Wanderi said, “They need to understand consumer behaviour and the recent shifts that have occurred. Our research shows that seven out of 10 consumers have switched brands in the past year, indicating that price, rather than branding, is now the primary driver of consumer behaviour. However, some categories still have low switching rates.”

She emphasised that businesses should understand the categories they operate in and how consumers are behaving.

The insight, she said, would enable them to make informed decisions on pricing strategies or restructure distribution channels to better target consumers.

“From the outlook for the consumer market for the remaining months of the year, consumers will continue switching brands, and consumers are not loyal to any brand at the moment. We must think creatively rather than rely on past experiences, as shifting economic conditions pressure all sectors to sustain their businesses.

“This pressure is vital to restoring the true purpose of data and analytics. Management must turn predictive insights into proactive actions,” she added.

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