Consumer Health in Kenya

CONSUMER HEALTH IN KENYA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Consumer Health Witnesses Stable Growth in 2018

Potential Taxes on Parallel Imports Expected To Boost Local Manufacturing

Consumers Educated on Identifying Legitimate Pharmacies Through Sms

Technology To Be A Major Disruptor in the Supply Chain

Value Growth Over the Forecast Period

Market Indicators

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018

Table 2 Life Expectancy at Birth 2013-2018

Market Data

Table 3 Sales of Consumer Health by Category: Value 2013-2018

Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018

Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018

Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018

Table 7 Distribution of Consumer Health by Format: % Value 2013-2018

Table 8 Distribution of Consumer Health by Format and Category: % Value 2018

Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023

Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

Appendix

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and Preventive Medicine

Switches

Sources

Summary 1 Research Sources

Headlines

Prospects

Government Aims To Educate and Warn Consumers Against Self-medication

Counterfeit Drugs Expected To Remain A Challenge

Adult Aspirin Expected To Drive Growth

Competitive Landscape

Ppb Restricts the Sale of Medicines Containing Codeine

Parallel Importation of Drugs To Lower Cost of Medication

International Manufacturers Maintain Lead

Category Data

Table 11 Sales of Analgesics by Category: Value 2013-2018

Table 12 Sales of Analgesics by Category: % Value Growth 2013-2018

Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018

Table 14 NBO Company Shares of Analgesics: % Value 2014-2018

Table 15 LBN Brand Shares of Analgesics: % Value 2015-2018

Table 16 Forecast Sales of Analgesics by Category: Value 2018-2023

Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

Headlines

Prospects

Government Aims To Educate and Warn Consumers Against Self-medication

Generic Variants To Gain in Popularity

Counterfeit Drugs Remain A Challenge

Competitive Landscape

Ppb Restricts the Sale of Medicines Containing Codeine

GlaxoSmithKline Maintains Leadership

Decongestant Rubs To Record Stable Growth

Category Data

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018

Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018

Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018

Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018

Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023

Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Headlines

Prospects

Generics Through Parallel Imports To Drive Growth

Nappy (diaper) Rash Treatments Also Compete in the Mass Channels

Self-medication To Drive Growth

Competitive Landscape

New Packaging and Marketing Initiatives Underway

Chemists/pharmacies Remains Dominant

Counterfeit Drugs Expected To Remain A Challenge

Category Data

Table 24 Sales of Dermatologicals by Category: Value 2013-2018

Table 25 Sales of Dermatologicals by Category: % Value Growth 2013-2018

Table 26 NBO Company Shares of Dermatologicals: % Value 2014-2018

Table 27 LBN Brand Shares of Dermatologicals: % Value 2015-2018

Table 28 Forecast Sales of Dermatologicals by Category: Value 2018-2023

Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Headlines

Prospects

Manufacturers Continue To Increase Marketing Spend

Prepared Meals Through Fast Food and Supermarkets Drive Category Growth

Motion Sickness Remedies Records Stable Growth

Competitive Landscape

Manufacturers of Antacids Continue To Innovate

Multinationals Dominate the Landscape

Counterfeits To Dampen Growth

Category Data

Table 30 Sales of Digestive Remedies by Category: Value 2013-2018

Table 31 Sales of Digestive Remedies by Category: % Value Growth 2013-2018

Table 32 NBO Company Shares of Digestive Remedies: % Value 2014-2018

Table 33 LBN Brand Shares of Digestive Remedies: % Value 2015-2018

Table 34 Forecast Sales of Digestive Remedies by Category: Value 2018-2023

Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Headlines

Prospects

Gauze, Tape and Other Wound Care To Record Growth

Sticking Plasters/adhesive Bandages To Continue Growing.

