Nairobi — More Kenyans are now opting for affordable brands as the cost of living continues to soar and household budgets remain constrained, a new survey has shown.

According to the 2022 Superbrands insights survey, low-value brands are now much more visible to the middle-class consumer and are no longer solely for the mass market.

The survey conducted by global firm KANTAR TNS also noted that with the difficult economic times, some brands have ceased to be as relevant as they were.

For instance, the survey noted that consumers no longer have the luxury of spending disposable incomes on betting.

"With the middle-class consumer now experiencing brands across different price points in search of low-cost, higher value alternatives they are better informed and more selective. This now places them in a better position to truly decide which brands they believe are Superbrands across the different categories," said David Ogara, Manager, Kantar TNS.

Further, in the survey, most consumers stated that innovation is needed in how brands present themselves to stand out and be considered superior to their competitors.

"With increased adoption of e-commerce throughout the Covid-19 era, consumers are now increasingly researching about products before they make their purchase decisions," the survey stated.

It also noted that some consumers are starting to place emphasis on differentiation, and punishing brands that are more premium or value, but not differentiated from the low-priced mainstream brands.

The survey ranked mobile payment brand M-PESA as Kenya's leading Superbrand, ahead of parent company Safaricom, which came second.

In third place is Jik, Kenya Red Cross came fourth while Kenpoly took fifth place.

Other brands in the top ten were Dettol, Weetabix, Bamburi Cement, Darling and Naivas supermarket.