Kenyan products M-Pesa, Safaricom, and Equity Bank are the top three most favored brands among women in Kenya for the year 2024, according to a recent report from communication consultancy firm BSD Group and market researcher Ipsos.
Following closely behind are Samsung, Ajab, and Naivas, completing the top six.
This survey sheds light on the shopping habits of women across the country. With women playing a crucial role as primary shoppers, approximately 69% of them are actively involved in purchasing products or services for their households.
On average, 59% of women’s income is allocated towards household expenses.
The fourth edition of The Top 100 Most Loved Brands by Women in Kenya, based on responses from 1,000 women from diverse regions, underscores the significance of women consumers as a growing and lucrative market segment.
Chris Githaiga, the managing director of Ipsos Kenya, emphasized that women influence a substantial 80% of all consumer purchases. Understanding this market segment enables brands to expand into various product categories and enhance their market presence.
However, the report also highlights concerns raised by nine out of ten women regarding the high cost of living, which significantly impacts their purchasing power.
Eva Muraya, the founder and CEO of BSD Group, emphasized the importance of these findings for organizational leadership and management. She believes that understanding and catering to the needs of this key demographic, which has consistently demonstrated its purchasing power, can greatly benefit businesses.
The study provides valuable insights into strengthening product and service delivery to women consumers, a demographic that remains highly profitable.
Golden Fry, HP computers, Lifebuoy, Marvel Sanitary pads, Ketepa, and House of Manji were ranked in the bottom ten most-loved brands by women.
