Kenyan mobile payment brand M-PESA has for the fifth year been voted Kenya’s leading superbrand.
M-PESA’s parent company Safaricom was placed second in the surveyundertaken by Kantar TNS in Nairobi, Mombasa and Kisumu.
This solidifies M-PESA’s platform’s positioning as being integral and essential to the functioning of small and medium sized enterprises.
In the survey, six new brands made an entry into the top 20 for the first time, compared to the previous 2020 listing.
These include: Jik, Darling, Beyond Fruits, Nescafe, St John’s Ambulance and Kenya Airways.
According to the survey, Consumers across different purchasing classes have had to opt for more affordable brands because of budget constraints. Low-value brands are now no longer solely for the mass market and are much more visible to even the middle-class consumer.
“ With difficult economic times, some brands cease to be as relevant as they were. Consumers no longer have the luxury of spending disposable incomes on betting for instance. This year no betting companies feature in the top 20 ranking. Whilst in 2020 Betika appeared as #10,” the report read.
“Not having the luxury to go out and grab fast foods or a quick coffee, and instead order in or prepare alternatives from home has pushed brands like Nescafe from rank 116 in 2020 to 16 and Jumia Foods from nowhere in 2020 to rank 18,” further read the report.
Jawad Jaffer, Project Manager, Superbrands East Africa said, “ We continue to see that the Kenyan consumer is a savvy decision-maker. They want brands to deliver value and purpose. This is reflected in the survey with 85% of respondents associating the Superbrands seal as a mark of quality and reliability”.
David Ogara, Manager, Kantar TNS observes, “With the middle-class consumer now experiencing brands across different price points in search of low-cost, higher value alternatives they are better informed and more selective. This now places them in a better position to truly decide which brands they believe are Superbrands across the different categories. The Kenyan consumer of today wants innovation and functionality”.