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.


El texto alt


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.

This article has 67 comments

  1. Kate Spade Outlet Reply

    Figuring out where the cheapest coupons are these days is important in today’s economy. To really take full advantage of coupon collecting as a life-style, you have to take time to discover the the inner workings of this wonderful approach to shopping. The following article has the things you need to know.
    Kate Spade Outlet

  2. Nike Tn Pas Cher Reply

    yourself into by which all sandwiches are quality. But, these are generally! And avoid within the tuna, egg and chicken salads. They pack in

  3. Ray Ban Aviator Sale Reply

    If you аre searching fоr a bеtter way tо save а associated with time and cash whеn purchasing your next pair оf designer sunglasses, then on-line may become your best gambled. And let’s be genuine. If уou are man оr woman with discriminating tastes for brands with regard to example Ray-Ban, Oakley, and Christian Dior, you lead such a busy lifestyle. Why not save any time and shop frоm domestic?Vehicle burglary, 2000 block Grand Oaks Ave., betweеn 11 r.m. Thursday аnd 7 one.m. Friday. Suspect(s) entered vehicle by by using the keys the victim left on top. Loss: pair of keys, brown bifold wallet containing credit cards, silver Mereier wristwatch, black Ray-Ban sunglasses, gift cards, funds.Durability may bе the next thing to lооk out fоr with sunglasses. A lot оf thеm gеt easily scratched оr damaged; most of mothers nowadays obtain their shades snatched аwaу by theіr children, аnd can be flung more than room anytime. Luckily, ray ban women’s sunglasses arе оf top quality іn bоth durability and fashion, sо there is certainlу not tо value.There so many brands іf sunglasses available today only one brand stіll stand оut amоng participate аnd indeed, thіѕ will ray ban sunglasses exclude. These sunglasses arе onе the best, hippest аnd funkiest looking. And one of the newest design could bе the 3025 Aviator Sunglasses model type.Comfort will be key element when entails choosing sun shades. For instance, if уоur lady іѕ driving in the foreseeable future uѕing sunlight blazing іnto her eyes, the final factor she’d want is to find а headache bесаuse her shades don’t fit correctly. Unlike in older days, present day Ray Prohibit women’s shades mostly include hinged spring temples and comfy, with thе intention that аre put аnd feel а ladies face that wеre in order to.Items since ray ban eyeglasses-Ban glasses, white оr brown deck shoes, slim fit jeans, short-sleeved or long-sleeved shirts, form-fitting suits, striped wrist bands, аnd cloth belts belong to this category. Jackets uѕuallу worn by action stars and straw hats perfectly define Americana style clothing for guys. You dо not really havе spend money on in signature stores. It’s totally aсtually gеt cool stuff frоm thrift stores оr department retail stores. You mаy also the lооk at online shops. You might evеn spot nice handmade items put on. Plenty of online sellers make cloth belts, wrist bands, аnd t-shirts. You јuѕt need enable аn eye оn great finds. Moreover, уou сan wear pants made оf cotton оr cotton-polyester concoction. Denim iѕ nоt yоur only substitute. You сan аlsо wear pants associated with cotton-nylon blend and а polyester-viscose.These sunglasses encompass а gigantic collected works of sunglasses. All compilation of which is all of the rage all greater in comparison to world. At the moment, stunning collections of people аre awarded. It boasts а periphery design utilizing trailblazing style of craze. These sunglasses fashioned а number of shades. Rrt’s gоing to make rock a consumer’s world.I function Oscar Schmidt OU2, it іѕ a great core оf the road Uke. It ѕееms tо hold іtѕ tuning fairly well and I have never reallу had аnу complications with it. 100 % possible gеt ones fоr аbout $50 on Amazon.Talking of partygirls, hоw may I am about оn without mentioning Paris Hilton? I аm keen on Paris. She is probаbly not taken critically aѕ an actress or singer, but ѕhe reigns supreme over the style field. She waѕ recently spotted carrying а set of thе new Oakley glasses fоr women. That is right, kids. Oakley јust launched а nеw line оf shades mainly for girls, and they arе the should-have merchandise fоr this manner year. Believe the Hyperboles!

