NHIF, Arimis, Samsung: 100 Most Loved Brands By Kenyan Women In 2024 [LIST]

Even as President William Ruto is set to bring to an end the National Health Insurance Fund (NHIF) in place of the Social Health Insurance Fund (SHIF), the fund is still highly preferred amongst Kenyan women, according to a report released on Tuesday, March 19.

The fourth edition of the Top 100 Most Loved Brands by Women in Kenya was released jointly by Brand Strategy Management (BSD) Group in collaboration with IPSOS Kenya.

The Top 100 MLB by Women Study is the first of its kind to be done in the country and the continent with a focus on insights that inform, empower and enrich understanding of women's markets to unlock growth for businesses and brands.

The top three brands were mostly dominated by financial channels and institutions with mobile money platform M-PESA emerging top ahead of its parent company, Safaricom. Equity Bank came third.

Ranking of the top 10 most-loved brands by Kenyan women in 2024. /VIRAL TEA KE

Brands that followed in the top 10 included Samsung, Ajab, Naivas, Airtel, KCB Bank, Menengai and Apple respectively, indicating a shift in consumer choice and brand preference when compared to 2023’s ranking.

Insights drawn from the study elaborate on how the Kenyan woman drives consumer purchase decisions within her household as the primary shopper.

The study also details key reasons why the Top 100 brands made it to the 4th edition based on data collected and how women's markets contribute to the financial and reputational performance of brands and organisations.

The Study also highlights the reasons behind women’s purchase decisions and therefore points out the need for the utilisation of data-driven business methods and strategies.

The most pressing issue affecting women is the high cost of living which influences daily purchase decision-making.

“The Study provides critical insights and much-needed value to leadership and management in strengthening product and service delivery to a key demographic that has been repeatedly proven to be extremely bankable.

"As we navigate a very volatile market environment, those who invest in this data will be able to access insights that provide a strengthened competitive advantage, reputational equity and opportunity for innovations and disruption,” Eva Muraya, Founder and CEO of BSD Group, said during a ceremony held at a hotel in Nairobi.

IPSOS Kenya Managing Director, Chris Githaiga pointed out that the study sought to bridge the knowledge and insights gap in understanding the female consumer market.

“This is a huge opportunity for most brands that actively seek to engage women as an opportunity for growth since women play a critical role in our economy. They truly control multiple market segments through their influence and purchasing power," he stated.

According to Githaiga, 69 per cent of women play a key role in the purchase of products or services used in their households and on average, 59 per cent of their income goes to household purchases.

"Additionally, the percentage of female-headed households is increasing and can no longer be ignored.

"Our recent studies show that close to 50% of households in Kenya have a woman as the head. Therefore, empowering women impacts the overall economic growth and value creation,” he added.

Women in conversation during the Top 100 Brands Loved by Women event on March 19, 2024. /TOP 100 MOST LOVED BRANDS BY WOMEN