Kenyan consumers are increasingly prioritising product quality, reliability and brand reputation over price and promotional offers, putting pressure on businesses to deliver consistent value and earn customer trust, a new study has revealed.
Research conducted by global research firm Kantar and released by Superbrands East Africa shows that 86 per cent of surveyed consumers are more likely to purchase products or services carrying the Superbrands seal.
The study further established that 84 per cent of consumers believe the recognition increases their confidence in a brand, while 85 per cent said it would encourage them to consider purchasing a product or trying a new service.
The findings were released as Superbrands East Africa unveiled its list of recognised brands for 2026, celebrating businesses that have built strong reputations across various sectors of the Kenyan economy.
Speaking on the findings, Jawad Jaffer, Project Director and Associate Publisher at Superbrands East Africa, said consumers were increasingly looking beyond attractive prices and advertising campaigns when making purchasing decisions.
“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,” said Jaffer.
He challenged businesses to invest in building credible brands, noting that consumer confidence must be earned through consistent performance rather than advertising alone.
The research also found that 81 per cent of respondents believe the Superbrands seal helps recognised brands distinguish themselves from competitors, while an equal proportion said it helps them identify leading brands within their respective categories.
Despite the growing influence of brand recognition, consumers remain sensitive to pricing, with 63 per cent indicating they would consider paying a premium for products or services carrying the seal.
According to the researchers, the findings demonstrate that while brand recognition can strengthen purchasing confidence, businesses must continue delivering quality and value to sustain customer loyalty.
The 2026 study assessed brands across 112 categories, with consumers evaluating familiar products and services based on three key attributes: quality, reliability and distinction.
These parameters examined whether brands deliver quality products and services, maintain consistent performance and offer something distinctive in an increasingly competitive marketplace.
Keith Pere and Wetindi Patrick, Project Leads at Kantar Insights East Africa, said successful brands were those that effectively addressed consumers’ functional and emotional needs while differentiating themselves from competitors.
They noted that Superbrands recognition was particularly significant because it reflects consumer experiences and perceptions rather than brand visibility alone.
The study, however, identified a gap in public understanding of the Superbrands recognition. While 50 per cent of respondents associated the seal with excellence, quality and trust, 26 per cent mistakenly identified it as a manufacturer’s logo.
Product packaging emerged as the leading point of exposure to the Superbrands seal, cited by 64 per cent of respondents. Television followed at 31 per cent, while social media accounted for 29 per cent.
The research also examined the growing influence of social media personalities and influencers on consumer purchasing decisions.
It established that 58 per cent of consumers trust influencer recommendations at least occasionally, although only 10 per cent said they consistently trust such endorsements.
Meanwhile, 42 per cent said they do not trust influencer recommendations, citing concerns over insincere endorsements or a preference for making independent purchasing decisions.
The findings point to the need for businesses to complement advertising and promotional campaigns with consistent customer experiences, dependable products and services, and transparent brand communication.
In another positive development for recognised brands, consumer willingness to recommend products and services bearing the Superbrands seal recorded a significant improvement.
The Net Promoter Score (NPS), a measure of customers’ willingness to recommend a brand to others, rose from 10 in 2024 to 31 in 2026, signalling improved consumer advocacy towards brands carrying the recognition.
