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.

1. Consumer Health in Kenya
Published:November 2011
Price:US $ 2400
Report Summary
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.
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-country
Our 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 supply
functions
* This industry report originates from Passport, our Consumer Health market research
database.
* Each report is delivered with the following components:
* Report: PDF and Word
* Market statistics: Excel workbook
Browse All Healthcare Market Research Reports

2. SAMPLE ANALYSIS
EXECUTIVE SUMMARY
Political and economic crisis slows growth
Consumer health is just recovering from the effect of the global financial crisis. Due to the
slowdown in the economy, many low income consumers were facing the worst effects of
declining purchasing power and high inflation rates.
The latter years of the review period were difficult ones, with significant drought in rural
areas and the global recession slowing down demand for exports. In addition, the country
has been through a challenging two years due to a volatile political environment. The effects
of the global financial crisis started to make themselves felt from the beginning of 2010, as
high inflation and increases in production and raw materials costs compounded problems.
Erosion of consumer purchasing power has resulted in consumers trading down and cutting
off of non-essential spending.
Furthermore, rising costs of production and increased inflation have resulted in more
expensive products on the shelves. Stabilisation of the political environment has already
begun to show in the reduction of inflation. Spiralling fuel costs also had an impact, but
these have been partially curtailed by price caps on fuel by the Government, introduced in
December 2010.
GlaxoSmithKline continues to lead
GlaxoSmithKline continued to lead in 2010. The company benefits from its long-standing
presence 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. Despite
the high cost of many of its products, the company maintained its lead while other players
attempted to catch up.
Chemists/pharmacies remains leading distribution channel
Despite a slight decrease in its value share due to post-election violence,
chemists/pharmacies continued to be the leading distribution channel for consumer
healthcare in 2010. Almost all channels were affected by the post-election violence that
occurred during the first quarter of 2008. As a result, there were no major changes in
distribution trends. Furthermore, chemists/pharmacies offer a wider variety of products than
retailers in other channels and the economic recovery has seen the stabilisation of most
channels.
Improvement on its way
Although the country has gone through a difficult two years, 2011 is set to be the beginning
of another growth period for the economy and consumer health. Various infrastructure
projects, as well as robust economic activity and progress, will see the reversal of most of
the negative effects of the last two years As GDP growth gets back to its full pace after
2011 and beyond, consumers will be able to afford modern OTC instead of traditional
herbal/traditional products.

3. TABLE OF CONTENTS
Consumer Health in Kenya - Industry Overview
EXECUTIVE SUMMARY
Political and economic crisis slows growth
GlaxoSmithKline continues to lead
Chemists/pharmacies remains leading distribution channel
Improvement on its way
KEY TRENDS AND DEVELOPMENTS
Business environment
Health and wellness
Self medication
APPENDIX
OTC registration and classification
De-listing or de-reimbursement
Advertising
Packaging
Labelling
Distribution
Vitamins and dietary supplements registration and classification
Generics
Switches
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010
Table 2 Life Expectancy at Birth 2005-2010
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2005-2010
Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010
Table 5 Consumer Health Company Shares 2006-2010
Table 6 Consumer Health Brand Shares 2007-2010
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis
2010
Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015

4. Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-
2015
DEFINITIONS
Summary 1 Research Sources
Consumer Health in Kenya - Company Profiles
Biodeal Laboratories Ltd in Consumer Health (Kenya)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Biodeal Laboratories Ltd: Competitive Position 2010
Cosmos Ltd in Consumer Health (Kenya)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Cosmos Ltd: Competitive Position 2010
Omaera Pharmaceuticals Ltd in Consumer Health (Kenya)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Adult Mouth Care in Kenya - Category Analysis
HEADLINES
TRENDS
Growth rates in 2010 followed the same trend as 2009 after the strong performance of the
previous two years. This slowdown is attributable to a difficult operating environment

