MPESA, Safaricom, & The Kenya Red Cross Top The 2024 Superbrands Survey

Superbrands, the largest independent arbiter on branding, identifying and honoring exceptional brands globally, released its 2024 survey in Kenya. This Superbrands research was its seventh iteration in East Africa. Conducted by global firm Kantar this 2024 research was through in-home interviews. The research sample was randomly selected from the urban adult population in Nairobi, Mombasa, and Kisumu.

For the third consecutive year, M-PESA has been voted Kenya’s leading Superbrand. It surpasses its parent company, Safaricom, which secured the second spot once again. The Kenya Red Cross maintained its position in the Top 3, thanks to its prompt response to the El Niño floods in 2023.

Rising Stars and New Entrants

Three media channels—Citizen TV (No. 3), Radio Citizen (No. 7), and The Daily Nation (No. 9) entered the Top 10 for the first time. This reflects a global trend of consumers shifting away from paid streaming services towards free content platforms.

One of the most notable risers was M-KOPA, which climbed from the 36th position in 2022 to 6th in 2024. Consequently, the surge can be attributed to the rising cost of living over the past two years, driving consumers towards flexible lending options and solar energy solutions as an alternative to increasingly expensive electricity. Apart from MKOPA, Supa Loaf also saw significant growth, jumping to 5th place from 13th in 2022, largely due to its long-standing heritage and bread being a staple for low-income households. Kenpoly and Bamburi Cement remained in the Top 10, at number 8 and 10 respectively.

1M-PESAGeneral Financial – Mobile Money
2SafaricomTelecommunications, Broadband & Software
3    The Kenya Red CrossRelief Organizations
4Citizen TVMedia – TV Stations
5Supa LoafFood – Bread and bread Products
6M-KOPABuy Now Pay Later
7Radio Citizen FMMedia – Radio Stations
8KenpolyHousehold – Plastic Products
9The Daily NationMedia – Newspapers & Magazines
10Bamburi CementCement

Superbrands 2024 Survey Insights

David Ogara, Associate Account Director at Kantar, noted, “With challenging economic times, it’s been interesting to understand how consumer perception and brand value offerings have evolved. Inflation has divided brands and products between ‘must haves’ and ‘nice to have,’ creating a clear distinction when purchase decisions are being made.”

According to the Kantar Africa Life Report 2023, consumer optimism has dropped to 50%, down from 70% in 2019. This has led to more cautious spending habits such as buying fewer items, reducing purchase frequency, only buying critical items, opting for cheaper alternatives, seeking cheaper purchase channels, and changing interactions with financial services: favoring micro-lending and informal banking.

Lastly, the 2024 survey revealed that 8 out of 10 respondents were more likely to choose a brand featuring the Superbrands seal. Most believe it builds a company’s reputation and distinguishes it from competitors. This is consistent with the 2022 study. See more insights on Kantar.

Featured Image: Mr. Jawad Jaffer, Superbrands EA Project Director

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