Weight Management and Wellbeing in Kenya

PROSPECTS

Rising urban mid-income Kenyans support demand for weight management

Weight management and wellbeing continued to record a positive performance in 2019, a trend that is predicted to continue into the forecast period as an increasing number of Kenyans gain weight or are classed as obese. This trend is being driven by the expanding mid-income segment, particularly women in urban areas, who comprise the highest proportion of overweight Kenyans.

Weight loss supplements continues to dominate category with promise of rapid results

Weight loss supplements continued to dominate the category with a negligible presence of slimming teas in 2019. These products are affordable and readily available to consumers through chemists/pharmacies, healthfood shops and other traditional grocery retailers.

Campaigns to encourage healthier lifestyles could offer more effective long-term solutions

While weight loss supplements is being supported by consumers who are looking for short-term solutions to help manage their weight, other Kenyans are seeking healthier natural more long-term solutions to weight loss. The use of smoothies containing lemon, ginger and mint is growing in popularity amongst some women, as they can be consumed on the go, and do not contain any chemicals that may have adverse side effects.

COMPETITIVE LANDSCAPE

Fairly consolidated landscape for weight management with lack of movement

Health & Performance Products International strengthened its leadership of weight management and wellbeing in 2019, following its ascent to the top of the category in 2018 from fourth position. The player offers leading weight loss supplement brand Mass Loser, which is followed by USN Diet Fuel Ultralean (Sky Healthcare Ltd) and Cuts II with Chromium (Plethico Africa (Kenya) Ltd).

Greater innovation is needed to expand the category

Leading manufacturers are attempting to add some innovation to weight management and wellbeing to cater to the needs of different consumer segments as the category remained narrow in its offer over the review period. Players need to be more creative in the ingredients they use to offer some level of differentiation, particularly if consumers perceive a product to offer higher specific value if a product can offer multiple benefits.

Soft drinks giant addresses need in Kenya for healthier beverages

Outside of the category, attempts by global manufacturers such as Coca-Cola to launch healthier less sugar-laden drinks may help to reduce the obesity rates amongst consumers who like to indulge in certain beverages. Nairobi Bottlers, the Kenyan soft drinks bottling company under Coca-Cola Beverages Africa (CCBA), launched a processing juice plant towards the end of the review period, as the player seeks to expand its offer of refreshing but healthier drinks to appeal to more health-conscious consumers.

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