5. generally, but more specifically, lack of innovation. In addition, there was no promotion or
advertising, limiting awareness and sales.
COMPETITIVE LANDSCAPE
Biodeal Laboratories continued to lead in adult mouth care with a 21% value share with its
Clomzole brand. Unlike in other categories, this local company is stronger than its
multinational competitors. It offers a wide variety of products, which are cheaper and
therefore appeal to a larger consumer base.
PROSPECTS
Adult 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 a
better performance.
CATEGORY DATA
Table 11 Sales of Adult Mouth Care: Value 2005-2010
Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010
Table 13 Adult Mouth Care Company Shares 2006-2010
Table 14 Adult Mouth Care Brand Shares 2007-2010
Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015
Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015
Analgesics in Kenya - Category Analysis
HEADLINES
TRENDS
Analgesics’ growth rate in 2010 was slightly lower than 2009 and 2008, due to the after
effects of the global economic crisis and the recovery of the Kenyan economy following
reduced inflation and a more stable political environment.
SWITCHES
COMPETITIVE LANDSCAPE
Rohto Pharmaceutical continued to lead, with its share rising on the previous two years
thanks to sustained quality and efficient distribution. The company’s share rose to 36% in
2010, consolidated via its solid reputation and a loyal consumer base.
PROSPECTS
Sales of analgesics in Kenya are expected to rise due to consumer loyalty to leading brands
and health issues in society. However, analgesics’ sales forecast is not as significant as in
previous 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. affordable and convenient. However, prospects are still uncertain as inflation is projected to
double in 2012 and the political environment remains unpredictable.
CATEGORY DATA
Table 17 Sales of Analgesics by Category: Value 2005-2010
Table 18 Sales of Analgesics by Category: % Value Growth 2005-2010
Table 19 Analgesics Company Shares 2006-2010
Table 20 Analgesics Brand Shares 2007-2010
Table 21 Forecast Sales of Analgesics by Category: Value 2010-2015
Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015
Calming and Sleeping in Kenya - Category Analysis
HEADLINES
TRENDS
Calming and sleeping products registered a small improvement on 2009, the result of
increasingly hectic lifestyles, stress and stress induced insomnia.
SWITCHES
COMPETITIVE LANDSCAPE
Bio-Health leads, with a value share of 41% with its Valerian, Passiflora and Neurotone
brands. The company is a local manufacturer with a strong presence, and distribution
network among chemists and pharmacies country wide.
PROSPECTS
Calming and sleeping products are expected to have a flat CAGR over the forecast period.
Demand is expected to be restricted by macroeconomic difficulty, impacting discretionary
spending.
CATEGORY DATA
Table 23 Sales of Calming and Sleeping: Value 2005-2010
Table 24 Sales of Calming and Sleeping: % Value Growth 2005-2010
Table 25 Calming and Sleeping Company Shares 2006-2010
Table 26 Calming and Sleeping Brand Shares 2007-2010
Table 27 Forecast Sales of Calming and Sleeping: Value 2010-2015
Table 28 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015

7. Cough, Cold and Allergy (Hay Fever) Remedies in Kenya - Category Analysis
HEADLINES
TRENDS
In 2010 sales grew as the economy began its gradual rise to pre-2007 levels in the third
and fourth quarters of the year. As this came quite late, overall growth was very much in
line with 2009.
SWITCHES
COMPETITIVE LANDSCAPE
GlaxoSmithKline was the leader in 2010, with a value share of 48%. Its success was due to
strong marketing activity, including below the line communication such as in-store branding
and effective management of distribution chains. Furthermore, value share is boosted by
the fact that its products tend to cost more than its competitors’. This has caused problems
however – economic adversity eroding brand loyalty, resulting in a slightly diminished share
in 2010.
PROSPECTS
Cough, cold and allergy (hay fever) remedies sales are expected to rise marginally in
constant 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 to
the expected economic gains and the absence of any major impediments to growth.
CATEGORY DATA
Table 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:
Value 2005-2010
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: %
Value Growth 2005-2010
Table 31 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2006-
2010
Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2007-2010
Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2010-2015
Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2010-2015
Digestive Remedies in Kenya - Category Analysis
HEADLINES

