snacks( 44 %), and personal care products( 48 %), quality consistently took the top spot. Even in traditionally price-driven segments like household cleaning items, it was clear that consumers were more interested in performance than in saving a few shillings.
This isn’ t to say price doesn’ t matter. The more I think about this finding, the more I also believe that quality preference is an indirect callout for price. Because I cannot afford to keep buying a cheaper bathing soap that finishes faster, why not spend a bit more and ultimately use less? What is emerging is a deeper appreciation for value, not just low cost. Consumers are looking at longevity, safety, effectiveness, and the overall satisfaction that a product delivers. They ' re willing to trade brand prestige or even convenience if the quality delivers.
There is the almost philosophical question- what is this quality? What do consumers mean when they speak about quality? As part of the study, we asked our respondents to record a video answering the question“ What does quality mean to you?” Very interesting answers came through, and what stood out for me was“ for me, quality means that the product can deliver its promise, which is why I bought it in the first place, and value for my money.”
What’ s also notable is how brand recognition fared: much lower. This tells us that while strong brand equity is helpful, consumers are increasingly brandagnostic as long as the product meets their expectations. This is both a challenge and an opportunity- for newer brands to break in, and for established ones to avoid resting on their laurels. Is this probably a call for stronger brands to start associating their brands with quality, so that their brands push the quality preference?
This pattern is even more pronounced in categories tied closely to health and family, like bottled water, baby products, toothpaste, or sanitary towels.
In these spaces, quality isn’ t just about performance; it’ s about trust. And if you read my previous articles in this magazine, trust is hard-earned, but quickly lost.
The takeaway: Quality should not be the domain of premium brands alone. It must be integrated into your messaging, packaging, and performance. Back up claims with evidence and consumer proof points. In Kenya, the days of pushing sub-par products into price-sensitive segments are over.
Where Kenyans Buy What They Buy- The Retail Landscape
Another question a marketer asks themselves is- where are my consumers, and where do they buy? The answers to these seemingly simple questions have far-reaching implications. They influence product distribution, promotional strategy, packaging size, and even pricing models. It can be a make-or-break situation.
For every category in the study, GeoPoll asked the respondents where they most often bought. The standout finding is that formal retail has come of age in Kenya, with supermarkets emerging as the dominant purchase points across a majority of FMCG categories.
But why this preference for supermarkets? One reason could be perception: supermarkets offer the promise of quality, hygiene, and brand variety. Another is convenience; everything is under one roof, with discounts and loyalty programs adding to the appeal. Observing the way the supermarket space has changed in recent years, the big retailers have continually positioned themselves as destinations, not just outlets, and it seems to work. There is also the fact that now, there is a supermarket almost on every corner. A friend called it“ an outbreak of Supermarket A and B.”
Yet, informal retail continues to be the
Quality should not be the domain of premium brands alone. It must be integrated into your messaging, packaging, and performance. Back up claims with evidence and consumer proof points. In Kenya, the days of pushing sub-par products into price-sensitive segments are over. heartbeat of the Kenyan FMCG market, especially outside major towns. In the case of fresh produce, nearly a third of purchases are made in open-air markets or kiosks, places consumers associate with freshness, proximity, and flexibility. The ' kadogo economy ' thrives here- where shoppers can buy cooking oil in a sachet, sugar in a musokoto paper twist, or even get items on credit from the neighborhood duka.
Kiosks are often the closest and most trusted points of purchase. Meanwhile, street vendors and hawkers still play a crucial role in categories like snacks and fruit, particularly for on-the-go consumption. And for construction materials or bulk purchases like cooking gas and detergents, supply stores and wholesalers often win the day.
What’ s clear is that buying behavior is multi-layered and highly contextual. While supermarkets attract the middle and upper income groups in urban centers, informal retailers offer reach, flexibility, and cultural familiarity that can ' t be matched. Kiosks offer accessibility, personalized service, and the option to buy in smaller quantities or on credit, becoming the frontline of consumer access. And in areas with lower penetration of formal retail chains, openair markets remain dominant for their affordability and flexibility.
Takeaway: Think omnichannel, but also think local. Your retail strategy must embrace both modern trade and traditional channels. Don ' t just ship product, support informal retailers with display materials, training, and community-level engagement.
What this Means for your Strategy- The Takeaways
As we ' ve explored what drives Kenyan consumers and where they make their purchases, it ' s worth briefly returning to the question we only touched on: what exactly are they buying? The answer, unsurprisingly, is: it depends. But if you follow the threads of quality and convenience through the research, you ' ll find an emerging hierarchy.
One category, many realities
The temptation in FMCG marketing is to treat all products as variations of the same problem: shelf placement, pricing, and maybe a celebrity endorsement. But GeoPoll ' s findings show that categoryspecific behavior is real and critical. For example, in snacks, quality leads( 44 %), price follows( 25 %), and brand ranks
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