Professional Documents
Culture Documents
Dairy Products and Alternatives in Ghana
Dairy Products and Alternatives in Ghana
in Ghana
Euromonitor International
September 2023
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport i
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport ii
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 1
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 2
looking to make healthier choices, as well as looking to aid their children’s growth and
development. Previously, most people in Ghana only saw dairy products as a complement to
meals, with these products being a way to add flavour and richness. However, knowledge
about the nutritional value of dairy – mainly milk and yoghurt – is growing and hence demand
continues to increase. Butter, on the other hand, has struggled to gain a stronger foothold in
Ghana, which is largely because the local cuisine is not compatible with the use of butter.
Nevertheless, the growing number of expats in the country is helping to raise demand for
butter although its availability is still largely restricted to urban modern grocery retailers.
▪ Most people do not know how to prepare foreign food. Although quite a diverse range of
dishes is enjoyed in restaurants, including Chinese food and Italian food such as pizzas and
pasta, few people actually prepare these dishes at home. It is mainly the Middle-Eastern
community, expatriates and Ghanaians who have lived abroad for some time who prepare
foreign dishes.
▪ Obesity is not a major health issue in Ghana, with only 21% of the adult population
overweight, while 11% are classified as obese. However, the rate of obesity is considerably
higher in urban areas, with those living in the Greater Accra region having a much higher
number of adults classified as obese. There are cultural reasons for the tendency for affluent
urban dwellers to be overweight and obese, specifically when being overweight has
traditionally been seen as an indicator of prosperity and wealth, especially among those from
the Volta, Ashanti and Greater Accra regions. Furthermore, rising purchasing power and
increasingly hectic and complex lifestyles have led to higher consumption of Western-style
convenience food, confectionery and fast food in Accra and other major cities, which is also
contributing to the increasing prevalence of obesity. In addition, traditional female beauty
ideals have centred on women who are quite plump, rather than the slim figures
representative of the Western beauty ideal. This has led many to regard being slightly
overweight as desirable, contributing to the types of behaviours that contribute to obesity.
▪ Despite major progress in recent years, malnutrition remains a major issue in Ghana. A study
conducted during the review period by the United Nations’ World Food Programme (UNWFP)
found that child malnutrition costs the country’s economy 6% of its annual GDP, some
USD2.6 billion every year, and that it had reduced the country’s active workforce by 7.3%.
This study also revealed that 37% of Ghana’s adult population suffered from stunting as a
child, while 24% of all child mortality in the country was associated with malnutrition, resulting
in some 10,000 extra child deaths per year.
▪ The government promotes healthy eating through the broadcasting of various television
programmes explaining the dangers of various illnesses and health conditions that derive
from poor diets and unhealthy living. In addition, many people are starting to realise the
importance of healthy eating which is boosting demand for smaller portions and less oily and
less sugary food and eschewing dishes that are perceived as inherently unhealthy. However,
packaged food companies have not yet responded to this by offering healthier products.
▪ Nevertheless, healthy eating trends are becoming more evident in the country and it is
becoming common for Ghanaians to control their portion sizes, while many are ensuring they
eat more greens. Some are starting to demand less oil in their soups, while certain dishes are
gaining a reputation for being less healthy. These include palm nut soup, which is notoriously
rich and heavy. This is also leading to a move away from unbranded to branded products,
especially in palm oil, a reflection of growing health consciousness. However, these healthy
eating habits are generally confined to more enlightened people among high-income groups,
while the low-income majority are more concerned with obtaining adequate nutrition rather
than the healthfulness of the food they manage to eat.
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 3
▪ Industry players are also developing smaller packaging sizes in a variety of packaged food
categories, which enable the lower socioeconomic groups to afford to buy them. While many
single-portion sizes are only available via the informal sector, such sales nevertheless also
help to boost brand awareness.
▪ Population growth and consistent improvements in the economy as well as the development
of modern retailing are all expected to have a positive influence on sales of dairy products and
alternatives over the forecast period. Nevertheless, it is unlikely that the growth rates
registered over the review period will be matched. This is mainly because many middle-class
households are now feeling a lot of pressure from the rising cost of living and stagnant growth
in incomes. This means that demand for higher-priced, value-added products is likely to come
under pressure, especially in Accra, where the cost of living is considerably higher than in
other parts of the country. At the same time, more essential products are likely to be
prioritised as spending comes under pressure. However, as increasing numbers of
households rise out of poverty, demand for more basic products is likely to support growth
including dairy products and alternatives.
