The Quarter 2 Consumer Survey by Maverick Research has indicated that 90% of consumers expect prices of foreign goods to decline in line with the stronger cedi.
This is compared to just 78% who expect similar reductions for locally produced goods.
The report also revealed that the rising prices prompted 73% of consumers to switch to more affordable alternatives, while 68% said price relief will be an incentive to switch to their preferred brand
The report also majority (88%) would reconsider brand choices — but only at the right price.
Importantly, the Maverick Research Retail Audit and Shopper Pulse Data uncovered a powerful consumer shift in Ghana — one that continues to redefine strategy across the fast-moving consumer goods (FMCG) sector.
“Our guidance to clients at the time was clear: Ghanaian consumers are seeking relief at the shelf — and will reward manufacturers who offer it. When we used the word relief, we meant it deliberately. It wasn’t about cheapness — it was about empathy. It meant a brand standing beside its consumers in tough times and demonstrating understanding through action.”
“What emerged was not a race to the bottom but a flight to value — a conscious re-evaluation of what constitutes “worth it.”. So, when Maverick advised manufacturers in Q2 2025 to bring relief to consumers, we were signaling an opportunity: brands that act with empathy would be the ones consumers reward with loyalty, volume, and growth”, the report stated.
Two Brands, Two Strategies — One Clear Message
The report continued that two brands took distinct routes to bring “relief” to the shelf.
“Their results provide a masterclass in how consumer insight, when acted on decisively, drives measurable impact”, Maverick Research pointed out.
