Consumer Health in Kenya

Report
82 Pages
January 2024
Region: Kenya
Euromonitor International
ID: 2626762

Consumer health is expected to register healthy current value growth in 2023, although constant value growth is expected to grow only marginally. Kenyans are moving away from seeking healthcare services at hospitals and are keen to self-medicate, whilst others are still reliant on using traditional remedies in some areas of the country. Most Kenyans have a strong preference for seeking treatment over the counter from retail pharmacies.

The Consumer Health in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

CONSUMER HEALTH IN KENYA

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Distribution of Consumer Health by Format: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format and Category: % Value 2023
Table 9 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation leads to rising prices across the category
Greater awareness among consumers about product usage
Companies use new product formats as point of differentiation

PROSPECTS AND OPPORTUNITIES

Administrative challenges to curb industry growth
Affordability concerns offer opportunities for local players
Companies should prioritise marketing to maintain brand recall

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2018-2023
Table 12 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Analgesics: % Value 2019-2023
Table 14 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 15 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Regulations restrict sales to pharmacy only
Brands cater to consumers across all income profiles
Herbal concoctions are still commonly used by consumers

PROSPECTS AND OPPORTUNITIES

Affordability concerns drive demand for local brands
Marketing campaigns target prescribers and pharmacists
Operational challenges amplify business costs

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Value sales growth gains momentum in 2023
Access to clean water and sanitation contributes to digestive issues
Affordability plays a significant role in purchasing decisions

PROSPECTS AND OPPORTUNITIES

Sanitation and lifestyle shifts drives demand
Local brands to raise competitive threat
Ageing population will drive growth of digestive remedies

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2018-2023
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Stigmas surrounding dermatological issues hinders category development
Focus on personal appearance drives demand among affluent consumers
Paediatric dermatologicals presents growth opportunities

PROSPECTS AND OPPORTUNITIES

Minimal constant value growth over forecast period
Pharmacies to remain the dominant channel
High import costs create challenges for local brands

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2018-2023
Table 30 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 32 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 33 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

WOUND CARE IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Most consumers seek affordable options in wound care
DIY options influence sales of wound care
Pricing remains key to purchasing decision

PROSPECTS AND OPPORTUNITIES

Healthy growth anticipated over the forecast period
Awareness and educational campaigns should enhance volume growth
Unique wound care formats are sought by consumers in higher income groups

CATEGORY DATA

Table 35 Sales of Wound Care by Category: Value 2018-2023
Table 36 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Wound Care: % Value 2019-2023
Table 38 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 39 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Multivitamins are the star performer in this growing category
Middle and high-income consumer groups drive sales of vitamins
DIY options are the preferred option to boost vitamin intake

PROSPECTS AND OPPORTUNITIES

High costs of living will dampen sales and brand choice
Medical professionals are a key influencer in driving awareness and product usage
E-commerce is a growing channel although stock outages remain a key issue

CATEGORY DATA

Table 41 Sales of Vitamins by Category: Value 2018-2023
Table 42 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 43 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 44 NBO Company Shares of Vitamins: % Value 2019-2023
Table 45 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 46 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Affluent consumers use dietary supplement to bridge nutritional gaps
General health focused dietary supplements outperform specific products
E-commerce is offering more options to consumers

PROSPECTS AND OPPORTUNITIES

Weak growth potential expected over the forecast period
Increased veganism sees rising demand for dietary supplements
Growing health awareness to support growth in the longer term

CATEGORY DATA

Table 48 Sales of Dietary Supplements by Category: Value 2018-2023
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 50 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 51 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Higher prices drive value growth in weight loss supplements
Weight loss trends see growing preference for healthier eating
Sedentary lifestyles is leading to rising obesity rates

PROSPECTS AND OPPORTUNITIES

Weaker outlook in the upcoming years
Healthier diets and lifestyles will lead to lower demand for slimming aids
Pharmacies will remain dominant channel as e-commerce gains traction

CATEGORY DATA

Table 55 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy lifestyles and access to gyms contribute to growth
High-income groups are primary consumers of sports nutrition
Sports nutrition limited by its niche status

PROSPECTS AND OPPORTUNITIES

Affordability concerns and limited customer base will stifle growth
Increased number of vegans to influence product development
Limited distribution impedes visibility and hinders growth

CATEGORY DATA

Table 61 Sales of Sports Nutrition by Category: Value 2018-2023
Table 62 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 64 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 65 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Herbal treatments are to occupy an important place among Kenyans
Industry shifts towards greater regulation of herbal products
Pricing differences influence the purchasing decision

PROSPECTS AND OPPORTUNITIES

Muted performance over forecast period
Cultural trends may prove to be a limitation to category growth
Social media is a vital tool in promoting herbal and traditional products

CATEGORY DATA

Table 67 Sales of Herbal/Traditional Products: Value 2018-2023
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2018-2023
Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2023-2028
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN KENYAKEY DATA FINDINGS

2023 DEVELOPMENTS

Strong brand loyalty helps to maintain sales for leading players
Affordability is balanced with efficacy in purchasing decision
Medical professionals are important for brand promotion

PROSPECTS AND OPPORTUNITIES

Slower growth expected over the forecast period
New product formulations and packaging to garner interest among children
Shift towards natural products over forecast period

CATEGORY DATA

Table 73 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 75 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 76 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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