Vitamins in Kenya

2021 DEVELOPMENTS

Mothers push demand for paediatric vitamins, as consumers become more health-aware due to COVID-19

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 all the necessary nutrients whilst still in the womb.

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

Chemists/pharmacies have traditionally been the key distribution channel for vitamins, and that continues 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 (with Jumia, MYDAWA and Jiji being amongst the leading e-commerce retailers) has been gaining momentum, even prior to the pandemic, and e-commerce has been seeing even stronger growth during the time of the pandemic as many consumers have switched to shopping online.

Specific vitamin sales driven by the aging and young populations

Consumers take specific vitamins depending on their ages and needs. The age and/or gender demographics do affect the nutrients needed; for example, women need higher amounts of iron contained in vitamins compared to men.

PROSPECTS AND OPPORTUNITIES

Online retailing will continue to grow in popularity over the forecast period

Since the onset of the pandemic and increased demand for vitamins, there has been a notable increase in product varieties, providing a means for manufacturers to tap into the growing demand. However, the increase in demand of these products has led to some confusion among consumers, who are currently overwhelmed by the variety of products and brands available.

Ongoing rise in health-conscious consumers and natural remedies may place downwards pressure on the category

Kenyan consumers are increasingly growing more aware of their health and nutritional needs, more so on account of COVID-19. With this in mind, there is a high demand for foods and fruits rich in vitamins which boost individual’s immunity and generally improve one’s health.

Competitive status quo unlikely to change over the forecast period, thanks to players’ strong positions

Medley Pharmaceuticals Pvt Ltd maintains its strong lead in vitamins in 2021, being the only brand with double-digit shares for several years. Similarly, in brand terms, the player’s Gromin is the only brand to hold double-digit shares.