{"id":12469,"date":"2022-12-14T21:03:00","date_gmt":"2022-12-14T21:03:00","guid":{"rendered":"https:\/\/juliancastiblanco.com\/web\/?p=12469"},"modified":"2022-12-14T21:23:01","modified_gmt":"2022-12-14T21:23:01","slug":"habitos-de-compra-y-tendencias-en-la-industria-de-los-bienes-de-consumo-masivo-cpg","status":"publish","type":"post","link":"https:\/\/juliancastiblanco.com\/web\/habitos-de-compra-y-tendencias-en-la-industria-de-los-bienes-de-consumo-masivo-cpg\/","title":{"rendered":"H\u00e1bitos de compra y tendencias en la industria de los bienes de consumo masivo (CPG)"},"content":{"rendered":"<p><span class=\"TextRun SCXW4949738 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW4949738 BCX0\">La inflaci\u00f3n est\u00e1 impactando\u00a0al consumo y el gasto. Descubre las tendencias y lo que m\u00e1s afecta negativamente a los consumidores en la industria de los bienes de consumo masivos (<\/span><\/span><span class=\"TextRun SCXW4949738 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW4949738 BCX0\">CPG<\/span><\/span><span class=\"TextRun SCXW4949738 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW4949738 BCX0\">, en ingl\u00e9s)<\/span><\/span><span class=\"EOP SCXW4949738 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:2,&quot;335551620&quot;:2,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Este es un informe de brandwatch. <\/span><\/p>\n<p><span data-contrast=\"none\">Desde la pasta de dientes hasta la tecnolog\u00eda, el sector de los bienes de consumo masivo (CPG, en sus siglas en ingl\u00e9s) afecta a miles de millones de personas cada d\u00eda y la conversaci\u00f3n sobre estos productos est\u00e1 cambiando.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Puesto que la inflaci\u00f3n mundial afecta a los h\u00e1bitos de compra de todos los sectores de la industria de los CPG, es vital para las marcas entender el sentimiento que tienen los consumidores hacia los distintos productos.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Adem\u00e1s, dado que los clientes recurrentes son la base de esta industria, los datos sociales proporcionan <\/span><i><span data-contrast=\"none\">insights\u00a0<\/span><\/i><span data-contrast=\"none\">clave sobre qu\u00e9 impulsa a un cliente a volver a comprar.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">En este informe, hablamos de estas cuestiones y otras:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"89\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">El estado de los h\u00e1bitos de compra del consumidor<\/span><\/b><span data-contrast=\"none\">: descubre c\u00f3mo afecta la inflaci\u00f3n a las decisiones de compra.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"89\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">La industria de la moda<\/span><\/b><span data-contrast=\"none\">: \u00bfInfluye la \u00e9tica de la moda r\u00e1pida en los h\u00e1bitos de compra?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"89\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Tendencias de salud y<\/span><\/b><b><i><span data-contrast=\"none\">\u00a0fitness<\/span><\/i><\/b><span data-contrast=\"none\">: descubre\u00a0<\/span><i><span data-contrast=\"none\">insights\u00a0<\/span><\/i><span data-contrast=\"none\">sobre todos los temas, desde los gimnasios en casa hasta las prote\u00ednas en polvo.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"89\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"none\">El debate en el supermercado<\/span><\/b><span data-contrast=\"none\">: entiende c\u00f3mo los consumidores clasifican los productos de marca frente a los de marca blanca.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"89\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Cosm\u00e9ticos y cuidado personal<\/span><\/b><span data-contrast=\"none\">: \u00bfC\u00f3mo ha cambiado esta industria y por qu\u00e9 se est\u00e1n involucrando m\u00e1s los hombres?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"none\">Metodolog\u00eda<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Este informe utiliza datos obtenidos de\u00a0<\/span><a href=\"https:\/\/www.brandwatch.com\/es\/\"><b><span data-contrast=\"none\">Brandwatch Consumer Research<\/span><\/b><\/a><span data-contrast=\"none\">, a menos que se indique lo contrario. Puedes encontrar m\u00e1s informaci\u00f3n sobre rangos de datos espec\u00edficos y consultas en los t\u00edtulos de cada gr\u00e1fico.