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.
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.
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.
Concerns about becoming infected by the COVID-19 virus has convinced many Kenyans to take steps to boost their immunity via the increased consumption of vitamins. In 2020, this is sparking an increase in demand for both multivitamins and single vitamins.
Ambitious players in the fragmented vitamins category are likely to rely on investments in innovation in order to capture value share over the forecast period. Developing and launching new products, boosting marketing efforts, building brand awareness and/or implementing more effective distribution networks, amongst other business functions, can quickly boost value sales when expanded and enhanced.
Although e-commerce is currently in its infancy in the vitamins category in Kenya, the channel was nevertheless boosted in 2020 by a spike in popularity related to pandemic-inspired curfews and restrictions on movement that limited consumer access to brick-and-mortar stores. The growth of e-commerce as a distribution channel for vitamins is expected to continue over the forecast period.
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