Matthew Kindinger, Research Analyst at Frontier Strategy Group, spent a week in Ghana researching the country’s retail scene, and finding out how consumers’ characteristics and behaviors are evolving.

Ghana’s retail scene has changed dramatically over the last decade, with consumers now offered a much greater choice of high quality goods. While the formal retail sector is dominated by large South African chains including Shoprite and Game, there are an increasingly large range of premium imported products available in several supermarkets, especially in Accra. However, with Ghana beset by double-digit inflation, consumer shopping behavior continues to be led by their price sensitivity: wealthier Ghanaians who frequently patronize large supermarkets continue shop for certain goods—notably fresh fruit and vegetables, and clothing—at informal markets because of the better combination of quality and value that they offer. Nevertheless, as economic growth picks up in Ghana, potential exists for FMCG firms looking to tap into an increasingly sophisticated consumer class in the country.

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