Consumer health in kenya

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This Euromonitor market report provides market trend and market growth analysis of the Consumer Health industry in Kenya. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

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Consumer health in kenya

  1. 1. Consumer Health in KenyaPublished:November 2011Price:US $ 2400Report SummaryThis Euromonitor market report provides market trend and market growth analysis of theConsumer Health industry in Kenya. With this market report, you’ll be able to explore indetail the changing shape and potential of the industry. You will now be able to plan andbuild strategy on real industry data and projections.The Consumer Health in Kenya market research report includes: * Analysis of key supply-side and demand trends * Detailed segmentation of international and local products * Historic volumes and values, company and brand market shares * Five year forecasts of market trends and market growth * Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as: * What is the market size of Consumer Health in Kenya? * What are the major brands in Kenya? * What are the main trends in OTC Healthcare? * Why buy this report?Gain competitive intelligence about market leaders * Track key industry trends, opportunities and threats * Inform your marketing, brand, strategy and market development, sales and supplyfunctions * This industry report originates from Passport, our Consumer Health market researchdatabase. * Each report is delivered with the following components: * Report: PDF and Word * Market statistics: Excel workbookBrowse All Healthcare Market Research Reports
  2. 2. SAMPLE ANALYSISEXECUTIVE SUMMARYPolitical and economic crisis slows growthConsumer health is just recovering from the effect of the global financial crisis. Due to theslowdown in the economy, many low income consumers were facing the worst effects ofdeclining purchasing power and high inflation rates.The latter years of the review period were difficult ones, with significant drought in ruralareas and the global recession slowing down demand for exports. In addition, the countryhas been through a challenging two years due to a volatile political environment. The effectsof the global financial crisis started to make themselves felt from the beginning of 2010, ashigh inflation and increases in production and raw materials costs compounded problems.Erosion of consumer purchasing power has resulted in consumers trading down and cuttingoff of non-essential spending.Furthermore, rising costs of production and increased inflation have resulted in moreexpensive products on the shelves. Stabilisation of the political environment has alreadybegun to show in the reduction of inflation. Spiralling fuel costs also had an impact, butthese have been partially curtailed by price caps on fuel by the Government, introduced inDecember 2010.GlaxoSmithKline continues to leadGlaxoSmithKline continued to lead in 2010. The company benefits from its long-standingpresence in Kenya and a loyal consumer base. The increase in inflation, fuel costs,electricity and cost of labour prompted the company to increase its prices in 2010. Despitethe high cost of many of its products, the company maintained its lead while other playersattempted to catch up.Chemists/pharmacies remains leading distribution channelDespite a slight decrease in its value share due to post-election violence,chemists/pharmacies continued to be the leading distribution channel for consumerhealthcare in 2010. Almost all channels were affected by the post-election violence thatoccurred during the first quarter of 2008. As a result, there were no major changes indistribution trends. Furthermore, chemists/pharmacies offer a wider variety of products thanretailers in other channels and the economic recovery has seen the stabilisation of mostchannels.Improvement on its wayAlthough the country has gone through a difficult two years, 2011 is set to be the beginningof another growth period for the economy and consumer health. Various infrastructureprojects, as well as robust economic activity and progress, will see the reversal of most ofthe negative effects of the last two years As GDP growth gets back to its full pace after2011 and beyond, consumers will be able to afford modern OTC instead of traditionalherbal/traditional products.
