CONSUMER TRENDS

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

By our African Marketing Confederation News Team | 2025

Country’s rapidly evolving consumer trends are not a moment of transition. Rather, they represent a complete reset.

Kenya’s consumer landscape reflects a shift from crisis response to intentional adaptation. After years of economic pressure and structural change, consumers are spending more strategically, prioritising balance in wellness, embracing digital tools, and expecting real environmental accountability from brands.  

Photo: Kasi Insight

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. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.