- 31/03/2026
- Posted by: Janick Pettit
- Categories: Articles, Bouillon, Ghana, SagaBrand
We recently took a closer look at the Ghana seasoning market through SagaBrand, our Pan-African brand health tracking tool. With 14 seasoning brands measured across KPIs such as awareness, usage, consideration, satisfaction, and brand image, the data offers a detailed picture of a category that is more nuanced than it first appears.
The tracker covers a broad definition of the category, spanning three segments with various price points: bouillon cubes and powders, herbs and spices, and salt. Here is what stood out.
The top 10 most purchased seasoning brands in Ghana in Q1 2026:
- Kivo (by Procus Ghana)
- Gino (by GB Foods)
- Onga (by Promasidor)
- Remie
- Annapurna (salt) (by Unilever)
- Sankofa
- Maggi (by Nestlé)
- U2 (salt) (by U2 Company Ltd)
- LaVonce (by LaVonce)
- Badia
The full tracker also covers Adja (by Patisen), Minazen, FariCity, and Konkord (salt).
Kivo sets the standard in Ghana seasoning market
Kivo’s dominance is not in question. At 90% awareness and usage among 9 in 10 consumers who know it, few competitors come close. What is more interesting is why it stays on top.
Kivo leads its closest competitor, Onga, on two attributes that rarely coexist: better quality than other brands (61% vs 50%) and good value for money (67% vs 58%). This brand image advantage translates directly into purchase metrics, with Kivo sitting 8 to 16 points above Onga on Consideration (71% vs 55%), Ever Purchased (83% vs 75%), and Recently Purchased (72% vs 55%). This gap is partly rooted in product positioning: as a red pepper specialist, Kivo is naturally associated with quality and intensity, attributes that drive strong purchase intent.
Onga’s taste advantage: the most underrated story in the category
Despite sitting behind Kivo on purchase KPIs, Onga tells a different story on brand image. If some brands in this tracker are primarily known for their tomato paste ranges (Gino, LaVonce), their seasoning scores likely carry a halo effect from that core offer. By contrast, Onga, as a seasoning cube brand, competes more purely on the seasoning ground, which makes its performance more meaningful and its comparisons with Kivo more instructive.
On taste and versatility, Onga actually leads Kivo. It outscores the market leader on “can be used in different dishes” (75% vs. 66% for Kivo), “is for everyday cooking” (72% vs. 65%), “improves the taste of my dish” (63% vs 51%) and “is filled with flavour” (59% vs 49%).
In a category where the core promise is making food taste better, that functional lead is significant. It suggests Onga has a clear and credible positioning to build on, even as Kivo holds the advantage on broader purchase drivers.
Badia: the loyalty outlier hiding behind low awareness
At 14% awareness, Badia is fairly low on the recognition ladder in the Ghana seasoning market. Yet among consumers who know it, Satisfaction, Recommendation and Likelihood to Purchase are all disproportionately strong. It is the classic profile of a quality product that hasn’t yet found its audience at scale. For brand managers tracking the herbs & spices category in Ghana, Badia is a name worth watching.
What the data reveals about brand building in Africa
Ghana’s seasoning market rewards clarity. Kivo wins on quality and value. Onga wins on taste, on purely seasoning terms. Gino or LaVonce show how equity built in one category can open doors across the shelf. Badia wins quietly, on product merit alone.
The brands that struggle tend to lack a clear answer to the question every consumer asks at the shelf: why this one, over the others already in my kitchen? Brand image is not a soft metric. It drives consideration, preference and repeat purchase.
This is just a glimpse of the full Brand Tracking report on Seasoning in Ghana, which includes all tracked brands across every KPI, brand image and demographics.
To request the complete dataset or engage in a discussion with our team on tracking FMCG in Ghana, contact us on contact@sagaciresearch.com or click below.
Methodology
SagaBrand, the continuous tracking tool for brands across the African continent. More than 2,000 brands are assessed on a daily basis via our online panel.
Questions: From the following brands (aware), which ones would you consider buying? / Which brands (aware) below have you EVER PURCHASED? / Which brands below have you PURCHASED in the last 3 months? (out of Ever purchased) + 15 Brand image attributes
Population: Adults above 18 years old member of our online panel in Ghana
Period: March 2026 wave
Feature image: by Freepik