Country Background
▪ Despite being ranked as one of the fastest-growing economies in Africa by the IMF, this has
yet to translate into improving living standards for Ghanaians. While many government
policies are currently being implemented to reform the economy, it will take time for living
standards to improve with almost a third of the population still living below the international
poverty line (USD3.10 a day) as of 2023.
▪ People living in rural areas tend to eat two main meals per day and these tend to be very
heavy meals, especially among manual workers such as farmers. Many people in rural areas
have direct access to locally cultivated fresh food and so they eat relatively low amounts of
packaged food. Most eat their first meal of the day at around 10.00hrs or 11.00hrs and the
second meal at around 17.00hrs or 18.00hrs. Snacking is common between these meals,
including roasted plantain with groundnut or soakings with milk. Urban dwellers are more
likely to eat three full meals (breakfast, lunch and dinner) and much less likely to snack
between meals.
▪ Dairy products have over the years become a staple food in Ghana establishing themselves
as a key component of standard meals. Dairy in Ghana is dominated by condensed milk and
powder milk, with these products being used for breakfast meals such as porridge, tea,
cereals, and other beverages. There has also been an increase in street food vendors selling
local porridge, such as ‘’Koko’’, as well as tea, oats, and other beverages, with these using
milk in larger quantities. Dairy products such as drinking yoghurt, flavoured milk drinks, and
shelf stable milk have also become popular, with sales being driven by consumers who are
looking to make healthier choices, as well as looking to aid their children’s growth and
development. Previously, most people in Ghana only saw dairy products as a complement to
meals, with these products being a way to add flavour and richness. However, knowledge
about the nutritional value of dairy – mainly milk and yoghurt – is growing and hence demand
continues to increase. Butter, on the other hand, has struggled to gain a stronger foothold in
Ghana, which is largely because the local cuisine is not compatible with the use of butter.
Nevertheless, the growing number of expats in the country is helping to raise demand for
butter although its availability is still largely restricted to urban modern grocery retailers.
▪ Most people do not know how to prepare foreign food. Although quite a diverse range of
dishes is enjoyed in restaurants, including Chinese food and Italian food such as pizzas and
pasta, few people actually prepare these dishes at home. It is mainly the Middle-Eastern
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 4
community, expatriates and Ghanaians who have lived abroad for some time who prepare
foreign dishes.
▪ Obesity is not a major health issue in Ghana, with only 21% of the adult population
overweight, while 11% are classified as obese. However, the rate of obesity is considerably
higher in urban areas, with those living in the Greater Accra region having a much higher
number of adults classified as obese. There are cultural reasons for the tendency for affluent
urban dwellers to be overweight and obese, specifically when being overweight has
traditionally been seen as an indicator of prosperity and wealth, especially among those from
the Volta, Ashanti and Greater Accra regions. Furthermore, rising purchasing power and
increasingly hectic and complex lifestyles have led to higher consumption of Western-style
convenience food, confectionery and fast food in Accra and other major cities, which is also
contributing to the increasing prevalence of obesity. In addition, traditional female beauty
ideals have centred on women who are quite plump, rather than the slim figures
representative of the Western beauty ideal. This has led many to regard being slightly
overweight as desirable, contributing to the types of behaviours that contribute to obesity.
▪ Despite major progress in recent years, malnutrition remains a major issue in Ghana. A study
conducted during the review period by the United Nations’ World Food Programme (UNWFP)
found that child malnutrition costs the country’s economy 6% of its annual GDP, some
USD2.6 billion every year, and that it had reduced the country’s active workforce by 7.3%.
This study also revealed that 37% of Ghana’s adult population suffered from stunting as a
child, while 24% of all child mortality in the country was associated with malnutrition, resulting
in some 10,000 extra child deaths per year.
▪ The government promotes healthy eating through the broadcasting of various television
programmes explaining the dangers of various illnesses and health conditions that derive
from poor diets and unhealthy living. In addition, many people are starting to realise the
importance of healthy eating which is boosting demand for smaller portions and less oily and
less sugary food and eschewing dishes that are perceived as inherently unhealthy. However,
packaged food companies have not yet responded to this by offering healthier products.
▪ Nevertheless, healthy eating trends are becoming more evident in the country and it is
becoming common for Ghanaians to control their portion sizes, while many are ensuring they
eat more greens. Some are starting to demand less oil in their soups, while certain dishes are
gaining a reputation for being less healthy. These include palm nut soup, which is notoriously
rich and heavy. This is also leading to a move away from unbranded to branded products,
especially in palm oil, a reflection of growing health consciousness. However, these healthy
eating habits are generally confined to more enlightened people among high-income groups,
while the low-income majority are more concerned with obtaining adequate nutrition rather
than the healthfulness of the food they manage to eat.
