90% of Ghanaian Shoppers Expect Overseas Product Prices to Decline: Maverick Research Q2 Survey Key Findings
According to the latest Maverick Research Quarter 2 Consumer Survey, a remarkable 90% of shoppers in Ghana anticipate reductions in prices for overseas items, driven by the strengthening of the local cedi currency. This consumer expectation highlights shifting dynamics in the fast-moving consumer goods (FMCG) sector, where value and affordability are reshaping buying habits.
Introduction
In the evolving landscape of Ghana’s retail market, consumer sentiment plays a pivotal role in influencing FMCG strategies. The Maverick Research Q2 Consumer Survey, conducted in 2025, provides critical data on shopper expectations amid economic changes, particularly the cedi’s appreciation against major currencies. This strengthening cedi is poised to lower import costs, directly impacting prices of overseas products—a trend that 90% of respondents expect to materialize.
This article delves into the survey’s revelations, offering a pedagogical breakdown of consumer behavior in Ghana. It explains how currency fluctuations affect pricing, why shoppers prioritize value, and what this means for brands in the FMCG space. Key terms like “FMCG” refer to fast-moving consumer goods such as food, beverages, and household essentials, which dominate Ghana’s retail shelves.
Why the Stronger Cedi Matters
A stronger cedi reduces the cost of importing goods from abroad. For context, when the Ghanaian cedi appreciates, importers pay less in local currency for foreign products, enabling potential price drops that benefit consumers. This survey captures that optimism precisely.
Analysis
The Maverick Research Q2 Consumer Survey analyzes Ghanaian consumer pulse data alongside retail audits, uncovering a profound shift toward value-seeking behavior. With 90% expecting overseas item price declines—versus 78% for locally produced goods—shoppers demonstrate nuanced expectations based on import dependencies.
Impact of Rising Costs on Behavior
Rising prices have already prompted action: 73% of shoppers switched to more affordable alternatives. Additionally, 68% indicated that price reductions would encourage them to return to preferred brands. This reveals a temporary loyalty shift, where necessity overrides brand preference until value aligns.
Furthermore, 88% of respondents are open to rethinking brand choices, but only if prices are competitive. This “flight to value” is not about seeking the cheapest option but redefining “worth it” through empathy and relief from producers.
FMCG Sector Redefinition in Ghana
Maverick Research’s findings point to a broader redefinition of finance in Ghana’s FMCG victory. Brands that demonstrate understanding during economic pressures—by offering targeted relief—earn loyalty, increased volume, and innovation opportunities. The survey emphasizes empathy over mere price cuts, positioning responsive brands for long-term success.
Summary
The Q2 Consumer Survey by Maverick Research, published on November 4, 2025, via Life Pulse Daily, spotlights Ghanaian shoppers’ high expectations for price relief on overseas products (90%) amid a stronger cedi. It contrasts this with 78% for local items, notes 73% switching due to cost hikes, 68% swayed by discounts to preferred brands, and 88% willing to switch brands at the right price. This data underscores a value-driven consumer shift in the FMCG market.
Key Points
- 90% Expectation for Overseas Prices: Shoppers anticipate declines in imported goods costs due to cedi strength.
- 78% for Local Products: Slightly lower optimism for domestically made items.
- 73% Switched to Cheaper Options: Rising costs forced behavioral changes.
- 68% Incentive via Discounts: Price relief could reclaim loyalty to favorite brands.
- 88% Brand Rethink: Open to alternatives if priced appropriately.
- Flight to Value: Consumers seek empathy and relief, not rock-bottom prices.
Practical Advice
For FMCG brands operating in Ghana, the survey offers actionable strategies rooted in consumer insights.
Strategies for Producers
Provide clear price relief on shelves to signal empathy. Maverick Research advised manufacturers in Q2 2025 to act decisively, as responsive brands gain loyalty and sales volume. Monitor cedi fluctuations to time import price adjustments, passing savings to consumers promptly.
For Retailers
Highlight value promotions and imported product deals to capitalize on 90% expectations. Use in-store audits like Maverick’s to track shifts and stock affordable alternatives that meet the 73% who switched habits.
Consumer Tips
Track cedi exchange rates via reliable sources like the Bank of Ghana. Compare overseas vs. local prices regularly, as 88% flexibility allows smart switches without sacrificing quality.
Points of Caution
While optimism abounds, consumers and brands should approach with realism.
Risks for Shoppers
Price expectations may not fully materialize if global supply chains or duties intervene. The 78% local expectation gap suggests diversified sourcing reduces reliance on imports.
Brand Pitfalls
Avoid a “race to the bottom”—sustained low prices without quality erode margins. Maverick notes empathy-driven relief sustains loyalty, but over-discounting risks devaluing brands. The 68% preferred brand pullback underscores timing is key.
Market Volatility
Cedi strength can reverse; historical data shows Ghana’s currency faces pressures from inflation and exports. Brands should prepare contingency plans beyond Q2 2025 trends.
Comparison
The survey contrasts overseas and local product expectations sharply: 90% vs. 78%. Overseas items, often pricier due to imports, benefit more from cedi gains, explaining higher optimism.
Two Brands’ Approaches
Maverick Research highlights two unnamed brands employing distinct strategies for “relief.” One likely focused on direct price cuts, the other on bundled value or promotions. Their results offer a masterclass: decisive action on consumer insights yields measurable impact, such as loyalty retention amid 73% switches.
Overseas vs. Local Dynamics
| Category | Price Decline Expectation | Key Driver |
|---|---|---|
| Overseas Items | 90% | Stronger Cedi Lowers Imports |
| Local Products | 78% | Domestic Cost Controls |
This comparison reveals import-sensitive categories lead consumer hopes, guiding FMCG prioritization.
Legal Implications
No direct legal issues arise from these consumer expectations, as price setting remains a commercial decision under Ghana’s competition laws enforced by the Commission for Competition and Consumer Protection. Brands must avoid anti-competitive practices like price-fixing. Consumers benefit from protections under the Consumer Protection Act, ensuring transparent pricing and no misleading claims on relief offers. Verifiable survey data like Maverick’s supports informed decisions without regulatory breach.
Conclusion
The Maverick Research Q2 Consumer Survey illuminates a value-centric era in Ghana’s FMCG market, where 90% of shoppers expect overseas product price declines from a stronger cedi. This, alongside shifts like 73% opting for affordability, calls for empathetic brand actions. As Ghanaian consumers reward relief with loyalty, producers embracing these insights will thrive. Stay attuned to currency trends and surveys for ongoing guidance in navigating FMCG price expectations.
FAQ
What does the Maverick Research Q2 Survey say about price expectations?
90% of Ghanaian shoppers expect overseas item prices to drop due to cedi strength, compared to 78% for local goods.
Why are consumers switching brands?
73% switched to cheaper options amid rising costs; 68% would return to preferred brands with discounts.
What is the ‘flight to value’ in FMCG?
A consumer shift redefining value through empathy and relief, not just low prices, per Maverick Research.
How can brands respond to these findings?
Offer targeted shelf relief decisively to build loyalty, as demonstrated by two brands’ successful strategies.
When was this survey published?
Insights from the Q2 2025 survey were highlighted on November 4, 2025, via Life Pulse Daily.
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