By Patricia Mollyne Mataga
M-Pesa, Safaricom and Equity Bank respectively have been ranked as the top most loved brands by women in Kenya in 2024. This follows the latest release of the 4th edition of The Top 100 Most Loved Brands by Women in Kenya today by Kenya’s leading brand and communication consultancy firm, BSD Group and market research and consulting firm, Ipsos in Kenya.
The Study establishes the authority of women consumers as an emerging, significant and profitable consumer market.
Other brands that merged in the top 10 included Samsung, Ajab, Naivas, Airtel, KCB Bank, Menengai and Apple respectively, indicating a shift in consumer choice and brand preference when compared to 2023’s ranking.
The Top 100 MLB by Women Study is the first of its kind to be done in the country and the continent with a focus on insights that inform, empower and enrich understanding of women’s markets to unlock growth for businesses and brands.
Insights drawn from the study elaborate how the Kenyan woman drives consumer purchase decisions within her household as the primary shopper. The Study also details key reasons why the Top 100 brands made it to the 4th edition based on data collected and how women markets contribute to the financial and reputational performance of brands and organisations.
The Study also highlights the reasons behind women’s purchase decisions and therefore points out the need for utilisation of data-driven business methods and strategies.
The most pressing issue affecting women is the high cost of living which influences daily purchase decision-making.
BSD Group is a multi-disciplinary brand and business advisory consultancy that focuses on brand innovation, communication and management while Ipsos is the third largest market research company in the world, present in 90 markets and employing more than 18,000 people.