The survey was conducted between 23rd January to 9th February 2021. It involved a sample size of 1,021 women above the age of 18 years in the following regions Nairobi, Mombasa, North Eastern, Eastern, Central, Rift Valley, Western, and Nyanza. The margin of error was plus/minus 3, 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 why its portfolio was constantly growing. She further acknowledged that consumers and their needs were evolving, and it is critical to work towards
catering for those needs and ensuring customer satisfaction.
"For decades, providing women with safe and effective products has been the heart of everything we do. That's 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 Mpesa, Equity Bank, Always, Naivas, Menengai, Arimis, Airtel, Ariel, and Coca-Cola, respectively.
“Always is amongst the top 3 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 3 brands that women would highly recommend.” 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, more vibrant brand connections with customers, ensuring standout and differentiation. The brands most adept at fully embracing genuine customer affinity – or love – will prosper.
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