The study discovered that besides M-Pesa and Safaricom; Airtel, Equity Bank, and Naivas followed the list of the most popular brands admired by women.
This is in relation to a report that was delivered by BSD Group and Ipsos yesterday, communicating about consumer behaviour of women nationwide.
The survey was carried out from February to March 2023.
Managing Director of Ipsos Kenya, Chris Githaiga mentioned that the study looks up to bridge the knowledge and insight gap in figuring out the female consumer market.
“This is a huge opportunity for most brands that actively seek to engage women as an opportunity for growth since women play a critical role in our economy. They truly control multiple market segments through their influence and purchasing power,” Githaiga said.
“97 percent of adult women play a key role in purchase of products or services used in their households and on average, 78 percent of their income goes to household purchases. The percentage of female-headed households is increasing and can no longer be ignored,” he added.
On the side of beauty products brands, there were significant gains made by brands such as; Nice & Lovely’s hair products and equipment, which accelerated from the 35th position in 2022 to the 26th position in 2023.
There was a contradiction with the Vaseline brand, which recorded a drop from the 15th position in the year 2022 to the 49th position in 2023.
With healthcare services, Aga Khan Hospital sustained its position in 2023, ranking in the 24th position whilst other healthcare providers recorded a decline in popularity.
Moi Teaching and Referral Hospital dropped from the 28th position in 2022 to the 86th position in 2023.
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Great losers among the top 100 most-loved brands by women in 2023 include Arimis, which fell from the 5th position in 2022 to the 19th position in 2023.
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Similarly, Always Sanitary pads, which held the 6th position in 2022, sunk to the 18th position in 2023.
The Top 100 Most Loved Brands by Women in Kenya serves as a stepping stone in connection with exploring the power of women’s markets, with various studies globally
showing that women form an enormous profitable audience that needs keen attention, both locally and globally.
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