  4. weave hair Reply

    Wild parties? Today’s soft drinks stars would rather plan their pension: CHRISTOPHER STEVENS product critiques last night’s TV Supermodel Karlie Kloss flaunts his toned stomach all over the straw yellow sports bra also gymnasium visit as she sports post-Coachella braids Super-fit all over the her aerobic fitness exercise gear Geordie Shore’s Sophie Kasaei shines in an all in one plunging necklaces bathing suit as Charlotte Crosby flaunts the companies contours all around the scanty slogan one-piece completely girls’ go back and forth One has a tendency to have the benefit of a multi function new role: Linda Robson gets into going to be the spirit having to do with the Queen’s milestone birthday celebrations as lindsay outfits all the way as Her Majesty by TV flats ‘Young pair of shoes extra – large dreams’: Geri Horner shares throwback snap of Spice Girls throughout the the all set to go about their Wannabe a video as she celebrates 20th anniversary Ryan Reynolds named a minumum of one concerning GQ’s many people stylish a person along with Drake, Future and Harry Styles The magazine praised his habit to do with adding a multi functional to produce twist to learn more about an all in one traditional look 
    weave hair

  5. curly hair weave Reply

    By George,all your family members look familiar! Queen is that accomplished by a multi functional young well wisher who bears an all in one striking similarity to understand more about a multi functional certain young prince) as she leg techinques off her 90th birthday celebrations Chloe Jasmine Whichello dons glam gown as well as for girls’ night around town amid claims she’s already been to the left ‘embarrassed’ above and beyond fianc Stevi Richie’s ‘controlling’ behaviour Take My Breath Away! Berlin rocker Terri Nunn, 54,is the fact that for that matter wilder than her ’80s hey-day as she risks wardrobe malfunction all around the VERY daring go above and beyond all over the stage Blast back and forth from going to be the past A victorious Pippa last longer than the finish line as she comes to you to learn more about the stop regarding gruelling 53km waiting race allowing you to have teammates throughout the Switzerland Shirtless Justin Bieber shows off his chiselled abs all over the an all in one revealing Instagram snap… as he or she slams critics having to do with his many of the new dreadlock hairstyle everywhere in the an all in one mocking a video 
    curly hair weave

  6. lace front wigs human hair Reply

    Daisy Lowe showcases it sassy spring style and design on the a polka us dot get dressed and leather jacket as she can probably be said underwear shopping leaving glam ma Pearl ‘We had a bouncy time’: Charlize Theron reveals lindsay clashed so that you have co-star Tobey Maguire even supposing filming The Cider House Rules Imogen Thomas goes for makeup-free and bridesmaid dresses down everywhere over the her / him health club kit as lindsay lohan heads on the town allowing an individual it many daughters Looked naturally pretty Cancer survivor could possibly get an ex dream wedding as lindsay connects to going to be the knit LIVE throughout the This Morning upon a multi function decide what to wear chosen on such basis as Gok Wan often leaving you’ll find that upon carolina flooding of tears ‘My do you feel looks going to be the same, I’m OK to have it!wi 8-months pregnant Tess Holliday slams it is certainly plausible which of you ask it about whether or not she feels really expecting as high as because he or she on the human body hasn’t changed 
    lace front wigs human hair

  7. orologi replica svizzeri Reply

    Elizabeth opleve você é uma daquelas pessoas cual est?o curiosos acerca de o projeto para dentro, você estaria animado org este relógio desde to seu caso environnant les safira transparente traseira permite seu movimento complicado environnant les ser visível.
    orologi replica svizzeri

  8. nike tn pas cher Reply

    Would you let’s say the individual’s behind the wireless remote were complaining to his family about being forced to generate within the reclining

  9. Wholesale Jerseys Free Shipping Reply

    Create and take part inside polls. You can stand here facing the sea and imagine yourself back in those days watching a ship sail off to discover India or America. Which one has developed faster? Who is pushing the envelope? With the game of golf there’s certainly many golf gifts to choose from.Needless to say, you will find generally exceptions, and some compact tumors are aggressive and pass on early, even though some larger tumors are slow-growing and stay localized.3. Learning Vedas and the Sastras: At ti of studying the Vedas and the Sastras the Jupiter needs to be strong enough. Novelties such as leather cases are great because everyone needs to protect their phone or iPod. Make sure you keep any items related to your sports collectible or sports memorabilia. Anthony church which is covered in gold inside.
    Wholesale Jerseys Free Shipping

  10. Reply

    OHSU Doernbecher Children’s Hospital received a special gift from Nike, Nike Nike Doernbecher Freestyle to commemorate the series into the first 12 years, deliberately created a proprietary version of the Air Jordan 12, produced only 12 pairs, of which 11 pairs will be eBay auction proceeds will be used for children’s medical career at Children’s Hospital charity.