  3. 3. TABLE OF CONTENTSConsumer Health in Kenya - Industry OverviewEXECUTIVE SUMMARYPolitical and economic crisis slows growthGlaxoSmithKline continues to leadChemists/pharmacies remains leading distribution channelImprovement on its wayKEY TRENDS AND DEVELOPMENTSBusiness environmentHealth and wellnessSelf medicationAPPENDIXOTC registration and classificationDe-listing or de-reimbursementAdvertisingPackagingLabellingDistributionVitamins and dietary supplements registration and classificationGenericsSwitchesMARKET INDICATORSTable 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010Table 2 Life Expectancy at Birth 2005-2010MARKET DATATable 3 Sales of Consumer Health by Category: Value 2005-2010Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010Table 5 Consumer Health Company Shares 2006-2010Table 6 Consumer Health Brand Shares 2007-2010Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis2010Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015
  4. 4. Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015DEFINITIONSSummary 1 Research SourcesConsumer Health in Kenya - Company ProfilesBiodeal Laboratories Ltd in Consumer Health (Kenya)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 3 Biodeal Laboratories Ltd: Competitive Position 2010Cosmos Ltd in Consumer Health (Kenya)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 5 Cosmos Ltd: Competitive Position 2010Omaera Pharmaceuticals Ltd in Consumer Health (Kenya)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGAdult Mouth Care in Kenya - Category AnalysisHEADLINESTRENDSGrowth rates in 2010 followed the same trend as 2009 after the strong performance of theprevious two years. This slowdown is attributable to a difficult operating environment
  5. 5. generally, but more specifically, lack of innovation. In addition, there was no promotion oradvertising, limiting awareness and sales.COMPETITIVE LANDSCAPEBiodeal Laboratories continued to lead in adult mouth care with a 21% value share with itsClomzole brand. Unlike in other categories, this local company is stronger than itsmultinational competitors. It offers a wide variety of products, which are cheaper andtherefore appeal to a larger consumer base.PROSPECTSAdult mouth care is expected to rise moderately in the forecast period at less than 1%CAGR. Educational levels as well as living standards will slowly improve and contribute to abetter performance.CATEGORY DATATable 11 Sales of Adult Mouth Care: Value 2005-2010Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010Table 13 Adult Mouth Care Company Shares 2006-2010Table 14 Adult Mouth Care Brand Shares 2007-2010Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015Analgesics in Kenya - Category AnalysisHEADLINESTRENDSAnalgesics’ growth rate in 2010 was slightly lower than 2009 and 2008, due to the aftereffects of the global economic crisis and the recovery of the Kenyan economy followingreduced inflation and a more stable political environment.SWITCHESCOMPETITIVE LANDSCAPERohto Pharmaceutical continued to lead, with its share rising on the previous two yearsthanks to sustained quality and efficient distribution. The company’s share rose to 36% in2010, consolidated via its solid reputation and a loyal consumer base.PROSPECTSSales of analgesics in Kenya are expected to rise due to consumer loyalty to leading brandsand health issues in society. However, analgesics’ sales forecast is not as significant as inprevious years - such as the bumper economic growth rates of between 2002 and 2007.Regardless, analgesics are often used as self-medication as they are seen as more
  6. 6. affordable and convenient. However, prospects are still uncertain as inflation is projected todouble in 2012 and the political environment remains unpredictable.CATEGORY DATATable 17 Sales of Analgesics by Category: Value 2005-2010Table 18 Sales of Analgesics by Category: % Value Growth 2005-2010Table 19 Analgesics Company Shares 2006-2010Table 20 Analgesics Brand Shares 2007-2010Table 21 Forecast Sales of Analgesics by Category: Value 2010-2015Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015Calming and Sleeping in Kenya - Category AnalysisHEADLINESTRENDSCalming and sleeping products registered a small improvement on 2009, the result ofincreasingly hectic lifestyles, stress and stress induced insomnia.SWITCHESCOMPETITIVE LANDSCAPEBio-Health leads, with a value share of 41% with its Valerian, Passiflora and Neurotonebrands. The company is a local manufacturer with a strong presence, and distributionnetwork among chemists and pharmacies country wide.PROSPECTSCalming and sleeping products are expected to have a flat CAGR over the forecast period.Demand is expected to be restricted by macroeconomic difficulty, impacting discretionaryspending.CATEGORY DATATable 23 Sales of Calming and Sleeping: Value 2005-2010Table 24 Sales of Calming and Sleeping: % Value Growth 2005-2010Table 25 Calming and Sleeping Company Shares 2006-2010Table 26 Calming and Sleeping Brand Shares 2007-2010Table 27 Forecast Sales of Calming and Sleeping: Value 2010-2015Table 28 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015
