M-PESA Beats Parent Company as Kenya’s Top Superbrand

The Kenyan consumer gravitated towards heritage brands perceived as ‘safe’ during uncertainty.


Safaricom’s M-PESA has been named as Kenya’s top superbrand.

The mobile money product was also ahead of its parent company, Safaricom, in the last survey.

Safaricom was placed second during this period’s review.

The announcement implies that M-PESA’s continues to be solidified, and continues to play a key role in the running of SMEs.

The ranking was derived from a vast study that was administered to urban Kenya consumers in Nairobi, Mombasa, and Kisumu.

Top ten positions

Ranking in 2021Brand Name Category
1M-PESAFinance – General
2Safaricom Telcoms
3WeetabixFood – General
4The Kenya Red Cross Relief Organizations
5Toyota KenyaAutomotive
6Samsung Household -Appliances
7ColgateHousehold – Personal Hygiene
8Citizen TVMedia-TV Stations
9DettolHousehold – Cleaning products – general
10BetikaLeisure and Entertainment

Key highlights

  1. Key takeaways from the Superbrands consumer insights survey indicated that
    consumers across different categories opted for more affordable brands
    because of budget constraints brought about by job losses or pay cuts due to
    the economic struggles as a result of COVID19.
  2. Top-of-mind for consumers was the gravitation towards brands ‘with purpose’. Those that were committed to supporting communities through COVID19 which is why The Kenya Red Cross features forth on this latest ranking.
  3. In uncertainty consumers turn to familiar brands, those that they have grown up with and ones that are dependable – ‘the trust factor’. Here we see longstanding heritage brands feature heavily on the list from Dettol to Weetabix and Toyota Kenya.
  4. Whilst the local gambling industry has gone through much turmoil, it remains an industry that forms a big part of Kenyan lives, particularly football fans. Through the pandemic, many consumers have been on the search for ‘quick money’. Whilst there is less loyalty to specific companies within this sector, overall loyalty to betting is extremely high. Consumers will frequently reduce spend across other sectors (entertainment or necessities) to continue spending on betting.