M-Pesa has been ranked as Kenya's top Superbrand in the 2026 rankings, surpassing its parent company Safaricom and other tech giants. According to research by market-research firm Kantar, M-Pesa achieved an overall score of 91.9 and recorded 98% brand awareness, the highest figure among all brands evaluated. This achievement is a testament to the brand's strong presence and impact in the Kenyan market. The rankings were based on a survey of about 2,250 Kenyan consumers who evaluated more than 1,900 shortlisted brands across 112 categories.
The top ten Superbrands in Kenya for 2026 also included Samsung, WhatsApp, Google, Naivas, Dettol, Bolt, Kenya Airways, and YouTube. Notably, tech and digital platforms occupied seven of the ten slots, highlighting the significant influence of technology in the Kenyan market. The survey revealed that Kenyan consumers have many brand choices but ultimately judge brands on whether they deliver on promises. This emphasizes the importance of meeting consumer expectations and delivering value.
The Kantar research found that 86% of respondents are likely to buy a product bearing the Superbrands seal, while 84% said the seal would increase their trust in a brand. However, only 63% indicated they would consider paying a premium for a brand with the seal, highlighting continued price sensitivity among Kenyan consumers. This suggests that while the Superbrands seal is recognized and trusted, it may not necessarily translate to a willingness to pay more for a product.
According to Jawad Jaffer, project director and associate publisher at Superbrands East Africa, Kenyan consumers judge brands based on their ability to deliver on promises. Kantar project leads Keith Pere and Wetindi Patrick added that the strongest brands meet both functional and emotional needs while offering a distinct value proposition. This highlights the importance of brands understanding their target audience and delivering value that meets their needs.
The research also revealed that 58% of consumers trust influencer recommendations at least sometimes, but only 10% trust them consistently, indicating a credibility gap. This suggests that while influencers can be effective in promoting brands, there is a need for greater authenticity and credibility in influencer marketing. The study also found that packaging was the primary channel through which respondents encountered the Superbrands seal (64%), followed by television (31%) and social media (29%).
The Superbrands East Africa consumer rankings are a recognition of brands that have demonstrated excellence in their respective categories. The rankings are based on independent research and evaluation of brands by consumers. M-Pesa's achievement is a testament to its strong brand presence and impact in the Kenyan market. The brand's parent company, Safaricom, was ranked second in the rankings, highlighting the company's continued influence in the market.
The 2026 Superbrands East Africa rankings highlight the continued dominance of tech and digital platforms in the Kenyan market. The rankings also emphasize the importance of brands delivering on promises and meeting consumer expectations. As the market continues to evolve, brands will need to adapt and innovate to remain competitive and meet the changing needs of consumers. M-Pesa's achievement as the top Superbrand in Kenya is a significant recognition of its impact and influence in the market.
Key points
- M-Pesa achieved an overall score of 91.9 and recorded 98% brand awareness in the Superbrands East Africa 2026 consumer rankings.
- Tech and digital platforms occupied seven of the top ten slots in the Superbrands East Africa 2026 consumer rankings.
- 86% of respondents are likely to buy a product bearing the Superbrands seal, while 84% said the seal would increase their trust in a brand.
