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Market Research Report

Consumer Health in Kenya

Published by Euromonitor International Product code 972710
Published Content info 94 Pages
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Consumer Health in Kenya
Published: November 18, 2020 Content info: 94 Pages
Description

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.

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.
Table of Contents
Product Code: CHKY

TABLE OF CONTENTS

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

  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
  • Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

  • Table 3 Sales of Consumer Health by Category: Value 2015-2020
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
  • Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
  • Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
  • Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
  • Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

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

    • Summary 1 Research 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

  • Table 11 Sales of Analgesics by Category: Value 2015-2020
  • Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
  • Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
  • Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
  • Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

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

  • Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
  • Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
  • Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

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

  • Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
  • Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
  • Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
  • Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
  • Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
  • Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

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

  • Table 29 Sales of Dermatologicals by Category: Value 2015-2020
  • Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
  • Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
  • Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
  • Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
  • Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

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

  • Table 35 Sales of Wound Care by Category: Value 2015-2020
  • Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
  • Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
  • Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
  • Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
  • Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

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

  • Table 41 Sales of Vitamins by Category: Value 2015-2020
  • Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
  • Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
  • Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
  • Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
  • Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
  • Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

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

  • Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
  • Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
  • Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
  • Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
  • Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
  • Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
  • Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

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

  • Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
  • Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
  • Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
  • Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
  • Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
  • Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

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

  • Table 61 Sales of Sports Nutrition by Category: Value 2015-2020
  • Table 62 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
  • Table 63 NBO Company Shares of Sports Nutrition: % Value 2016-2020
  • Table 64 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
  • Table 65 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
  • Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

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

  • Table 67 Sales of Herbal/Traditional Products: Value 2015-2020
  • Table 68 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
  • Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
  • Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
  • Table 71 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
  • Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025

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

  • Table 73 Sales of Paediatric Consumer Health by Category: Value 2015-2020
  • Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
  • Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
  • Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
  • Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
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