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Country Report

Vitamins in

Vitamins in Kenya

Oct 2017

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

Sales mainly fuelled by changing consumer lifestyles

The shift towards busier and less active lifestyles in urban areas, poorer diets and growing health awareness are fuelling value and volume sales within vitamins in Kenya. Additionally, the growing urban population and health consciousness among upper and middle income consumers is gradually boosting sales as uptake of vitamins rises among consumers looking to improve personal health.

Most sales for preventive health reasons

Health conscious consumers mainly purchase vitamins as a preventive measure and a way of boosting their immunity. Increasing access to information through both the internet and health institutions and the shift towards less active and more stressful lifestyles has led to an increase in product purchases as consumers seek to supplement their poor diets to ensure healthy bodies.

Government intervention via fortification boosts consumer awareness

Kenya's Ministry of Health, in partnership with multilateral donors and academia, launched a six year project in April 2017 aimed at promoting nutrition in the country through mass fortification of key staples via the Kenya National Food Fortification Programme. This will be achieved by adding vitamins and minerals to maize flour, edible oils and salt, which are widely available through both modern and traditional retailing outlets and are basic foodstuffs for all households in Kenya.

COMPETITIVE LANDSCAPE

Growing target market and distribution outlets promote growth

International brands, namely, Gromin, Ranferon and Seven Seas, continue to dominate vitamins, mainly due to their strong brand heritage built up over the years with huge marketing expenditure, as well as strong organised distribution networks, promoting consumer confidence. Local vitamin products are mainly distributed through smaller chemists/pharmacies in both urban and rural residential areas, with their affordability and smaller packaging size appealing to this target market.

Companies targeting vulnerable population segments

Vitamins remain popular, especially among vulnerable groups such as children, pregnant women and elderly people. Due to frequent access to health institutions, such consumers are able to purchase vitamin products more regularly, with most products in vitamins thus targeting this core market.

Chemists/pharmacies continue to dominate distribution

Chemists/pharmacies remains the main distribution outlet for vitamins in Kenya, with the expansion of such outlets being key to wider penetration of products in this area, both in rural and urban residential areas. Most chemists and pharmacies allow for the purchase of vitamins in smaller unit packs at affordable pricing, thus making them accessible even to low end consumers.

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Vitmains and Dietary Supplements

Overview

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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

Sales mainly fuelled by changing consumer lifestyles

Most sales for preventive health reasons

Government intervention via fortification boosts consumer awareness

COMPETITIVE LANDSCAPE

Growing target market and distribution outlets promote growth

Companies targeting vulnerable population segments

Chemists/pharmacies continue to dominate distribution

CATEGORY DATA

Summary 1 Multivitamins: Brand Ranking by Positioning 2017
Table 1 Sales of Vitamins by Category: Value 2012-2017
Table 2 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 3 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 4 NBO Company Shares of Vitamins: % Value 2013-2017
Table 5 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 6 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health sales continue to grow in 2017

Changing consumer lifestyles influencing consumer health

GlaxoSmithKline East Africa continues to lead market in 2017

Chemists/pharmacies continue to dominate distribution

Positive growth expected for consumer health in Kenya

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 9 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2012-2017
Table 11 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 13 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 14 Distribution of Consumer Health by Format: % Value 2012-2017
Table 15 Distribution of Consumer Health by Format and Category: % Value 2017
Table 16 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

Megatrends

Country Report

Vitamins in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Sales mainly fuelled by changing consumer lifestyles

Most sales for preventive health reasons

Government intervention via fortification boosts consumer awareness

COMPETITIVE LANDSCAPE

Growing target market and distribution outlets promote growth

Companies targeting vulnerable population segments

Chemists/pharmacies continue to dominate distribution

Samples

Overview

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OVERVIEW

The Vitamins in Kenya market research report includes:

Our market research reports answer questions such as:

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Table of Contents

Vitamins in Kenya - Category analysis

HEADLINES

PROSPECTS

Sales mainly fuelled by changing consumer lifestyles

Most sales for preventive health reasons

Government intervention via fortification boosts consumer awareness

COMPETITIVE LANDSCAPE

Growing target market and distribution outlets promote growth

Companies targeting vulnerable population segments

Chemists/pharmacies continue to dominate distribution

CATEGORY DATA

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Consumer health sales continue to grow in 2017

Changing consumer lifestyles influencing consumer health

GlaxoSmithKline East Africa continues to lead market in 2017

Chemists/pharmacies continue to dominate distribution

Positive growth expected for consumer health in Kenya

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

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