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Country Report

Dietary Supplements in

Dietary Supplements in Kenya

20 pages, Feb 2019

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

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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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

Mid-income consumers expected to drive growth

International manufacturers expected to maintain leadership

Distribution to remain primarily though chemists/pharmacies

COMPETITIVE LANDSCAPE

Manufacturers to dedicate a higher marketing spend on advertising

Consumers to drive growth through self-medication

Growth expected to lead to emergence of counterfeit products

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2013-2018
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 3 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 4 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 5 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 6 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 7 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 8 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health witnesses stable growth in 2018

Potential taxes on parallel imports expected to boost local manufacturing

Consumers educated on identifying legitimate pharmacies through SMS

Technology to be a major disruptor in the supply chain

Value growth over the forecast period

MARKET INDICATORS

Table 9 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 10 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 11 Sales of Consumer Health by Category: Value 2013-2018
Table 12 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 14 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 15 Distribution of Consumer Health by Format: % Value 2013-2018
Table 16 Distribution of Consumer Health by Format and Category: % Value 2018
Table 17 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

Megatrends

Country Report

Dietary Supplements in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Mid-income consumers expected to drive growth

International manufacturers expected to maintain leadership

Distribution to remain primarily though chemists/pharmacies

COMPETITIVE LANDSCAPE

Manufacturers to dedicate a higher marketing spend on advertising

Consumers to drive growth through self-medication

Growth expected to lead to emergence of counterfeit products

Overview

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Samples: (FAQs about samples):

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Overview

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Table of Contents

Dietary Supplements in Kenya - Category analysis

HEADLINES

PROSPECTS

Mid-income consumers expected to drive growth

International manufacturers expected to maintain leadership

Distribution to remain primarily though chemists/pharmacies

COMPETITIVE LANDSCAPE

Manufacturers to dedicate a higher marketing spend on advertising

Consumers to drive growth through self-medication

Growth expected to lead to emergence of counterfeit products

CATEGORY DATA

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health witnesses stable growth in 2018

Potential taxes on parallel imports expected to boost local manufacturing

Consumers educated on identifying legitimate pharmacies through SMS

Technology to be a major disruptor in the supply chain

Value growth over the forecast period

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

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