A case for investing in healthy lifestyles as business

In recent years, Kenya’s health landscape has undergone a shift, marked by the increasing prevalence of unhealthy living habits.

The trend towards consuming junk food and leading sedentary lifestyles has accelerated, posing significant health risks for Kenyans.

Normalising unhealthy living has not only become a major concern for public health, but has also emerged as a lucrative business opportunity for pharmaceuticals and hospitals.

However, looking at the opportunity cost ahead, and the future of healthcare, there is a pressing need for a paradigm shift.

While investing in traditional healthcare sectors is crucial for enhancing health outcomes, there lies immense potential in investing in businesses that promote healthy lifestyles, such as healthy food establishments, fitness centres, and wellness programmes.

In any economy, the interplay between supply and demand dictates the direction and success of businesses. With the rise in chronic diseases attributable to poor dietary choices and sedentary lifestyles, the demand for healthcare services has soared in Kenya.

The proliferation of fast food eateries, once symbols of convenience and modernity, has contributed significantly to Kenya’s growing health crisis as the uptake of junk food becomes a national disaster.

This is among the reasons why the average weight of Kenyans has increased significantly over the years as the population grapples with lifestyle-related health issues such as obesity, diabetes and cardiovascular diseases.

The country is also undergoing a nutrition transition whereby it faces the double burden of an emerging epidemic of obesity and persistent undernutrition.

The import of this has been an exponential growth of the pharmaceutical industry as it strives to meet the escalating demand for medications to treat lifestyle-related ailments.

However, amidst this sector dominated by reactive treatments, a compelling case for investment in proactive solutions that promote healthy living as an emerging industry.

Millions of youths can find gainful employment in businesses that encourage and facilitate healthier lifestyles, generating significant returns while addressing the root causes of chronic diseases.

One promising avenue for investment lies in raising awareness of the link between diet and health, given the burgeoning demand for nutritious, wholesome food options.

Entrepreneurs who capitalise on this trend by establishing healthy eateries, organic markets and food delivery services stand to reap substantial investments. By providing convenient access to safer meals, these businesses can play a pivotal role in reshaping dietary habits and combating the prevalence of obesity and diet-related illnesses.

Similarly, investing in fitness centres, gymnasiums, and recreational facilities offers another avenue for promoting healthy lifestyles.

The popularity of activities such as aerobics, running, and group fitness classes continues to rise as individuals prioritise their physical well-being. By investing in infrastructure and programming that cater to these preferences, entrepreneurs can tap into a growing market of health-conscious consumers eager to adopt active lifestyles.

Moreover, the potential for innovation and diversification within the healthy living sector is huge.

From wellness retreats and mindfulness workshops to wearable fitness technology and health coaching services, there are countless opportunities for entrepreneurs to carve out niche markets, and come out with offerings tailor-made for various consumers.

Coupled with the financial incentives, investing in healthy lifestyles carries social and environmental benefits, that can go a long way towards making Kenya a better place.

Promoting sustainable practices such as the intentional production of traditional foodstuff and other locally sourced, instead of imported foodstuff, aligns with broader efforts to address the high importation bill for a country considered a net importer of food.

Empowering more Kenyans to take ownership of their health and well-being, these businesses contribute to the prevention of chronic diseases, reduce healthcare costs and enhance overall quality of life.

More importantly, millions of youths will be gainfully employed.

—The writer is the Business Editor, People Daily