The Lower Eastern Times Opening The Third Eye
Supa Loaf, Mount Kenya and Royco emerged as the most frequently chosen fast-moving consumer goods (FMCG) brands in Kenya in 2025, according to the 2026 Brand Footprint ranking by Worldpanel by Numerator.
Supa Loaf led the list with 191 million Consumer Reach Points (CRPs), followed by Mount Kenya at 173.1 million and Royco with 151 million.
Broadways came in fourth with 123 million CRPs, while Sunlight completed the top five with 121 million.
The Brand Footprint ranking measures brand performance based on the number of households purchasing a product and how frequently they make those purchases.
The report showed that local and regional brands continued to dominate Kenya’s FMCG market, accounting for 80 percent of the 30 most-chosen brands.
Consumer spending on FMCG products grew by 17.9 percent in 2025, while the number of households purchasing FMCG goods increased by 2.9 percent.
Overall, 69 percent of the 250 leading brands recorded growth in Consumer Reach Points during the year.
Despite the growth, the report noted that 73 percent of the top 250 brands reached fewer than 30 percent of Kenyan households, indicating significant potential for brands to expand their customer base.
Among the fastest-growing brands, 78 percent increased their household penetration, meaning they succeeded in reaching more households during the year.
Worldpanel said the findings demonstrate that attracting new households remains a key factor in driving growth within Kenya’s FMCG sector.
