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Market Research Report
Consumer Health in Kenya |
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| Published by | Euromonitor International | Product code | 972710 | ||||
| Published | Content info | 94 Pages Delivery time: 1-2 business days |
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| Consumer Health in Kenya | ||
| Published: November 18, 2020 | Content info: 94 Pages |
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With Kenyans mired in the COVID-19 pandemic, it is perhaps not surprising that value sales of consumer health products are set to rise in 2020 at a rate higher than those recorded during the review period. Broadly, a pandemic-inspired heightened focus on maintaining/improving health is driving greater interest in over the counter (OTC) health products overall. More specifically, there is greater demand for products that promise to elevate immunity to the virus, especially vitamins and dietary su...
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 2015-2019, allowing you to identify the sectors driving growth. Forecasts to 2024 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.
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?
MARKET INDICATORS
MARKET DATA
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
KEY DATA FINDINGS
2020 IMPACT
Self-medication on the rise as a result of COVID-19 in 2020, boosting demand for OTC analgesics
Ageing population continues to drive growth of analgesics
GSK Consumer Healthcare set to maintain leadership in analgesics in 2020
RECOVERY AND OPPORTUNITIES
Value sales of popular analgesics set to grow steadily over the forecast period
Chemists and pharmacies to continue to be primary distribution channels for analgesics over the forecast period
Domestic manufacturers looking to exports to boost revenue over forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Spike in demand in early 2020 for cough, cold and allergy (hay fever) remedies as consumers seek to combat symptoms of virus
New regulations restrict access to codeine-based cough medicines
GSK Consumer Healthcare set to keep strong lead in cough, cold and allergy (hay fever) remedies in 2020
RECOVERY AND OPPORTUNITIES
Value sales of cough, cold and allergy (hay fever) remedies set for growth over the forecast period
Players likely to turn to advertising to expand product awareness and boost value sales over the forecast period
Producers set to add popular natural ingredients to boost sales
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
COVID-19 affects demand for digestive remedies in 2020 but long-term pandemic-related boost not anticipated
Greater health awareness driving focus on the importance of gut health and digestive remedies
With boost in value share, GSK Consumer Healthcare maintains its strong lead in digestive remedies in 2020
RECOVERY AND OPPORTUNITIES
Value sales of digestive remedies set to maintain growth over forecast period
Increasing awareness of benefits of digestive health expected to support growing demand for preventative products over the forecast period
Brand awareness to become increasingly important in competitive digestive remedies category
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Value sales of dermatologicals continue to rise in 2020 as consumers, wary of COVID-19, focus on hygiene
Natural skin care remedies expected to gain in popularity over forecast period
Despite decline in value share, Glenmark Pharmaceuticals (K) Ltd maintains strong lead in dermatologicals in 2020
RECOVERY AND OPPORTUNITIES
Value sales of dermatologicals set to see stable growth over the forecast period
International brands expected to continue to influence demand for dermatologicals over the forecast period
E-commerce set to influence distribution of dermatologicals over the forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Value sales of wound care set to post strong growth in 2020
Both younger and older consumers drive demand for wound care products in 2020
Ray Pharmaceuticals to maintain commanding lead in wound care in 2020
RECOVERY AND OPPORTUNITIES
Increasing demand for sticking plasters/adhesive bandages set to spur value sales growth of wound care over forecast period
Players seeking robust growth over forecast period will find it tricky in mature wound care category
Players likely to expand marketing efforts over the forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Demand for vitamins rises in 2020 as Kenyans seek to boost immunity to COVID-19
Although still in nascent stage, e-commerce vitamin sales set to grow in 2020
Medley Pharmaceuticals set to boost value share, maintain leadership in vitamins in 2020
RECOVERY AND OPPORTUNITIES
Demand for vitamins to continue to grow as health concerns persist over the forecast period
Innovation a key to growth in vitamins over the forecast period
Distribution of vitamins via e-commerce set to see continued growth
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Many consumers turning to dietary supplements in 2020 in response to COVID-19
Growing interest in buying supplements via e-commerce in 2020
Pharmaton Natural Health Products slated to boost value share, maintain leadership in dietary supplements in 2020
RECOVERY AND OPPORTUNITIES
Value sales of dietary supplements projected to see stable growth over the forecast period
Value sales of echinacea and evening primrose oil set to grow over forecast period while other herbal/traditional dietary supplements struggle
Domestic players expected to capture value share over the forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Value sales of weight management and wellbeing products set to grow in 2020 as concerns about excess weight are exacerbated by COVID-19
Some consumers looking to alternative weight loss products/programmes in 2020, restraining more robust demand for OTC weight loss and wellbeing solutions
Health & Performance Products International set to boost value share and maintain category leadership in 2020
RECOVERY AND OPPORTUNITIES
Weight management and wellbeing set to see steady value sales growth over forecast period as consumers adopt healthier outlooks
Players likely to rely on greater innovation to capture value share over the forecast period
Players in weight management and wellbeing set to expand social media marketing efforts over the forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Driven by strong demand for sports protein RTD, value sales of sports nutrition products set to continue to grow in 2020
Consumer base for sports nutrition expands beyond traditional base, driving growth in demand in 2020
Multinationals continue to be most important players in niche category in 2020
RECOVERY AND OPPORTUNITIES
Strong demand for sports protein products set to drive sports nutrition growth over the forecast period
Growth of sports nutrition over the forecast period in line with expanding and diversifying user base
E-commerce set to chip away at dominance of store-based distribution of sports nutrition over the forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Value sales of herbal/traditional products set for growth in 2020
Despite growing popularity of packaged herbal/traditional products, many Kenyans still rely on traditional herbalists
Raa Ltd to see big boost in value sales in 2020 to maintain leadership in the increasingly competitive herbal/ traditional products category
RECOVERY AND OPPORTUNITIES
Value sales of herbal/traditional products set to decline marginally over the forecast period
Potential value share growth by domestic players to depend on a variety of factors over the forecast period
Focus on product quality and safety to support demand for herbal/traditional products over the forecast period
CATEGORY DATA
KEY DATA FINDINGS
2020 IMPACT
Value sales of paediatric consumer health products set to grow in 2020 in line with parents' concerns about COVID-19
Affordable generic paediatric medicines continue to grow in popularity
Multinationals expected to maintain their commanding leads in paediatric consumer health in 2020
RECOVERY AND OPPORTUNITIES
Slow but steady value sales growth projected for paediatric consumer health over the forecast period
Advertising and licensing to remain key to paediatric consumer health growth over the forecast period
Innovation in formats, flavours expected to support growth over the forecast period
CATEGORY DATA