8. TRENDS
Digestive remedies better than expected growth rate was fuelled by consumer lifestyles,
which are increasingly stressful, resulting in strong demand.
SWITCHES
COMPETITIVE LANDSCAPE
In 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.
PROSPECTS
In the medium term, with the modest recovery anticipated for Kenya’s economy, some
minor growth is expected, in constant value terms.
CATEGORY DATA
Table 35 Sales of Digestive Remedies by Category: Value 2005-2010
Table 36 Sales of Digestive Remedies by Category: % Value Growth 2005-2010
Table 37 Digestive Remedies Company Shares 2006-2010
Table 38 Digestive Remedies Brand Shares 2007-2010
Table 39 Forecast Sales of Digestive Remedies by Category: Value 2010-2015
Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015
Ear Care in Kenya - Category Analysis
HEADLINES
TRENDS
Products are mainly standard and premium. Some products, particularly generic ones, are
more affordable and are thus purchased by lower income consumers. More expensive
premium products are higher margin and targeted at the higher income segment.
SWITCHES
COMPETITIVE LANDSCAPE
Biodeal 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 Boric
Acid. All of these brands are middle level with mass appeal, distributed through chemists
and pharmacies. These products are well known in the market and their combined
performance gives the company a larger value share than its competitors.
PROSPECTS
Ear care is expected to remain marginal over the forecast period; a trip to the doctor will
remain the main option for consumers, as few consumers have the confidence to self-
medicate or self-diagnose ear problems.
CATEGORY DATA
Table 41 Sales of Ear Care: Value 2005-2010
Table 42 Sales of Ear Care: % Value Growth 2005-2010

9. Table 43 Ear Care Company Shares 2006-2010
Table 44 Ear Care Brand Shares 2007-2010
Table 45 Forecast Sales of Ear Care: Value 2010-2015
Table 46 Forecast Sales of Ear Care: % Value Growth 2010-2015
Emergency Contraception in Kenya - Category Analysis
HEADLINES
TRENDS
Growth rates in 2010 followed the same trend as 2009 due to the increased number of
consumers, especially young ones, who engaged in unprotected pre-marital sex.
COMPETITIVE LANDSCAPE
Richter Gedeon Rt continued to dominate in emergency contraception, with a value share of
57%, with its Postinor-2 brand. The brand has been present in Kenya for a long time.
PROSPECTS
Emergency contraception is expected to have flat CAGR over the forecast period, compared
to 8% decline in the review period. This improvement in the trend is due to better education
among female teenagers and young women and better living standards that will make these
products affordable to more people.
Eye Care in Kenya - Category Analysis
HEADLINES
TRENDS
Eye care is fairly nascent in Kenya, and as such, there were no major new product
development in 2010. Growth rates were similar to 2009.
SWITCHES
COMPETITIVE LANDSCAPE
Ivee Aqua’s Ivycrom brand is the leading product, with a value share of 5%, an increase in
2010. Is the third ranked company, however, as Ivycrom is its only significant brand. The
leading company, Allergan, held a rising 8% share in 2010, followed by Harley
Pharmaceutical, with a static share of 6%.
PROSPECTS
Eye care is expected to remain flat in the forecast period. This is primarily due to the
unwillingness of consumers to self-medicate or experiment with their eyes.
CATEGORY DATA
Table 47 Sales of Eye Care by Category: Value 2005-2010

10. Table 48 Sales of Eye Care by Category: % Value Growth 2005-2010
Table 49 Standard Eye Care by Type: % Value Breakdown 2007-2010
Table 50 Eye Care Company Shares 2006-2010
Table 51 Eye Care Brand Shares 2007-2010
Table 52 Forecast Sales of Eye Care by Category: Value 2010-2015
Table 53 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015
Herbal/Traditional Products in Kenya - Category Analysis
HEADLINES
TRENDS
The growth rate for the year was slightly better than expected, primarily due to the
recovering Kenyan and global economies.
COMPETITIVE LANDSCAPE
Haw Par Corp Ltd leads sales with an 11% value share thanks to its household brand Tiger
Balm. The company has also witnessed the greatest share growth rate due to wide product
availability and higher recognition from consumers.
PROSPECTS
Value growth over the forecast period is expected to be limited. Economic uncertainty on a
global level is likely to restrict demand for what at present is a niche market, with products
restricted to a minority of affluent consumers only.
CATEGORY DATA
Table 54 Sales of Herbal/Traditional Products: Value 2005-2010
Table 55 Sales of Herbal/Traditional Products: % Value Growth 2005-2010
Table 56 Herbal/Traditional Products Company Shares 2006-2010
Table 57 Herbal/Traditional Products Brand Shares 2007-2010
Table 58 Forecast Sales of Herbal/Traditional Products: Value 2010-2015
Table 59 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-
2015
Medicated Skin Care in Kenya - Category Analysis
HEADLINES

