How to target Kenya’s seven consumer groups

Kenya’s economic growth and role as a regional financial and transportation hub in east Africa make it a prime location for investment opportunities by consumer packaged goods companies. Nielsen’s Emerging Markets Insight Survey conducted across six Kenyan cities showed Trendy Aspirants, Evolving Juniors and
Balanced Seniors comprising the highest group of respondents.

Nielsen’s research indicates that Trendy Aspirants and Progressive Affluents account for 34% of Kenya’s population versus 28% across Africa. These segments are educated and modern and tend to be brand loyal. The other 66% of consumers are driven more
by affordability.
Consumer packaged goods (CPG) categories account for the largest portion (30%) of monthly household spend.
Beverages and personal care categories are purchased by virtually all consumers.
Trendy Aspirants and Progressive Affluents have higher order buying preferences, purchasing goods like energy drinks and deodorants. Consumers shop across traditional channels like dukas, kiosks as well as modern channels like supermarkets/grocery stores.
According to Ailsa Wingfield, executive director of marketing and communication at Nielsen Africa & Middle East, Kenyans demonstrate a higher usage rate than the African average across all mobile phone services while text messaging is most popular,
mobile commerce – at 43% penetration of mobile users – is redefining the way Kenyans perform transactions. Besides m-commerce, Kenyans are also more likely than their African counterparts to use their mobile phones for accessing the Internet, listening to the radio or downloading music.
Wingfield says more Kenyans than the African average visit modern trade centres, making distribution more accessible for CPG firms. Their brand loyalty may, however, present challenges for new brands. Affordability remains a key driver and she suggests using smaller pack sizes to make products more affordable. Kenyans are keen to sample new products and thus dairy (milk) and
food (noodles) present potential growth areas.
Media and marketing channels
Kenyans enjoy radio and TV (95% and 92% respectively), with 85 % using mobiles, while 61% read newspapers. Internet access at 39% is higher than other African countries studied. Movies, English, music, sports and news are popular content that is accessed. “Compared with the African average, Kenya had higher usage rates across all mobile phone services. The mobile phone can be leveraged across platforms. TV/print ads that ask consumers to send in text messages as part of a contest is an example. Companies can also use it for online/mobile payments from customers.”
Print and online usage rates are higher in Kenya than the African average, making these mediums effective options for reaching consumers, especially wealthier segments like Trendy Aspirants and Progressive Affluents.
Wingfield: Tel +27 11 495 3000; ailsa.wingfield@nielsen.com