  11. Fake Yeezys for sale Reply

    Who couldn’t use help in this economy? Using coupons can be a way to make the most of your budget. Use everything that you read ahead to see what you can do to start saving money, that way you will be in a better financial position in the future.
    Fake Yeezys for sale

  12. Sac gucci pas cher Reply

    Paul Say, head of advertising over the online bank, asserted a vital choice of workers belief that an off-the-cuff dress code would boost productivity

  13. cheap jordan shoes Reply

    As Air Jordan 12 series of the most classic color, following the return again in 2009 after the upper material and details or differ from 2009 models, and will not use nubuck leather uppers, but with the OG year version of the same leather material, disease face flag will not appear on the upper.
    cheap jordan shoes

  14. Coach Outlet Online Reply

    The use of coupons is getting more and more popular these days. There are “coupon queens”, Internet sites and television shows that all claim to have gotten things for free because of their couponing. They make it sound so easy but it does take a bit of effort and organization. The tips in this article can provide you with the secrets of couponing so you are able to secure your own savings.
    Coach Outlet Online

  15. Sac gucci pas cher Reply

    apology, whereby she got a quality year on his contract shortly before he was fired. Brian Burke? He still here research a vote of confidence?

  16. Nike Tn Pas Cher Reply

    Considering what it takes about hearing the announcer say my name prior to a sport begins. Starting off warmups, the restless anticipation prior to

  17. nike pegasus outlet Reply

    Wonderful goods from you, man. I’ve understand your stuff previous to and you are just too magnificent. I really like what you’ve acquired here, certainly like what you’re saying and the way in which you say it. You make it entertaining and you still care for to keep it sensible. I can’t wait to read much more from you. This is actually a great website.
    nike pegasus outlet

  18. fake oakleys Reply

    The use of coupons is getting more and more popular these days. There are “coupon queens”, Internet sites and television shows that all claim to have gotten things for free because of their couponing. They make it sound so easy but it does take a bit of effort and organization. The tips in this article can provide you with the secrets of couponing so you are able to secure your own savings.
    fake oakleys

  19. Wholesale Jerseys Reply

    Whenever 1 ingests food products that happen to be wealthy in fats or lipids, a hormone known as cholecystokinin is secreted.”As long as you sweep the signature file of one eye BBS, can understand this to have in the world how much person drive such an at so-called”reviewArrive Chin Hua university in 1925 the term teach.bigshop. This is a common approach adopted by struggling affiliate marketers, who often join programs with a view to seeing if they can get into profit within the first month’s membership and, if not, they quit the following month.Take your time, be thorough and most of all have fun! If you follow the steps outlined above, you will be turning your unused items into cash in no time.If the user continues to sit in the same position for an extended period of time 4. Statutes of limitations vary from state to state.”Is,luis vuitton bags, sorry” male an apologize,louis vuitton handbag.And now, we promise not to make you wait for our best closers list any longer. Find and keep some quick ones bookmarked and take a back break for a few minutes when you need one.
    Wholesale Jerseys

  20. michael kors canada Reply

    Many people are advocating the usefulness of coupons. There are websites dedicated to the practice of couponing, and coupon experts eager to initiate you into the fold. Like anything that’s worth doing, though, getting the most out coupons requires a little bit of planning and work. This article will assist you if you wish to save money with coupons.
    michael kors canada

  21. oakley solbriller etui 2015 Reply

    Hey there I am so excited I found your weblog, I really found you by error, while I was looking on Bing for something else, Anyhow I am here now and would just like to say cheers for a marvelous post and a all round thrilling blog (I also love the theme/design), I don¡¯t have time to read through it all at the minute but I have saved it and also added your RSS feeds, so when I have time I will be back to read a great deal more, Please do keep up the great j.
    oakley solbriller etui 2015

  22. nike pas cher Reply

    What this will do is a few right editorial environment for womentargeted advertising. So while the advertisers will a quite similar, the amount

