M-Pesa has been ranked Kenya’s strongest brand for 2026 in Superbrands East Africa’s annual consumer rankings, with its parent company, Safaricom, taking second place.
Samsung secured third position, followed by WhatsApp and Google. Naivas, Dettol, Bolt, Kenya Airways and YouTube completed the top 10. Technology and digital platforms accounted for seven of the ten highest-ranked brands.
The rankings are based on research conducted by Kantar, which surveyed approximately 2,250 consumers across Kenya. Participants rated more than 1,900 shortlisted brands across 112 categories, assessing them on quality, reliability and distinction.
M-Pesa achieved an overall score of 91.9, alongside 98% brand awareness, the highest recorded among all brands in the rankings.
The study also examined how the Superbrands seal influences purchasing decisions. It found that 86% of surveyed consumers are likely to purchase a product or service carrying the seal, while 84% said the recognition would increase their trust in a brand. However, only 63% would consider paying more for a brand displaying the seal, indicating that value remains an important consideration for Kenyan consumers.
“Kenyan consumers have many brands to choose from, but what ultimately matters is whether a brand delivers on its promises,” said Jawad Jaffer, project director and associate publisher at Superbrands East Africa.
Jaffer added that businesses need to build consumer trust consistently through brand development rather than relying solely on advertising.
The research also assessed the influence of social media personalities on consumer purchasing decisions. It found that 58% of consumers trust influencer recommendations at least some of the time, but only 10% said they trust them consistently. Another 42% reported having no trust in influencer recommendations, citing concerns about insincere endorsements or a preference for making independent purchasing decisions.
Product packaging remains the leading way consumers encounter the Superbrands seal, cited by 64% of respondents. Television followed at 31%, while social media accounted for 29%.
Although 50% of consumers associate the seal with excellence, quality and trust, 26% mistake it for a manufacturer’s logo.
Keith Pere and Wetindi Patrick, project leads at Kantar Insights EA, said the strongest brands are those that meet consumers’ functional and emotional needs while offering meaningful differentiation from competitors.
Other technology brands appearing in the top 30 include TikTok in 13th position, LG in 24th and Glovo in 27th. Equity Bank was the highest-ranked bank, placing 21st.
Consumer willingness to recommend brands recognised by Superbrands has also increased, with the Net Promoter Score rising from 10 in 2024 to 31 in 2026.
