Ghana’s fast-moving consumer goods (FMCG) brands recorded higher consumer spending in 2025, but the growth did not translate into wider consumer reach for many brands, highlighting the challenge of attracting more households in an increasingly competitive market.
Data from Worldpanel by Numerator showed that 69 per cent of Ghana’s top 250 FMCG brands recorded higher consumer spending during the year, while only 52 per cent increased their Consumer Reach Points (CRPs).
Mr Ifedayo Akinyele, Country Manager of Worldpanel by Numerator, Ghana, said the figures indicated that “value growth is currently more widespread than growth in consumer choice.”
Mr Akinyele explained that brands could record higher spending among existing consumers through more frequent purchases, increased spending per shopping occasion or changes in product mix, without necessarily attracting more households.
He cautioned, however, that CRP growth should not be interpreted solely as an increase in household penetration, since the measure also captures purchase frequency.
“Ghanaians may be spending more, but the real question is whether more households are actually choosing a brand,” he said.
The research also indicated that household spending in Ghana’s FMCG market increased by 12.9 per cent in 2025, reflecting continued consumer activity, while 82 per cent of the country’s top 250 FMCG brands reached fewer than half of Ghanaian households.
The findings suggest that many brands are generating increased spending from existing consumers without necessarily expanding their customer base.
This presents a challenge for manufacturers, retailers and marketers seeking sustainable growth, as higher spending does not automatically translate into wider brand adoption.
The research said businesses would need to look beyond increasing sales among existing customers and focus on expanding their consumer base.
Improving product accessibility, relevance and visibility would be important in attracting more households and unlocking the growth potential of Ghana’s FMCG market.