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><b><span data-contrast=\"none\">El estado de los h\u00e1bitos de compra del consumidor<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">A principios de a\u00f1o, el Financial Times\u00a0<\/span><a href=\"https:\/\/www.ft.com\/content\/c0f812e1-34e6-4eeb-bb01-f738634f3b2f\"><b><span data-contrast=\"none\">inform\u00f3<\/span><\/b><\/a><span data-contrast=\"none\">\u00a0de que la confianza de los consumidores hab\u00eda disminuido a ra\u00edz de la preocupaci\u00f3n por el aumento de la inflaci\u00f3n y del precio de la gasolina. Sin embargo, seg\u00fan una encuesta de\u00a0<\/span><a href=\"https:\/\/www.mckinsey.com\/business-functions\/growth-marketing-and-sales\/our-insights\/how-us-consumers-are-feeling-shopping-and-spending-and-what-it-means-for-companies\"><b><span data-contrast=\"none\">Mckinsey<\/span><\/b><\/a><span data-contrast=\"none\">, la inflaci\u00f3n no ha impedido que los consumidores gasten.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Al menos, de momento.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">La probabilidad de una futura disminuci\u00f3n del gasto significa que las empresas de CPG deber\u00e1n centrarse en animar a los consumidores a que sigan comprando sus productos. La fidelidad a la marca y entender el comportamiento del consumidor son la clave para salir adelante en esta industria.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">As\u00ed que, tras unos a\u00f1os convulsos,\u00a0<\/span><b><span data-contrast=\"none\">\u00bfc\u00f3mo discuten los consumidores en internet sus h\u00e1bitos de compra?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"3\"><b><span data-contrast=\"none\">\u00abCompras de p\u00e1nico\u00bb y problemas en la cadena de suministro<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Las compras a causa del p\u00e1nico fueron un tema candente al comienzo de la pandemia de la COVID-19 en el 2020. Los consumidores de todo el mundo tuvieron dificultades para comprar art\u00edculos de primera necesidad, desde pasta hasta productos de limpieza.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Sorprendentemente, las compras por p\u00e1nico siguen siendo una preocupaci\u00f3n tras la pandemia, ya que los consumidores tienen una mayor sensibilidad al respecto.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">En los primeros seis meses de 2022, ha habido m\u00e1s de\u00a0<\/span><b><span data-contrast=\"none\">100 000 menciones en Twitter<\/span><\/b><span data-contrast=\"none\">\u00a0sobre compras por p\u00e1nico. Es un 68% inferior a la de los seis meses anteriores. Sin embargo, las conversaciones sobre los problemas de la cadena de suministro est\u00e1n aumentando.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/em2.brandwatch.com\/NDYxLVJLSy01MTgAAAGIJAKdjfZDf8vwKQ5OPG15UzAdg-PxAriqlE4zvmKzlwRVky8BmHcWdD9YumV0k1qcpbrfEtM=\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12470 aligncenter\" src=\"https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-scaled.jpg\" alt=\"\" width=\"294\" height=\"147\" srcset=\"https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-scaled.jpg 2560w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-300x150.jpg 300w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-1024x512.jpg 1024w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-768x384.jpg 768w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-1536x768.jpg 1536w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-2048x1024.jpg 2048w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-810x405.jpg 810w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/12\/BOTONES-2-1140x570.jpg 1140w\" sizes=\"auto, (max-width: 294px) 100vw, 294px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Te puede interesar<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"eoWZLgraUT\"><p><a href=\"https:\/\/juliancastiblanco.com\/web\/gerencia-de-futuro-como-avanzar-cuando-te-sientes-congelado\/\">Gerencia de Futuro: C\u00f3mo avanzar cuando te sientes congelado<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; 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