Consumer health in Kenya continued to perform strongly in 2019 in current value terms, supported by a growing mid-income urban consumer segment that is opting to self-medicate with trusted well-known global brands to address a range of ailments. However, affordability is a huge problem for lower-income consumers who do not always have access to expensive healthcare and for whom many consumer health products are out of reach.
Kenya was the largest producer of pharmaceutical products in the COMESA region at the end of the review period, supplying approximately 50% of the region’s market. In addition, pharmaceutical manufacturers are increasing local production capacity in response to rising export demand from neighbouring countries such as Ethiopia and Tanzania.
International brands continued to hold a strong presence in consumer health in Kenya in 2019 within a fairly fragmented landscape where most players hold single-digit value share and differentiation is limited. Global brands benefit from well-established networks, good reputations, higher marketing spend and reliable local partners.
Chemists/pharmacies continued to dominate distribution of consumer health products in Kenya in 2019, benefiting from both major pharmacies located in various hospitals and independent pharmacies that have a large presence across the country, offering a wider variety of products. However, inefficiency in the supply chain and quality concerns continue to encourage consumers to search for alternatives that would provide the same purpose.
Consumer health in Kenya is predicted to experience an ongoing positive performance over the forecast period, as affordable drugs continue to enter the market, making them more accessible to a larger target audience who may not be able to afford private healthcare. This will be as a result of the drive to encourage consumers to look to generic drugs through parallel imports.
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This industry report originates from Passport, our Consumer Health market research database.