Vitamins will register very healthy constant value and volume growth over the forecast period, as consumers increasingly view vitamins as a mainstay to ensure good health, in combination with a healthy diet and healthy lifestyle in general. Multivitamins will register significantly higher growth than single vitamins.
If factors such as the war in Ukraine and drought continue to hamper growth in the economy and drive-up retail prices, this will potentially dampen volume growth of vitamins over the forecast period. Vitamins are considered expensive and if consumer purchasing power continues to fall, consumers will prioritise other more essential consumer health products such as analgesics.
While distribution is mainly through pharmacies, e-commerce also accounts for some value sales and vitamins are one of the bestselling consumer health products online. This growth in online sales will continue over the forecast period.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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