NielsenIQ Report Unveils Kenya’s Generational Shift in Consumer Behavior
0
0
By John Kariuki
Faith Wanderi, Managing Director for East and West Africa at NielsenIQ, has unveiled new research highlighting how generational diversity, economic pressures, and digital adoption are reshaping Kenya’s consumer market.
Speaking at the 3rd Annual Breakfast Conference in Nairobi alongside Strategic Analytics and Insights Director Pauline Achayo, Wanderi launched the NielsenIQ report themed One Market, Many Voices. The study tracked consumer trends from Gen Alpha to Baby Boomers, revealing a market where value, sustainability, and technology dominate purchasing decisions.
According to the report, 58 percent of Kenyans rank value for money—covering durability, convenience, quality, trust, and eco-friendliness—as their top priority. Despite Kenya’s projected GDP growth of over 5 percent in 2025, 91 percent of consumers feel constrained by recessionary pressures. Rising food prices, job insecurity, and political unrest remain leading concerns, with 63 percent expecting economic hardship to persist for another year.
The report highlights a surge in digital finance, with mobile savings apps increasingly rivaling banks and SACCOs, particularly among Gen Z. Mobile money is nearly universal, used by 96 percent of Kenyans, while social commerce is expanding, driven by TikTok’s influence on 57 percent of young shoppers.
Sustainability also stands out, with 71 percent of consumers identifying as eco-conscious. Millennials and Gen Z expect brands to integrate social responsibility into their core values.
Wanderi noted that success in Kenya’s consumer market will require brands to balance innovation, performance, and sustainability: “Agility, authenticity, and foresight will define tomorrow’s winners.”
About The Author
