Market research in Kenya

Kenya has witnessed extremely impressive growth over the past decade. This is in great part thanks to increasing political stability and economic reforms since the 2007 elections. The country however faces some challenges, such as poverty, corruption, and slow private sector investment. 

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Market research in Kenya 2

About Kenya

Kenya, located in East Africa, is one of the most developed countries on the continent. Its economy, mostly dominated by agriculture, is diverse and growing. Nairobi, its capital, is a hub in the Horn of Africa for trade and culture. It shares borders with Tanzania, Uganda, South Sudan, Ethiopia, and Somalia. It also holds a coastline on the Indian Ocean. Kenya has an extremely rich and diverse nature and wildlife.

The country is eclectic, with port cities like Mombasa, savannahs and countryside with fertile soil and wildlife, and major urban centers in the plains of the Great Rift Valley like Nairobi or Kisumu on the banks of Lake Victoria. 

Why conduct market research

The pandemic has also greatly impacted one of Kenya’s key sectors in tourism. As global travel came to a global halt, the service sector greatly suffered. However, a few industries are instrumental in maintaining growth in the Kenyan market, such as tea and coffee production. Furthermore, Kenya is the most important economy in the East-African community.

You will find industries from agribusiness and processing, aviation and parts, construction, education, and energy flourishing and providing investment opportunities. The government is also making conscious efforts to facilitate the inflow of foreign capital with the Public Private Partnership bill. The bill in question looks to enhance efficiency and streamline regulation. Furthermore, Kenya is a regional leader in the digital economy, making its consumer base conscious of global consumer trends. 

Representative market data

Kenya’s population is extremely diverse, and is made up of over 40 ethnic groups. As a result, effectively capturing the essence of its consumer can prove very difficult. It is however key to do so in order to ensure the successful implementation or growth of your business in Kenya.

Here at Sagaci Research, we are able to give you the tools to truly understand Kenya’s diverse consumers and make informed decisions based on quantitative and qualitative data analysis. Here are some of our product offerings: 

Market research methods in Kenya

Online Panel

You will gain access to thousands of our on-the-ground panel in Kenya, which will allow you to gain valuable information about consumers’ opinions across a number of demographics. Click here for more information

SagaBrand

Take an objective look at the health of your brand and turn the findings into valuable results. You can choose between receiving reports on a monthly, quarterly, or bi-annual basis. Start monitoring your brand health in Kenya today. Find out about your options here.

SagaCube

Gain access to a report about your target consumer’s consumption habits. Within your country of interest, you can pick from a list of over 140 items and download your report today! Gain access here. 

SagaTracker

You can get information about which retail channels are most effective for your products. Get direct measurements that are tailored to your needs. Contact us here

More about syndicated research in Kenya

  • Pizza Hut vs Domino’s – Which is Africa’s favourite pizza?

    Pizza Hut vs Domino’s Pizza, an interesting battle to watch as both brands have dominated the global pizza market for many years. They each operate about 18,000 stores worldwide including some on the African continent. In this context of fierce competition, we asked our pan-African online research panel SagaPoll which of the two chains they

    18/11/2022
  • Top 5 bread brands in Kenya

    Bread market in Kenya Bread is one of the popular staple items in Kenya pantries. In a fragmented market where competition is fierce, especially from growing supermarket brands, we checked recently which bread brands are currently the most popular in consumers’ pantries in Kenya.   To find out which are the Top 5 bread brands in

    13/10/2022
  • Top 5 toothpaste brands in Kenya

    Oral care market in Kenya The oral care market remains robust in Kenya, especially for staple items such as toothpaste and toothbrushes. To find out which are the Top 5 toothpaste brands in Kenya based on what consumers have in their homes, we asked our SagaPoll panel members. SagaPoll, our online panel in Africa, allows

    30/09/2022
  • Beauty Report in Africa – differing priorities and trends

    We recently leveraged our African online research panel to understand more about the beauty market in Africa, focusing on beauty attitudes and priorities, particularly amongst young females. Read on to discover in which countries looking good is of the most importance. In addition, learn which brands come first to mind in relation to advertising across

    21/09/2022