{"id":38674,"date":"2026-06-01T09:00:00","date_gmt":"2026-06-01T09:00:00","guid":{"rendered":"http:\/\/firmusnew.local\/?p=38674"},"modified":"2026-05-18T14:23:13","modified_gmt":"2026-05-18T14:23:13","slug":"fmcg-market-watch-price-over-quality-in-the-canned-fish-market","status":"publish","type":"post","link":"https:\/\/firmusadvisory.com\/fr\/fmcg-market-watch-price-over-quality-in-the-canned-fish-market\/","title":{"rendered":"SURVEILLANCE DU MARCH\u00c9 DES BIENS DE CONSOMMATION COURANTE ; PRIX PLUT\u00d4T QUE QUANTIT\u00c9 SUR LE MARCH\u00c9 DU POISSON EN CONSERVE"},"content":{"rendered":"\n\n\n

Le poisson et les autres fruits de mer, source privil\u00e9gi\u00e9e de prot\u00e9ines animales pour la plupart des consommateurs ghan\u00e9ens, \u00e9taient traditionnellement consomm\u00e9s fum\u00e9s, sal\u00e9s, s\u00e9ch\u00e9s et bouillis. Cependant, \u00e0 la suite du colonialisme et de l’ouverture croissante aux cultures du monde entier, d’autres m\u00e9thodes telles que la friture, la consommation fra\u00eeche (sushis) et la mise en conserve sont d\u00e9sormais largement accept\u00e9es. Le poisson en conserve est particuli\u00e8rement appr\u00e9ci\u00e9 et consomm\u00e9 dans tout le pays et constitue une source importante de prot\u00e9ines pour de nombreux Ghan\u00e9ens, notamment les \u00e9tudiants. Ainsi, une grande vari\u00e9t\u00e9 de produits \u00e0 base de poisson (et autres fruits de mer) en conserve, tels que les sardines, le thon, le maquereau, le calmar, le saumon, les harengs fum\u00e9s et les anchois, sont consomm\u00e9s sur le march\u00e9. Cependant, les sardines, le thon et le maquereau sont les options les plus appr\u00e9ci\u00e9es.<\/p>\n\n\n\n

Figure 1 : Tendances des importations de poisson en conserve sur 5 ans<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Source : Division des douanes de l’Autorit\u00e9 fiscale du Ghana<\/p>\n\n\n\n

Les figures 1A et 1B montrent l’\u00e9volution des importations de poisson en conserve au cours des cinq derni\u00e8res ann\u00e9es (de 2017 \u00e0 2021), la figure 1A incluant les valeurs aberrantes. En 2017, un importateur novice a r\u00e9alis\u00e9 des importations massives qui ont repr\u00e9sent\u00e9 plus de 80 % des importations de l’ann\u00e9e. Ces importations sont consid\u00e9r\u00e9es comme une valeur aberrante. Sans cette valeur aberrante, les importations de conserves de poisson ont globalement augment\u00e9 de mani\u00e8re r\u00e9guli\u00e8re, comme le montre la figure 1B, avec une moyenne de 40,7 millions de kg par an.<\/p>\n\n\n\n

LE MAQUEREAU EN CONSERVE DOMINE LE MARCH\u00c9 DU POISSON EN CONSERVE<\/strong><\/p>\n\n\n\n

Parmi les diff\u00e9rentes cat\u00e9gories de produits de poisson en conserve consomm\u00e9s par les Ghan\u00e9ens, le maquereau en conserve repr\u00e9sente le volume le plus important, suivi des sardines et du thon en conserve.<\/p>\n\n\n\n

En 2021, le volume total des importations de maquereau en conserve \u00e9tait estim\u00e9 \u00e0 23,8 millions de kg, soit environ 51,2 % de l’ensemble des produits de la p\u00eache en conserve import\u00e9s. Les sardines en conserve suivaient de pr\u00e8s avec un volume total d’importations de 20,9 millions de kg, soit 41,5 %. Parmi les trois principaux produits de la p\u00eache en conserve import\u00e9s, le thon en conserve est le moins import\u00e9, tr\u00e8s probablement en raison du secteur de production nationale bien \u00e9tabli. Les autres produits de la p\u00eache en conserve (saumon, anchois, harengs, calmars) ne repr\u00e9sentent que 0,1 % du total des importations de poisson (et de fruits de mer) en conserve.<\/p>\n\n\n\n