  7. 7. Cough, Cold and Allergy (Hay Fever) Remedies in Kenya - Category AnalysisHEADLINESTRENDSIn 2010 sales grew as the economy began its gradual rise to pre-2007 levels in the thirdand fourth quarters of the year. As this came quite late, overall growth was very much inline with 2009.SWITCHESCOMPETITIVE LANDSCAPEGlaxoSmithKline was the leader in 2010, with a value share of 48%. Its success was due tostrong marketing activity, including below the line communication such as in-store brandingand effective management of distribution chains. Furthermore, value share is boosted bythe fact that its products tend to cost more than its competitors’. This has caused problemshowever – economic adversity eroding brand loyalty, resulting in a slightly diminished sharein 2010.PROSPECTSCough, cold and allergy (hay fever) remedies sales are expected to rise marginally inconstant CAGR terms over the next few years in tandem with the rise in the economy.Although the growth rate is marginal, it will outperform previous forecasts, mainly due tothe expected economic gains and the absence of any major impediments to growth.CATEGORY DATATable 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:Value 2005-2010Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: %Value Growth 2005-2010Table 31 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2006-2010Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2007-2010Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies byCategory: Value 2010-2015Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies byCategory: % Value Growth 2010-2015Digestive Remedies in Kenya - Category AnalysisHEADLINES
  8. 8. TRENDSDigestive remedies better than expected growth rate was fuelled by consumer lifestyles,which are increasingly stressful, resulting in strong demand.SWITCHESCOMPETITIVE LANDSCAPEIn 2010, GlaxoSmithKline continued to lead due to continued consumer loyalty to its Actal,Zantac and Eno brands, coupled with aggressive marketing, media presence and publicity.PROSPECTSIn the medium term, with the modest recovery anticipated for Kenya’s economy, someminor growth is expected, in constant value terms.CATEGORY DATATable 35 Sales of Digestive Remedies by Category: Value 2005-2010Table 36 Sales of Digestive Remedies by Category: % Value Growth 2005-2010Table 37 Digestive Remedies Company Shares 2006-2010Table 38 Digestive Remedies Brand Shares 2007-2010Table 39 Forecast Sales of Digestive Remedies by Category: Value 2010-2015Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015Ear Care in Kenya - Category AnalysisHEADLINESTRENDSProducts are mainly standard and premium. Some products, particularly generic ones, aremore affordable and are thus purchased by lower income consumers. More expensivepremium products are higher margin and targeted at the higher income segment.SWITCHESCOMPETITIVE LANDSCAPEBiodeal Laboratories Ltd continued to lead by a small margin, with a value share of 11%.This local company has various brands in ear care such as Borisol and Bentogen and BoricAcid. All of these brands are middle level with mass appeal, distributed through chemistsand pharmacies. These products are well known in the market and their combinedperformance gives the company a larger value share than its competitors.PROSPECTSEar care is expected to remain marginal over the forecast period; a trip to the doctor willremain the main option for consumers, as few consumers have the confidence to self-medicate or self-diagnose ear problems.CATEGORY DATATable 41 Sales of Ear Care: Value 2005-2010Table 42 Sales of Ear Care: % Value Growth 2005-2010
  9. 9. Table 43 Ear Care Company Shares 2006-2010Table 44 Ear Care Brand Shares 2007-2010Table 45 Forecast Sales of Ear Care: Value 2010-2015Table 46 Forecast Sales of Ear Care: % Value Growth 2010-2015Emergency Contraception in Kenya - Category AnalysisHEADLINESTRENDSGrowth rates in 2010 followed the same trend as 2009 due to the increased number ofconsumers, especially young ones, who engaged in unprotected pre-marital sex.COMPETITIVE LANDSCAPERichter Gedeon Rt continued to dominate in emergency contraception, with a value share of57%, with its Postinor-2 brand. The brand has been present in Kenya for a long time.PROSPECTSEmergency contraception is expected to have flat CAGR over the forecast period, comparedto 8% decline in the review period. This improvement in the trend is due to better educationamong female teenagers and young women and better living standards that will make theseproducts affordable to more people.Eye Care in Kenya - Category AnalysisHEADLINESTRENDSEye care is fairly nascent in Kenya, and as such, there were no major new productdevelopment in 2010. Growth rates were similar to 2009.SWITCHESCOMPETITIVE LANDSCAPEIvee Aqua’s Ivycrom brand is the leading product, with a value share of 5%, an increase in2010. Is the third ranked company, however, as Ivycrom is its only significant brand. Theleading company, Allergan, held a rising 8% share in 2010, followed by HarleyPharmaceutical, with a static share of 6%.PROSPECTSEye care is expected to remain flat in the forecast period. This is primarily due to theunwillingness of consumers to self-medicate or experiment with their eyes.CATEGORY DATATable 47 Sales of Eye Care by Category: Value 2005-2010
