The Quarter 2 consumer survey by Maverick Research 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 would be an incentive to switch to their preferred brand.

The report also found that 88% consumers 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.

Over half of consumers expect sharp drop in prices of imported goods – Research

“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.

The report continued that two brands took distinct routes to bring “relief” to the shelf.

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