NAIROBI, Kenya, Sep 10 – Supa Loaf, Mount Kenya and Royco were the most-chosen fast-moving consumer goods (FMCG) brands in Kenya in 2025, according to the Brand Footprint 2026 ranking by Worldpanel by Numerator.
Supa Loaf topped the ranking with 191 million Consumer Reach Points (CRPs), followed by Mount Kenya with 173.1 million and Royco with 151 million.
Broadways came fourth with 123 million CRPs, while Sunlight ranked fifth with 121 million.
The ranking measures how many households buy a brand and how often they buy it.
Local and regional brands made up 80% of the top 30 most-chosen FMCG brands in Kenya.
The report also found that consumer spending on FMCG products rose by 17.9% in 2025, while the number of households buying FMCG products increased by 2.9%.
Overall, 69% of the top 250 brands recorded an increase in Consumer Reach Points during the year.
However, 73% of the top 250 brands reached less than 30% of Kenyan households, suggesting that many brands still have room to attract more buyers.
Among the fastest-growing brands, 78% increased their household penetration, meaning they reached more households during the year.
Worldpanel said the results show that attracting new households remains an important driver of FMCG brand growth in Kenya.
