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Country Report

Vitamins and Dietary Supplements in Kenya

Price: US$900

About this Report

Executive Summary

TRENDS

  • The majority of consumers view the consumption of vitamins and dietary supplements as desirable, even though such products are often beyond the reach of many people. High-income households view them as essentials, and many buy them for use by family members. The multilevel marketing of nutrition supplements and health products from firms such as Tianshi, Swissgarde and GNLD has largely popularised the use of such products among the middle class.

COMPETITIVE LANDSCAPE

  • GlaxoSmithKline East Africa led value sales of paediatric vitamins and dietary supplements with a total share of 49% in 2012. This was due to the strong presence of its Scott’s Emulsion Cod Liver Oil and Scott’s Multivite Syrup brands, as well as its aggressive marketing strategies.

PROSPECTS

  • The vitamins and dietary supplements category is expected to see a 1% constant value CAGR over the forecast period, in line with the increase in the number of health-conscious consumers in Kenya.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Vitamins and Dietary Supplements industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins and Dietary Supplements industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins and Dietary Supplements in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Vitamins and Dietary Supplements in Kenya?
  • What are the major brands in Kenya?
  • Which dietary supplement grew the fastest in the past year?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Table of Contents

Vitamins and Dietary Supplements in Kenya - Category Analysis

HEADLINES

TRENDS

VITAMINS

DIETARY SUPPLEMENTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Vitamins and Dietary Supplements by Category: Value 2007-2012
  • Table 2 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2007-2012
  • Table 3 Multivitamin by Positioning 2007-2012
  • Table 4 Dietary Supplements by Positioning 2008-2012
  • Table 5 Vitamins and Dietary Supplements Company Shares 2008-2012
  • Table 6 Vitamins and Dietary Supplements Brand Shares 2009-2012
  • Table 7 Vitamins Brand Shares 2009-2012
  • Table 8 Dietary Supplements Brand Shares 2009-2012
  • Table 9 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2012-2017
  • Table 10 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2012-2017

Vitamins and Dietary Supplements in Kenya - Company Profiles

Biodeal Laboratories Ltd in Consumer Health (Kenya)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Biodeal Laboratories Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 2 Biodeal Laboratories Ltd: Competitive Position 2012

Consumer Health in Kenya - Industry Context

EXECUTIVE SUMMARY

High inflation rate slows growth

Self-medicating gains popularity

International manufacturers lead sales

Chemists/pharmacies led in retail channel in 2012

Positive prospects over forecast period

KEY TRENDS AND DEVELOPMENTS

Self-medication still on the rise

Growing demand for vitamins and dietary supplements

MARKET INDICATORS

  • Table 11 Consumer Expenditure on Health Goods and Medical Services 2007-2012
  • Table 12 Life Expectancy at Birth 2007-2012

MARKET DATA

  • Table 13 Sales of Consumer Health by Category: Value 2007-2012
  • Table 14 Sales of Consumer Health by Category: % Value Growth 2007-2012
  • Table 15 Consumer Health Company Shares 2008-2012
  • Table 16 Consumer Health Brand Shares 2009-2012
  • Table 17 Sales of Consumer Health by Distribution Format: % Analysis 2007-2012
  • Table 18 Sales of Consumer Health by Category and Distribution Format: % Analysis 2012
  • Table 19 Forecast Sales of Consumer Health by Category: Value 2012-2017
  • Table 20 Forecast Sales of Consumer Health by Category: % Value Growth 2012-2017

APPENDIX

OTC registration and classification

DE-LISTING OR DE-REIMBURSEMENT

ADVERTISING

PACKAGING

LABELLING

DISTRIBUTION

Vitamins and dietary supplements’ registration and classification

Switches

DEFINITIONS

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Vitamins and Dietary Supplements
    • Paediatric Vitamins and Dietary Supplements
    • Dietary Supplements
      • Combination Dietary Supplements
      • Herbal/Traditional Dietary Supplements
        • Combination Herbal/Traditional Dietary Supplements
        • Echinacea
        • Evening Primrose Oil
        • Garlic
        • Ginkgo Biloba
        • Ginseng
        • St John's Wort
        • Other Herbal/Traditional Dietary Supplements
        • Non-Herbal Dietary Supplements
          • Co-Enzyme Q10
          • Combination Non-Herbal Dietary Supplements
          • Eye Health Supplements
          • Fish Oils/Omega Fatty Acids
            • Fish Oils
              • Cod Liver Oil
              • Other Fish Oils
            • Omega-3-6-9 (Fish and Non-Fish)
          • Glucosamine
          • Minerals
            • Calcium Supplements
            • Mineral Supplements
          • Probiotic Supplements
          • Protein Supplements
          • Royal Jelly
          • Sam-E
          • Other Non-Herbal Dietary Supplements
        • Tonics and Bottled Nutritive Drinks
        • Vitamins
          • Multivitamins
          • Single Vitamins
            • Vitamin A
            • Vitamin B
            • Vitamin C
            • Vitamin D
            • Vitamin E
            • Other Single Vitamins

      Statistics Included

      For each category and subcategory you will receive the following data in Excel format:

      From Passport

      • Market Sizes
      • Company Shares
      • Brand Shares
      • Distribution
      • Pricing
      • Analysis by Positioning
      • Herbal/Traditional vs Standard

      Market size details:

      • Retail volume
      • Retail volume % growth
      • Retail volume per capita
      • Retail value retail selling price % growth
      • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
      • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Retail value manufacturer selling price % growth
      • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
      • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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