This archive report was first published on 2 July 2020.
Published on July 2, 2020, a report by agency network SCANAD titled 'Understanding the New Normal Customer' sheds light on the changing consumer behavior in Kenya due to the pandemic.
With over 435,000 Kenyans having lost their jobs, the economic downturn has led to salary cuts and increased financial pressure on households. The report highlights that 84% of consumers face financial uncertainty, with less than 30% hopeful of any financial respite within the next three months.
Adapting to the New Normal ¶
As a result of the financial constraints, consumers have shifted their spending priorities. The report reveals that 83% of Kenyans now buy goods with longer shelf life, while 63% purchase extra items to prepare for further financial uncertainty.
‘Because of this negative impact, there is increased financial uncertainty which has triggered bulk buying and adventure as consumers are now trying out new products and brands,” says SCANAD CEO Sandeep Madan.
With consumers increasingly relying on supermarkets for cheap goods and various options, brands need to adapt to the new customer behavior and take a lead in serving their needs rather than capitalizing on the crisis.
