Ghana has seen a significant rise in the Meal Delivery market in recent years, with a variety of food delivery services available to consumers.
Customer preferences: Ghanaians are increasingly turning to online food delivery services due to the convenience it offers. With the rise in urbanization, more people are living busy lives and are looking for quick and easy meal options. Additionally, the younger generation is more tech-savvy and prefers to order food online rather than cooking at home.
Trends in the market: The Meal Delivery market in Ghana is becoming increasingly competitive, with new players entering the market regularly. This has resulted in a wider variety of food options being available to consumers, with many restaurants partnering with food delivery services to increase their reach. Another trend is the rise in healthy food options, with many food delivery services now offering healthy meal plans to cater to the growing health-conscious population.
Local special circumstances: One of the unique challenges faced by the Meal Delivery market in Ghana is the unreliable postal system. This has resulted in many food delivery services having to rely on their own delivery systems, which can be expensive and time-consuming. Additionally, the lack of street addresses in many parts of the country has made it difficult for delivery drivers to locate customers.
Underlying macroeconomic factors: Ghana's economy has been growing steadily in recent years, with a stable political environment and a growing middle class. This has resulted in an increase in disposable income, which has led to more people eating out or ordering food online. Additionally, the rise in smartphone usage and internet penetration has made it easier for consumers to order food online.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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