NAIROBI, Kenya, June 25 – Kenyan consumers are increasingly switching brands as they look for cheaper options and better value amid continued pressure on household budgets, a new study shows.
The report by Worldpanel by Numerator found that shoppers are buying products from a wider range of brands, making it harder for companies to retain loyal customers.
According to the study, consumers are placing greater emphasis on affordability, availability and value for money when making purchasing decisions.
The findings suggest that growth in Kenya’s fast-moving consumer goods (FMCG) sector is increasingly being driven by a brand’s ability to attract new buyers rather than relying on repeat purchases from existing customers.
The report notes that brands that remain visible and easily available are better placed to maintain sales as consumers continue to compare products and switch between alternatives.
The trend comes as households adjust spending habits following years of high living costs and economic pressure.
Instead of cutting consumption completely, many consumers are making more shopping trips but buying fewer items at a time while carefully planning their spending.
The study indicates that consumer behaviour, rather than increased spending, is now playing a bigger role in driving growth in the FMCG sector.
