Executive Summary

Oct 2019
PROSPECTS
Overall stable performance for dermatologicals driven by ongoing education

Dermatologicals experienced a stable performance, driven by the general increase in the adult population that prefers to self-medicate, with the exception of parents who may visit a doctor for specialist advice on serious nappy (diaper) rash treatments, as Kenyan parents remain fairly cautious regarding the medical treatment associated with young babies, with sales of nappy (diaper) rash treatments remaining positive but negligible. Sales of antiparasitics/lice (head and body) treatments remain popular in Kenya and are likely to be used by the entire family (apart from newborns) if an infestation emerges in the household.

Stronger demand for topical germicidals/antiseptics over the forecast period

Topical germicidals/antiseptics continued to experience stable demand in 2019. These dermatologicals are popular in Kenya for their ability clean wounds and stop the spread of infection as well as a local anaesthetic.

Growing mid-income segment willing to pay more for innovative effective products

Sales of certain dermatologicals are being supported by growth in the mid-income consumers, who are enjoying some level of disposable incomes and are willing to pay for newer products that address certain skin conditions or offer preventative measures. Consumers are paying greater attention to products that meet their health and wellness aspirations and therefore are looking for the addition of more natural components that they perceive to be less harmful or gentler on the skin.

COMPETITIVE LANDSCAPE
Glenmark Pharmaceuticals strengthens lead of fragmented landscape as increasing number of smaller players enter

Glenmark Pharmaceuticals (K) Ltd retained its leadership of the fairly fragmented competitive landscape of dermatologicals in 2019, benefiting from the popularity of its brands Candid, which is present in both topical and vaginal antifungals, and medicated shampoos with Candid TV, and Liceoma which is present in antiparasitics/lice (head and body) treatments. However, the category continued to experience an influx of new brands, offering greater choice to consumers with interesting and attractive packaging, with the value share of “others” continuing to expand.

Innovation and acquisitions and mergers likely over the forecast period

The development of innovative products in dermatologicals in addition to mergers and acquisitions could be key strategies to benefit both local and multinational players over the forecast period, providing further opportunities for growth. Kenyan companies are particularly keen to partner global players to drive this approach to innovation and meet consumer demand for quality products that meet their functional, aesthetic and health needs.

Counterfeiting forces producers to follow various strategies to educate consumers

Counterfeit products continue to pose a major challenge in Kenya, particularly within dermatologicals, as it is a lucrative business and thus prone to counterfeiting, forcing manufacturers into “sales wars” as rogue importers package their products to resemble those of genuine dermatologicals. Most of these counterfeit goods do not conform to international or local quality and health standards, and therefore could be extremely harmful to consumers who are oblivious to the underlying risks of using these products.

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Dermatologicals in Kenya

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Overview

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

The Medicated Skin Care 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 Medicated Skin Care in Kenya?
  • What are the major brands in Kenya?
  • What are the most popular formats for acne treatments?

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.

Dermatologicals in Kenya - Category analysis

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 1 Sales of Dermatologicals by Category: Value 2014-2019
Table 2 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 4 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 5 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 6 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Consumer Health in Kenya - Industry Overview

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 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 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