020-2024
Chart Ghana Home Care Market, by Brands, 2024
Table Ghana – Population (Millions) and Forecast
Table Ghana – Consumer Price Index (CPI) and Forecast
Table Ghana – Gross Domestic Product and Forecast
Table Ghana Home Care Market: Spend as a Proportion of GDP (%)
Table Ghana Home Care Market: Consumption per Capita (Population)