The rising price of vitamins during a period of high inflation creates some challenges for the category in the short term. With vitamins perceived as a discretionary item for most consumers, some consumers may choose to stop buying vitamins or trade down to cheaper brands if their financial situation remains precarious.
Doctors and pharmacists have a major influence on purchasing decisions, as they advise consumers about the types of vitamins to consume and will recommend brands. Brands that focus on marketing their products to this channel will have a natural competitive advantage.
E-commerce is an expanding distribution channel for vitamins and is particularly important among younger consumers. Apart from being convenient, e-commerce also has the added benefit of offering a wider choice of brands across different price points to suit the end consumers’ budget.
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Understand the latest market trends and future growth opportunities for the Vitamins 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.
If you're in the Vitamins 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.
Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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