▪ Industry players are also developing smaller packaging sizes in a variety of packaged food
categories, which enable the lower socioeconomic groups to afford to buy them. While many
single-portion sizes are only available via the informal sector, such sales nevertheless also
help to boost brand awareness.
▪ Population growth and consistent improvements in the economy as well as the development
of modern retailing are all expected to have a positive influence on sales of dairy products and
alternatives over the forecast period. Nevertheless, it is unlikely that the growth rates
registered over the review period will be matched. This is mainly because many middle-class
households are now feeling a lot of pressure from the rising cost of living and stagnant growth
in incomes. This means that demand for higher-priced, value-added products is likely to come
under pressure, especially in Accra, where the cost of living is considerably higher than in
other parts of the country. At the same time, more essential products are likely to be
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 5
Socioeconomic Trends
▪ In 2023, the government's consistent tax and levy hikes continue to drive prices upwards. For
example, VAT has surged from 13% to 15%, further inflating the cost of everyday products.
Despite a slight decline, inflation persists at alarming levels, continuing to push consumer
goods prices up. Concurrently, the nation grapples with significant macroeconomic hurdles,
leading to increased fuel costs and overall higher production expenses.
▪ Ghanaian cuisine is notoriously labour-intensive and most dishes take several hours to
prepare. As the lifestyles of the urban middle class become busier and more hectic, mid- and
high-income consumers are increasingly resorting to more basic dishes such as fried rice
which are far quicker to prepare, reserving their consumption of elaborate, time-consuming
dishes for when they are dining out and preparing them only for special occasions.
▪ Ghana is a country with a young population with a median age of just 22 years. Ghana’s birth
rate stands at 28.2 live births/1,000 population, although this has fallen from 30.3 live
births/1,000 population in 2016. Although increasing numbers of expatriates are coming to live
in Ghana, high rates of emigration among young men, mainly to Western Europe and North
America, ensure that the net migration rate remains negative.
▪ The high proportion of the country’s population accounted for by babies and children
continues to support strong growth in sales of baby food. Traditionally packaged baby food
(milk formula and dried baby food) was not a big part of baby nutrition with mothers instead
relying on breastmilk and locally-made unpackaged baby food produced from cereals and
legumes to feed their babies. This situation has now changed, however, with packaged baby
food from brands such as Cerelac and Nan (both from Nestlé) now being a major part of a
baby’s nutrition, even among lower-income earners. Packaged baby food is viewed as more
hygienic, nutritious, convenient, and modern, especially among the increasing numbers of
working mothers who have limited time to breastfeed their babies or prepare home-made
baby food for them.
▪ While low-income people rely on informal channels for the vast majority of their food
purchases, many middle-class people also buy a lot of their food through informal channels.
The most common places where food is purchased are open markets located in residential
neighbourhoods in large cities. These are also the major source of many packaged food
products, especially low-priced staples. Most middle-class people purchase more expensive
value-added products from supermarkets, although financial pressure means that almost all
middle-income consumers are also quite price-conscious. The wealthy elite comprises some
5% of Ghana’s society, and this includes the expatriate population. Money is generally not a
concern for these people and they can usually spend freely, purchasing all of their food from
supermarkets.
▪ Fridges are quite common in retail outlets, including independent small grocers in urban
areas, although freezers are less common and are generally seen only in all modern grocery
retailing channels currently available (ie supermarkets, hypermarkets and convenience
stores). Among consumers, it is only more affluent mid- and high-income households that
have fridges, let alone freezers. Low-income and less affluent mid-income households rarely
have fridges, which limits demand for some dairy products to these consumers.
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 6
Logistics/infrastructure
▪ The distribution of packaged food between the country’s major urban areas is efficient and
well organised. Indeed, the transportation of goods between Greater Accra, Takoradi, Kumasi
and to a lesser extent Tamale and other major towns and cities is generally quick and trouble-
free. Outside of the main urban areas, however, unreliable and underdeveloped infrastructure
and often dangerous roads present challenges to the distribution of both fresh food and
packaged food. In particular, access to remote rural areas can be problematic and, for this
reason, dairy products such as tinned condensed milk, among many others, have only been
available in these remote areas for around 10-15 years. However, improvements are
constantly being made to the country’s food distribution infrastructure and it can be expected
that disparities in the supply of packaged dairy in urban and rural areas will diminish over the
forecast period.
