Vitamins in Kenya

PROSPECTS

Increasing number of Kenyans look to supplement nutritional intake with vitamins

Vitamins continued to experience stable demand in 2019, as consumers became increasingly aware of the various types of vitamins available and their benefits through public health campaigns. While traditionally, Kenyans preferred to rely on consuming fresh fruit and vegetables for their nutritional intake, an increasing number of them are incorporating vitamins into their diets due to slowly changing perceptions in light of low-quality produce in the country which does not always fulfil their daily vitamin requirements.

Vitamins and dietary supplements holds highest share in paediatric consumer health

Demand for paediatric vitamins remains stable but undynamic despite the fact that vitamins and dietary supplements holds the largest value share within paediatric consumer health. While some parents wish to supplement their children’s diets with specific vitamins, many Kenyans still look to offer their children natural sources of nutrients including fruit, vegetables, pulses and nuts to maintain their wellbeing and boost their immune systems.

Kenyans increasingly move online for vitamins requirements

While chemists/pharmacies continued to dominate the distribution of vitamins in 2019, followed by healthfood shops and modern grocery retailers, these channels can be confusing and overwhelming for many consumers when it comes to deciding which product or brand to purchase when in store due to high fragmentation in the category and the distraction of various promotions. Therefore, Kenyans are increasingly moving online to conduct research and narrow their options in terms of vitamin requirements and prices.

COMPETITIVE LANDSCAPE

High fragmentation as increasing number of players look to capitalise on growth opportunities offered by vitamins

Medley Pharmaceuticals Pvt Ltd retained a convincing lead of vitamins, in what was otherwise a fragmented competitive landscape with the share of smaller players under “others” continuing to expand as they attempt to capitalise on the increasing popularity of this category and the potential growth it holds over the forecast period. Medley Pharmaceuticals offers leading multivitamins brand Gromin, while following at some distance, Bio-Health Ltd, Ranbaxy Laboratories Ltd and Alston Garrard & Co Ltd (offering global brand Seven Seas for The Procter & Gamble Co) all compete closely for share.

Greater segmentation makes it easier for consumers to make purchasing decisions

Manufacturers of vitamins are moving to develop a wide range of product lines that to appeal to various consumer segments through positioning and meet the needs of a fast-moving market. Innovation within paediatric vitamins is common and is a key area of development with chewable vitamins particularly popular amongst the younger generations.

Active online promotions to attract consumers

Producers of vitamins are increasingly investing in active marketing of their brands to increase consumer awareness, particularly online as Kenyans continue to use the internet as both a research tool and a distribution channel. The most popular type of marketing tends to be linked to products that target energy and fitness, with players positioning their brands as energy supplements, as complements to exercise or an enhancements to one’s personal fitness.

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