Kenya’s Generation Z is set to become the country’s top consumer group by 2025, with projections showing they’ll spend a massive Ksh.4.4 trillion (about US$34 billion) on goods and services, according to new data by the World Data Lab (WDL).
Born between 1997 and 2012, Gen Z is expected to maintain its position as the wealthiest generation in Kenya until at least 2040. This comes even as Generation Alpha—those born from 2013 onward—has overtaken them in population size this year.
WDL’s report, titled “Gen Z and the Future of the African Consumer,” highlights that Nairobi, Mombasa, and Kisumu will account for the largest share of consumer spending next year. Meanwhile, cities like Meru, Thika, and Mombasa are expected to see the fastest growth in spending power by 2035.
Kenya ranks among the top five African countries with the highest Gen Z consumer spending, trailing only behind Nigeria, Egypt, South Africa, and Ethiopia. Nigeria leads the pack with a staggering 72 million Gen Zs expected to spend US$256 billion in 2025.
Nairobi, with nearly 1 million Gen Z residents, ranks sixth among African cities with the highest projected Gen Z spending. It follows major urban centers such as Cairo, Lagos, Johannesburg, Alexandria, and Accra.
Unlike global trends where Millennials and Gen X dominate the economy, Africa’s consumer market is increasingly being shaped by its youthful population. WDL CEO Wolfgang Fengler noted, “Gen Z is the largest economic group in Africa today. They have more spending power than their parents and are driven by bigger ambitions.”
The report also sheds light on how Gen Z plans to spend their money in 2025:
- Food will take up the biggest share at 39.9%,
- Followed by housing (14.9%),
- Transport (9.6%),
- Clothing (6.3%), and
- Furnishings (5%).
As Gen Z continues to grow in influence and purchasing power, businesses and policymakers are being urged to adapt to this emerging consumer force reshaping Africa’s economy.
About The Author
