It’s interesting that in the recent top 100 brands Africa study done by Ipsos to reveal the top brands loved by women, sectors such as media and hospitality did not appear on the list.
This is despite the tremendous efforts put on these sectors, primarily to support the growth and expansion of women.
The study, which to a large extent speaks directly to the economic empowerment of women from a purchasing ability point of view, emphasizes the need for corporates to engage and give opportunities in the development of products and services.
As with every other Kenyan’ biggest brands’ list in recent years, Safaricom and M-Pesa emerged top. The telco and its mobile money service have become synonymous with everyday Kenyan life.
Shopping and lifestyle brands featured prominently on the list, as do cleaning products, cosmetics, and body care brands.
Women appear to be in love most with regular brands such as Safaricom because it makes communication easy. Meanwhile, Arimis – Body care products, second-hand clothes, mitumba, and Coca-Cola are also top on the list of most loved brands by women.
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Here are the top 20 most loved brands by women in Kenya
- Safaricom
- M-Pesa
- Airtel
- Equity
- Always
- Coca Cola
- Naivas
- GOtv
- KCB Bank
- Arimis – Body care products
- Menengai – Home cleaning products – Bar soap
- Ariel – Home cleaning products – Detergent
- Vaseline – Body care products – Petroleum jelly
- Sawa – Body care products – Bathing Soap
- Dettol – Body care products – Bathing Soap
- Omo – Home cleaning products – Detergent
- Sunny Girl
- Ketepa
- NHIF
- DStv
The study revealed that women do 80 percent of household purchases or shopping since they play a vital role in the decision-making process at the household level.
This coupled with the fact that a considerable percentage of women now act as the heads in the households in Kenya, justifies why they have a significant say in purchasing household products.
“Close to 40 percent of households are female-headed. Meanwhile, 58 percent are working while 11 percent are currently unemployed and looking for work,” stated the Ipsos report.