A report released in April 2024 by NIQ, one of the world’s leading consumer intelligence companies, revealed that Kenyans were shifting to ambient foods due to the rising cost of living.
The company in its Data Measurement for 2023 studied consumer habits for Kenyans in 2023 compared to a similar period in 2022.
Ambient foods, which are types of foods that have long shelf life when stored at room temperature became popular in the first quarter of 2023.
It was noted that at the time, inflation was at a season high of 9.2 per cent largely driven by high fuel prices.
“During this time, to protect their household budgets, consumers were purchasing smaller volumes of products, minimising their expenses.
“They also found alternatives to their favourite products in Private Label brands; private label grew and contributed most to the Ambient food and Dairy categories.”
Private brands are lesser-known goods sold by specific retailers and are usually seen as emerging competition to brand-name brands.
While inflation lowered significantly in the second quarter of 2023 to 7.3 per cent, NIQ revealed that ambient foods continued to be a favourite for many Kenyans.
Additionally, Kenyans continued to buy Private Labels as they sought better value for their money amidst inflationary pressures.
According to the NIQ Data Measurement for 2023, high inflation was the main driver of the fast-moving goods (FMCG) in Kenya.
The top ten basic commodities as per the report consumed by Kenyans were; Flour, Energy Drinks, Cooking Oil, Liquid Milk-UHT, Fermented Milk, Toilet Soap, Diapers, Liquid Fresh Milk, Toilet Soap, Fem- Care, Breakfast Cereals and Skin Care.
Diapers, toilet soap, non-bulk water, energy drinks and nectar categories saw the biggest margin value increase during the period under review.