▪ Nevertheless, the limited purchasing power of rural consumers is set to continue making it
difficult for packaged food and retailing companies to justify investing significantly in
expanding the distribution of their products into less developed parts of the country. For this
reason, it is likely that the range of packaged dairy products and alternatives available outside
of the main urban areas will remain considerably more limited than in town and cities for the
foreseeable future.
▪ Open markets are the most important sources of staple foodstuffs for most people. Other
grocery items are usually purchased from independent small grocers located in their
neighbourhoods, although it is common for people to purchase some items in bulk from the
wholesalers which are a feature of most open markets. However, demand for packaged food
is slowly shifting towards supermarkets and forecourt retailers due to urbanisation and rising
affluence among the middle class. These modern retail channels are regarded as quite
prestigious and are becoming more popular as they are cleaner and more hygienic than open
markets, offer wider ranges of products than independent small grocers and have more
transparency in pricing.
▪ In particular, modern retailing is popular among affluent urban dwellers and the expatriate
population, most of whom do not make use of traditional grocery retailing channels. However,
it should be noted that most packaged dairy products are still distributed through traditional
channels and this is because it is invariably cheaper and more convenient to buy products
through traditional grocery retailers. It should also be noted that affluent people often send a
domestic servant to go shopping in traditional grocery retailers to buy their essentials rather
than visit these outlets themselves.
▪ More consumers are shifting away from modern grocery retailers and to the open markets to
shop for dairy products and baby foods. Even though many middle and upper-class
consumers find shopping in modern grocery retailers more convenient, open markets are now
more affordable. Prices in the modern channel have increased astronomically because
modern trade is more regulated with taxes, levies, and VAT requirements.
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 7
beverages, and yoghurt The demand for these brands will be mainly among the older
generation, as they tend to be more health-conscious compared to the younger generation.
▪ While Nestlé, Friesland Campina, and Promasidor are poised to maintain their leading
positions, their market shares are expected to decrease as emerging affordable brands
appeal to economising consumers. Notably, certain smaller brands are already witnessing an
expansion in shelf space. Price, size, taste, and packaging will stand as the primary factors
influencing competition in this landscape.
▪ In terms of new product developments within drinking dairy products, there will be a wider
diversity of flavours on offer. These flavours, particularly appealing to the younger generation,
enhance the appeal of food items and lend and will therefore capture new consumers keen to
try exciting new products.
MARKET DATA
Table 1 Sales of Dairy Products and Alternatives by Category: Value 2018-2023
GHS million
2018 2019 2020 2021 2022 2023
Table 2 Sales of Dairy Products and Alternatives by Category: % Value Growth 2018-
2023
Table 3 NBO Company Shares of Dairy Products and Alternatives: % Value 2019-2023
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 8
Table 4 LBN Brand Shares of Dairy Products and Alternatives: % Value 2020-2023
Ideal (Nestlé SA) Nestlé Ghana Ltd 20.1 19.9 18.5 17.5
Carnation (Nestlé SA) Nestlé Ghana Ltd 17.8 17.7 17.7 17.5
Cowbell (Promasidor Promasidor Ghana Ltd 12.8 13.0 14.3 15.0
(South Africa) (Pty)
Ltd)
Peak Royal FrieslandCampina NV 5.1 5.1 5.4 5.9
Nido (Nestlé SA) Nestlé Ghana Ltd 2.9 2.9 3.1 3.4
Pascual Calidad Pascual SAU 2.1 2.1 2.0 1.8
Vitamilk (Green Spot Gentle Giants Ltd 1.9 1.9 1.6 1.8
Co Ltd)
Cerelac (Nestlé SA) Nestlé Ghana Ltd 1.6 1.7 1.4 1.5
Blue Band (Upfield Upfield Foods Ghana Ltd 2.0 1.9 1.7 1.2
Holdings BV)
FanMaxx (Danone, Fan Milk Plc 1.2 1.1 1.1 1.1
Groupe)
Dano (Arla Foods Amba) Arla Foods BV 1.2 1.2 0.9 1.0
Briella Yumvita Promasidor Ghana Ltd 0.7 0.7 0.6 0.7
(Promasidor (South
Africa) (Pty) Ltd)
Nan (Nestlé SA) Nestlé Ghana Ltd 0.6 0.6 0.5 0.5
Namio Namio Ghana Ltd 0.3 0.3 0.3 0.3
Atona Atona Foods Co Ltd 0.4 0.3 0.3 0.3
Lactasoy Lactasoy Co Ltd 0.3 0.4 0.3 0.3
Lactogen (Nestlé SA) Nestlé Ghana Ltd 0.3 0.3 0.2 0.2
Purity Tiger Brands Ltd 0.2 0.2 0.1 0.1
SMA (Nestlé SA) Wyeth Nutritional Inc 0.1 0.1 0.1 0.1
Nestum (Nestlé SA) Nestlé Ghana Ltd 0.1 0.1 0.0 0.0
