Safaricom, Airtel, Mpesa, and Equity Bank top of the list of the most loved brands by women in Kenya.
This is according to a survey by research firm IPSOS and BSD group in their second run of the Top 100 most loved brands by women in Kenya 2022.
The survey aimed at providing Kenyan businesses with scientific insights on women’s preferences and how they drive purchasing habits of consumer goods and services.
"The research shows the role that telecommunications and financial services play in the lives of Kenya’s women, who are majority owners of small and micro enterprises," says the study.
Speaking at the report's launch on Tuesday night, BSD Group CEO Eva Muraya said the study speaks directly to the economic empowerment of women from a purchasing ability.
"It also showcases the need for corporates to engage and give opportunities in the development of products and services that address women’s needs because today women account for over 65% of businesses although mainly in the SME sector," she said.
She said research shows that 80% of consumer decisions are made by women.
The list also saw brands such as smaller neighbourhood supermarkets, hospitals, milk brands, personal care, hair and body care products, flour and mobile phone lending services also make a strong showing.
Although telcos and banks topped the list, the fourth position was taken by Arimis petroleum jelly which has become one of Kenyan's favourites.
Last year, Arimis was ranked seventh in the inaugural Top 100 brands loved by women last year.
Sanitary towel brand Always, took position six, followed by Coca Cola (7) , Naivas Supermarket (8), pay tv channel Gotv (9), while KCB Bank was placed at position ten.
The survey sample was drawn from Coast, North Eastern, Eastern, Central, Rift Valley, Western, Nyanza and Nairobi and covered women from across age groups and socio-economic backgrounds.
Ipso chief executive Chris Githaiga said it is important to explore the emerging demographics as studies globally show that women’s economic empowerment has more impact in poverty reduction.
“The demographic and value of women consumers in Kenya has often remained understated, misunderstood, and ignored," he said.
He said previously it has been difficult to attach a number to the holistic value of a brand and worse to communicate this in a way that makes most CEOs, investors and policy makers confident enough to use it as a decision making guide.
Gitahiga added that the Top 100 most loved brands by women used the best of science, technology, and know-how to enable clients act faster, smarter, and bolder with surety in the women markets space.
Public Service & Gender Affairs Chief Administrative Secretray, Rachel Shebesh said, the ministry would rely on the research and data gathered to help address the various issues captured.
“We are pleased that the insights collected in this study bring out issues affecting women in Kenya which will inform development of evidence based policies by the government," she said.