Education on Households Having First Aid Kits Expected To Increase

Competitive Landscape

Product Affordability To Drive Growth

Innovation Expected To Remain Relatively Low

Manufacturers To Rely on Adverting To Attract Volume Sales

Category Data

Table 36 Sales of Wound Care by Category: Value 2013-2018

Table 37 Sales of Wound Care by Category: % Value Growth 2013-2018

Table 38 NBO Company Shares of Wound Care: % Value 2014-2018

Table 39 LBN Brand Shares of Wound Care: % Value 2015-2018

Table 40 Forecast Sales of Wound Care by Category: Value 2018-2023

Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Young Urbanised Consumers To Product Awareness

Product Formulation To Tend To Growing Health Concerns

Busy Lifestyles To Influence Packaging

Competitive Landscape

International Manufacturers Expected To Maintain Leadership

Perceptions of Target Group Expected To Evolve

Manufacturers Expected To Remove Gender Bias When Advertising

Category Data

Table 42 Sales of Sports Nutrition by Category: Value 2013-2018

Table 43 Sales of Sports Nutrition by Category: % Value Growth 2013-2018

Table 44 NBO Company Shares of Sports Nutrition: % Value 2014-2018

Table 45 LBN Brand Shares of Sports Nutrition: % Value 2015-2018

Table 46 Forecast Sales of Sports Nutrition by Category: Value 2018-2023

Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Headlines

Prospects

Mid-income Consumers Expected To Drive Growth

International Manufacturers Expected To Maintain Leadership

Distribution To Remain Primarily Though Chemists/pharmacies

Competitive Landscape

Manufacturers To Dedicate A Higher Marketing Spend on Advertising

Consumers To Drive Growth Through Self-medication

Growth Expected To Lead To Emergence of Counterfeit Products

Category Data

Table 48 Sales of Dietary Supplements by Category: Value 2013-2018

Table 49 Sales of Dietary Supplements by Category: % Value Growth 2013-2018

Table 50 Sales of Dietary Supplements by Positioning: % Value 2013-2018

Table 51 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018

Table 52 NBO Company Shares of Dietary Supplements: % Value 2014-2018

Table 53 LBN Brand Shares of Dietary Supplements: % Value 2015-2018

Table 54 Forecast Sales of Dietary Supplements by Category: Value 2018-2023

Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Headlines

Prospects

Changing Consumer Health Awareness To Drive Sales

Manufacturers Expected To Innovate To Interactive Delivery Formats

Doctors Recommending Multivitamins

Competitive Landscape

Consumers Seeking Tailored Vitamins

Paediatric Vitamins To Continue Driving Growth

Vitamins Expected To Be More Readily Available Across Higher Number of Channels

Category Data

Table 56 Sales of Vitamins by Category: Value 2013-2018

Table 57 Sales of Vitamins by Category: % Value Growth 2013-2018

Table 58 Sales of Multivitamins by Positioning: % Value 2013-2018

Table 59 NBO Company Shares of Vitamins: % Value 2014-2018

Table 60 LBN Brand Shares of Vitamins: % Value 2015-2018

Table 61 Forecast Sales of Vitamins by Category: Value 2018-2023

Table 62 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Headlines

Prospects

Ageing Population and Changing Lifestyle Trends To Favour Growth

Coaching-related Programmes To Drive Sales

Well-connected Mid-income Consumers To Drive Growth

Competitive Landscape

Consumers To Expect Innovation From Manufacturers

Multinationals Expected To Dominate

Chemists/pharmacies To Remain Key Distributors

Category Data

Table 63 Sales of Weight Management and Wellbeing by Category: Value 2013-2018

Table 64 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018

Table 65 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018

Table 66 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018

Table 67 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023

Table 68 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Headlines

Prospects

Global Health Concerns To Benefit Herbal/traditional Products

Consumers' Changing Perceptions Regarding Herbal/traditional Products

Regulation by the Board To Pose Potential Hindrance To Growth

Competitive Landscape

Self-medication To Drive Growth

International Players To Compete With Local Players

Category Data

Table 69 Sales of Herbal/Traditional Products: Value 2013-2018

Table 70 Sales of Herbal/Traditional Products: % Value Growth 2013-2018

Table 71 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018

Table 72 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018

Table 73 Forecast Sales of Herbal/Traditional Products: Value 2018-2023

Table 74 Forecast Sales of Herbal/Traditional Products: % Value Growth 2018-2023

Headlines

Prospects

Self-medication Expected To Continue Being Discouraged

Specialist Retailers Remain Dominant

Counterfeit Drugs Expected To Remain A Challenge

Competitive Landscape

Multinationals Expected To Dominate

Manufacturers To Innovate Their Flavours

Generics Through Parallel Imports To Drive Growth

Category Data

Table 75 Sales of Paediatric Consumer Health by Category: Value 2013-2018

Table 76 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018

Table 77 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018

Table 78 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023

Table 79 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023