Executive Summary

Oct 2019
PROSPECTS
Overall positive performance for paediatric consumer health but parents warned of the dangers relating to self-medicating

With an increasing child population in Kenya, demand for paediatric consumer health continued to grow in 2019. This trend is supporting growing demand for a number of products including paediatric vitamins and dietary supplements, paediatric digestive remedies, paediatric acetaminophen and combination products within analgesics, as concerned parents look to over the counter remedies to alleviate their children’s suffering from certain types of pain or ailments.

Lack of support for cough remedies with traditional remedies preferred by many Kenyans

Some Kenyans prefer to treat certain common ailments such as coughs with natural remedies such as dark honey, which they use to treat both themselves and their children as they believe this to be more effective than packaged cough syrups, relieving symptoms such as an irritated throat, and reducing the duration of the cough and even helping to promote sleep. In addition, the use of dark honey is more affordable to treat a family compared to packaged cough remedies.

Generic medicine increasing in popularity offering greater affordability

Generic medicine is rapidly increasing in popularity in Kenya, as generics are more affordable for the average Kenyan consumer compared with original brands. This shift has been driven by the high cost of living and medical care in the country, forcing some consumers to seek cheaper options or safer alternatives to unregulated unpackaged natural remedies.

COMPETITIVE LANDSCAPE
Multinational players benefit from long-standing presence

Multinational players are expected to continue dominating paediatric consumer health due to their strong distribution networks, long-standing presence, and brand loyalty amongst mid- to high-income Kenyans. However, due to the government promoting parallel trade, consumers can expect to receive cheaper products from markets such as India that serve the same purpose, although scepticism remains over whether such products are suitable for their children.

Flavour and attractive packaging key elements in paediatric consumer health

Manufacturers of paediatric consumer health products in Kenya look to appeal to children by improving their palatability and using appetising flavours for both syrups and pills. They also use appealing packaging through bright attractive characters and colours.

Greater focus by companies to manufacture generics

With the increasing popularity of generic medicine in Kenya, encouraged by the government to reduce healthcare costs for much of the population, some companies are focusing on producing generics, as they are not only affordable but are also created to be on a par with original drugs in dosage, form, safety, strength, route of administration and quality in terms of performance. They can play a huge role in allowing lower-income consumers to access better healthcare.

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Overview

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

The Paediatric Consumer Health 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 Paediatric Consumer Health in Kenya?
  • What are the major brands in Kenya?
  • What are the most popular formats for  treatments?
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:

 Consumer Health market research database

Paediatric Consumer Health in Kenya - Category analysis

HEADLINES

PROSPECTS

Overall positive performance for paediatric consumer health but parents warned of the dangers relating to self-medicating
Lack of support for cough remedies with traditional remedies preferred by many Kenyans
Generic medicine increasing in popularity offering greater affordability

COMPETITIVE LANDSCAPE

Multinational players benefit from long-standing presence
Flavour and attractive packaging key elements in paediatric consumer health
Greater focus by companies to manufacture generics

CATEGORY DATA

Table 1 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 4 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 5 Forecast Sales of Paediatric Consumer Health by Category: % 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 6 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 7 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 8 Sales of Consumer Health by Category: Value 2014-2019
Table 9 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 10 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 11 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 12 Distribution of Consumer Health by Format: % Value 2014-2019
Table 13 Distribution of Consumer Health by Format and Category: % Value 2019
Table 14 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 15 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