Personal Care - Ghana

Ghana

Highlights

Revenue in the Personal Care Market is projected to reach US$42.51m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 10.00%, resulting in a projected market volume of US$68.47m by 2029.
With a projected market volume of US$34.33bn in 2024, most revenue is generated United States.
In the Personal Care Market, the number of users is expected to amount to 2.4m users by 2029.
User penetration will be 5.1% in 2024 and is expected to hit 6.3% by 2029.
The average revenue per user (ARPU) is expected to amount to US$24.46.

Key regions:

Definition:

The eCommerce Personal Care market is a sector of online retailing that focuses on selling various types of personal care products related to personal cleansing (e.g., shower gels, bath scrubs), body care (e.g., deodorants, shaving creams), eye care (e.g., contact lenses, spectacle lenses), hair care (e.g., shampoos, conditioners, hair masks, hair styling products, hair colorants), oral care (e.g., toothpastes, manual toothbrushes, mouthwashes, and floss), and skin care (e.g., sunscreens, face creams, body lotions, hand creams).

The relevance of the eCommerce Personal Care market lies in its ability to offer consumers a vast selection of products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to reach customers across different geographies and demographics, expanding their customer base and sales potential.

The eCommerce Personal Care market has experienced significant growth in recent years, driven by factors such as the increasing popularity of online shopping, the rise of direct-to-consumer brands, and the growing awareness of the importance of self-care and wellness.

Examples of successful eCommerce Personal Care businesses include Sephora, which offers a wide range of high-end beauty products, and Harry's, which specializes in grooming products for men. Additionally, online marketplaces like Amazon and Target have expanded their personal care offerings, providing consumers with more options for ordering their favorite personal care products online.

Structure:

The eCommerce market for Personal Care consists of five different markets:

The Deodorants market refers to the online purchasing and selling of deodorant products through various digital platforms. Deodorants are personal care products designed to prevent body odor and provide a refreshing scent.
The Shaving market refers to the online retailing of shaving products and accessories, such as razors, shaving creams, aftershaves, and grooming kits.
The Hair Care market comprises, among others shampoos, conditioners, hair masks, hair styling products, and hair colorants.
The Oral Care market includes, among others toothpaste, manual toothbrushes, mouthwashes, and floss.
The Shower & Bath market refers to the online retail sector that specializes in the sale of shower and bath products and accessories. This includes various items such as showerheads, faucets, bathtubs, shower curtains, bath mats, and other related products.

Additional Information:

Personal Care comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page .

Key players in the market are companies like Amazon, JD, Taobao, Tmall, 11st and Sephora.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.