Kenya

The population in the Middle East and Africa region is growing rapidly, unlocking high levels of unmet potential and making the region an exciting prospect. Nevertheless, the fastest growing income segment is set to remain the lowest income class,…

Growth in wound care has maintained fairly steady over the recent review period and is expected to continue to show similar patterns over the forecast period. Wound care is still small in Kenya and thus remains a growing category, comprised of…

Lockdowns and social mobility restrictions including, notably, the closure of gymnasiums due to COVID-19, have resulted in many consumers gaining weight. However, with the easing of restrictions, consumers are shifting their focus towards weight…

There has been a growing demand for paediatric vitamins, with an increasing number of parents seeking to boost their children’s immune systems. Furthermore, this trend is also seen among pregnant women who wish to ensure their unborn children receive…

Sports nutrition is a relatively small category in Kenya, with a limited number of products and players. The category was growing before the event of the pandemic, however, due to COVID-19 restrictions and lockdowns, sales have since been in decline.…

School closures during the time of the pandemic have significantly reduced ailments passed between children. Pre-pandemic, there had been an increase in infections of airborne disease among school-going children, however, COVID-19 measures have…

Kenyan consumers are becoming increasingly health-aware, in a trend which has been enhanced by the event of the pandemic. Within this, many people are now seeking alternative herbal/traditional remedies to help boost immunity and improve overall…

Growing urbanisation in Kenya is among the leading reasons for growth within digestive remedies. This is due to the increase in rural to urban migration, causing the population in urban centres to grow massively. In turn, this has bolstered demand…

Dietary supplements is showing lower growth in 2021 than compared to the review period, inclusive and regardless of the event of the pandemic. Whilst seeking to boost their immune systems and overall health, consumers are shifting away from the use…

Cosmetic and reconstructive surgeons are seeing a rising demand for elective cosmetic surgery in Kenya during the time of COVID-19, as wealthy consumers are opting for laser eye correction, chin and breast augmentation, Botox injections, and dental…

With the rise of the COVID-19 pandemic, most Kenyans have taken a keen interest in trying to boost their immunity by ingesting foods rich in vitamin C, including oranges and lemons. Consumers have also shifted to home-made remedies which are believed…

All consumer health categories in Kenya are seeing positive growth in 2021. A major contributing trend is the fact that people are becoming more health-conscious during the time of COVID-19. Lifestyles in Kenya are becoming more active, as…

The event of COVID-19 is continuing to have a positive effect on analgesics in 2021, as painkillers are often used to ease discomfort in those who have contracted the virus. This is evidenced by the fact that sales have increased in analgesics since…

Kenyan consumer income is expected to grow substantially by 2040, helped by an improving business environment and economic expansion. Purchasing power will be concentrated in present-day millennials’ hands, yet seniors will be the major spenders of…

New Kenya Co-operative Creameries Ltd’s brand KCC Mala remains the leading brand in sour milk products in 2021 thanks to its reputation as being trustworthy and consistent. Furthermore, the brand is also obtainable in most grocery retailers as well…

Cooking cream is still largely unpopular in Kenyan households as most consumers lack awareness thereof and it is a costly product. However, many middle and high income consumers tried out new recipes containing cream during the stay at home period of…

Kenyans are greatly interested in products with attractive packaging that have a long shelf life such as shelf stable milk that remains fresh for up to six months without expiring. This is especially true during the pandemic. As such there has been…

The middle class continues to drive cheese sales in 2021. Although the majority of consumers are avoiding products with high cholesterol content due to an increased risk for lifestyle diseases, there is still a substantial demand for cheese, both…

Despite being more expensive and containing more saturated fats, butter outclassed margarine during the review period. Middle income households prefer butter as a spread as well as for cooking and baking. Furthermore, butter is more costly and…

Lifestyle changes which are a key driver for demand, leads to an increase in retail value sales of milk formula in 2021. The changing lifestyles of mothers in Kenya as well as urbanisation are forcing parents to introduce milk formula as a substitute…