Le graphique ci-dessous fournit plus d’informations sur les volumes d’importation des diff\u00e9rentes vari\u00e9t\u00e9s de conserves de poisson entre 2011 et 2021. Il montre une forte augmentation des volumes d’importation de maquereau en 2017. Il s’agit d’une situation exceptionnelle, une seule entit\u00e9 ayant import\u00e9 247 millions de kg de maquereau.<\/p>\n\n\n\n

Figure 2 : Importations de conserves de poisson sur 10 ans<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u00c9VOLUTION DES PRIX SUR LE MARCH\u00c9 DU POISSON EN CONSERVE AU GHANA<\/strong><\/p>\n\n\n\n

Le prix est roi<\/strong><\/p>\n\n\n\n

Les consommateurs sont devenus tr\u00e8s sensibles aux prix sur le march\u00e9 du poisson en conserve, en raison du contexte \u00e9conomique difficile et de la multiplicit\u00e9 des marques pr\u00e9sentes sur le march\u00e9. Les donn\u00e9es recueillies aupr\u00e8s de dix grossistes \u00e0 Makola indiquent que 80 % des consommateurs choisissent des marques moins ch\u00e8res de maquereau, de sardines et de thon en conserve, quelle que soit leur qualit\u00e9. En raison de cette tendance, plusieurs marques moins ch\u00e8res de conserves de poisson ont \u00e9t\u00e9 introduites sur le march\u00e9 ghan\u00e9en. Outre le prix, la visibilit\u00e9 de la marque joue \u00e9galement un r\u00f4le cl\u00e9 pour attirer l’int\u00e9r\u00eat des consommateurs. Parmi les nombreux produits moins chers disponibles sur le march\u00e9, les consommateurs choisissent ceux qui leur sont les plus visibles gr\u00e2ce \u00e0 la publicit\u00e9 ou au bouche-\u00e0-oreille.<\/p>\n\n\n\n

TROIS CAT\u00c9GORIES DE PRIX PEUVENT \u00caTRE IDENTIFI\u00c9ES SUR LE MARCH\u00c9 DU POISSON EN CONSERVE<\/strong><\/p>\n\n\n\n

Les donn\u00e9es recueillies aupr\u00e8s de quinze magasins de d\u00e9tail indiquent des diff\u00e9rences de prix pour des produits de m\u00eame taille. Les diff\u00e9rences de prix sont g\u00e9n\u00e9ralement dues \u00e0 la perception des marques par les consommateurs, \u00e0 la demande, \u00e0 la qualit\u00e9 des produits, \u00e0 la publicit\u00e9 et \u00e0 la promotion, entre autres facteurs. Selon les d\u00e9taillants, les produits de la mer en conserve dont les prix sont plus \u00e9lev\u00e9s sont pour la plupart consid\u00e9r\u00e9s comme des marques traditionnelles<\/em>[1]<\/em><\/a> (par exemple, African Queen Mackerel, Geisha Mackerel, Titus) et quelques marques nouvelles mais populaires (par exemple, Enapa, Delay).<\/em><\/p>\n\n\n\n

Trois cat\u00e9gories de prix peuvent \u00eatre identifi\u00e9es sur le march\u00e9 du poisson en conserve au Ghana : la gamme de prix \u00e9lev\u00e9s, la gamme de prix moyens et la gamme de prix bas. Ces cat\u00e9gories sont d\u00e9finies dans la figure ci-dessous.<\/em><\/p>\n\n\n\n

Figure 3 : Prix des conserves de poisson au Ghana<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Source : enqu\u00eate sur le terrain, 2023<\/em><\/p>\n\n\n\n

PRIX DANS LES MAGASINS DE D\u00c9TAIL EN LIGNE \u00c0 PRIX \u00c9LEV\u00c9<\/em><\/strong><\/p>\n\n\n\n

Il existe une l\u00e9g\u00e8re variation de prix entre les produits de la mer en conserve vendus dans les magasins physiques et ceux vendus sur diverses plateformes en ligne. D’apr\u00e8s les entretiens men\u00e9s aupr\u00e8s de deux vendeurs en ligne, cette diff\u00e9rence de prix s’explique par la n\u00e9cessit\u00e9 de couvrir les services premium offerts aux clients en ligne, tels que la commodit\u00e9 des achats en ligne, ainsi que les co\u00fbts de maintenance du site web.<\/em><\/p>\n\n\n\n

