We surveyed Kenyan consumers and organizations to define the "Trust Dynamics" shaping the
market.
Trust Dunamics in Kenya.
Trust Safaricom, making it the dominant market leader.
Have high confidence in the Technology sector.
Of organizations rate trust as "Extremely Important".
Despite the high value placed on trust, our survey reveals a fragility in consumer confidence. Service failures and product issues are the primary drivers of these crises.
A plurality of Kenyans favor local brands for their cultural resonance. However, 32.5% still prefer international brands for perceived quality.
"This fluidity offers opportunities for Kenyan local brands to strengthen cultural ties while challenging multinationals to localize effectively."
— Executive Summary
For the vast majority of respondents, trust isn't just a feeling—it's a decisive factor in who they buy from and engage with.
of respondents deem trust
"Extremely" or "Very Important".
Get the detailed breakdown of trust across industries, demographics, and the strategic recommendations for 2025.
Download Report PDF