Kenyan consumers are looking beyond price and promotional offers when choosing products and services, placing greater importance on quality, reliability and brands they can trust. This is putting businesses under pressure to demonstrate consistent value and build reputations that influence purchasing decisions.
New research conducted by Kantar, released by Superbrands East Africa, shows that 86% of surveyed consumers are likely to purchase a product or service carrying the Superbrands seal. The study further found that 84% believe the recognition would increase their trust in a brand, while 85% say it would encourage them to consider buying a product or trying a new service.
“Kenyan consumers have many brands to choose from, but what ultimately matters is whether a brand delivers on its promises. The findings show that quality, reliability, and distinction remain at the centre of purchasing decisions. For businesses, this is a reminder that consumer trust must be earned consistently through brand building, not simply through advertising,” said Jawad Jaffer, Project Director & Associate Publisher, Superbrands East Africa.
The findings come as Superbrands East Africa unveils Kenya’s strongest brands for 2026, recognising brands that have established strong reputations across different sectors of the economy.
The research found that 81% of consumers believe the Superbrands seal helps brands stand out from competitors, while an equal proportion say it helps them identify leading brands within their respective categories. However, consumers remain conscious of value, with 63% indicating they would consider paying a higher price for a brand carrying the seal. This suggests that while brand recognition can strengthen consumer confidence, businesses must continue demonstrating value to retain customer loyalty.
The 2026 research assessed brands across 112 categories, with consumers evaluating familiar brands against three key attributes: quality, reliability and distinction. These measure whether a brand delivers quality products and services, performs consistently and stands out from competitors. According to Keith Pere and Wetindi Patrick, Project Leads at Kantar Insights EA, brands that perform strongly are those that meet consumers’ functional and emotional needs while offering something meaningfully different from competitors.
“What makes Superbrands recognition meaningful is that it reflects the experiences and perceptions of consumers themselves. A strong brand is not simply one that people recognise, but one that has earned their trust. Superbrands recognition acknowledges the reputation businesses have built in the minds of consumers, and the importance of continually earning and maintaining that confidence,” said Jaffer.
The study also identified an opportunity to strengthen public understanding of the recognition. While 50% of surveyed consumers associate the Superbrands seal with excellence, quality and trust, 26% mistake it for a manufacturer’s logo.
Product packaging remains the leading point of exposure to the seal, cited by 64% of respondents, followed by television at 31% and social media at 29%.
The research also examined the role of social media influencers in shaping consumer decisions. It found that 58% of consumers trust influencer recommendations at least some of the time, although only 10% trust them consistently. Another 42% indicated that they do not trust influencer recommendations, either because they consider endorsements insincere or prefer making independent purchasing decisions.
The findings point to the importance of building consumer confidence through consistent customer experiences, product quality and reliability alongside advertising and promotional campaigns. Consumer willingness to recommend brands carrying the Superbrands seal has also improved, with the Net Promoter Score rising from 10 in 2024 to 31 in 2026.