Cow & Gate (Danone, Nutricia Ltd 0.0 0.0 0.0 -
Groupe)
Blue Band (Unilever Unilever Ghana Ltd - - - -
Group)
Others Others 28.4 28.6 29.7 29.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 9
Table 6 Forecast Sales of Dairy Products and Alternatives by Category: Value 2023-
2028
GHS million
2023 2024 2025 2026 2027 2028
Table 7 Forecast Sales of Dairy Products and Alternatives by Category: % Value Growth
2023-2028
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 10
DISCLAIMER
Forecast and scenario closing date: 31 July 2023
Report closing date: 9 August 2023
Analysis and data in this report give full consideration to consumer behaviour and market
performance in 2023 and beyond as of the dates above. For the very latest insight on this
industry and consumer behaviour, at both global and national level, readers can access
strategic analysis and updates on www.euromonitor.com and via the Passport system, where
new content is being added on a systematic basis.
Market sizes are researched at category level, lower data levels are modelled.
BABY FOOD
2023 Developments
▪ Demand for dried baby food – mainly Cerelac (Nestlé) and Briella Yumvita (Promasidor)
continues to increase in 2023, after sales suffered due to the impact of COVID-19 in 2020 and
2021. The increased demand is being driven by the reopening of schools along with general
economic activities picking up. Furthermore, dried baby food products such as Cerelac are
not only being consumed by babies or young children anymore but are also being eaten by
older children too, largely those in high school and tertiary schools, as well as some working
adults. Some of these consumers are eating dried baby food as a snack and others as a full
meal and therefore demand increased when schools resumed.
▪ Baby food prices have surged by over 50% in 2023, although the escalation in Cerelac's
prices has been less pronounced than Yumvita. With that being said, there is set to be a
relative moderation in prices, influenced by the strengthening cedi and a marginal reduction in
inflation. Despite price sensitivity, particularly among lower-income consumers, mothers
continue to purchase baby food, prioritising their children's needs over their own. Not
purchasing baby food is simply not an option, and instead, mothers will purchase reduced
quantities or smaller packaging options.
▪ Mothers in Ghana are quite critical about the kind of baby food that they feed their babies.
The market is quite conservative so when people develop trust for a particular brand, brand
loyalty is generally strong. Nonetheless, some mothers, mainly upper and middle class, have
become a bit more receptive to trying new brands, especially premium imported brands like
Aptamil (Danone). Therefore, premium baby food is seen to have bright prospects as the
market expands, with these products often perceived to be safer and healthier. In line with
this, there has been observed on the market a growing range of imported prepared and dried
baby food products, including those from Purity (Tiger Brands), Enfamil, Similac, Kendamil,
and Heinz in modern grocery retailers and specialist baby shops.
▪ Other forms of baby food such as prepared baby food, baby yogurts, and fruit and vegetable
(carrots) purees are gradually becoming more popular. Although a niche market, there is
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 11
potential in this area because mothers are now looking for other forms of baby food to
complement their milk formula and dried baby food. In modern grocery retailers and specialist
baby shops, for instance, there is a growing range of prepared baby food and baby yoghurt
from brands such as Purity (Tiger Brands), Heinz (Kraft Heinz Company), Cow & Gates
(Nutricia Ltd).
▪ Baby food continues to face competition from locally-made alternatives. For example, Tom
Brown is a cereal legume mix that remains a popular alternative to dried baby food. Many
mothers either switch from dried baby food to Tom Brown at a certain point or use it alongside
dried baby food.
▪ According to industry players, the prospects for growing-up milk formula look bright as
demand for these products continues to increase, especially growing-up milk formula (1-3
years). This type of milk formula, according to most mothers, serves multiple purposes as it
can sometimes be used to complement breastmilk while at other times it can be added to
other food for their babies such as Tom Brown (locally-made cereal and legume porridge mix)
and rice porridge to provide enriched baby nutrition. For instance, Nido 1+ (Nestlé) has
become very popular among mothers for this purpose, while other brands such as Aptamil
with Pronutra 3 are also seeing a growing presence in the market.
