On March 21, 2023, Ipsos Kenya and BSD Group unveiled the third edition of the Top 100 Most
Loved Brands by Women in Kenya study at Radisson Blu Hotel, Upperhill. The study, which
started in 2021, seeks to understand the role of women in the Kenyan consumer market and
how their preferences and choices impact brand perception and loyalty.
The unveiling of the Top 100 Most Loved Brands by Women in Kenya is more than just a study.
It is a deep dive into the largest consumer decision in Kenya – the decision of the Kenyan
woman. The study has gained interest from corporate organizations, policymakers, and
development partners.
The Kenyan Woman as a Social and Economic Leader
The Top 100 Most Loved Brands market research seeks to add new dimensions to
sustainability since women are social and economic leaders across multiple market categories.
In fact, 97% of women contribute to consumer spend in Kenya. By availing analytical data, the
study makes it easy for those targeting women to make decisions that will be beneficial not only
to businesses and government agencies but also to this critical population.
Insights for Brands and Organizations
The Top 100 Most Loved Brands by Women in Kenya study aims to offer insights that bridge
the gaps between organizations, brands, and consumers. It provides actionable information on
how brands can improve their engagement approaches with the female consumer segment. By
releasing the report, Ipsos Kenya and BSD seek to meaningfully contribute to conversations that
advance women’s participation in the market and the overall economy.
Qualitative Methodology for a Human Dimension
To add a human dimension, the qualitative methodology allowed the researchers to delve
deeper into the Kenyan woman’s psyche to examine her values, opinions, and underlying
motivations. According to Githaga Chris, IPSOS Country Manager, “We strategically picked on
the month of March since it’s Women’s History Month when the world celebrates the often
overlooked but nevertheless outstanding contributions of women in history, society, and
culture.” By publishing this study, Ipsos Kenya and BSD hope to raise awareness about the fight
for gender parity and inspire support for brands and organizations that help women globally.
Lesson 1: Women are Discerning Consumers
According to Kiprono Kittony, Chairman of the Nairobi Securities Exchange, “If you meet the
expectations of women, you exceed the expectations of men. Women are more discerning than we
are, as men.” The study reveals that during this time of inflation, more consumers are
tightening their belts and going for brands that give them value for longer. This finding
highlights the importance of brands being able to meet the expectations of discerning female
consumers who are looking for value and quality in their purchases.
Lesson 2: Poor Economic Empowerment is a Rising Issue for Women in Kenya
Poor economic empowerment is a rising issue for women in Kenya, with the most affected
women being 35 years and above. Women sense a lack of support, which is also a contributor
to poor economic empowerment. This is a call to action to policymakers, organizations, and
women to offer support to each other to contribute to economic empowerment.
Lesson 3: Women in Self-Employment Contribute as Much Employed Women
The young woman dreams of employment in line with her studies. However, entrepreneurship
becomes more attractive as she grows older. According to the 2023 study, women in self-
employment contribute economically as much as the employed woman. This finding highlights
the importance of encouraging and supporting women in entrepreneurship.
Lesson 4: Data is Key
It’s important for brands to invest in data management and use the insights gathered to run their
business as well as their marketing.
Top Brands by Women
The study also revealed the top brands that are loved by women in Kenya, with Safaricom,
Mpesa, and Airtel taking the top three spots respectively. Other notable brands in the top ten
include Samsung, Go TV, and Naivas Supermarkets. The study notes that these brands have
been able to establish strong emotional connections with female consumers, which has
translated into brand loyalty.
Conclusion
The Top 100 Most Loved Brands by Women in Kenya study is a powerful tool for businesses,
organizations, and policymakers looking to understand the female consumer market in Kenya.
By providing insights on the preferences and choices of women in the country, the study helps
brands to make decisions that are beneficial not only to their businesses but also to the
women themselves. The study also highlights the need to support women in entrepreneurship,
improve economic empowerment, and advance gender parity.
