Care Products market in Kenya

The Kenyan Care Products eCommerce market is predicted to reach US$55.0 million by 2024 and accounts for 8.3% of the total eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 14.4%, resulting in a projected market volume of US$94.3 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Prescription Drugs market in Kenya

The Kenyan Prescription Drugs eCommerce market is predicted to reach US$7.1 million by 2024 and accounts for 78.6% of the Pharmaceuticals eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 19.6%, resulting in a projected market volume of US$14.5 million by 2028. The Prescription Drugs eCommerce market is a sub-market of the Pharmaceuticals market. Further categories within the Pharmaceuticals market are: OTC Drugs, and Other Pharmaceuticals.

eCommerce revenue development in the Prescription Drugs market in Kenya

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Prescription Drugs market in Kenya

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)18.583.930.639.981.362.099.820.0

Online share

eCommerce online share of the total Prescription Drugs market in Kenya

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Kenyan Prescription Drugs retail market, the online share is 25.5% and will increase by an average of 7.7% to 34.3% by 2028.

eCommerce online share of the total Prescription Drugs market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)10.5%49.3%75.5%63.0%37.1%38.3%42.8%38.0%

Market definition

Definition of the Prescription Drugs market within the Care Products market

Market definition: Care Products > Health Care > Pharmaceuticals > Prescription Drugs The category Prescription Drugs includes the online trade of pharmaceuticals with prescription (e.g. antibiotics, pain medications, antidepressants). This category does not cover otc pharmaceuticals. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Pharmaceuticals with prescription (e.g. antibiotics, pain medications, antidepressants)

Out-of-scope

  • OTC pharmaceuticals

Market comparison

The Kenyan Prescription Drugs market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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