Executive Summary

Oct 2019
PROSPECTS
Category must compete with high proportion of Kenyans that rely on traditional herbalists

The use of herbal remedies has always been popular in Kenya with over 70% of Kenyans relying on traditional healers as their primary source of health care, especially in rural areas. Traditional healers respond to diverse needs such as working as herbalists, and birth attendants and are within reach of most Kenyans, filling gaps in the health care system.

Lack of strict regulations increasingly addressed in attempt to curb lack of safety

While Kenyans are receptive to natural homoeopathic remedies supporting demand for herbal/traditional products, there remains an increasing number of local markets that offer both raw and semi-processed preparations which are not strictly regulated. Therefore, there are challenges to maintain safety and quality of certain products due to weak guidelines, regulations and standards for the products, practitioners and retailers.

Declining demand predicted for herbal/traditional sleep aids and topical analgesics

An increasing number of Kenyans, particularly lower-income consumers, will continue to rely on more traditional homoeopathic remedies as they are often unable to afford the high cost of modern medicines, even packaged herbal/traditional products. Therefore, this poses competition to the development of this category over the forecast period, with alternative practitioners offering complementary medicines to a wide range of consumers.

COMPETITIVE LANDSCAPE
Fragmented landscape sees multinationals competing with domestic players

Herbal/traditional products is a fairly fragmented competitive landscape with the highest value share held by smaller players under “others”, while Raa Ltd strengthened its overall leadership with its brand Menthoplus, which it nationally distributes for Emami Ltd. International players compete with domestic companies, leading some multinationals to evolve their product offering and market them as natural with a herbal positioning, resulting in a perception amongst local consumers that they are of higher quality and offer a good price positioning.

Herbal/traditional products increasingly attracts Chinese players

The category is increasingly attracting Chinese manufacturers, particularly within herbal/traditional dietary supplements, where standard products still hold the dominant value share overall, but may offer greater opportunities for growth moving forward. Some Chinese players have even stated their intentions to set up manufacturing plants to service the region, with Xiehe Group already present.

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Herbal/Traditional Products in Kenya

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Overview

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

The Herbal/Traditional Products 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 Herbal/Traditional Products in Kenya?
  • What are the major brands in Kenya?
  • What is the market size of Herbal/Traditional Products in Kenya?
  • What are the major brands in Kenya?
  • Are Ayurvedic or Traditional Chinese Medicine products available in Kenya?
  • Which traditional products, like charcoal, bird’s nest, camphor, valerian, or menthol, are 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.

Herbal/Traditional Products in Kenya - Category analysis

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 1 Sales of Herbal/Traditional Products: Value 2014-2019
Table 2 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 3 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 4 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 5 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 6 Forecast Sales of Herbal/Traditional Products: % 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