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Consumer Gap

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Consumer Gap

Our business is to grow yours. Consumer Gap is among the leading marketing agencies in Africa.

03/10/2023

Everyone loves a snack, but some get more than others. As the newest brands study from Consumer Gap revealed, usage of snacks depends on income (76% high-income earners buy snacks, compared to 58% of the lower-income group). In this category, the leading brands are Tropical Heat, Krackles and Urban Bites. Curiously, these brands depend on instore merchandising and displays to create awareness – and less on TV. Supermarkets have become snack palaces, it appears.

23/08/2023

While digital channels are the trend, trusted TV advertising remains a powerful way for brands to reach shoppers and build heritage. As the newest brands survey from Consumer Gap found, most product categories rely on TV to connect with consumers. Even more, the largest usage brands are universally TV advertisers: Colgate, Weetabix and Geisha included. So while eyeballs and attention keep shifting online, TV still has a solid fanbase. Change is coming, but not yet.
For further information on the insightful Consumer Gap 2023 Brand Study, please contact us on 0722 509 221; email: [email protected]

16/08/2023

High-Income Shoppers are Big on beauty
We all buy the same things, but rich shoppers spend more on beauty. As the newest brand study from Consumer Gap revealed, lotions, deodorants, and hair care were purchased by 94%, 80% and 82% respectively of high-income shoppers. This contrasted with 84%, 62% and 62% for lower income buyers. Of the brands preferred, Nivea was the leader followed by Dark & Lovely. Is there any chance the mass market will imitate the higher-income beauty behavior?

For further information on the insightful Consumer Gap 2023 Brand Study, please contact us at 0722 509 221; email: [email protected]

10/08/2023

Cooking Oil Category High Pe*******on
What is never far whenever Kenyans cook? Cooking oil. As the latest brands study from Consumer Gap reveals, this category features the highest pe*******on (96%), and is purchased by shoppers of every gender, every age, and across all income levels. Fresh Fry is the top cooking oil brand, with usage and pe*******on of 39%. Golden Fry, the runner-up, is a distant second. TV advertising is used heavily by cooking oil brands, and many Kenyans may recall onscreen images of families meeting to eat, drink – and fry.

For further information on the insightful Consumer Gap 2023 Brand Study, please contact us through 0722 509 221; email: [email protected]

25/07/2023

The three most “must-have” brand categories in Kenyan households are cooking oil, toothpaste, and bar soap. That's the 411 according to the Consumer Gap 2023 Q1 brand study. Who would have guessed that the top three household needs in Kenya are as basic as cleanliness, a home-cooked meal, and oral hygiene. For further information on the insightful Consumer Gap 2023 Brand Study, please contact us on 0722 509 221; email: [email protected]

06/07/2023

The Consumer Gap 2023 Q3 Brand Study has irrefutable evidence that display is a critical element of marketing. Not only is it Kenya’s best source of awareness for bar soaps, juices, lotion/creams, and savoury snacks; it is also among the top three sources of awareness for all except one of the surveyed brand categories.
If you know, you know. For further information on the insightful Consumer Gap 2023 Brand Study, please contact us on 0722 509 221; email: [email protected]

27/06/2023

The Consumer Gap 2023 Q1 Brand Study reveals that Menengai Cream, Kenya’s bestselling bar soap brand, not only twice outsells its nearest rival, but also commands more loyalty amongst users than any other bar soap brand in Kenya. Clearly, there lies, just beyond the scope of the brand study, a correlation between loyalty and high sales volumes. For further information on the insightful Consumer Gap 2023 Brand Study, please contact us on 0722 509 221; email: [email protected]

20/06/2023

According to the Consumer Gap 2023 Q1 brand study, Colgate Kenya is still the undisputed king of toothpastes in Kenya. This is despite bemused dukawallahs all over Kenya smiling knowingly as they dispensed yet another tube of “that Colgate called …” every time a new brand of toothpaste hit the market.
For further information on the insightful Consumer Gap 2023 Brand Study, please contact us on 0722 509 221; email: [email protected]

13/06/2023

OH, HAIL THE NEW KING OF DAZZLE.
If the latest brand study from Consumer Gap is anything to go by, Ariel East Africa - which only recently went by “Omo ya Ariel” - is Kenya’s bestselling detergent. And poor old Omo - no longer new or blue - comes a poor third. You could safely say that Omo is no longer the Colgate of detergents. For further information on the insightful Consumer Gap 2023 Brand Study, please contact us on 0722 509 221; email: [email protected]

30/05/2023

Managing digital expectations, such as prompt response to customer inquiries, is crucial to ensure customer satisfaction. This is especially important in today's world where customer experience encompasses all digital aspects. Therefore, companies must consider the digital component when thinking about customer experience. As part of this approach, Equity Bank recently introduced Equity Virtual Assistant (EVA), the bank's chat banking platform on social media platforms including WhatsApp, Facebook Messenger, and Telegram.

23/05/2023

The Carrefour chain in Kenya has been upscaling its online shopping post-Covid, owing to the spike in demand for the service during the pandemic. From observation, the Covid-19 pandemic led to a rapid transition from physical to digital experiences. However, in 2022, consumers started returning to their traditional physical experiences, indicating a shift back towards a more balanced approach. Looking ahead, it is expected that the physical representation of brands will remain significant. Brands that succeed will be those that prioritize creating seamless and intentional moments that connect both the physical and digital experiences.

12/05/2023

Kenya's dynamic cultural scene is inspiring innovation in marketing across various fields, with brands producing creative and engaging marketing campaigns that use unique cultural edges such as street art to music videos. In February 2023, Oppo exemplified this trend by producing a full song for their latest smartphone, the OPPO Reno 8T. The song, titled "OPPO Reno8T", features popular artists such as W***y Paul, Nadia Mukami, and Nameless. This strategic move by Oppo effectively capitalized on Kenya's rich cultural heritage through music, resulting in a captivating campaign that resonated with its target audience.

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Opening Hours

Monday	08:00 - 17:00
Tuesday	08:00 - 17:00
Wednesday	08:00 - 17:00
Thursday	08:00 - 17:00
Friday	08:00 - 17:00

Website

http://www.gap-marketing.com/

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