Weight Management and Wellbeing in Kenya

PROSPECTS

Ageing population and changing lifestyle trends to favour growth

With changing lifestyles among the young population in the region opting for quick dinners that mostly include fast food as well an ageing population trying to juggle fitness with busy work schedules, lifestyle diseases such as obesity as well as growing concerns about appearance will favour the growth of weight management and wellbeing in Kenya. Consumers are more receptive to slimming products, especially teas, as well as programmes which include advice and support during the time necessary to reach their slimming targets.

Coaching-related programmes to drive sales

In the region, coaching-related programmes to support slimming objectives are expected to increase in popularity. There is a number of brands that use their social media platforms to run mass programmes and post tips on to how to manage weight.

Well-connected mid-income consumers to drive growth

Well-connected mid-income consumers have access to greater information and higher disposable incomes to try weight management. This group is usually more receptive to such campaigns and perceived to be tech savvy.

COMPETITIVE LANDSCAPE

Consumers to expect innovation from manufacturers

Due to the high presence of information, consumers head to nutritionists/general practitioners for advice, and therefore manufacturers of weight management and wellbeing need to address consumers who are over-informed and increasingly aware of the benefits offered by these products, but also sceptical of the dangers of slimming solutions due to global health concerns. The onus will be on the manufacturers to demonstrate the credibility of their products and to innovate to ensure their formulations are more natural.

Multinationals expected to dominate

Large weight management and well-being companies are expected to continue launching a higher number of products into the region in a bid to push out local competition. In addition, this is in a bid to increase their product coverage as it remains relatively low in the region compared to their other international markets.

Chemists/pharmacies to remain key distributors

Due to this category being relatively new, consumers are expected to prefer specialist healthfood shops as well as chemist/pharmacies as a benchmark for authenticity. This helps to create channels where consumers can trust, due to a credible image as well as the added advantage of having a specialist who can offer advice to consumers.

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