However, the market size of imported beverages is estimated at ¢300 million, representing 8% of the market share. The report which sampled consumers in Accra, Kumasi and Sekondi-Takoradi found out that demand for beverage consumption has shot up, as most consumers drink 3 to 5 times each week. It identified that the size of the beverage market keeps expanding and is expected to grow rapidly year-on-year, going forward.
77% of bottles of beverage consumed were non-alcoholic, whilst 23% were alcoholic.
Despite the impact of Covid-19 on the Ghanaian economy last year, the number of beverage products consumed slightly outpaced that of 2019.
The price of alcoholic beverage was also more expensive than non-alcoholic beverage. For instance, where alcoholic beverage will cost ¢10 that of non-alcoholic will cost ¢5.
Kumasi came first as the city with the highest consumption of beverages. Whilst, 71% of respondents purchased alcoholic, 36% bought patronized non-alcoholic beverage. With regard t Accra, 33% purchased alcoholic beverage, whilst 11% bought non-alcoholic product. In Takoradi, only 24% of the respondents take in alcoholic beverage as against 7% for non-alcoholic beverage. Also, Malta Guinness (21%) is the most consumed soft drink in Ghana, followed by coke with 11% of the market share. Don Simon came 3rd with 9%, whilst Beta Malt and Fanta followed with 6% of the market share each respectively. On average, to sell to 2 consumers in the beverage market, the research pointed out that one must plan to reach or create awareness among five potential consumers.
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