Dietary Supplements in Kenya

PROSPECTS

Mid-income consumers expected to drive growth

In Kenya, consumption of dietary supplements is higher among mid-income consumers compared to the low-income group. The mid-income segment is well connected, mostly well-travelled and understands health and wellness to great lengths.

International manufacturers expected to maintain leadership

Competition in this category is dominated by multinationals that offer a wide range of products and brands. Such a varied product offering assists in targeting specific target groups with specific needs.

Distribution to remain primarily though chemists/pharmacies

Chemists/pharmacies is expected to remain the main channel of distribution due to the licenses required to distribute such products. In addition, it offers a point of information for customers who may not be fully aware of what dietary supplement to take or what its benefit is.

COMPETITIVE LANDSCAPE

Manufacturers to dedicate a higher marketing spend on advertising

Companies are increasing their spend on advertising as local retailers launch aggressively priced goods and brand loyalty remains the only way to sustain share. Increased advertising is further supported by young and urbanised millennial consumers with higher disposable incomes and hence are more likely to allocate part of their budgets to dietary supplements when doing their routine shopping.

Consumers to drive growth through self-medication

Previously the use of dietary supplements was popular among body builders and gym enthusiasts. However, due to the ease of accessing information and a well-connected young and urban population, the level of knowledge of dietary supplements, and knowledge regarding the presence of adverse effects of dietary supplements is readily available and a diverse number of consumers over the forecast period are expected to make well-informed purchasing decisions over the counter.

Growth expected to lead to emergence of counterfeit products

As local consumers become increasingly aware of the importance of dietary supplements and self-medication, the emergence of counterfeit products is expected to increase. The Pharmacy and Poisons Board (PPB) encourages users of these supplements, especially those that have been imported to pay keen attention to labels specifically looking for the Kenya Bureau of Standards (KEBS) and the PPB approval seal.

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