Product Code: CHKY
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Distribution of Consumer Health by Format: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format and Category: % Value 2021
Table 9 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Event of COVID-19 stimulates demand for analgesics
Self-medication more prevalent among consumers during the pandemic
Modern grocery retailers remain the most popular channel for sales, thanks to convenience and affordability
PROSPECTS AND OPPORTUNITIES
GSK Consumer Healthcare set to maintain leading position throughout forecast period
An aging population continues to drive sales in analgesics
Chemists and pharmacies maintain lines of distribution
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2016-2021
Table 12 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Analgesics: % Value 2017-2021
Table 14 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 15 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home remedies continue to grow in popularity, as consumers seek to boost their immune systems
Self-medication trend ramps up during the time of COVID-19
Improved hygiene standards, as a result of COVID-19, lead to reduced incidents of other viruses
PROSPECTS AND OPPORTUNITIES
Category to record an upsurge of counterfeit medicines due to non-regulation
Online retailing to increase in popularity over the forecast period
Product innovations set to boost sales over the forecast period - with a focus on naturally-positioned variants
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Unhealthy eating habits in urban areas boost sales in digestive remedies
Working from home trends and lockdowns place a degree of downwards pressure on the category
Highly-contagious H-Pylori stomach bug stimulates sales in antacids
PROSPECTS AND OPPORTUNITIES
Healthier lifestyles and higher standards of hygiene expected to reduce demand for digestive remedies
GSK demonstrates the power of digital campaigns and mass media advertising to stay in the lead
Strong marketing and affordable pricing will be key to maintaining sales over the forecast period
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2016-2021
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 25 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Aging population seeking cosmetic surgery boosts sales in dermatologicals
Urbanisation and high incomes of wealthy consumers maintain sales in the category
E-commerce grows thanks to technological advancements which enable consumers to virtually "try on" make-up
PROSPECTS AND OPPORTUNITIES
Home-made and eco-friendly formulas rise in status among health-conscious consumers
DIY beauty and pampering becomes increasingly popular and the trend looks set to stay, in the short-term at least
Domestic players top the list, thanks to sustainable and natural offerings which cater to health-conscious consumers
Inclusivity and female empowerment are on the rise, as demonstrated by Unilever's renamed Glow & Lovely brand and social mission
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2016-2021
Table 30 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 31 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 32 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 33 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
WOUND CARE IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wound care sees steady growth, due to a focus on wound infection control in the country
Increasingly active lifestyles boost demand for wound care
Sticking plasters/adhesive bandages remain the most popular products in wound care, thanks to ease of availability and low prices
PROSPECTS AND OPPORTUNITIES
Longstanding Ray Pharmaceutica and Beiersdorf maintain their top places, with low levels of competition in a small category
Increasingly active lifestyles will help maintain steady growth in wound care over the forecast period
Polarisation expected to suit both ends of demand, from innovative and specific products, to budget variants for low-income consumers
CATEGORY DATA
Table 35 Sales of Wound Care by Category: Value 2016-2021
Table 36 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Wound Care: % Value 2017-2021
Table 38 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 39 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mothers push demand for paediatric vitamins, as consumers become more health-aware due to COVID-19
Although still in nascent stage, e-commerce vitamin sales set to grow
Specific vitamin sales driven by the aging and young populations
PROSPECTS AND OPPORTUNITIES
Online retailing will continue to grow in popularity over the forecast period
Ongoing rise in health-conscious consumers and natural remedies may place downwards pressure on the category
Competitive status quo unlikely to change over the forecast period, thanks to players' strong positions
CATEGORY DATA
Table 41 Sales of Vitamins by Category: Value 2016-2021
Table 42 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 43 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 44 NBO Company Shares of Vitamins: % Value 2017-2021
Table 45 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 46 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health-conscious consumers generally choose fresh whole foods, although immunity-boosting supplements continue to prove popular
Important for players to follow key consumer trends and evolving demands, in an agile post-pandemic world
Online channels offer great appeal to young, tech-savvy and image-conscious consumers
PROSPECTS AND OPPORTUNITIES
Medical professionals advise against long-term dietary supplement "pill-popping"
Domestic producers enhance their ranges to meet growing consumer demand, in a win-win scenario
CATEGORY DATA
Table 48 Sales of Dietary Supplements by Category: Value 2016-2021
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 50 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 51 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Weight management and wellbeing sees renewed interest due to consumers seeking to shift lockdown weight gains
Rise in brand ambassadors through social media and influencer channels
E-commerce platforms boost sales of weight loss supplements, as they become widely available at the click of a button
PROSPECTS AND OPPORTUNITIES
Trend-meeting innovations will drive sales over the forecast period
Healthier diets and lifestyles will lead to a lower demand for slimming aids
Health-conscious consumers drive growth in sugar-free products, with honey and stevia on the rise
CATEGORY DATA
Table 55 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 restrictions and lockdowns place downwards pressure on sports nutrition, but more active lifestyles will help the category recover
Brands tap into e-commerce and online engagement to help boost sales
International players dominate in small and specialised category
PROSPECTS AND OPPORTUNITIES
Healthier and more active lifestyles will help boost sales of sports nutrition over the forecast period
Athletes and sportspeople continue to make up the majority share of sports nutrition consumers
Brand ambassadors, social media celebrities, and influencers help promote major brands
CATEGORY DATA
Table 61 Sales of Sports Nutrition by Category: Value 2016-2021
Table 62 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 64 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 65 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health-aware consumers increasingly seek natural remedies, bolstering future growth in herbal/traditional products
Increasing costs of medical care and pharmaceutical medicines also inspire consumers to seek more affordable, alternative remedies
Specialised retailers remain the main point of sale due to consultation being required for such products
PROSPECTS AND OPPORTUNITIES
Government partners with herbalists to seek natural cures and market products internationally
Ongoing product innovation will bolster ongoing growth
Strict regulations set by PPB will help, as opposed to hinder, traditional/herbal products over the forecast period
CATEGORY DATA
Table 67 Sales of Herbal/Traditional Products: Value 2016-2021
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2016-2021
Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2021-2026
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN KENYA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic-time school closures significantly reduce the spread of ailments between children, thus affecting demand
Growing population, children's susceptibility to ailments, and approved quality products all help stimulate growth
Brands utilise social media and influencers to promote their products
PROSPECTS AND OPPORTUNITIES
Leading players maintain statuses thanks to high levels of consumer trust
Generic medicines grow in demand from cost-sensitive consumers
Self-medication remains popular, due to fears of COVID-19 contamination in health centres and limited finances
CATEGORY DATA
Table 73 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026
