Executive Summary

Oct 2019
Ongoing demand for consumer health driven by growing mid-income segment and more affordable generics for less affluent Kenyans

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.

Country continues to look to parallel imports for affordable generics despite local manufacturers supplying high share of Rx products to region

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.

GSK Consumer Healthcare leads fragmented competitive landscape

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 remains dominant distribution channel but mobile apps offer consumers innovative way to locate certain products

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 to record positive performance supported by greater uptake of affordable generics

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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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health 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 Consumer Health industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Consumer Health 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 Consumer Health in Kenya?
  • What are the major brands in Kenya?
  • What are the main trends in OTC Healthcare?

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.

Consumer Health in Kenya

EXECUTIVE SUMMARY

Ongoing demand for consumer health driven by growing mid-income segment and more affordable generics for less affluent Kenyans
Country continues to look to parallel imports for affordable generics despite local manufacturers supplying high share of Rx products to region
GSK Consumer Healthcare leads fragmented competitive landscape
Chemists/pharmacies remains dominant distribution channel but mobile apps offer consumers innovative way to locate certain products
Consumer health to record positive performance supported by greater uptake of affordable generics

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Kenya

HEADLINES

PROSPECTS

Ageing population supports demand for various analgesics
Kenyans largely ignore warnings against self-medication with stronger demand predicted for adult analgesics
Campaign to have OTC status removed from certain analgesics

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads with new brand extension for Panadol
Chemists/pharmacies retains dominance of analgesics distribution
Parallel importation of drugs to lower cost of branded analgesics

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Kenyans attempt to avoid costly trips to doctors through self-medication and research
Consumers increasingly looking to cough/cold remedies as first line of defence
Traditional use of natural alternative remedies could halt category’s further potential

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare holds convincing lead over local player
Players capitalise on Kenyans’ appreciation of natural ingredients
More positive outlook for paediatric cough/cold remedies as producers aim to make dosing easier for parents

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Kenya

HEADLINES

PROSPECTS

Overall stable performance for dermatologicals driven by ongoing education
Stronger demand for topical germicidals/antiseptics over the forecast period
Growing mid-income segment willing to pay more for innovative effective products

COMPETITIVE LANDSCAPE

Glenmark Pharmaceuticals strengthens lead of fragmented landscape as increasing number of smaller players enter
Innovation and acquisitions and mergers likely over the forecast period
Counterfeiting forces producers to follow various strategies to educate consumers

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Kenya

HEADLINES

PROSPECTS

Greater trust and education needed to encourage greater uptake of dietary supplements
New act to address counterfeit sales to be introduced
Mid-income millennials more confident about shopping online supporting rising interest in internet retailing

COMPETITIVE LANDSCAPE

Greater consolidation amongst players offers barrier of entry to smaller brands
Despite segmentation, general health is most popular positioning
Players increase advertising spend to promote benefits of dietary supplements

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Kenya

HEADLINES

PROSPECTS

Antacids continues to be most popular digestive remedy addressing a number of factors
Poor dietary habits increase demand for laxatives and diarrhoeal remedies
Improving lifestyles amongst millennials due to global health trends may offer competition to digestive remedies

COMPETITIVE LANDSCAPE

Strong presence of multinationals in digestive remedies benefiting from global brand names and wide distribution
Antacids offers wide range of formats
Maalox Lemon stick offers pioneering format to Kenya

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Kenya

HEADLINES

PROSPECTS

Category must compete with high proportion of Kenyans that rely on traditional herbalists
Lack of strict regulations increasingly addressed in attempt to curb lack of safety
Declining demand predicted for herbal/traditional sleep aids and topical analgesics

COMPETITIVE LANDSCAPE

Fragmented landscape sees multinationals competing with domestic players
Herbal/traditional products increasingly attracts Chinese players

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Kenya

HEADLINES

PROSPECTS

Overall positive performance for paediatric consumer health but parents warned of the dangers relating to self-medicating
Lack of support for cough remedies with traditional remedies preferred by many Kenyans
Generic medicine increasing in popularity offering greater affordability

COMPETITIVE LANDSCAPE

Multinational players benefit from long-standing presence
Flavour and attractive packaging key elements in paediatric consumer health
Greater focus by companies to manufacture generics

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Kenya

HEADLINES

PROSPECTS

Sports nutrition expanding outsides of traditional target audience
Sports protein RTD is most popular format offering convenient on-the-go consumption
Further growth for sports nutrition over forecast period in line with growing health and wellness trends

COMPETITIVE LANDSCAPE

Dominance of multinationals in niche category offers barrier to entry for small local players
Greater online exposure to sports nutrition supports growing interest in internet retailing as distribution channel
Producers aim to expand target audience as women increasingly interested in fitness trends

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Kenya

HEADLINES

PROSPECTS

Increasing number of Kenyans look to supplement nutritional intake with vitamins
Vitamins and dietary supplements holds highest share in paediatric consumer health
Kenyans increasingly move online for vitamins requirements

COMPETITIVE LANDSCAPE

High fragmentation as increasing number of players look to capitalise on growth opportunities offered by vitamins
Greater segmentation makes it easier for consumers to make purchasing decisions
Active online promotions to attract consumers

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Kenya

HEADLINES

PROSPECTS

Rising urban mid-income Kenyans support demand for weight management
Weight loss supplements continues to dominate category with promise of rapid results
Campaigns to encourage healthier lifestyles could offer more effective long-term solutions

COMPETITIVE LANDSCAPE

Fairly consolidated landscape for weight management with lack of movement
Greater innovation is needed to expand the category
Soft drinks giant addresses need in Kenya for healthier beverages

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Kenya

HEADLINES

PROSPECTS

Ongoing demand for largest category of sticking plasters/adhesive bandages
Changing lifestyles support greater demand for certain wound care products
Negligible demand for first aid kits linked to higher initial outlay

COMPETITIVE LANDSCAPE

Ray Pharmaceuticals dominates consolidated competitive landscape
Manufacturers attempt to gain consumers’ attention through promotional activities

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024