Ghana, a country in West Africa, has seen a significant increase in the demand for grocery delivery services in recent years.
Customer preferences: Ghana's growing middle class and increasing urbanization have led to a shift in consumer behavior towards convenience. Consumers are now opting for online grocery shopping and home delivery services, as they offer a more convenient and time-saving option compared to traditional brick-and-mortar stores. Additionally, the COVID-19 pandemic has further accelerated the adoption of online grocery shopping and delivery services in Ghana.
Trends in the market: The grocery delivery market in Ghana is highly competitive, with both local and international players vying for market share. Local players such as Jumia and Glovo, as well as international players such as Uber Eats and Bolt Food, have all entered the market. These players are leveraging technology to provide customers with a seamless and convenient shopping experience. They are also partnering with local supermarkets and stores to offer a wide range of products and ensure timely delivery.
Local special circumstances: Ghana has a relatively young population, with over 60% of the population under the age of 25. This demographic is tech-savvy and comfortable with using technology to shop online. Additionally, Ghana has a high mobile penetration rate, with over 40 million mobile phone users in the country. This has made it easier for grocery delivery services to reach a wider audience and offer their services through mobile apps.
Underlying macroeconomic factors: Ghana's economy has been growing steadily over the past few years, with a GDP growth rate of 6.1% in 2019. The country's middle class is also growing, with an increasing number of people joining the middle-income bracket. This has led to an increase in disposable income, which has, in turn, led to an increase in demand for convenience services such as grocery delivery. The government of Ghana has also been implementing policies to promote entrepreneurship and innovation, which has led to the growth of the startup ecosystem in the country. This has created opportunities for local players to enter the grocery delivery market and compete with international players.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. 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 relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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