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PUBLISHER: Euromonitor International | PRODUCT CODE: 1410640
PUBLISHER: Euromonitor International | PRODUCT CODE: 1410640
Consumer Health in Kenya
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PAGES: 82 Pages
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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. However, word of mouth recommendations from healthcare profe...
Euromonitor International's 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.
Product Code: CHKY
TABLE OF CONTENTS
List Of Contents And Tables
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
DISCLAIMER
DEFINITIONS
SOURCES
- Summary 1 Research Sources
ANALGESICS IN KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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 KENYA
KEY 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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