Kenya’s key trends come under the spotlight in research report

These shifts mark a deeper recalibration of values and trust. Kasi Insight’s recent ‘State of the Consumer Report’ for Kenya identifies four trends shaping this transformation: Strategic Resilience, Holistic Vitality, Emerging Reality, and Eco-Powered Living.  

For marketers, this is a call to respond with relevance, clarity and substance as people move forward on their own terms and expect brands to do the same. 

Writing in the latest issue (Issue 2 2025) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation, Kasi Insight CEO, Yannick Lefang, explains that Holistic Vitality captures the shift in how Kenyans define and pursue wellbeing.  

Health is no longer seen only through the lens of physical fitness or illness. It now includes emotional stability, financial balance, social connection and personal care.  

In 2024, 91% of consumers surveyed for the report described their health as good or excellent, up from 88% the year before. Among them, 30% reported an improvement in their physical health over the previous six months. 

Shift in attitudes and daily behaviour 

This shift is visible in both attitudes and daily behaviour. Half of all consumers said they now eat at least two servings of fruits or vegetables every day. Demand for personal care and beauty products nearly doubled from mid-2023 to the end of 2024, reflecting a growing focus on self-confidence and routine self-care.  

In tandem with this health focus, alcohol consumption remained low, continuing a downward trend that began in 2023 and suggests a more balanced approach to lifestyle choices. 

Wellness is being integrated into everyday life in ways that are practical and affordable. When asked about challenges, 46% of consumers cited cost as the biggest barrier to better health.  

Still, 39% said they had shifted toward home-based practices such as walking, preparing healthier meals, or creating simplified routines. This marks a move away from aspirational wellness trends and toward sustainable, realistic habits that can be maintained over time. 

“Mental wellbeing is also gaining importance,” writes Lefang. “More consumers are seeking tools that help reduce stress and create a sense of balance. Rather than offering perfection or performance, brands now have an opportunity to support consistency, calm, and emotional resilience.” 

You can read more about the ‘State of the Consumer Report’ for Kenya in the latest issue (Issue 2 2025) of Strategic Marketing for Africa. Find the Digital Edition here. A print edition is also available.