Gen Zs are the new force behind shifting consumer priorities, trends - study

Gen Zs are the new forces behind consumption trends in Kenya and the African continent at large, redefining how and why fast-moving consumer goods (FMCG) are bought.

According to the 2025 FMCG and Consumer Insights Survey by global survey firm GeoPoll, quality has emerged as the top purchase driver, largely driven by the youth.

“What emerges clearly is that Africa's digitally connected youth are not only influencing consumption trends, they are defining them,” the report reads.

“This segment's preferences for quality, convenience, and trusted brands should inform how companies innovate, distribute and position their products.”

The report adds that the rapid transformation is further being fuelled by urbanisation, an expanding middle class, and increased mobile and digital connectivity.

The survey, carried out in three major African markets: Kenya, South Africa and Nigeria, examined responses across ten FMCG categories, such as snacks, beverages, personal care, household goods and beauty products.

Generally, the shifting trend paints a picture of a maturing consumer base, where purchase decisions are increasingly driven by expectations of product performance, safety, and consistency.

However, while quality takes the lead, GeoPoll notes that price continues to be a significant secondary factor, especially when it comes to staple foods and household products.

“Brand reputation is also a critical influencer in discretionary categories such as beauty, alcoholic drinks, and personal care.”

Nevertheless, the survey highlights a diversification in retail channel preferences.

Supermarkets emerge as the most favoured purchasing venues across nearly all categories, indicating increased confidence in formal retail.

At the same time, informal outlets, such as shops, kiosks, markets, and dukas, remain crucial, particularly for lower-income consumers and for perishable items like fresh produce and chilled foods.

Comparing the three main markets, Kenya demonstrates strong growth in youth-driven segments and maintains a fairly balanced dependence on both supermarkets and informal retail.

On the other hand, Nigeria exhibits a more price-sensitive consumer base, with heavier reliance on traditional and informal outlets.

South Africa distinguishes itself with higher brand loyalty, greater digital adoption, and stronger performance in premium categories such as dairy and beauty.