Kenyans are shifting their shopping habits due to shrinking disposable incomes, with many now in survival mode, according to a new study. Consumers, especially millennials and boomers, are increasingly opting for cheaper alternatives and discount stores.

• A new study reveals that the majority of Kenyan consumers are in “survival mode” due to reduced disposable incomes.
• Millennials and boomers are increasingly shopping at discount, value, and lower-priced stores.
• Consumers are spending less on essentials, indicating a widespread shift towards brand switching.