LAS 20 MARCAS CON MAYOR PRESENCIA EN LOS HOGARES COLOMBIANOS
Según Kantar Worldpanel siete marcas de alimentos, cinco de aseo y cinco de bebidas registraron una mayor ganancia de nuevos hogares durante 2015 debido a su innovación, variedad, costo –beneficio y distribución.
Kantar Worldpanel, consultora mundial en conocimiento y comprensión de los consumidores, reveló las 20 marcas de consumo que ganaron nuevos hogares colombianos (penetraron en nuevos hogares) durante 2015.
Dentro de la canasta familiar sobresalen marcas como Horneaditos y Aromatel, según la consultora. “Hoy el consumidor está dispuesto a seguir invirtiendo en nuevos productos, por lo que la industria tiene la oportunidad de desarrollar más momentos de consumo y lograr dinamizar el mercado colombiano”, explica Andrés Simon, Country Manager de Kantar Worldpanel.
Aunque la inflación acumulada durante 2015 terminó en 6,77%, según cifras del Departamento Administrativo Nacional de Estadística (Dane), los hogares adquirieron las marcas que complacieron sus necesidades.
Dentro del grupo de alimentos las marcas que lograron ganar nuevos hogares fueron: Horneaditos (Panes, ponqués) con el 12,7%, seguida de Viande (Cárnicos) con el 10,1%, Ramo (Panes y ponqués) con el 7,2%, Arroz Diana (Arroz) con el 6,8%, Bon Yurt (Cereal y Kumis) con el 5,8%, Montefrío (Cárnicos) con el 4,7%, Saltinas (Galletas de sal) con el 4,5% y Cholatinas Jet (chocolatinas) con el 4,2%.
En tanto, en el grupo de aseo del hogar resaltaron marcas como: Aromatel (Suavizante) con el 11,6%, Rendy (Toallas y pañuelos) con el 11,4%, Bonaropa (Detergente) con el 11,1%, Brilla King (Lavaloza) con el 10,6% y Downy (Suavizante) con el 9,6%, mientras que en bebidas sobresalieron: Latti (Leche) con 10,6%, Pepsi (Gaseosa) con 4,8% y Colombiana (Gaseosa) con 4,4%.
“Este comportamiento se debe a que los hogares colombianos ahora están adquiriendo más marcas que les generen un beneficio real. Esta clase de comportamiento es una alerta para que las empresas inicien acciones inmediatas en sus comunicaciones y planes de marketing buscando en todo momento adaptarse a las nuevas necesidades del consumidor colombiano”, señala Simon.
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En periodos inflacionarios y de ajustes económicos – como el actual – se generan comportamientos que provocan que las marcas ejecuten estrategias con rapidez e innovación para llamar la atención de los consumidores en el momento final de la compra.
En ese sentido, marcas como Horneaditos, Rendy, Bonaropa, Brilla King, Latti y Viande sobresalieron por su presencia en Tiendas D1, canal de venta de gran crecimiento en la actualidad colombiana.
En temas de costo-benficio, se destacaron Pepsi y Biopexpert. Pepsi, presentó su envase familiar con un contenido de 1.5 litros con un precio muy asequible para el consumidor, Bioexpert, entregó un shampoo con unos beneficios claros y a un precio que el consumidor está dispuesto a pagar. Aromatel entregó variedad al lanzar una nueva fragancia, sin perder los beneficios que le entrega al consumidor.
Los casos de innovación son destacados, las marcas que resaltaron fueron Saltinas, Bon Yurt, Chocoramo, Vogue y Arroz Diana. “Todas las marcas buscaron nuevas estrategias de innovación, con el fin de satisfacer las nuevas necesidades de los consumidores colombianos. Por ejemplo, en el caso de Chocorramo su nuevo producto Choco Brownie mini y la crema de chocorramo son un buen ejemplo de innovación, Arroz Diana premiunizo la categoría, Vogue lanzo su línea Advance Complex, Bon Yurt trajo una nueva presentación mini y Saltinas lanzó sus nuevas Saltinas Tris”, señala Andrés Simon, Country Manager de Kantar Worldpanel.
Finalmente, si hablamos de tradición, los hogares colombianos prefiriendo marcas como la Chocolatina JET o la gaseosa Colombiana para incluirlos en su carrito de compras.
“Colombia está experimentando un ajuste de su economía y como consecuencia se están evidenciando cambios en el consumo de los hogares, por lo que la innovación, la distribución, el costo-beneficio y la variedad son la clave para llegar a nuevos hogares”, explica el Country Manager de Kantar Worldpanel.
De todo lo anterior, se puede concluir que para llegar a nuevos hogares las compañías de consumo masivo tienen herramientas para tomar acciones que permitan aumentar la penetración de su marca en los hogares colombianos, la clave está en actuar con rapidez y entender las necesidades el shopper Colombiano.
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