Select Country Report
Consumer Health in 2025: The big picture
Value sales of consumer health products in Kenya recorded solid growth in 2025, supported by several key factors, including the country’s increasing population, a rising tendency toward self-medication, the broader availability and accessibility of OTC products, and growing consumer awareness. The market has also benefited from a shift in consumer attitudes toward preventive healthcare. A rising number of health-conscious Kenyans are adopting proactive health management practices, investing in vitamins and dietary supplements, to maintain wellness and prevent illness.
Key trends in 2025
The rising self-medication trend in Kenya continues to drive sales growth, especially given the poor quality of the public national health system in the country, with urban areas often having better access to medical services than rural regions. Long waiting times and poor patient management are driving consumers to only seek prescriptions for analgesics when they experience severe pain.
Competitive landscape
GSK Consumer Healthcare was the leading company within consumer health in Kenya overall in value terms in 2025. The company produces the Panadol, Euvat, Actifed, Beconase, Coldrex, Fluconase, Piriton, Otrivin, Actal, Eno, Duofilm, Physiogel, Acne-Aid, Oilatum, Polytar, and Sastid brands in analgesics, cough, cold and allergy (hay fever) remedies, digestive remedies, and dermatologicals. The company’s success is attributable to its longstanding presence in the country and the proven quality of its products.
Channel developments
Pharmacies was the leading distribution channel within consumer health overall in 2025. This is due to the restrictive local regulations for OTC products’ distribution, which remain mainly confined to pharmacies and health and personal care stores. Pharmacies dominate as they offer by far the widest range of products and brands. Additionally, many consumers continue prefer to shop in pharmacies in order to receive expert advice.
What next for consumer health?
Value sales of consumer health in Kenya are expected to continue growing over the forecast period. Most categories are projected to see steady expansion as they are not yet saturated, particularly in terms of added-value and innovative products.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Kenya?
- Which are the leading brands in Consumer Health in Kenya?
- How are products distributed in Consumer Health in Kenya?
- How has the regulatory and operating environment for Consumer Health changed in Kenya?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Kenya
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Kenya
KEY DATA FINDINGS
Analgesics continues its steady growth trajectory
GSK Consumer Healthcare remains the leading player thanks to the strength of Panadol
Pharmacies lead due to strict regulation
Growth supported by an ageing population and rising self-medication
Expected innovation through better understanding of mechanisms of action
Opportunities for natural and herbal remedies
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Kenya
KEY DATA FINDINGS
Growth fuelled by self-medication trend
GSK Consumer Healthcare continues to lead thanks to its strong brand recognition
Pharmacies remains the dominant distribution channel, offering a wide range of products
Self-medication trend will continue to support sales
Increasing air pollution to fuel rise in demand for OTC respiratory medication
Digital and technology advancements create opportunities
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Kenya
KEY DATA FINDINGS
Professional recommendations raise awareness of the efficacy of dermatologicals
Glenmark Pharmaceuticals (K) Ltd leads with its highly trusted brands
Consumers appreciate the advice and guidance of pharmacists
Positive performance backed by favourable trends
Innovative treatments in dermatologicals: projected new approaches
Rise of natural dermatologicals
Table 24 Sales of Dermatologicals by Category: Value 2020-2025
Table 25 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 27 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 28 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Kenya
KEY DATA FINDINGS
Poor dietary habits and changing lifestyles sustain demand
GSK Consumer Healthcare leads with its strong Eno brand
Pharmacies dominate due to regulatory restrictions
Higher consumer awareness and ageing population remain key drivers of demand
Herbal-based product innovations expected
Sustainable packaging development
Table 30 Sales of Digestive Remedies by Category: Value 2020-2025
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Wound Care in Kenya
KEY DATA FINDINGS
Changing lifestyles continue to drive growth in 2025
Ray Pharmaceuticals Ltd maintains its strong lead
Pharmacies lead, with a strong presence throughout the country
Increasing interest in outdoor sports may generate additional sales
Increasing awareness in Kenya’s rural areas
Sustainable offers to enjoy a competitive advantage
Table 36 Sales of Wound Care by Category: Value 2020-2025
Table 37 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 38 NBO Company Shares of Wound Care: % Value 2021-2025
Table 39 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 40 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Kenya
KEY DATA FINDINGS
Sports nutrition benefits from rising health and wellness trend
Sky Healthcare Ltd maintains its lead in 2025
Consumers appreciate the convenience of small local grocers
Rising interest and an expanding consumer base support growth
Sports nutrition will be enhanced by technological advancements
Sports nutrition to evolve toward healthier solutions
Table 42 Sales of Sports Nutrition by Category: Value 2020-2025
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 44 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Kenya
KEY DATA FINDINGS
Positive growth for dietary supplements, although still constrained by limited adoption
Pharmaton Natural Health Products Ltd leads thanks to its longstanding presence
With rapid technological advancements, more Kenyans are turning to e-commerce
Dietary supplements expected to show further development
Personalised dietary supplements thanks to technological advancements
Rising demand for vegan-friendly dietary supplements
Table 48 Sales of Dietary Supplements by Category: Value 2020-2025
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 50 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 51 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Kenya
KEY DATA FINDINGS
Heightened health awareness pushes demand for vitamins
Medley Pharmaceuticals Pvt Ltd leads, but competition remains intense
Direct selling gains traction, especially through multilevel marketing (MLM) models
Rising consumers awareness will continue to boost overall demand for vitamins
Innovation and technology shape the future of vitamins
Unlocking sustainability opportunities in vitamins
Table 55 Sales of Vitamins by Category: Value 2020-2025
Table 56 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 57 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 58 NBO Company Shares of Vitamins: % Value 2021-2025
Table 59 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 60 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Kenya
KEY DATA FINDINGS
Obesity and overweight on the rise in Kenya
Sky Healthcare Ltd remains the leading player
Pharmacies benefit from offering expert advice
Rising prevalence of obesity supports future growth
Technological innovation in herbal/traditional products
Growth of weight loss surgeries challenges traditional products
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Kenya
KEY DATA FINDINGS
Rising popularity of budget-friendly herbal/traditional products
Leading Orange Pharma Ltd benefits from operation expansion
Pharmacies retain their lead, offering advice and genuine products
Favourable outlook as consumers increasingly value natural ingredients
Technological advancements ensure safer, more effective, and more consistent offerings
Adoption of good manufacturing practices (GMPs) to ensure product quality
Table 68 Sales of Herbal/Traditional Products: Value 2020-2025
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2020-2025
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2025-2030
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2025-2030
Paediatric Consumer Health in Kenya
KEY DATA FINDINGS
Kenyan parents prioritise their children’s health
Kenya’s young population fuels demand for affordable products
Pharmacies offer a wide range of paediatric health products, and advice
Demographic trends support the growth of paediatric consumer health
Preventive healthcare gains traction
Competitive pressure in paediatric consumer health to intensify as new brands enter
Table 74 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitions
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This report originates from Passport, our Consumer Health research and analysis database.
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