▪ Aside from milk formula, dried baby food has the biggest market size with brands like Cerelac
and Yumvita leading. Their sales performances have remained positive, however, prices have
increased throughout the category. Nonetheless, anticipated growth in the coming years is
underpinned by factors such as bulk purchases becoming more affordable, and the
competitive prices of certain products.
▪ In 2023, NAN (Nestlé) remains the most preferred milk formula in Ghana. It is affordable, has
good quality, and is widely distributed across channels, modern trade, and the open markets.
The shelf space of NAN remains significantly high across all channels ,however the brand is
facing competition from Aptamil, a premium imported brand.
▪ In 2023, a new variant of Cerelac, featuring a blend of fruit and milk, has been introduced.
▪ Since its launch, Nido 1+ milk formula is becoming increasingly popular. The shelf space of
the brand in modern grocery retailers and baby-specific stores continues to grow. The multi-
purpose use of milk as an instant milk formula and as a complement to other baby foods
makes it popular. However, currently, Nido 1+ faces competitors from Peak, an instant milk
formula that is also becoming popular.
▪ Prepared baby food remains a niche in Ghana, however brands like Purity continue to grow
across modern grocery retailers and baby-specific stores. Compared to competitor brands like
Cow and Gates and Heinz, the brand is more affordable.
▪ Baby and mother-specific stores are popping up all over the city. These shops sell mainly
baby food and other baby products. Likewise, more of these stores are now opening in
residential areas as demand for baby food continues to increase.
▪ Baby food is sold mainly in supermarkets, specialist baby shops, and other channels such as
chemists/pharmacies and some neighbourhood-based independent small grocers. When
COVID-19 restrictions were introduced in 2020, some retailers were forced to close; however,
all of the channels that sell baby food, particularly baby specialist shops, were allowed to
operate because they were considered essential services.
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 12
likely to increase. In addition to that, there is growing knowledge and awareness about baby
health and nutrition so most mothers are now more critical of the baby food brands they feed
their babies, with this being seen even among lower-income mothers. Packaged baby food is
considered more hygienic, convenient, and nutritious and therefore demand is likely to
continue growing.
▪ However, over the forecast period, baby food will remain a stable category in Ghana, with no
drastic changes expected at any point. Dried baby food will continue to drive overall demand,
followed by milk formula. Nonetheless, there is expected to be growth in other baby food
products such as baby yoghurts as the economy improves and mothers therefore have more
money to spend.
▪ The local baby cereal brand Tom Brown is expected to perform well in 2024 and beyond. Tom
Brown offers a mix of cereal and legumes that some mothers consider essential for their
babies’ development.
▪ Prepared baby food will remain niche over the forecast period, and only a marginal expansion
of this category is expected. This is due to the limited trust that mothers have in such
products.
▪ Finally, more pharmacies are set to stock a wider range of baby products in the years to
come. As mothers prefer to seek nutrition advice from professionals such as pharmacists, this
will boost the sales of such products from this channel, despite the usually higher prices.
Category Data
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 13
litres)
-- Powder Growing-Up 0.1 0.1 0.1 0.1 0.1 0.1
Milk Formula ('000
tonnes)
- Special Baby Milk - - - - - -
Formula (Not calculable)
-- Liquid Special Baby - - - - - -
Milk Formula (million
litres)
-- Powder Special Baby - - - - - -
Milk Formula ('000
tonnes)
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
GHS million
2018 2019 2020 2021 2022 2023
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 14
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 15
Cerelac (Nestlé SA) Nestlé Ghana Ltd 33.7 32.5 28.0 29.0
Briella Yumvita Promasidor Ghana Ltd 13.4 13.1 12.5 13.0
(Promasidor (South
Africa) (Pty) Ltd)
Nan (Nestlé SA) Nestlé Ghana Ltd 12.7 11.3 9.1 10.0
Nido 1+ (Nestlé SA) Nestlé Ghana Ltd 5.7 5.1 4.1 4.5
Lactogen (Nestlé SA) Nestlé Ghana Ltd 6.3 5.7 4.5 4.0
Purity Tiger Brands Ltd 4.0 3.7 2.9 2.2
SMA (Nestlé SA) Wyeth Nutritional Inc 2.2 2.0 1.6 1.5
Nestum (Nestlé SA) Nestlé Ghana Ltd 2.4 1.5 0.4 0.5
Cow & Gate (Danone, Nutricia Ltd 1.0 0.7 0.2 -
Groupe)
Others Others 18.6 24.4 36.8 35.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
© Euromonitor International
DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 16
- Growing-Up Milk - - - - - -
Formula (Not calculable)
-- Liquid Growing-Up - - - - - -
Milk Formula (million
litres)
-- Powder Growing-Up 0.1 0.1 0.1 0.1 0.1 0.1
Milk Formula ('000
tonnes)
- Special Baby Milk - - - - - -
Formula (Not calculable)
-- Liquid Special Baby - - - - - -
Milk Formula (million
litres)
-- Powder Special Baby - - - - - -
Milk Formula ('000
tonnes)
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
GHS million
2023 2024 2025 2026 2027 2028
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DAIRY
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2023 Developments
▪ Ghana’s dairy market is mainly accounted for by condensed milk and powder milk. The main
drivers of demand are school children, street food vendors (tea and porridge sellers), and
those consumers who use it for breakfast either at home or on the move.
