According to the report, local and regional manufacturers account for 80 per cent of Kenya’s top 30 most-chosen FMCG brands. Supa Loaf has retained its position as Kenya’s most-chosen fast-moving consumer goods (FMCG) brand. This underscores the enduring strength of familiar, locally rooted products in a market that is showing signs of renewed consumer spending.
The bread brand was followed by Mount Kenya and Royco in the latest Brand Footprint 2026 ranking by Worldpanel by Numerator, which offers a revealing picture of how Kenyan households are making everyday purchasing decisions. According to the report, local and regional manufacturers account for 80 per cent of Kenya’s top 30 most-chosen FMCG brands, pointing to the strength of brands that understand local tastes, purchasing habits and distribution networks.
The ranking comes against a backdrop of recovery in household consumption. Consumer spending on FMCG products rose 17.9 per cent in 2025, reversing a 2.1 per cent decline recorded the previous year. The number of households buying FMCG products increased by 2.9 per cent.
This recovery is significant for manufacturers and retailers because FMCG products are among the most frequent purchases made by households. Growth in both spending and the number of purchasing households suggests that the market is expanding beyond simply existing consumers spending more.
The report shows that 69 per cent of Kenya’s top 250 FMCG brands increased their Consumer Reach Points (CRPs) in 2025. This is a standard measure of both the number of households buying a brand and how frequently they choose it, making the indicator a useful tool for actual consumer engagement rather than brand awareness alone.
The performance of Mount Kenya illustrates the importance of this reach.