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Country Report

Dietary Supplements in

Dietary Supplements in Kenya

Oct 2017

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Growing population and wider product variety boosts development

Changing consumer lifestyles, especially in urban areas, due to high stress levels, poor eating habits, the proliferation of fast food outlets, as well as longer working hours and inactive lifestyles, have led to a prevalence of lifestyle related health ailments among most young people. Additionally, the growing number of vulnerable children and the elderly has also played a key role in fuelling demand for dietary supplements in Kenya.

Minerals continue to lead sales

Minerals remains the most popular type of dietary supplement, mainly due to calcium supplements. The rising financial impact of lifestyle diseases, such as growing heart problems, mean that calcium products, which help prevent heart disease and improve bone density, have become increasingly popular, with middle-class Kenyans trying to reduce expensive health costs by living healthier.

Growing availability of tonics and nutritive beverages

Tonics and bottled nutritive drinks are slowly entering the market and are still a niche category in the local market, with such products mainly being distributed via direct selling as companies look to grow their customer bases and boost distribution. Products such as Vemma and Trevo continue to be retailed through multilevel marketing and referrals, with few chemists storing such products and prices remaining premium and out of reach for many consumers.

COMPETITIVE LANDSCAPE

International players dominate sales

International firms, led by Bioforce Pharmaceutical and Optima Health & Nutrition, continue to dominate dietary supplements as a result of their strong brand heritage and significant marketing budgets, consumer confidence in products, as well as strong organised distribution networks.

Doctors’ recommendations remain important

Availability on the market over a long period as well as doctors’ recommendations have played a big role in increasing confidence among consumers in this area.

Appealing product packaging boosts sales

Players in dietary supplements mainly focus on brand packaging and ease of administration to encourage consumer sales. Appealing packaging, product availability and affordability, as well as direct referrals from medics, remain the key sales strategies that manufacturers use to promote sales.

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Overview

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.

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Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The 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 Dietary Supplements in Kenya?
What are the major brands in Kenya?
Are combination products with acetaminophen still popular?

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.

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Dietary Supplements in Kenya - Category analysis

HEADLINES

PROSPECTS

Growing population and wider product variety boosts development

Minerals continue to lead sales

Growing availability of tonics and nutritive beverages

COMPETITIVE LANDSCAPE

International players dominate sales

Doctors’ recommendations remain important

Appealing product packaging boosts sales

CATEGORY DATA

Summary 1 Dietary Supplements: Brand Ranking by Positioning 2017
Table 1 Sales of Dietary Supplements by Category: Value 2012-2017
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2012-2017
Table 3 Sales of Dietary Supplements by Positioning: % Value 2012-2017
Table 4 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2012-2017
Table 5 NBO Company Shares of Dietary Supplements: % Value 2013-2017
Table 6 LBN Brand Shares of Dietary Supplements: % Value 2014-2017
Table 7 Forecast Sales of Dietary Supplements by Category: Value 2017-2022
Table 8 Forecast Sales of Dietary Supplements by Category: % Value Growth 2017-2022

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health sales continue to grow in 2017

Changing consumer lifestyles influencing consumer health

GlaxoSmithKline East Africa continues to lead market in 2017

Chemists/pharmacies continue to dominate distribution

Positive growth expected for consumer health in Kenya

MARKET INDICATORS

Table 9 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 10 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 11 Sales of Consumer Health by Category: Value 2012-2017
Table 12 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 14 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 15 Distribution of Consumer Health by Format: % Value 2012-2017
Table 16 Distribution of Consumer Health by Format and Category: % Value 2017
Table 17 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

Megatrends

Country Report

Dietary Supplements in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Growing population and wider product variety boosts development

Minerals continue to lead sales

Growing availability of tonics and nutritive beverages

COMPETITIVE LANDSCAPE

International players dominate sales

Doctors’ recommendations remain important

Appealing product packaging boosts sales

Overview

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Samples: (FAQs about samples):

Delivery:

Overview

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Table of Contents

Dietary Supplements in Kenya - Category analysis

HEADLINES

PROSPECTS

Growing population and wider product variety boosts development

Minerals continue to lead sales

Growing availability of tonics and nutritive beverages

COMPETITIVE LANDSCAPE

International players dominate sales

Doctors’ recommendations remain important

Appealing product packaging boosts sales

CATEGORY DATA

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health sales continue to grow in 2017

Changing consumer lifestyles influencing consumer health

GlaxoSmithKline East Africa continues to lead market in 2017

Chemists/pharmacies continue to dominate distribution

Positive growth expected for consumer health in Kenya

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

DEFINITIONS

SOURCES

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