Kenyan consumers are increasingly prioritising quality, reliability and brand reputation when making purchasing decisions, with new research showing that 86 per cent are likely to buy products or services carrying the Superbrands seal.
The findings, released by Superbrands East Africa on Wednesday, November 4, 2026, indicate that consumer confidence is becoming an important factor in determining which businesses attract and retain customers in Kenya’s competitive market.
The research, conducted by Kantar, established that 84 per cent of surveyed consumers believe Superbrands recognition would increase their trust in a brand, while 85 per cent said the recognition would encourage them to consider purchasing a product or trying a new service.
The findings suggest that businesses can strengthen their market position by building credible reputations and consistently delivering products and services that meet customer expectations.
Superbrands East Africa Project Director and Associate Publisher Jawad Jaffer said consumer trust cannot be achieved through advertising alone but requires businesses to demonstrate consistent value.
“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.
The research further revealed that 81 per cent of consumers believe the Superbrands seal helps recognised businesses stand out from competitors, while an equal proportion said it enables them to identify leading brands within their respective categories.
However, the influence of brand reputation on purchasing decisions does not necessarily translate into willingness to pay higher prices. Only 63 per cent of respondents indicated they would consider paying more for products or services carrying the Superbrands seal, highlighting the continued importance of affordability and value for money.
The 2026 study evaluated brands across 112 categories, with consumers assessing familiar businesses based on three attributes: quality, reliability and distinction.
According to Kantar Insights EA Project Leads Keith Pere and Wetindi Patrick, successful brands are those that address consumers’ functional and emotional needs while offering meaningful differences from competing products and services.
The research also examined how consumers understand and encounter the Superbrands recognition. While 50 per cent associated the seal with excellence, quality and trust, 26 per cent mistakenly believed it was a manufacturer’s logo.
Product packaging emerged as the leading point of exposure, cited by 64 per cent of respondents, followed by television at 31 per cent and social media at 29 per cent.
Social media influencers also featured in the research, with 58 per cent of consumers saying they trust influencer recommendations at least occasionally. However, only 10 per cent expressed consistent trust, while 42 per cent said they did not trust such endorsements, citing concerns about insincerity or a preference for independent purchasing decisions.
Meanwhile, consumer willingness to recommend brands carrying the Superbrands seal improved significantly, with the Net Promoter Score increasing from 10 in 2024 to 31 in 2026.
As part of the recognition, Superbrands East Africa unveiled Kenya’s strongest brands for 2026, based on consumer assessments.
M-Pesa emerged as the leading brand with a score of 91.909, followed by Safaricom at 89.623 and Samsung at 89.622. WhatsApp and Google completed the top five with scores of 89.584 and 89.527, respectively.
The findings highlight the growing importance of consumer confidence, consistent customer experiences and competitive pricing in determining brand loyalty and business success in Kenya.