Our Journey

This is a journey that started in 2020. As a thought, an idea, as a convergence of passion and craft.

This idea then morphed into a concept, which then developed into a tangible study into “what influences women to make decisions about what they choose to purchase.” This idea was shared with IPSOS, the third-largest market research company globally, which quickly signed up to collaborate with BSD Group to make it a reality.

This study has captured the interest of scores of corporate organizations, policymakers in government,and development partners. The study is released annually to coincide with International Women’s Day.

Now, the study is being conducted with the steadfast  support of key players in industry and government.

Eva Muraya, CEO and Founder of BSD Group.

Explore Our Milestones

Top 100 Most Loved by Women Study Trail Blazing

Release of 3rd Wave of the study

The research was released in March, International Women's Month , in part to raise awareness to women's equity and empowerment. The Highlight is: Women influence 97% of purchase decisions. __________________________________________________________________________ More women are seeking entrepreneurship, therefore contributing to the growth of the private sector ( women in self employment (full time) make up 30% of the population but contribute economically as much as the part-time employed woman who makes up 7% of the population. ____________________________________________________________________________ We cannot ignore the single mother consumer as about 1out of 2 mothers in Kenya are single mothers.

Release of 2nd Wave of the study.

1. The Launch was second of three side events held in Kenya during 66th Commission on Status of women. Theme: Transforming Legislation and Policies for the Advancement of Women’s participation in the Labor Market and Economy. 2. The Study won Winner SABRE Awards AFRICA. Certificate of Excellence (Superior Achievement in Branding, Reputation & Engagement) __________________________________________________________________________ 43% of women households are led by single mothers. Implication - As key decision makers, mothers are central to the quality of life for their families. ie. health, food and education choices.

Release of 1st Wave of the study.

In partnership with Ipsos, BSD Group conducted a national survey amongst women. The findings were distilled into concise storytelling narratives to pique the interest of the public and brands across the board. Released on 8th March In Nairobi. ____________________________________________________________________________ 69% of women play a central role in the purchase of products or services used in their household and on average, 59% of their income goes to the Fast Moving Consumer Goods (FMCG) market. Implication - women are no longer just consumers of products but influencers and decision makers. Brands should leverage this purchasing power to better package their solutions to cater to their needs.

Scope of the Study

The study explores the comprehensive scope of women consumers in Kenya, encompassing demographics, psychographics, and behavioral profiles, to provide insights into their preferences, aspirations, challenges, and brand preferences.

  • Age: Examining the age ranges of the women surveyed.
  • Gender: Focusing specifically on women consumers.
  • SEC (Socio-Economic Classification): Assessing the socio-economic background of the participants.
  • Region: Considering the geographic distribution of the respondents.
  • Setting: Differentiating between urban and rural areas.
  • Occupation: Understanding the types of jobs or professions held by the women.
  • Source of income: Identifying the various sources from which women derive their income.
  • Claimed average income: Assessing the average income level reported by the participants.
  • Education: Analyzing the educational background of the women surveyed.
  • Mother status: Considering whether the women are mothers or not.
  • Household size and makeup: Exploring the composition of households the women are a part of.
  • Marital status: Examining the marital status of the participants.
  • Dreams & aspirations: Understanding the hopes and ambitions of the women.
  • Achievements: Identifying the accomplishments of the participants.
  • Worries & fears: Exploring the concerns and anxieties of the women.
  • Broad issues affecting women: Considering societal issues that impact women.
  • Day-to-day challenges: Examining the daily obstacles faced by the women.
  • Perceived level of empowerment: Assessing what factors make women feel respected, empowered, and fulfilled.
  • Media habits and preferences: Understanding the media platforms and content preferences of the women.
  • Mobile phone ownership: Differentiating between smartphone ownership and other types of phones.
  • Category usage and level of influence in decision-making: Assessing the consumption patterns and decision-making influence of women across various product categories.
  • Share of wallet: Determining the average monthly spending per category.
  • Brand preference and perceptions: Examining the women's preferences and perceptions of different brands.
  • Aspirational brands: Identifying the brands that women aspire to own or associate with.
  • Most loved brand and why: Exploring the reasons behind women's love for certain brands.
  • ESG impact: Assessing the influence of Environmental, Social, and Governance factors on women's purchasing decisions.
  • Climate Change: Exploring the women's concerns and actions related to climate change.
  • Women in Business: Examining their attitudes towards women's participation in the business world.
  • Future of Work - Youth empowerment: Considering the impact of the changing work landscape on women, particularly the empowerment of young women.
  • Financial inclusion: Examining the accessibility and usage of financial services by women.

Why women


Women are primary caregivers in the home setup. Are heavy impacted with
effects of climate change. Therefore the study highlights the need to
formulate gender inclusive policies, in corporates and government.


Women account for over 65% of business, mainly in the SME sector. There are majority demographic. There creating equal opportunity can generatemore employment and uplift living standards. Integrating women and
empowering them through financial, social and economic inclusion is key to
improving competitiveness and growth


This study contributes to the economic empowerment of women and girls
from the perspective of the ability to make purchases, encouraging
corporates to develop products and services to answer to this need.

The study seeks to establish and accelerate the authority of women consumers as an emerging, significant and profitable consumer market in Africa through public policy and economic advocacy.

Association and Key factors

The study explores the crucial elements of brand desire, including peer endorsement, brand presence and trust among women. Additionally, it delves into the market effects that drive brand preference, such as accessibility, availability, a diverse range of products, taste alignment with preferences and lifestyle.

Brand Desire

  • Peer endorsement and high recommendation of the brand.

  • Presence – ensuring the brand is present in her day-to-day life, at the point of purchase and media.

  • Trust – well established and attracting confidence amongst the consumers.

  • Being fundamental by adding value to her life.

Market Effects

  • Accessibility - in the purchase channels

  • Availability at the right price.

  • Have a good range of products to suit her needs – e.g. different tea flavours to fit their lifestyle and preferences.

  • Have a good taste that fit their preferences and lifestyle

  • Ensuring good quality: Maintaining a strong focus on product quality and consistency.

How brands are Ranked

Step 1

The respondent is guided through a series of questions in
the quantitative survey, to establish the product and
service categories she uses.

Step 2

Determine her favourite brands amongst the categories
she uses and eventually ask her to tell us her one most
loved brand

Step 3

All brands defined as their most loved brands are tallied
up and the data is weighted to reflect the total female


The most loved brands are ranked based on popularity of