Consumer Health in Kenya

October 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Health in Kenya report includes:

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

This report answers:

  • What is the market size of Consumer Health in Kenya?
  • Which are the leading brands in Consumer Health in Kenya?
  • How are products distributed in Consumer Health in Kenya?
  • How has the regulatory and operating environment for Consumer Health changed in Kenya?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?

Consumer Health in Kenya

Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Distribution of Consumer Health by Format: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format and Category: % Value 2022
Table 9 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMER

DEFINITIONS

Summary 1 Research Sources

Analgesics in Kenya

KEY DATA FINDINGS

Slight fall in constant value sales in 2022
GSK Consumer Healthcare continues to lead and drives innovation
Warning issued regarding diclofenac
Moderate constant value growth over forecast period
Ageing population supports volume sales
Chemists and pharmacies remain largest channel
Table 11 Sales of Analgesics by Category: Value 2017-2022
Table 12 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Analgesics: % Value 2018-2022
Table 14 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 15 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027

Cough, Cold and Allergy (Hay Fever) Remedies in Kenya

KEY DATA FINDINGS

Fall in constant value sales in 2022
GSK Consumer Healthcare continues to lead
Combination products with added natural ingredients increasingly popular
Muted constant value growth over forecast period
Product innovations set to boost sales over the forecast period – with a focus on naturally-positioned variants
Climate change leads to higher incidence of allergies
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027

Dermatologicals in Kenya

KEY DATA FINDINGS

Fall in constant value sales in 2022
Local companies have sizeable value share
Dermatologicals with a focus on beauty are seeing value growth
Minimal constant value growth over forecast period
Rising skin problems among babies drive demand for paediatric dermatologicals
Increasingly consumers look for more natural solutions
Table 23 Sales of Dermatologicals by Category: Value 2017-2022
Table 24 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 25 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 26 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 27 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027

Digestive Remedies in Kenya

KEY DATA FINDINGS

Slight fall in constant value sales in 2022
Value sales remain resilient in 2022
GSK Consumer Healthcare continues to lead
Healthier lifestyles dampen volume sales
Ageing population will drive growth for digestive remedies
Strong marketing and affordable pricing key to maintaining sales over forecast period
Table 29 Sales of Digestive Remedies by Category: Value 2017-2022
Table 30 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 32 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 33 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 34 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027

Wound Care in Kenya

KEY DATA FINDINGS

Small volume sales increase in 2022
Longstanding Ray Pharmaceutica and Beiersdorf maintain their top places, with low levels of competition in a small product area
Pricing main driver of value sales
Healthy growth over forecast period
Higher and lower income consumers will be catered for over forecast period
Increasingly active lifestyles will help maintain steady growth in wound care over the forecast period
Table 35 Sales of Wound Care by Category: Value 2017-2022
Table 36 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Wound Care: % Value 2018-2022
Table 38 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 39 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027

Sports Nutrition in Kenya

KEY DATA FINDINGS

Slight fall in constant value sales in 2022
International players dominate in small and specialised product area
Sports nutrition mainly reaches a specialist consumer base
Expansion of consumer base drives volume growth
Changes in distribution over forecast period
Increased number of vegans influence product development
Table 41 Sales of Sports Nutrition by Category: Value 2017-2022
Table 42 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 44 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 45 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 46 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027

Dietary Supplements in Kenya

KEY DATA FINDINGS

Poor performance from dietary supplements in 2022
Competitive landscape continues to be consolidated
E-commerce a growing channel
Muted constant value growth over forecast period
Increased veganism sees increased demand for dietary supplements
Emerging local players in dietary supplements
Table 47 Sales of Dietary Supplements by Category: Value 2017-2022
Table 48 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 49 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 50 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 51 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 52 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 53 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027

Vitamins in Kenya

KEY DATA FINDINGS

Vitamins best performing consumer health product in 2022
No change in status quo in 2022
Vitamin C star performer
Rosey outlook over forecast period
High prices could dampen volume sales
E-commerce a growing channel
Table 54 Sales of Vitamins by Category: Value 2017-2022
Table 55 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 56 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 57 NBO Company Shares of Vitamins: % Value 2018-2022
Table 58 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 59 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 60 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027

Weight Management and Wellbeing in Kenya

KEY DATA FINDINGS

Constant value sales unchanged in 2022
Weight loss supplements account for most value sales
Change in focus from weight loss to healthier living
Muted constant value growth over forecast period
E-commerce gains value share
Healthier diets and lifestyles will lead to a lower demand for slimming aids
Table 61 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 62 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 64 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 65 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027

Herbal/Traditional Products in Kenya

KEY DATA FINDINGS

Slight fall in constant value sales in 2022
No change in status quo
Increasing costs of medical care and pharmaceutical medicines inspire consumers to seek more affordable, alternative remedies
Muted performance over forecast period
Price pressure reshapes competitive environment
Ongoing product innovation will support ongoing growth
Table 67 Sales of Herbal/Traditional Products: Value 2017-2022
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2017-2022
Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2022-2027
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2022-2027

Paediatric Consumer Health in Kenya

KEY DATA FINDINGS

Slight fall in constant value sales in 2022
Leading players benefit from high levels of consumer trust
Vitamins and dietary supplements see continued value sales
Muted growth over forecast period
Shift towards natural products over forecast period
Players focus on child-friendly design
Table 73 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Consumer Health

