Ghana’s Toilet Roll Imports in 2025: Asian Suppliers Lead a Recovering Market

Publishing Date：2025-11-24 15:54:11 Source: NBD Data(en.nbd.ltd)

In the first half of 2025, Ghana’s import market for toilet rolls (HS Code 4818100000) has shown signs of recovery after two years of fluctuating demand. According to NBD DATA, total imports reached USD 141,887, involving 660 trade transactions, 259 importers, 211 exporters, and 16 source countries. The imported volume totaled 83,231 units , confirming that hygiene products remain an essential consumer category within Ghana’s import basket. Representative imported products included “TOILET ROLL 10PCS/CTN” and “2PLY TOILET ROLL 20PCK X 10PCS”, reflecting a predominance of multi-roll packaging for household and institutional use.

Monthly Trend Overview

Between January and June 2025, Ghana’s toilet roll imports exhibited mild seasonality, with strong inflows in May (USD 38,083) and a noticeable contraction in April (USD 17,357). The monthly pattern suggests continuous supply adjustment by domestic distributors balancing demand and warehouse inventories.

Imports surged in May, likely due to procurement ahead of mid-year retail peaks and institutional restocking, especially from supermarkets and hospitality operators. Overall, the market showed balanced performance, averaging roughly USD 23,600 per month.

Market Observation: Top Importers and Export Partners

Analysis of importer records reveals a fragmented market structure, where small and mid-size distributors dominate rather than large retail chains. The top Ghanaian importers include:

  • ESTN CO., LTD. — leading the market with 13,412 units imported, worth USD 8,927, sourcing from multiple Chinese partners such as K$B United International Co., Ltd. and Guangzhou Sen Mao Development Co., Ltd.

  • COEMA Bus Services— handled large-volume shipments totaling 4,550 units, valued at USD 4,407, often using logistics channels from Guangzhou Bling Import & Export Trade Co., Ltd.

  • WILLIAM OFFEI— imported 2,808 units (USD 1,760), cooperating with Guangzhou Richangsheng Import & Export and Bright Shine International Ltd.

  • OCRAH Royal Enterprise — 75 units via U.S. logistics partners KOIL Inc DBA VSHIP Co. and Vanuden Transit World Services USA LLC.

  • ADAMU Kelele Sowah— 2,160 units, closely linked to Guangzhou Richangsheng and CJP International (China).

These players operate through import–retail networks, distributing to urban wholesalers and supermarkets across Accra, Kumasi, and Takoradi. Their sourcing patterns show a preference for cost-efficient Asian suppliers, mainly in China.

The leading exporters to Ghana during the period include:

These partnerships underline Ghana’s strong reliance on China-based tissue converters and logistics intermediaries that consolidate orders from several small importers.

Regional Trade Distribution

Ghana’s toilet roll imports in H1 2025 originated primarily from China, United Arab Emirates, and United Kingdom, which together contributed nearly 70 % of total import value. Although exact country-wise splits vary month to month, China remains the dominant exporter of tissue products to West Africa, benefiting from scale efficiency and competitive freight rates.

Key Observations

  1. China supplies both branded and OEM-labeled toilet rolls such as Freedom, Orange, and Gentle Touch, often in 10-pack retail formats.

  2. UAE and UK exporters maintain niche market shares, mainly supplying premium 3-ply tissue for hotels and office facilities.

  3. Local Ghanaian converters rely on imported jumbo tissue reels, meaning the finished toilet rolls largely depend on foreign raw-material availability.

China’s Role in Ghana’s Toilet Paper Supply Chain

Chinese exporters account for more than half of the total toilet roll imports into Ghana. Common packaging types recorded during this period included:

  • “10 PACK × 10 PCS TOILET ROLL (FREEDOM)”

  • “TOILET ROLL JUMBO (5 PACK × 6 PCS)”

  • “2PLY TOILET ROLL 20 PCK × 10 PCS”

  • “TOILET ROLL (1 BOX × 12 PCS)”

Chinese suppliers such as Guangzhou Sen Mao, Pancmai International, and Ningbo Fali specialize in both OEM and export-ready retail packaging, tailored for West African consumer preferences. Their flexible shipment volumes allow Ghanaian distributors to import mixed consignments that minimize inventory pressure while maintaining product variety.

Market Outlook

Despite the relatively modest trade value compared with industrial goods, the toilet roll import market remains vital to Ghana’s consumer goods landscape. Demand is projected to expand by 8–10 % annually, supported by:

  • Rising urbanization and improved sanitation awareness.

  • Growing supermarket penetration and formal retail outlets.

  • Limited domestic pulp production capacity, sustaining reliance on imported paper tissue.

Future growth will depend on logistics optimization and price stabilization of pulp-based raw materials. Companies that integrate regional warehousing, brand localization, and eco-friendly packaging will likely lead the next phase of market consolidation.

Data Source Statement

All statistics and trade insights in this report are based on verified customs declarations from Ghana for HS Code 4818100000 (Toilet Roll) between January 1 and June 30, 2025, analyzed by NBD DATA.
For detailed shipment records or corporate trade intelligence, please visit the NBD DATA Service Portal.

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