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M-Pesa, Safaricom Lead Kenya’s Top Brands in 2026 Superbrands Ranking
New Kantar research shows that consumer trust, quality and reliability remain key to purchasing decisions, with 86% of respondents more likely to buy a brand carrying the Superbrands seal.
M-Pesa, Safaricom and Samsung have emerged as Kenya’s top three brands in the 2026 Superbrands ranking. The results reflect strong consumer recognition of brands that deliver quality, reliability and distinction.
The ranking, unveiled by Superbrands East Africa on November 4, places M-Pesa first, followed by Safaricom and Samsung. WhatsApp and Google complete the top five.
The findings are based on independent consumer research conducted by Kantar. More than 2,250 consumers across Kenya participated in the 2026 survey. They assessed brands on quality, reliability and distinction.
Consumer Trust Influences Purchasing Decisions
The research highlights the role of brand reputation in shaping consumer choices.
According to the findings, 86% of surveyed consumers are likely to buy products or services carrying the Superbrands seal. Another 84% said the recognition would increase their trust in a brand.
Additionally, 85% said the seal would encourage them to consider buying a product or trying a new service.
However, consumers remain conscious of affordability. Only 63% said they would consider paying more for a brand carrying the seal. This suggests that recognition alone does not guarantee customer loyalty. Brands must continue to demonstrate value.
“Kenyan consumers have many brands to choose from, but what ultimately matters is whether a brand delivers on its promises,” said Jawad Jaffer, Project Director and Associate Publisher at Superbrands East Africa.
He said the findings underline the importance of quality, reliability and consistent brand building.
Top 10 Brands in Kenya
M-Pesa scored 91.909 to take the top position. Safaricom followed with 89.623, narrowly ahead of Samsung at 89.622.
The top 10 ranking also features WhatsApp, Google, Naivas, Dettol, Bolt, Kenya Airways and YouTube.
The full top 10 list is:
- M-Pesa
- Safaricom
- Samsung
- Naivas
- Dettol
- Bolt
- Kenya Airways
- YouTube
Other brands in the top 30 include Quickmart, TikTok, Coca-Cola, Colgate, Citizen TV, the University of Nairobi, Equity Bank, Mercedes-Benz, Radio Citizen, LG, Range Rover, KFC, Glovo, PK, Kenyatta University and Toyota.
M-Pesa, Safaricom Lead Kenya’s Top Brands in 2026 Superbrands Ranking
Reputation Goes Beyond Advertising
The survey also examined how consumers interpret the Superbrands seal. While 50% associated it with excellence, quality and trust, 26% mistook it for a manufacturer’s logo.
Product packaging was the leading point of exposure to the seal, cited by 64% of respondents. Television followed at 31%, while social media accounted for 29%.
The findings also showed mixed levels of trust in influencer marketing. Some 58% of consumers said they trust influencer recommendations at least occasionally. However, only 10% said they trust them consistently. A further 42% said they do not trust such recommendations.
Meanwhile, consumer willingness to recommend brands carrying the Superbrands seal improved. The Net Promoter Score rose from 10 in 2024 to 31 in 2026.
The 2026 research assessed brands across 112 categories. More than 1,900 brands were shortlisted before consumers voted on them.
The results point to the importance of maintaining customer confidence through consistent product quality, reliable service and clear value. For businesses, a strong reputation must be earned through customer experience, not recognition alone.
The full list of Kenya’s strongest brands for 2026 is available on the Superbrands East Africa website.
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