    • Adult Mouth Care
          • Adult Acetaminophen
          • Adult Aspirin
          • Adult Combination Products - Analgesics
          • Adult Diclofenac
          • Adult Dipyrone
          • Adult Ibuprofen
          • Adult Ketoprofen
          • Adult Naproxen
          • Adult OTC Triptans
          • Paediatric Acetaminophen
          • Paediatric Aspirin
          • Paediatric Combination Products - Analgesics
          • Paediatric Dipyrone
          • Paediatric Ibuprofen
          • Paediatric Naproxen
          • Acetaminophen
          • Aspirin
          • Combination Products - Analgesics
          • Diclofenac
          • Dipyrone
          • Ibuprofen
          • Ketoprofen
          • Naproxen
          • OTC Triptans
      • Topical Analgesics/Anaesthetic
    • Sleep Aids
      • Antihistamines/Allergy Remedies (Systemic)
        • Paediatric Allergy Remedies
        • Paediatric Cough/Cold Remedies
      • Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
      • Cough Remedies
        • Nasal Sprays
        • Oral Decongestants
        • Inhalant Decongestants
        • Decongestant Rubs
        • Nasal Decongestant Drops
        • Nasal Decongestant Plasters
      • Medicated Confectionery
      • Pharyngeal Preparations
      • Medicated Shampoos
      • Topical Antifungals
      • Vaginal Antifungals
      • Hair Loss Treatments
      • Nappy (Diaper) Rash Treatments
      • Antiparasitics/Lice (Head and Body) Treatments
      • Antipruritics
      • Cold Sore Treatments
      • Haemorrhoid Treatments
      • Paediatric Dermatologicals
      • Topical Allergy Remedies/Antihistamines
      • Topical Germicidals/Antiseptics
        • Paediatric Diarrhoeal Remedies
        • Paediatric Indigestion and Heartburn Remedies
        • Paediatric Laxatives
        • Paediatric Motion Sickness Remedies
      • Diarrhoeal Remedies
      • IBS Treatments
        • Antacids
        • Antiflatulents
        • Digestive Enzymes
        • H2 Blockers
        • Proton Pump Inhibitors
      • Laxatives
      • Motion Sickness Remedies
    • Emergency Contraception
      • Allergy Eye Care
      • Standard Eye Care
      • NRT Gum
      • NRT Inhalators
      • NRT Lozenges
      • NRT Patches
      • Other NRT
      • First Aid Kits
      • Gauze, Tape and Other Wound Care
      • Sticking Plasters/Adhesive Bandages
      • Protein/Energy Bars
      • Sports Protein Powder
      • Sports Protein RTD
    • Sports Non-Protein Products
      • Combination Dietary Supplements
        • Aloe
        • Combination Herbal/Traditional Dietary Supplements
        • Cranberry
        • Echinacea
        • Evening Primrose Oil
        • Garlic
        • Ginkgo Biloba
        • Ginseng
        • St John's Wort
        • Other Herbal/Traditional Dietary Supplements
        • Co-Enzyme Q10
        • Combination Non-Herbal/Traditional Dietary Supplements
        • Eye Health Supplements
        • Fish Oils/Omega Fatty Acids
        • Glucosamine
          • Calcium Supplements
          • Mineral Supplements
        • Probiotic Supplements
        • Protein Supplements
        • Other Non-Herbal/Traditional Dietary Supplements
    • Paediatric Vitamins and Dietary Supplements
    • Tonics
      • Multivitamins
        • Vitamin A
        • Vitamin B
        • Vitamin C
        • Vitamin D
        • Vitamin E
        • Other Single Vitamins
    • Meal Replacement
    • OTC Obesity
    • Slimming Teas
    • Supplement Nutrition Drinks
    • Weight Loss Supplements
    • Herbal/Traditional Topical Analgesics
    • Herbal/Traditional Sleep Aids
    • Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
    • Herbal/Traditional Digestive Remedies
    • Herbal/Traditional Dermatologicals
    • Herbal/Traditional Paediatric Dietary Supplements
    • Herbal/Traditional Dietary Supplements
    • Herbal/Traditional Tonics
    • Allergy Eye Care
    • Antihistamines/Allergy Remedies (Systemic)
    • Paediatric Allergy Remedies
    • Topical Allergy Remedies/Antihistamines
      • Paediatric Acetaminophen
      • Paediatric Aspirin
      • Paediatric Combination Products - Analgesics
      • Paediatric Dipyrone
      • Paediatric Ibuprofen
      • Paediatric Naproxen
      • Paediatric Allergy Remedies
      • Paediatric Cough/Cold Remedies
      • Paediatric Diarrhoeal Remedies
      • Paediatric Indigestion and Heartburn Remedies
      • Paediatric Laxatives
      • Paediatric Motion Sickness Remedies
    • Paediatric Dermatologicals
    • Nappy (Diaper) Rash Treatments
    • Paediatric Vitamins and Dietary Supplements

Consumer Health

It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing

See All of Our Definitions
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This report originates from Passport, our Consumer Health research and analysis database.

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