Vitamins in Kenya

2020 IMPACT

Demand for vitamins rises in 2020 as Kenyans seek to boost immunity to COVID-19

Traditionally, Kenyans consumed their daily requirement of vitamins by eating fresh fruit and vegetables, but in recent years an increasing number of consumers have begun incorporating multivitamins and single vitamins into their daily dietary regimens to ensure their daily requirements are met. In 2020, as a result of health concerns generated by the COVID-19 pandemic, demand for vitamins is increasing even further as a growing number of Kenyans are seeking to boost their immunity to the virus.

Although still in nascent stage, e-commerce vitamin sales set to grow in 2020

Chemists/pharmacies have traditionally been the key distribution channel for vitamins, and that continues in 2020 despite curfews and various restrictions on Kenyans’ movement and brick-and-mortar retailing brought about by the COVID-19 pandemic. However, purchasing vitamins via e-commerce retailers—Jumia, MyDawa and Jiji are amongst the leading e-commerce retailers—has been gaining momentum, even prior to the pandemic, and e-commerce is seeing even stronger growth in 2020 as many consumers do more of their shopping online, choosing to spend more time at home and to circumvent brick-and-mortar retailers in order to avoid becoming infected or spreading the virus.

Medley Pharmaceuticals set to boost value share, maintain leadership in vitamins in 2020

Bolstered by the performance of its trusted and popular Gromin brand, Medley Pharmaceuticals is set to boost its value share and maintain its strong lead in the vitamins category in 2020, a position which the company has held in the vitamins category for several years. Indeed, during the review period, Medley Pharmaceuticals was the sole player to record double-digit value share.

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