M-Pesa ranked first in the 2026 Kenya Superbrands list with a score of 91.909. Safaricom placed second at 89.623, one thousandth of a point ahead of Samsung at 89.622. WhatsApp (89.584) and Google (89.527) completed the top five.
Superbrands East Africa published the ranking alongside a Kantar consumer study on how the Superbrands seal affects buying decisions. Naivas, at sixth, ranked highest among retailers. Dettol at seventh ranked highest among personal care brands, and Bolt at eighth ranked highest among transport brands.
Kenya Superbrands 2026: top 30
| Rank | Brand | Category | Awareness | Quality | Distinction | Reliability | Score |
|---|---|---|---|---|---|---|---|
| 1 | M-Pesa | Mobile Money and Digital Finance | 98% | 9.13 | 9.29 | 9.25 | 91.909 |
| 2 | Safaricom | Telecommunications and Mobile Operators | 96% | 8.85 | 8.82 | 9.07 | 89.623 |
| 3 | Samsung | Household Appliances and Electronic Goods | 91% | 9.03 | 8.94 | 8.88 | 89.622 |
| 4 | Search Engines, Social Media and Streaming | 88% | 9.08 | 8.89 | 8.96 | 89.584 | |
| 5 | Search Engines, Social Media and Streaming | 87% | 9.00 | 8.88 | 9.09 | 89.527 | |
| 6 | Naivas | Retail Supermarkets | 96% | 8.90 | 8.79 | 8.83 | 89.193 |
| 7 | Dettol | Personal Hygiene Soaps | 84% | 9.02 | 8.81 | 8.93 | 88.833 |
| 8 | Bolt | Ride Hailing and Taxi | 78% | 9.08 | 9.14 | 8.79 | 88.786 |
| 9 | Kenya Airways | Airlines | 92% | 8.94 | 8.79 | 8.68 | 88.707 |
| 10 | YouTube | Search Engines, Social Media and Streaming | 88% | 8.95 | 8.79 | 8.80 | 88.675 |
| 11 | Dettol | Cleaning Products, Disinfectant | 93% | 8.95 | 8.68 | 8.63 | 88.470 |
| 12 | Quickmart | Retail Supermarkets | 87% | 8.86 | 8.82 | 8.78 | 88.360 |
| 13 | TikTok | Search Engines, Social Media and Streaming | 83% | 8.97 | 8.74 | 8.88 | 88.349 |
| 14 | Coca-Cola | Non Alcoholic Carbonated Soft Drinks | 92% | 8.68 | 8.86 | 8.78 | 88.334 |
| 15 | Colgate | Dental and Toothpaste | 95% | 8.67 | 8.73 | 8.81 | 88.306 |
| 16 | Citizen TV | TV Stations | 96% | 8.73 | 8.71 | 8.69 | 88.245 |
| 17 | University of Nairobi | Universities | 84% | 8.91 | 8.91 | 8.61 | 88.066 |
| 18 | Sunlight | Detergents and Laundry Soaps | 82% | 8.96 | 8.70 | 8.77 | 87.911 |
| 19 | Fanta | Non Alcoholic Carbonated Soft Drinks | 93% | 8.68 | 8.74 | 8.65 | 87.876 |
| 20 | Vaseline | Body and Skin Care | 90% | 8.68 | 8.84 | 8.63 | 87.823 |
| 21 | Equity Bank | Banks | 88% | 8.72 | 8.79 | 8.70 | 87.818 |
| 22 | Mercedes-Benz | Cars | 68% | 9.23 | 8.99 | 8.88 | 87.795 |
| 23 | Radio Citizen | Radio Stations | 86% | 8.90 | 8.82 | 8.48 | 87.755 |
| 24 | LG | Household Appliances and Electronic Goods | 84% | 8.82 | 8.74 | 8.75 | 87.751 |
| 25 | Range Rover | Cars | 62% | 9.37 | 9.07 | 9.01 | 87.628 |
| 26 | KFC | Fast Food | 76% | 8.93 | 8.79 | 8.85 | 87.545 |
| 27 | Glovo | Food Delivery Apps | 84% | 8.82 | 8.62 | 8.74 | 87.478 |
| 28 | PK | Sweets, Chewing Gums and Confectionery | 68% | 9.00 | 8.99 | 9.01 | 87.435 |
| 29 | Kenyatta University | Universities | 89% | 8.64 | 8.64 | 8.68 | 87.313 |
| 30 | Toyota | Cars | 90% | 8.73 | 8.53 | 8.61 | 87.264 |
Dettol appears twice because it ranked in two categories, so the list covers 29 brands. Range Rover recorded the highest quality score at 9.37 but placed 25th. M-Pesa recorded the highest distinction score at 9.29.
How Kantar ran the survey
Kantar administers the Consumer Superbrands Survey in Kenya. The 2026 shortlist covered just over 1,900 brands across 112 categories, and just over 2,250 consumers scored them. Each respondent rated familiar brands from one to ten on three measures: quality, reliability and distinction.
Quality asks whether a brand provides quality products and services. Reliability asks whether it delivers consistently. Distinction asks whether the brand is well known in its sector and different from its rivals. Superbrands says the survey split evenly between men and women and drew respondents from all age groups, socioeconomic classes and education levels. Superbrands deems the leading brand in each category a Superbrand.
Keith Pere and Wetindi Patrick, project leads at Kantar Insights EA, said the brands that score highest meet both the functional and emotional needs of consumers while offering something different from competitors.
What consumers said about the seal
Of surveyed consumers, 86% said they would likely buy a product or service that carries the Superbrands seal. Some 84% said the seal would raise their trust in a brand, and 85% said it would prompt them to consider a purchase or try a new service. Another 81% said the seal helps a brand stand out, and the same share said it helps them identify leading brands in a category.
Price still limits that pull. Only 63% said they would consider paying more for a brand that carries the seal.
Jawad Jaffer, Project Director and Associate Publisher at Superbrands East Africa, said the findings point to the basics of brand building. “Kenyan consumers have many brands to choose from, but what ultimately matters is whether a brand delivers on its promises,” he said. He added that “consumer trust must be earned consistently through brand building, not simply through advertising.”
Jaffer said the recognition reflects consumer opinion. “Superbrands recognition acknowledges the reputation businesses have built in the minds of consumers, and the importance of continually earning and maintaining that confidence,” he said.
The Net Promoter Score for brands that carry the seal rose from 10 in 2024 to 31 in 2026.
Awareness gaps and the influencer question
Consumers hold mixed views of what the seal means. Some 50% link it with excellence, quality and trust, while 26% mistake it for a manufacturer’s logo. Packaging gives consumers their main contact with the seal, with 64% citing it, ahead of television at 31% and social media at 29%.
The study also tested influencer marketing. Some 58% of consumers trust influencer recommendations at least some of the time, and 10% trust them consistently. The other 42% do not trust them. They cite insincere endorsements or a preference for deciding on their own.
