brand loyalty. Half of all respondents also reported reducing their overall consumption of certain food items altogether. This includes cutting back on meat, snacks, and restaurant meals, or dropping non-essential items like soft drinks and processed foods.
More than 49 % of consumers reported making lifestyle changes to reduce food costs. Many are now walking to neighborhood markets instead of paying for transport, buying from informal vendors instead of supermarkets, and even re-organizing meal planning to stretch ingredients further. These changes reflect a broader desire for control. Consumers are not only reacting to price increases but actively designing new food systems that match their incomes and reduce unpredictability.
Use of promotions and discounts has also declined. In the first quarter of 2025, only 36 % of consumers said they actively search for deals, down from 45 % in the fourth quarter of 2024. This suggests that discounts are no longer viewed as reliable or impactful. Instead, consumers are simplifying their approach by building lean, repeatable routines that require less effort and planning around price cycles. People are no longer chasing bargains. They are planning around what they know they can consistently afford.
Digital trust is growing, but trust patterns differ by age and gender
As food spending becomes more thoughtful, the way consumers seek and trust information is also shifting. Between January and March 2025, 54 % of Kenyan consumers said they trusted digital platforms more than traditional ones. In April and May, digital and traditional sources of information were equally trusted at 50 % each. This marks a clear transition in how influence is formed, but the dynamics become more nuanced when analyzed by generation and gender.
Among Millennials, 56 % said digital is their most trusted source of foodrelated information. The number rises to 58 % among Generation Z. For these groups, platforms like social media, online marketplaces, and WhatsApp offer a sense of community and practical advice that feels closer to lived experience. In contrast, 61 % of Generation X still place more trust in traditional media such as radio, TV, and print. There is also a slight gender gap, with 53 % of women expressing more trust in digital platforms compared to 50 % of men.
The growing influence of local food influencers, peer reviews, and social platforms signals a move toward experiential guidance rather than expert authority. Consumers are more responsive to content that reflects their everyday challenges and offers grounded, relatable solutions. Traditional media still plays a role, especially in rural and older demographics, but it no longer controls the full narrative. Authority today is earned through relevance, not just reach.
The new food economy values control, consistency, and credibility
As of mid-2025, Kenya’ s food and beverage sector is no longer driven by indulgence or status. It is defined by careful planning and self-discipline. Consumers continue to allocate a significant portion of their income to food, but expectations around that spend have changed. Shoppers want more control over their choices, more consistency in pricing and availability, and more credibility from the brands they buy.
This means the market now rewards brands that are predictable, transparent, and empathetic to consumer constraints. Price remains important but cannot come at the cost of trust. Consumers are looking for dependable products that integrate easily into their lives. They are seeking honesty in marketing and value that is measured not in volume but in usability and fit.
Format, pack size, and pricing strategies need to align with planned purchases, not impulse buying. Smaller, more affordable packs and refillable options are gaining traction. Clear labeling, nutritional transparency, and realistic messaging resonate more with consumers than abstract claims of quality or heritage. Consumers are asking brands to adapt to their new rhythms rather than expecting them to return to old habits.
To stay relevant in this new food economy, brands must stop assuming loyalty and begin earning it every day. Visibility is no longer enough. Success will go to brands that operate with empathy, listen closely to household realities, and offer solutions that make life easier, not harder. Brands that prioritize consistency, simplify choice, and design with practicality will gain long-term trust and market share.
Value has a new meaning and brands must adapt
Kenya’ s food and beverage market has entered a new phase defined by consumer-led transformation. Financial pressure is ongoing, and the outlook remains cautious. However, this pressure is not only a constraint but a catalyst for change. Households are responding with adaptability, resilience, and clarity in their choices.
The traditional levers of pricing, promotions, and advertising are no longer as effective on their own. To succeed, brands must redefine value in line with how consumers experience their daily lives. They must design products and communication that reflect local constraints, simplify decision-making, and build trust through everyday performance.
The future of food and beverage in Kenya will be shaped by brands that are responsive, grounded, and useful. The ones that listen, adapt, and support real-life consumer needs will not just survive- they will lead. In a time of financial pressure, relevance becomes the most valuable currency. Brands that understand this and act on it will define the next chapter of growth in Kenya’ s food and beverage landscape.
Yannick Lefang is the Founder of Kasi Insight, Africa’ s leading decision intelligence company empowering business leaders and entrepreneurs to make crucial decisions with confidence. You can commune with him via email at: Info @ kasiinsight. com.