The proportion of Kenyans reporting income increases dropped to 30 percent in the second quarter of 2026 from 42 percent a year earlier, according to a TransUnion survey. The main reasons for the slowdown were lower salaries, job losses and declining business orders, affecting 27 percent, 24 percent and 23 percent of respondents respectively.
Young consumers face particular strain, with 54 percent of Generation Z respondents unable to meet all their financial obligations, up seven percentage points year-on-year. Despite these pressures, 78 percent of consumers expected their incomes to rise over the next year, though this represented a five-point decline from the previous year. TransUnion Kenya's chief executive said households were adapting by cutting non-essential spending, finding extra income sources and borrowing more cautiously.