Gen Z has emerged as the biggest consumer group in Kenya, according to the latest World Data Lab (WDL) research, with Nairobi being among the largest spending cities in Africa.
As per the research, Gen Z will be Africa’s top-spending generation in 2025, contributing $801 billion, with Kenya being one of the top five contributors at $34 billion. By 2035, Gen Z’s spending is expected to exceed $1 trillion.
Kenya ranks as the fifth-largest Gen Z consumer economy in Africa, trailing only Nigeria, Egypt, South Africa, and Ethiopia.
The latest WDL research revealed that more than 17 million Kenyan Gen Z consumers are expected to spend Ksh 4.4 trillion this year alone.
They will spend most of their money on goods and services, with the majority going towards food, housing and transport services.
Nairobi Tops List of 10 Kenyan Cities by Gen Z Spending in 2025
The research projected that Nairobi, Mombasa and Kisumu will command the majority of consumer spend in 2025, with Meru, Mombasa and Thika emerging as the fastest growing centres for spending by 2035.
In 2025, Gen Z spending is expected to reach Ksh10 billion in Nairobi, Ksh 1 billion in Mombasa, and Ksh 533 million in Kisumu.
Meanwhile, spending by the Gen Z is projected at Ksh 389 million in Eldoret, Ksh 325 million in Nakuru, and Ksh 296 million in Thika.
Those in Ruaka are expected to spend Ksh 204 million, while the youth in Ongata Rongai will spend for Ksh 194 million according to the projections.
The youth (Gen Z) in Kisii and Kitengela are projected to see Gen Z spending of Ksh 186 million and Ksh 171 million, respectively.
Spending by Generation Z across major Kenyan cities is projected to grow significantly by 2035, with Nairobi, Mombasa, and Thika leading in absolute and percentage increases, according to new projections.
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Mombasa Leads Gen Z Spending Growth to 2035
Spending by Gen Z in the coastal city is expected to rise from Ksh 1 billion in 2025 to about Ksh 1.082 billion by 2035, marking an estimated 8.2% increase.
Thika follows closely with a projected 8.1% jump, where Gen Z spending is set to grow from Ksh 296 million to approximately Ksh 319.98 million
Nairobi, the capital and the country’s biggest youth economy, is projected to grow by 7.1%, with Gen Z spending rising from Ksh 10 billion in 2025 to Ksh 10.71 billion in 2035.
Kitengela is forecasted to record a 6.4% growth in youth spending, rising from Ksh171 million in 2025 to around Ksh181.9 million by 2035.
Ongata Rongai is expected to see Gen Z spending increase by 6.1%, from Ksh 194 million to approximately Ksh 205.8 million.
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Ruaka will experience a 5.7% rise, with youth expenditure growing from Ksh 204 million to an estimated Ksh 215.6 million.
Nakuru’s Gen Z spending is expected to rise from Ksh 325 million to about Ksh 342.2 million, representing a 5.3% increase.
Kisumu will register a 5.2% growth, with spending by young consumers projected to hit Ksh 560.7 million, up from Ksh 533 million.
Kisii is projected to grow by 4.5%, with Gen Z spending increasing from Ksh 186 million to Ksh 194.4 million by 2035.
Eldoret, on the other hand, will post the slowest growth at 1.8%, with Gen Z spending rising modestly from Ksh 389 million to Ksh 396.9 million.
Gen Z to Remain Wealthiest by 2040
In Kenya, Gen Z will remain the wealthiest generation until 2040 despite the fact that Generation Alpha, the generation born between 2013-2025, have this year become more populous than them.
“As a group, Gen Z is currently the largest economic bloc who have access to more disposable cash than their parents but who also have higher aspirations for their spending,” said Wolfgang Fengler, CEO, World Data Lab.
“Our insights reveal the immediate need for brands and companies to adapt their strategies to meet the needs of this younger consumer who now accounts for the majority of spending across Africa,” he continued.
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