From family tradition to market competition: What makes brands endure in Ghana

President John Dramani Mahama likened Nestlé Ghana Limited to a longstanding institution ingrained in the lives of Ghanaians. He highlighted the long-standing presence of Ideal Milk, Milo, Cerelac, Nescafé, and Carnation in Ghanaian households. He used his own childhood memories of these brands to illustrate their enduring relationship with families.

The president emphasized that while nostalgia is evident, it also raises a broader question about the strength of established consumer brands in a growing market that still struggles to reach a wider population.

Worldpanel by Numerator's research revealed that despite a 12.9 percent increase in household spending in 2025, only 52 percent of the top 250 FMCG brands increased their Consumer Reach Points (CRPs). This disparity indicates that higher spending doesn't always translate to reaching more households. Instead, increased spending can result from existing customers buying more frequently or choosing different product combinations, which can boost sales without expanding the number of households purchasing the brand.

Local and regional brands accounted for 84 percent of consumer choices among the top 250 FMCG brands. These brands' success can be attributed to factors like familiarity, relevance to local tastes, affordability, and availability. Their performance underscores the importance of understanding consumers' decision-making processes, including affordability, ease of access, and suitability for individual needs. Brands that remain relevant and accessible can maintain a place in households' regular shopping routines.