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Innovative Brands Remain Robust within Kenya's Private Pharmaceutical Market
Date:10/2/2013

rily as a result of previous strategies pursued in 2009, which reduces the price of key products by approximately 40.0 percent. Approximately 41.0 percent of all anti-infectives sold in pharmacy were licensed to GSK.

"GSK's dominance in the overall market is largely attributable to its success in the anti-infectives market segment, a therapeutic segment which accounts for approximately 42.0 percent of all revenues generated in the Kenyan prescription market segment," states Lobban "The prices of Amoxil® 500mg, Suprapen® 500mg, and Floxapen® 500mg are particularly competitive within the respective active ingredient classes."

Kenya's cardiovascular market is the most dominant and fastest growing prescription market segment. The market was valued at approximately $36.0 million in 2012 and is expected to grow at a CAGR of 15.4 percent between 2012 and 2019. The Kenyan diabetes market was valued at approximately $33.1 million in 2012 and is expected to grow at a CAGR of 13.5 percent between 2012 and 2019.

"Based on revenue segmentation, Nebilit® 5mg, licensed to Menarini, was the top-selling cardiovascular product and accounted for approximately 7.0 percent of the revenues for prescription products sold. Within the diabetes therapeutic segment analysed, Merck Serono's Glucophage® 500mg was the most popular product based on volume segmentation, accounting for approximately 19.8 percent of all oral hypoglycaemic tablets sold."

Despite the high penetration of generic manufacturers within the overall industry, a key highlight of the study is the preference of private consumers for innovator-branded products.

"A critical success factor within the Kenyan market is the use of distributors with established networks with key vendor outlets," Lobban concludes.

For more information on the above healthcare analysis, please email Samantha James, Corporate Commu
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SOURCE Frost & Sullivan
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