  10. 10. Table 48 Sales of Eye Care by Category: % Value Growth 2005-2010Table 49 Standard Eye Care by Type: % Value Breakdown 2007-2010Table 50 Eye Care Company Shares 2006-2010Table 51 Eye Care Brand Shares 2007-2010Table 52 Forecast Sales of Eye Care by Category: Value 2010-2015Table 53 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015Herbal/Traditional Products in Kenya - Category AnalysisHEADLINESTRENDSThe growth rate for the year was slightly better than expected, primarily due to therecovering Kenyan and global economies.COMPETITIVE LANDSCAPEHaw Par Corp Ltd leads sales with an 11% value share thanks to its household brand TigerBalm. The company has also witnessed the greatest share growth rate due to wide productavailability and higher recognition from consumers.PROSPECTSValue growth over the forecast period is expected to be limited. Economic uncertainty on aglobal level is likely to restrict demand for what at present is a niche market, with productsrestricted to a minority of affluent consumers only.CATEGORY DATATable 54 Sales of Herbal/Traditional Products: Value 2005-2010Table 55 Sales of Herbal/Traditional Products: % Value Growth 2005-2010Table 56 Herbal/Traditional Products Company Shares 2006-2010Table 57 Herbal/Traditional Products Brand Shares 2007-2010Table 58 Forecast Sales of Herbal/Traditional Products: Value 2010-2015Table 59 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015Medicated Skin Care in Kenya - Category AnalysisHEADLINES
  11. 11. TRENDSValue growth rates were higher than in 2009 thanks to manufacturers building on growingconsumer loyalty and increased demand.SWITCHESCOMPETITIVE LANDSCAPEIn 2010, Schering-Plough Corp maintained its lead in medicated skin care, with a valueshare of 8%, in a fairly fragmented category. Its brands, in particular Advantant havestrong brand equity and are well represented in pharmacies.PROSPECTSThe largest potential threat to medicated skin care over the forecast period is expected tobe demand for cosmetic products that help to improve the look of a person’s skin. There aremany low-cost cosmetic products in Kenya, imported from Dubai, which are perceived tohelp consumers achieve smooth skin.CATEGORY DATATable 60 Sales of Medicated Skin Care by Category: Value 2005-2010Table 61 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010Table 62 Medicated Skin Care Company Shares by Value 2006-2010Table 63 Medicated Skin Care Brand Shares 2007-2010Table 64 Hair Loss Treatments Brand Shares 2007-2010Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth2010-2015Sports Nutrition in Kenya - Category AnalysisHEADLINESTRENDSThere was a lack of marketing or advertising to the general public in 2010. Sports nutritionrelies mostly on word-of-mouth or internet advertising only visible to fitness enthusiasts orathletes.COMPETITIVE LANDSCAPEUniversal Nutrition Inc leads with a market share of close to 40% due to its reputation andlong standing presence. Creatine Monohydrate is the leading brand due to its reputation forquality and the fact that it has been present for longer.
  12. 12. PROSPECTSForecast performance is positive, but low, driven mainly by negative perceptions, set todeepen over the forecast period. Alternative forms of healthy living by adjustment of eatinghabits will have an indirect, and eventually, direct contribution to the decline of the sector.Most players face stigma due to the largely negative perception that sports nutritionproducts are for extreme fitness enthusiasts.CATEGORY DATATable 67 Sales of Sports Nutrition: Value 2005-2010Table 68 Sales of Sports Nutrition: % Value Growth 2005-2010Table 69 Sports Nutrition By Format: % Value Breakdown 2007-2010Table 70 Sports Nutrition Company Shares 2006-2010Table 71 Sports Nutrition Brand Shares 2007-2010Table 72 Forecast Sales of Sports Nutrition: Value 2010-2015Table 73 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015Vitamins and Dietary Supplements in Kenya - Category AnalysisHEADLINESTRENDSMore and more consumers are taking vitamins and minerals as part of self-care, particularlyfor the middle and upper socio-economic groups that can afford these products.COMPETITIVE LANDSCAPEThe top vitamins and dietary supplements brands are Gromin and HB Tone. However, otherbrands have a high profile due to strong marketing campaigns. In dietary supplementsSeven Seas Cod Liver oil is the leading brand followed by GlaxoSmithKlines ScottsEmulsion Cod Liver Oil, a child-specific product. These two brands have had a long standingtradition of continuous advertising and are well trusted by Kenyans due to their reputation.PROSPECTSVitamins and dietary supplements sales are expected to see a 3% growth rate in theforecast period. Higher life expectancy will result in a higher number of over 50s in thecountry. Those consumers are more prone to use vitamins and dietary supplements in orderto maintain good health and prevent the ailments related to aging, such as arthritis andjoint and muscle pain.CATEGORY DATATable 74 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010
  13. 13. Table 75 Sales of Vitamins and Dietary Supplements by Category: % Value Growth2005-2010Table 76 Dietary Supplements by Positioning 2006-2010Table 77 Vitamins and Dietary Supplements Company Shares 2006-2010Table 78 Vitamins and Dietary Supplements Brand Shares 2007-2010Table 79 Vitamins Brand Shares 2007-2010Table 80 Dietary Supplements Brand Shares 2007-2010Table 81 Forecast Sales of Vitamins and Dietary Supplements by Category: Value2010-2015Table 82 Forecast Sales of Vitamins and Dietary Supplements by Category: %Value Growth 2010-2015About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689Contact:Mr.Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog

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