Ghana, a country located in West Africa, has experienced a significant increase in the demand for restaurant delivery services in recent years.
Customer preferences: Ghanaians are increasingly opting for restaurant delivery services due to the convenience it offers. With the rise of technology and the availability of smartphones, customers can easily order food from their favorite restaurants and have it delivered to their doorstep. Additionally, the busy lifestyle of Ghanaians has led to an increase in demand for restaurant delivery services as it saves time and effort.
Trends in the market: The restaurant delivery market in Ghana has seen an increase in competition with the entry of international players such as Uber Eats and Jumia Food. Local players such as Pizarea and Eddys Pizza have also expanded their services to meet the growing demand. There has also been an increase in the number of restaurants offering delivery services, providing customers with a wider range of options to choose from.
Local special circumstances: One of the unique factors in the Ghanaian market is the preference for local cuisines such as jollof rice, banku, and waakye. This has led to the rise of food delivery services that specialize in local dishes. Additionally, the use of cash for transactions is still prevalent in Ghana, and this has led to the introduction of cash-on-delivery payment options for customers.
Underlying macroeconomic factors: Ghana has experienced steady economic growth in recent years, with a GDP growth rate of 6.5% in 2019. This has led to an increase in disposable income, allowing more Ghanaians to afford restaurant delivery services. Additionally, the country has a young and growing population, with over 60% of the population under the age of 25. This demographic is more likely to use technology and prefer convenience, contributing to the growth of the restaurant delivery market.In conclusion, the restaurant delivery market in Ghana has experienced significant growth due to the convenience it offers, the entry of international players, and the rise of local food delivery services. The preference for local cuisines and the use of cash for transactions have also influenced the market. The steady economic growth and young population have also contributed to the growth of the market.
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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