▪ Powder milk sales are influenced by school children, and In 2023, sales are strong as more
consumers are opting for powder milk over evaporated milk. This was particularly noticeable
among lower- and middle-income consumers due to the lower cost of powdered milk. This
trend is set to continue in the coming years, fuelled by affordability and the consumption
habits of school children.
▪ Shelf stable milk is highly reliant on imports. In 2023, sales have not reached the expected
levels due to higher unit prices. Additionally, many Ghanaians do not prefer shelf stable milk
as it is not very convenient. Looking ahead, if prices become more reasonable, the market
could expand, especially among the middle-and upper-classes who can afford it.
▪ Sales of evaporated milk continue to soar, with numerous new players entering the
competitive landscape and existing brands expanding their presence. This landscape is
primarily led by local brands, with Nestlé holding a significant position. Despite price
increases, the competition within this sector remains robust, which sustains its
competitiveness. The forecast period holds growth potential, although it will largely hinge on
pricing dynamics.
▪ Demand for dairy drinkables, especially drinking yoghurt is on the rise. Previously when it
came to dairy in Ghana it has been largely limited to condensed milk and powder milk, but
there are now a growing number of ready-to-drink dairy products on the market, especially
drinking yoghurt and flavoured milk drinks. As people have become more health-conscious
and aware of the health benefits of yoghurt, consumption has increased significantly. Many
people have replaced fizzy drinks, which are perceived as unhealthy, with flavoured yoghurt
and flavoured milk drinks. Local production of yoghurt is on the increase, including probiotic,
plain, and skimmed yoghurt, while production of flavoured milk drinks has also increased. For
example, Fan Milk Ghana recently introduced Fan Maxx Apple and Watermelon Flavour
Skimmed Yoghurt Drinks. The company also offers two other skimmed yoghurt brands
through modern grocery retailers: Yaourt Nature Plain Skimmed Yoghurt and Yaourt Vanilla
Yoghurt. Brands are also introducing a growing range of flavours within flavoured milk drinks
through modern grocery retailers, such as Joy Dairy (strawberry, chocolate, banana, vanilla)
and Mulik Full Cream Milk (vanilla, chocolate, banana).
▪ In 2023, new launches include plain condensed milk by Pura Vida, Dano Evaporated Milk,
Momo Evaporated Milk, and Unity Plus Evaporated Milk, catering to diverse preferences.
▪ In general, plant-based milk alternatives are becoming increasingly popular, especially in
modern grocery retailers. Demand for soy drinks has seen particularly strong growth
according to industry players. Vitamilk Soy remains the most popular brand of milk
alternatives in Ghana, but other plant-based milk such as coconut and almond are also
becoming more popular. Equally, other milk alternatives such as non-dairy creamers have
also seen growing demand. These products are in demand because consumers are
becoming increasingly health conscious, while others have become aware of allergies such
as lactose intolerance. Store checks reveal some new brands such as Good Hope Soy Milk
(Chocolate & Strawberry) from Clover and Koko Dairy Free Coconut Milk (KokoDairyfree).
Vita Milk also launched its Vita Milk Strawberry flavour in March 2020.
▪ Condensed milk remains popular in Ghana, despite some concerns about it being an
unhealthy product. With demand remaining largely stable new brands of condensed milk
continue to be seen on the market.