Les tableaux ci-dessous indiquent les prix de d\u00e9tail des produits en conserve \u00e9chantillonn\u00e9s sur le march\u00e9 et sur les plateformes en ligne<\/em>[2]<\/em><\/a>. Les informations sur le march\u00e9 des produits en conserve comprennent une classification bas\u00e9e sur la taille (poids) du produit et les prix de d\u00e9tail moyens (pour les magasins en ligne et physiques).<\/em><\/p>\n\n\n\n

Tableau 1 : Prix de certaines conserves de maquereau, de sardines et de thon au Ghana<\/em><\/p>\n\n\n\n

MAQUERELLE EN CONSERVE<\/em><\/strong><\/td><\/tr>
Cat\u00e9gorie de produit<\/em><\/strong><\/td> <\/em><\/strong> Taille par unit\u00e9<\/em><\/strong><\/td> <\/em><\/strong><\/td>Prix de d\u00e9tail moyen (Gh\u00a2) par unit\u00e9<\/em><\/strong>[3]<\/em><\/strong><\/a><\/em><\/strong><\/td><\/tr>
Pi\u00e8ces par bo\u00eete<\/em><\/strong><\/td> March\u00e9 physique<\/em><\/strong><\/td>March\u00e9 en ligne<\/em><\/strong><\/td><\/tr>
Haut de gamme<\/em><\/strong> (par exemple, Geisha, African Queen)<\/em><\/strong><\/td>425 g<\/em><\/strong><\/td>24<\/em><\/strong><\/td>20<\/em><\/strong><\/td>                             22<\/em><\/strong><\/td><\/tr>
155 g<\/em><\/strong><\/td>50<\/em><\/strong><\/td>9<\/em><\/strong><\/td>10<\/em><\/strong><\/td><\/tr>
Milieu de gamme<\/em><\/strong> (par exemple, Ena Pa, Lele)<\/em><\/strong><\/td>425 g<\/em><\/strong><\/td>24<\/em><\/strong><\/td>14<\/em><\/strong><\/td>16<\/em><\/strong><\/td><\/tr>
155 g<\/em><\/strong><\/td>50<\/em><\/strong><\/td>7,5<\/em><\/strong><\/td>8<\/em><\/strong><\/td><\/tr>
Bas de gamme<\/em><\/strong> (par exemple, Cindy, Costa)<\/em><\/strong><\/td>425 g<\/em><\/strong><\/td>24<\/em><\/strong><\/td>12<\/em><\/strong><\/td>14,5<\/em><\/strong><\/td><\/tr>
155 g<\/em><\/strong><\/td>50<\/em><\/strong><\/td>6,5<\/em><\/strong><\/td>7<\/em><\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
SARDINES EN CONSERVE<\/em><\/strong><\/td><\/tr>
Cat\u00e9gorie de produit<\/em><\/strong><\/td> <\/em><\/strong> Taille par unit\u00e9<\/em><\/strong><\/td> <\/em><\/strong><\/td>Prix de d\u00e9tail moyen (Gh\u00a2) par unit\u00e9<\/em><\/strong><\/td><\/tr>
Pi\u00e8ces par bo\u00eete<\/em><\/strong><\/td>March\u00e9 physique<\/em><\/strong><\/td>March\u00e9 en ligne<\/em><\/strong><\/td><\/tr>
Haut de gamme<\/em><\/strong> (par exemple, \u00ab Titus, Bella, Belma \u00bb)<\/em><\/strong><\/td> <\/em><\/strong> 125 g<\/em><\/strong><\/td> <\/em><\/strong> 50<\/em><\/strong><\/td> <\/em><\/strong> 9<\/em><\/strong><\/td> <\/em><\/strong> 10<\/em><\/strong><\/td><\/tr>
Milieu de gamme<\/em><\/strong> (par exemple, Milo, Lele, ATLANTA)<\/em><\/strong><\/td> <\/em><\/strong> 125 g<\/em><\/strong><\/td> <\/em><\/strong> 50<\/em><\/strong><\/td> <\/em><\/strong> 7,5<\/em><\/strong><\/td> <\/em><\/strong> 8,5<\/em><\/strong><\/td><\/tr>
Bas de gamme<\/em><\/strong> (par exemple, Rosalinda, Laser)<\/em><\/strong><\/td> <\/em><\/strong> 125 g<\/em><\/strong><\/td> <\/em><\/strong> 50<\/em><\/strong><\/td> <\/em><\/strong> 7<\/em><\/strong><\/td> <\/em><\/strong> 8<\/em><\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
THON EN CONSERVE<\/em><\/strong><\/td><\/tr>
Cat\u00e9gorie de produit<\/em><\/strong><\/td>Taille par unit\u00e9<\/em><\/strong><\/td> <\/em><\/strong><\/td>Prix de d\u00e9tail moyen (Gh\u00a2) par unit\u00e9<\/em><\/strong><\/td><\/tr>
Pi\u00e8ces par bo\u00eete<\/em><\/strong><\/td>March\u00e9 physique<\/em><\/strong><\/td>March\u00e9 en ligne<\/em><\/strong><\/td><\/tr>
Haut de gamme<\/em><\/strong> (par exemple, STARKIST, JOHN WEST)<\/em><\/strong><\/td> <\/em><\/strong> 160 g<\/em><\/strong><\/td> <\/em><\/strong> 24<\/em><\/strong><\/td> <\/em><\/strong> 16<\/em><\/strong><\/td> <\/em><\/strong> 18<\/em><\/strong><\/td><\/tr>
Milieu de gamme<\/em><\/strong> (Par exemple, Ena Pa Tuna, Lele Tuna)<\/em><\/strong><\/td> <\/em><\/strong> 160 g<\/em><\/strong><\/td> <\/em><\/strong> 24<\/em><\/strong><\/td> <\/em><\/strong> 15<\/em><\/strong><\/td> <\/em><\/strong> 16,5<\/em><\/strong><\/td><\/tr>
Bas de gamme<\/em><\/strong> (*Thon Daphnis)<\/em><\/strong><\/td>160 g<\/em><\/strong><\/td>24<\/em><\/strong><\/td>11<\/em><\/strong><\/td>14<\/em><\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