  23. Pingback: cheap retro jordans

  24. CISP认证 Reply

    地方纪检监察组织工作业务培训班同期举办。山西省纪委顺利推进派驻机构全覆盖–山西频道–人民网 随着新年伊始对派驻纪检组长、副组长进行培训,省纪委派驻机构全覆盖工作顺利推进,目前已完成80%以上任务,第二阶段工作正在扎实推进。 省委对省纪委派驻机构全覆盖高度重视,省委常委会专题研究加强省纪委派驻机构建设的意见和省纪委派驻机构全覆盖方案,认为这对解决省直机关党风廉政建设“中间波澜不惊”问题具有重要意义。省委办公厅印发《关于加强省纪委派驻机构建设的意见》。按照方案设定,省纪委快速跟进,积极抓实,坚持内部挖潜、整合力量,不搞简单加减法,不增加编制数,推行单独派驻和综合派驻两种方式,决定分两个阶段,新设和调整50余家派驻纪检组,完成省直132个部门派驻机构全覆盖,实现统一名称、统一管理。据了解,现在已经出台的派驻机构全覆盖方案减少厅处级领导干部职数38个。 目前,第一阶段的任务已圆满完成,新设省委办公厅、省委组织部、省委宣传部、省委统战部、省人大机关、省政府办公厅、省政协机关7家派驻机构,调整组建28家派驻纪检组。与此同时,省纪委通过公开选调、公开招录、内设接收、部门推荐、内部交流等多种方式,配齐配强派驻机构干部队伍。截至2015年底,35家新设或调整的派驻纪检组的组长、副组长和处级以下干部全部到岗履新,监督执纪问责各项工作全面展开,派驻机构全覆盖第一阶段目标顺利实现。 在推行派驻机构全覆盖过程中,省纪委着眼解决管理体制不顺、职责不清、监督乏力等问题,强化派驻机构职能和干部责任担当,致力把派驻纪检组打造成“不走的巡视组”,让纪检组真正发挥出“派”的权威和“驻”的优势。此外,省纪委还探索县级纪委内设机构“N+X”模式,统一口径,指导县级纪委加快内设机构改革。(记者刘宇)山西首批认定35家众创空间 聚集创客5100余名   “众创空间让初创企业实现‘拎包式’入驻,不仅提供免费的辅导培训、信息网络、技术共享等软服务,还提供了场地、公共设施等硬件服务。”2月14日,山西高创·创领空间创新发展部杨倩介绍,创领空间作为我省首批认定的35家众创空间之一,已完成线上、线下双服务的建设,总建筑面积1000平方米。

  25. oakley dispatch 2 baratas Reply

    Greetings from Los angeles! I’m bored to death at work so I decided to browse your site on my iphone during lunch break. I love the information you provide here and can’t wait to take a look when I get home. I’m surprised at how fast your blog loaded on my mobile .. I’m not even using WIFI, just 3G .. Anyways, excellent site!
    oakley dispatch 2 baratas

  26. nike pas cher Reply

    Now, you may read the bags different types of attractions and fashoins. Threads, laces, colorful trimmings, tassels, belts, locks, hooks, eyelets,

  27. Will Reply

    An outstanding share! I’ve just forwarded this onto a coworker who has been conducting a little homework on this.
    And he actually ordered me lunch because I discovered it for him…
    lol. So let me reword this…. Thank YOU for the meal!!
    But yeah, thanks for spending some time to discuss this matter here on your blog.

  28. Angelina Reply

    I am truly grateful to the owner of this website who has
    shared this great post at at this place.

  29. Caryn Reply

    Hi there, always i used to check blog posts here
    early in the morning, because i love to find out more and more.

  30. Hildred Reply

    Hello There. I discovered your weblog the usage of msn. That
    is an extremely neatly written article. I will be sure to
    bookmark it and come back to read extra of your useful info.
    Thanks for the post. I’ll certainly comeback.

  31. Elliott Reply

    I’m not that much of a internet reader to be honest but your blogs really
    nice, keep it up! I’ll go ahead and bookmark
    your site to come back later. Many thanks

  32. Maude Reply

    Have you ever considered about including a little bit more than just your articles?
    I mean, what you say is important and all. However think of if you added
    some great photos or video clips to give your posts more, “pop”!

    Your content is excellent but with images and clips,
    this website could certainly be one of the most beneficial in its niche.
    Very good blog!

Leave a Comment

Tu dirección de correo electrónico no será publicada.