Vitamins in Kenya

PROSPECTS

Changing consumer health awareness to drive sales

Due to global health pressures and public health campaigns encouraging people to eat balanced diets and to partake in exercise, Kenyan consumers’ perceptions of multivitamins is slowly changing in the wake of low-quality produce such as fruit and vegetables leading to the non-fulfilment of their daily vitamin requirements. Generally, there is a lot of information encouraging consumers to purchase vitamins and slowly their perceptions are changing over how vitamins can play an integral part in one’s diet and health.

Manufacturers expected to innovate to interactive delivery formats

Multivitamins remain a relative niche and unaffordable to many consumers. However, consumers of multivitamins are starting to prefer softer and more palatable formats.

Doctors recommending multivitamins

With changing lifestyles, to supplement consumers’ diets, doctors are encouraging their patients to invest in multivitamins, ranging from children to the elderly. Furthermore, those who are well sensitised towards the importance of multivitamins are requiring a higher number of premium and potent supplements.

COMPETITIVE LANDSCAPE

Consumers seeking tailored vitamins

Consumers of multivitamins are increasingly looking for specific vitamins that fit their specific needs, as opposed to a one type suits all approach. Therefore, manufacturers are expanding their product lines to cater to these preferences.

Paediatric vitamins to continue driving growth

Paediatric vitamins and dietary supplements are expected to drive growth over the forecast period mainly attributed to an increasing number of mothers being sensitive towards their young children’s care through government programmes. Generally, multivitamins and vitamin D are integral supplements for children’s cognitive development.

Vitamins expected to be more readily available across higher number of channels

The consumption of vitamins is expected to increase due to the growing presence of a higher number of distribution channels across various shopping centres and pharmacies emerging in densely populated areas. Furthermore, even though the monopoly was held by chemists/pharmacies at the end of the review period, consumers can expect to see vitamins in their main supermarkets.

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