PERSPECTIVES DU MARCH\u00c9<\/strong><\/p>\n\n\n\n

Bien qu’il existe d\u00e9j\u00e0 de nombreuses marques de conserves de poisson sur le march\u00e9, il existe encore des opportunit\u00e9s pour de nouvelles marques de se d\u00e9velopper de mani\u00e8re significative, car les consommateurs restent ouverts \u00e0 des options qui r\u00e9pondent \u00e0 leurs pr\u00e9f\u00e9rences et \u00e0 leur budget. En outre, les investisseurs potentiels peuvent \u00e9galement explorer la production nationale pour r\u00e9pondre \u00e0 la demande croissante, en particulier pour les conserves de maquereau. Il est \u00e9galement possible d’explorer une plus grande localisation des produits de la p\u00eache en conserve, par exemple en y ajoutant du poivre et d’autres \u00e9pices et herbes locales. Enfin, la mise en \u0153uvre compl\u00e8te de <\/em>l’AfCFTA<\/em><\/a> (Accord de libre-\u00e9change continental africain) ouvre d’autres march\u00e9s en Afrique aux producteurs et aux importateurs de produits de la p\u00eache en conserve.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Le poisson et les autres fruits de mer, source privil\u00e9gi\u00e9e de prot\u00e9ines animales pour la plupart des consommateurs ghan\u00e9ens, \u00e9taient traditionnellement consomm\u00e9s fum\u00e9s, sal\u00e9s, s\u00e9ch\u00e9s et bouillis. Cependant, \u00e0 la suite du colonialisme et de l’ouverture croissante aux cultures du monde entier, d’autres m\u00e9thodes telles que la friture, la consommation fra\u00eeche (sushis) et la mise […]<\/p>\n","protected":false},"author":11,"featured_media":38721,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"editor_notices":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10],"tags":[107,108,109,110,111,112,113,114,115,116,118,119,120,121,122,123,124],"coauthors":[237],"class_list":["post-38674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-marche","tag-brandingstrategy","tag-cannedfishmarket","tag-consumerchoices","tag-consumerpreferences","tag-consumertrends","tag-fishindustry","tag-fmcgmarketwatch","tag-foodindustryinsights","tag-foodpackaging","tag-healthandnutrition","tag-marketanalysis","tag-marketsegmentation","tag-pricecompetitiveness","tag-priceoverquality","tag-productquality","tag-retailtrends","tag-sustainableseafood"],"yoast_head":"\nSURVEILLANCE DU MARCH\u00c9 DES BIENS DE CONSOMMATION COURANTE ; 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