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DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 19
▪ For example, a range of new brands appeared in modern grocery retailers such the Melcom
and Spar chains at the end of the review period, including Festival Evaporated Milk (Product
of Malaysia), Pura Vida (Gloria SA), and Nutridor Abevia (Nutridor). There was also a growing
presence of Cindy Evaporated Milk in some modern grocery retailers.
Category Data
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DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 21
('000 tonnes)
- Condensed and 101.1 108.2 107.6 113.9 111.0 103.0
Evaporated Milk
(million litres)
-- Condensed Milk 8.4 8.6 9.1 9.5 9.9 9.7
(million litres)
-- Evaporated Milk 92.8 99.5 98.5 104.4 101.1 93.3
(million litres)
- Cream ('000 tonnes) - - - - - -
- Fromage Frais and - - - - - -
Quark ('000 tonnes)
-- Flavoured Fromage - - - - - -
Frais and Quark ('000
tonnes)
-- Plain Fromage Frais - - - - - -
and Quark ('000 tonnes)
-- Savoury Fromage - - - - - -
Frais and Quark ('000
tonnes)
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
GHS million
2018 2019 2020 2021 2022 2023
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Stable Desserts
-- Chilled Dairy Desserts - - - - - -
-- Shelf Stable Dairy - - - - - -
Desserts
- Chilled Snacks - - - - - -
- Coffee Whiteners - - - - - -
- Condensed and 1,582.3 1,861.2 2,272.6 2,576.8 3,641.4 5,701.0
Evaporated Milk
-- Condensed Milk 174.9 195.9 229.6 267.0 381.8 571.0
-- Evaporated Milk 1,407.4 1,665.4 2,043.0 2,309.8 3,259.7 5,130.0
- Cream - - - - - -
- Fromage Frais and Quark - - - - - -
-- Flavoured Fromage - - - - - -
Frais and Quark
-- Plain Fromage Frais - - - - - -
and Quark
-- Savoury Fromage - - - - - -
Frais and Quark
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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DAIRY PRODUCTS AND ALTERNATIVES IN GHANA Passport 24
- Cream - - -
- Fromage Frais and Quark - - -
-- Flavoured Fromage Frais and Quark - - -
-- Plain Fromage Frais and Quark - - -
-- Savoury Fromage Frais and Quark - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Ideal (Nestlé SA) Nestlé Ghana Ltd 21.7 21.6 20.0 19.0
Carnation (Nestlé SA) Nestlé Ghana Ltd 19.3 19.2 19.2 19.0
Cowbell (Promasidor Promasidor Ghana Ltd 13.9 14.1 15.4 16.3
(South Africa) (Pty)
Ltd)
Peak Royal FrieslandCampina NV 5.5 5.6 5.9 6.4
Nido (Nestlé SA) Nestlé Ghana Ltd 2.8 2.8 3.2 3.5
Pascual Calidad Pascual SAU 2.2 2.2 2.2 2.0
Blue Band (Upfield Upfield Foods Ghana Ltd 2.1 2.0 1.8 1.3
Holdings BV)
FanMaxx (Danone, Fan Milk Plc 1.2 1.2 1.1 1.2
Groupe)
Dano (Arla Foods Amba) Arla Foods BV 1.3 1.3 1.0 1.0
Atona Atona Foods Co Ltd 0.4 0.4 0.3 0.3
Blue Band (Unilever Unilever Ghana Ltd - - - -
Group)
Others Others 29.5 29.5 29.9 29.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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GHS million
2023 2024 2025 2026 2027 2028
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PLANT-BASED DAIRY
2023 Developments
▪ There is no significant presence for plant-based dairy, with these products lacking a
significant distribution presence, even in major cities. There are no clear leaders in terms of
brands or players, while consumer awareness of plant-based dairy remains low.
▪ Vitamilk Ghana is a soy drink brand that is imported from Thailand. It has an active Facebook
page that includes the promotion of different flavours, some small competitions, and
information about the product and company. It is largely sold through informal channels and
foodservice outlets such as restaurants, bars, and street vendors.
▪ In April 2023, the Council for Scientific and Industrial Research – Food Research Institute
(CSIR) introduced a fresh millet-based variant of the pasteurised milk drink, called Burkina.
This new variation, named Agbenu, blends millet and soy milk, rich in nutrients, and purports
to enhance gut health. In Ghana, the cost of producing soy milk is lower than that of cow's
milk, positioning this product as a competitive contender against both soy drinks and cow's
milk due to its affordability.
Category Data
GHS million
2018 2019 2020 2021 2022 2023
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GHS million
2023 2024 2025 2026 2027 2028
© Euromonitor International