Citizen TV, M-Pesa and Kenya Red Cross voted among Kenya’s top brands

Royal Media Services-owned Citizen Television, Safaricom’s mobile money platform M-Pesa and the Kenya Red Cross have been voted among Kenya’s leading brands in a new survey.

The 2024 Superbrands Consumer Insights Survey ranks M-Pesa as Kenya’s leading brand for the third year, ahead of its parent company Safaricom, then Kenya Red Cross.

Citizen TV came in fourth, followed by Supa Loaf, M-Kopa, Radio Citizen, Kenpoly, the Daily Nation and Bamburi Cement.

New entrants into the Top 10 list are Citizen TV, Supa Loaf, M-Kopa, Radio Citizen FM, and the Daily Nation.

“Inflation has divided brands and products between ‘must haves’ and ‘nice to have,’ creating a clear distinction when purchase decisions are being made. The survey brings to light great insight for brands navigating value offering,” David Ogara, Associate Account Director, at the research firm Kantar noted.

Kantar said the survey was conducted in the first half of 2024 across Nairobi, Mombasa, and Kisumu cities of a sample adult population across all classes.

The level of consumer optimism has dropped to a new low of 50 per cent, down from 70 per cent in 2019, according to the 2023 Kantar Africa Life Report.

Consumers are being more cautious of their expenditures and are making calculated moves to buying fewer items, reducing frequent purchases, only buying critical items, opting for cheaper alternatives and seeking cheaper purchase channels.

Others have also changed how they interact with financial institutions and services, including relying more on micro-lending solutions and turning to informal banking for easier access to money.