11. TRENDS
Value growth rates were higher than in 2009 thanks to manufacturers building on growing
consumer loyalty and increased demand.
SWITCHES
COMPETITIVE LANDSCAPE
In 2010, Schering-Plough Corp maintained its lead in medicated skin care, with a value
share of 8%, in a fairly fragmented category. Its brands, in particular Advantant have
strong brand equity and are well represented in pharmacies.
PROSPECTS
The largest potential threat to medicated skin care over the forecast period is expected to
be demand for cosmetic products that help to improve the look of a person’s skin. There are
many low-cost cosmetic products in Kenya, imported from Dubai, which are perceived to
help consumers achieve smooth skin.
CATEGORY DATA
Table 60 Sales of Medicated Skin Care by Category: Value 2005-2010
Table 61 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010
Table 62 Medicated Skin Care Company Shares by Value 2006-2010
Table 63 Medicated Skin Care Brand Shares 2007-2010
Table 64 Hair Loss Treatments Brand Shares 2007-2010
Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015
Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth
2010-2015
Sports Nutrition in Kenya - Category Analysis
HEADLINES
TRENDS
There was a lack of marketing or advertising to the general public in 2010. Sports nutrition
relies mostly on word-of-mouth or internet advertising only visible to fitness enthusiasts or
athletes.
COMPETITIVE LANDSCAPE
Universal Nutrition Inc leads with a market share of close to 40% due to its reputation and
long standing presence. Creatine Monohydrate is the leading brand due to its reputation for
quality and the fact that it has been present for longer.

12. PROSPECTS
Forecast performance is positive, but low, driven mainly by negative perceptions, set to
deepen over the forecast period. Alternative forms of healthy living by adjustment of eating
habits 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 nutrition
products are for extreme fitness enthusiasts.
CATEGORY DATA
Table 67 Sales of Sports Nutrition: Value 2005-2010
Table 68 Sales of Sports Nutrition: % Value Growth 2005-2010
Table 69 Sports Nutrition By Format: % Value Breakdown 2007-2010
Table 70 Sports Nutrition Company Shares 2006-2010
Table 71 Sports Nutrition Brand Shares 2007-2010
Table 72 Forecast Sales of Sports Nutrition: Value 2010-2015
Table 73 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015
Vitamins and Dietary Supplements in Kenya - Category Analysis
HEADLINES
TRENDS
More and more consumers are taking vitamins and minerals as part of self-care, particularly
for the middle and upper socio-economic groups that can afford these products.
COMPETITIVE LANDSCAPE
The top vitamins and dietary supplements brands are Gromin and HB Tone. However, other
brands have a high profile due to strong marketing campaigns. In dietary supplements
Seven Seas Cod Liver oil is the leading brand followed by GlaxoSmithKline's Scott's
Emulsion Cod Liver Oil, a child-specific product. These two brands have had a long standing
tradition of continuous advertising and are well trusted by Kenyans due to their reputation.
PROSPECTS
Vitamins and dietary supplements sales are expected to see a 3% growth rate in the
forecast period. Higher life expectancy will result in a higher number of over 50s in the
country. Those consumers are more prone to use vitamins and dietary supplements in order
to maintain good health and prevent the ailments related to aging, such as arthritis and
joint and muscle pain.
CATEGORY DATA
Table 74 Sales of Vitamins and Dietary Supplements by Category: Value 2005-
2010

13. Table 75 Sales of Vitamins and Dietary Supplements by Category: % Value Growth
2005-2010
Table 76 Dietary Supplements by Positioning 2006-2010
Table 77 Vitamins and Dietary Supplements Company Shares 2006-2010
Table 78 Vitamins and Dietary Supplements Brand Shares 2007-2010
Table 79 Vitamins Brand Shares 2007-2010
Table 80 Dietary Supplements Brand Shares 2007-2010
Table 81 Forecast Sales of Vitamins and Dietary Supplements by Category: Value
2010-2015
Table 82 Forecast Sales of Vitamins and Dietary Supplements by Category: %
Value Growth 2010-2015
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