Milo remained Ghana's most chosen household brand in 2025, ahead of Onga and Kivo, according to Worldpanel by Numerator's Brand Footprint 2026 ranking.
Milo recorded 245.3 million Consumer Reach Points (CRPs), a measure that combines how many households buy a brand and how often they buy it. Onga came second with 226.7 million.
Kivo climbed seven places to third with 161.9 million. Gino was fourth with 130.3 million and Guinness Malta fifth with 129.5 million.
Kivo posted the fastest CRP growth among Ghana's top 50 brands, up 112.8% year on year. It now reaches 85.9% of Ghanaian households. Worldpanel linked its rise to a strategy centred on familiar products, affordability and mass-market needs.
Local and regional brands accounted for 84% of the CRPs generated by Ghana's top 250 fast-moving consumer goods (FMCG) brands, the research found.
Household spending on FMCG in Ghana rose 12.9% in 2025, and households made 4.192 billion brand choices during the year. Higher spending did not mean more buyers for every brand. While 69% of the top 250 brands recorded growth in consumer spending, only 52% increased their CRPs.
Most leading brands still have room to grow. Some 82% of the top 250 reach fewer than half of Ghana's households. Among brands that grew their CRPs by more than 2.5%, around 62% increased both the number of households buying them and how often those households bought.
“Ghanaian shoppers remain highly conscious of the value they get from every purchase. For brands, this means growth cannot rely on higher spend alone,” said Ifedayo Akinyele, Country Manager at Worldpanel by Numerator Ghana.
The Ghana News Agency, 2026/10/from-family-tradition-to-market-competition-what-makes-brands-endure-in-ghana/" target="_blank" rel="noopener">reporting on the research, said Milo accounted for almost 90% of sales in the cocoa beverage category, while seasoning was central to the performance of both Onga and Kivo.
The figures are from Worldpanel by Numerator's 2026" target="_blank" rel="noopener">Brand Footprint 2026 Ghana findings, published on 23 September 2026.