Weight Management and Wellbeing in Kenya

2020 IMPACT

Value sales of weight management and wellbeing products set to grow in 2020 as concerns about excess weight are exacerbated by COVID-19

The number of Kenyan adults classified as obese or overweight increased during the review period, and despite the assertion that excess weight increases the risk of becoming infected by COVID-19, there has been no significant decline in that number in 2020. However, there has been an ongoing increase in current value sales of weight management and wellbeing products in 2020, with that increase reflecting not only consumers’ immediate concerns about the virus but also their longer-term aspirations of attaining better overall health and fitness.

Some consumers looking to alternative weight loss products/programmes in 2020, restraining more robust demand for OTC weight loss and wellbeing solutions

While value sales of modern OTC weight loss and wellbeing solutions continue to grow in 2020, even greater growth may be being restrained by some Kenyans turning instead to more affordable natural remedies and other alternative weight loss programmes. For example, smoothies and juices containing lemons, ginger and mint have grown in popularity amongst those seeking to lose weight.

Health & Performance Products International set to boost value share and maintain category leadership in 2020

Health & Performance Products International is set to increase its value share in the weight management and wellbeing category in 2020 based on the performance of its strong and trusted Mass Loser weight loss supplement brand. Indeed, the company is set to maintain its leadership in the category, a position it has held since 2018.

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