Always has been ranked as the most loved sanitary brand by women in Kenya. This is according to a study dubbed: ‘The Top 100 most loved brands by women in Kenya,’ a collaboration between Ipsos, a global leader in market research and BSD Group. The study’s ranking resulted from carefully curated data that delved deeper into the Kenyan women’s psyche.”
The survey was conducted from 23rd January to 9th February 2021. It involved a sample size of 1,021 women above the age of eighteen years in the following regions: Nairobi, Mombasa, North Eastern, Eastern, Central, Rift Valley, Western and Nyanza. The margin of error was plus or minus three, which saw the Always brand ranked fourth. The company credits its ranking to continuously investing around customer needs. “We have invested heavily in the feedback we receive from our consumers as a way of re-configuring our business model to new realities and creating the perfect products to meet the market demands,” said Ivy Kimani, category leader, Always, East Africa.
Kimani further reiterated that their mission was to continue providing women with the desired comfort and protection, hence their portfolio is constantly growing. She further acknowledged that since consumers and their needs are always evolving, it is critical to cater for that in order to ensure customer satisfaction. “For decades, providing women with safe and effective products has been the heart of everything we do. That is why any products marketed under the Always brand must measure up to the highest standards that all women deserve,” added Kimani. Other brands ranked in the top ten include: Ariel, a product of Procter & Gamble, Safaricom’s M -Pesa, Equity Bank, Always, Naivas, Menengai, Arimis, Airtel, Ariel and Coca-Cola, respectively.
“Always is among the top three most loved brands that women have confidence in, as it is deemed fundamental to their lives. It is therefore not surprising that it also stood out amongst the top three brands that women would highly recommend,” observed Kui Kariuki, project lead, Top 100 Most Loved Brands by Women.
While these are undoubtedly turbulent times, the research highlights brands’ opportunities to establish more profound and vibrant brand connections with customers, ensuring standout and differentiation. The brands most adept at fully embracing genuine customer affinity – or love – will prosper.
