This report presents the findings of the third edition of the Konfidants Made-In-Ghana survey of Ghana’s leading retail supermarkets.
This edition of the report follows the path of the first two editions as part of Konfidants’ SME Competitiveness & Market Access Program.
As in previous surveys, the study surveyed the shelf space dedicated to Made in Ghana goods versus foreign brands in the country’s major retail outlets across 20 product categories.
- Similar to previous editions of the survey, the percentage of Made-in-Ghana (MIG) brand count in the supermarkets saw a marginal increase in the latest survey. Across all 11 supermarkets combined, Made in Ghana brands constituted 31% of the 20 selected product categories while foreign brands comprised 69%. The MIG share was 18% in the 2019 survey and 26% in the 2020 survey. The improved performance of MIG compared to previous editions is not due to a significant increase in the absolute count of MIG brands on the shelves but rather a significant decline in the number of foreign brands on the shelves compared to previous years.
- Totalbrandcountdeclinedforthefirsttime(sincethesurvey began in 2019) as a result of a significant drop in the foreign brand counts. Total brand count declined by 723 (9.7% and 1,244 (15.6%) relative to the 2019 and 2020 surveys, respectively.
- The reduction is entirely attributable to significant decline in foreign brand counts; 1461(24%) and 1296 (22%) decline compared to 2019 and 2020 respectively. The severe COVID-19-induced global supply chain crisis of the past 2 years (particularly 2021) is the most likely explanation for the marked decline in the foreign products sold across the leading retail chains in the country.
- The top five (5) performing Made in Ghana product categories are; Egg (63.19%), Water (59.81%), cooking oil (46.84%), Fruits & Vegetables (48.85%), Sugar & Salt (40.23%). The worst performing Made in Ghana product categories are: Noodles & Pasta (6.8%), Wooden Products & Utensils (7.75%), Biscuits & Confectionery (11.12%), Beauty Creams & Oils (16.2 %), Drinks (17.13%)
- Products classified as Semi-processed contributed 33.7%of the total Made-in-Ghana count. As has been the trend, a significant share of the MIG brands (40.9%) is in goods that can be described as Unprocessed(mostly agro-food products) while 28.48% of the MIG brands are processed/ manufactured goods.
- Airport Shell, Game and Baatsonaa Total are, respectively, the three leading supermarkets with the best MIG performances while Koala, Palace and Marina recorded the worst MIG performance.