Cancelling Democracy: The Rule Of Flaw MAL 67:2025 | Page 91

third( 19 %). But in packaged food, 36 % of respondents don’ t buy it at all. Similarly, 42 % of respondents don ' t consume alcohol, offering a glimpse into large but untapped( or culturally sensitive) markets.

So, there ' s no universal playbook. Deep category understanding is essential. Don’ t use a laundry detergent marketing strategy to sell yoghurt, and don’ t assume your product is part of everyone’ s lifestyle.

Loyalty lives, but it’ s fragile

There’ s a persistent belief that once consumers choose a brand, they stick with it. But the data shows that brand loyalty is heavily contingent on product consistency and value perception. Especially in segments like personal care, snacks, and soft drinks, consumers are open to switching. One slip-up, a drop in quality, a price jump, a distribution miss, and the consumer moves on.

Brand loyalty is no longer a birthright. Track your brand health continuously, not annually. Even if your share looks steady, the ground may be quietly shifting beneath your feet.

Untapped markets are where the real growth lives

There’ s something marketers should not overlook: non-consumption. It’ s a bit of a glass-half-empty, half-full scenario. In a mature category like snacks or household care, your fight is over market share. But when 36 % of consumers don’ t buy packaged food, that’ s not just a gap, it’ s potential. Is it the price? Distribution? Perceived relevance? Packaging format? Success in these categories will come from investing in changing behavior.

Look beyond the obvious. Growth isn ' t always about taking share from a competitor- it ' s about creating new consumers through education, innovation, and localization.

So how do marketers convert all of this into action?

Start by aligning your value proposition with the Kenyan consumer’ s real priorities. Focus on quality in formulation and communication. Map your retail presence not just by volume, but by context- urban vs rural, formal vs informal, large pack vs small pack. Understand that brand recognition isn ' t enough; product performance earns loyalty.

Use data not just to confirm what you already know but to challenge assumptions. If 30 % of your category is being bought from kiosks, is your packaging designed to fit in that shelf? If consumers say they prioritize quality, is your product actually delivering on that promise, and how are you measuring that?

What’ s obvious is that Kenya ' s FMCG landscape is dynamic, layered, and full of opportunity. But those opportunities will only reward brands that are listening, learning, and willing to adapt.

Because at the end of the day, FMCG isn ' t just about fast movement on the shelf. It ' s about fast learning in the boardroom. And those who listen well win big.

Get the full report( conducted in Kenya, Nigeria and South Africa) on GeoPoll. com.

Frankline Kibuacha, MCIM, is the Director of Marketing( Global) at GeoPoll. With over a decade of experience in marketing, brand management, and consumer research, he has witnessed firsthand how brands build, lose, and rebuild trust in an increasingly complex digital landscape. You can commune with him via mail at: Mwenda @ frankmwenda. com.

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