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Country Report

Vitamins in

Vitamins in Kenya

17 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Kenya market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Vitamins in Kenya?
What are the major brands in Kenya?
Are combination products with acetaminophen still popular?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

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Vitamins in Kenya - Category analysis

HEADLINES

PROSPECTS

Changing consumer health awareness to drive sales

Manufacturers expected to innovate to interactive delivery formats

Doctors recommending multivitamins

COMPETITIVE LANDSCAPE

Consumers seeking tailored vitamins

Paediatric vitamins to continue driving growth

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

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2013-2018
Table 2 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 3 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 4 NBO Company Shares of Vitamins: % Value 2014-2018
Table 5 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 6 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health witnesses stable growth in 2018

Potential taxes on parallel imports expected to boost local manufacturing

Consumers educated on identifying legitimate pharmacies through SMS

Technology to be a major disruptor in the supply chain

Value growth over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 9 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2013-2018
Table 11 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 13 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 14 Distribution of Consumer Health by Format: % Value 2013-2018
Table 15 Distribution of Consumer Health by Format and Category: % Value 2018
Table 16 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

Megatrends

Country Report

Vitamins in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Changing consumer health awareness to drive sales

Manufacturers expected to innovate to interactive delivery formats

Doctors recommending multivitamins

COMPETITIVE LANDSCAPE

Consumers seeking tailored vitamins

Paediatric vitamins to continue driving growth

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

Overview

Why buy this report?

SAMPLES:

DELIVERY:

OVERVIEW

The Vitamins in Kenya market research report includes:

Our market research reports answer questions such as:

Why buy this report?

Want to find out more about this report?

Table of Contents

Vitamins in Kenya - Category analysis

HEADLINES

PROSPECTS

Changing consumer health awareness to drive sales

Manufacturers expected to innovate to interactive delivery formats

Doctors recommending multivitamins

COMPETITIVE LANDSCAPE

Consumers seeking tailored vitamins

Paediatric vitamins to continue driving growth

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

CATEGORY DATA

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health witnesses stable growth in 2018

Potential taxes on parallel imports expected to boost local manufacturing

Consumers educated on identifying legitimate pharmacies through SMS

Technology to be a major disruptor in the supply chain

Value growth over the forecast period

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

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