{"id":14693,"date":"2025-04-23T16:21:02","date_gmt":"2025-04-23T16:21:02","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&#038;p=14693"},"modified":"2025-04-23T16:23:04","modified_gmt":"2025-04-23T16:23:04","slug":"rethinking-value-what-todays-consumers-want-from-cpg-brands","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/es\/blog\/rethinking-value-what-todays-consumers-want-from-cpg-brands\/","title":{"rendered":"Repensando el valor: Qu\u00e9 esperan los consumidores actuales de las marcas de bienes de consumo masivo"},"content":{"rendered":"<p>En 2025, <a href=\"https:\/\/www.kearney.com\/industry\/consumer-retail\/article\/grocery-will-feel-the-squeeze-as-consumers-prioritize-wants-and-optimize-needs\">85%<\/a> de los consumidores afirman sentir la mayor presi\u00f3n por el aumento de precios en la categor\u00eda de comestibles, lo que sit\u00faa la inflaci\u00f3n en el centro de sus decisiones diarias. Esta presi\u00f3n financiera no solo provoca que los compradores reduzcan sus gastos, sino que los vuelve m\u00e1s intencionales. Los consumidores est\u00e1n reevaluando qu\u00e9 compran, con qu\u00e9 frecuencia y a qui\u00e9n, priorizando las compras que ofrecen un equilibrio entre calidad, prop\u00f3sito y asequibilidad. Si bien la sensibilidad al precio es alta, los consumidores no se gu\u00edan \u00fanicamente por el costo; est\u00e1n priorizando el valor general que ofrece un producto.<\/p>\n\n\n\n<p>Este valor se define cada vez m\u00e1s por cuatro pilares fundamentales: salud, conveniencia, personalizaci\u00f3n y sostenibilidad. Los compradores actuales est\u00e1n m\u00e1s informados, se preocupan m\u00e1s por su salud y por el medio ambiente, y esperan que las marcas satisfagan sus necesidades \u00fanicas sin concesiones. A medida que la inflaci\u00f3n sigue influyendo en los h\u00e1bitos de consumo, estas prioridades act\u00faan como filtros de decisi\u00f3n, guiando lo que termina en el carrito y lo que no. Para las empresas de bienes de consumo envasados, esto significa que el camino hacia la fidelizaci\u00f3n del consumidor reside en comprender estas expectativas cambiantes y ofrecer soluciones m\u00e1s inteligentes y relevantes en cada punto de contacto.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e, .wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e[data-kb-block=\"kb-adv-heading14693_5789c4-7e\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e[data-kb-block=\"kb-adv-heading14693_5789c4-7e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e[data-kb-block=\"kb-adv-heading14693_5789c4-7e\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_5789c4-7e wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_5789c4-7e\"><strong>1. Innovaci\u00f3n disruptiva y la transici\u00f3n hacia la personalizaci\u00f3n<\/strong><\/h4>\n\n\n\n<p>Los enfoques tradicionales de mercado masivo ya no son suficientes. Los consumidores actuales buscan productos a la medida de sus necesidades espec\u00edficas, ya sea por objetivos de bienestar, valores de sostenibilidad o preferencias de estilo de vida. La innovaci\u00f3n se ha vuelto crucial no solo para la diferenciaci\u00f3n, sino tambi\u00e9n para la supervivencia.<\/p>\n\n\n\n<p>Cada vez m\u00e1s empresas de CPG utilizan inteligencia artificial (IA) y <a href=\"https:\/\/ivymobility.com\/es\/ivy-insights\/\">an\u00e1lisis avanzado<\/a> Identificar demandas espec\u00edficas y ofrecer productos altamente personalizados. Desde soluciones de bienestar personalizadas hasta f\u00f3rmulas dise\u00f1adas para dietas o condiciones de salud espec\u00edficas, el futuro reside en la personalizaci\u00f3n escalable. Los r\u00e1pidos ciclos de desarrollo de productos y los modelos digitales prioritarios ayudan a las marcas a satisfacer esta demanda con agilidad y precisi\u00f3n.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b, .wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b[data-kb-block=\"kb-adv-heading14693_d89b25-9b\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b[data-kb-block=\"kb-adv-heading14693_d89b25-9b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b[data-kb-block=\"kb-adv-heading14693_d89b25-9b\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_d89b25-9b wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_d89b25-9b\"><strong>2. Las expectativas del consumidor cero y la omnicanalidad<\/strong><\/h4>\n\n\n\n<p>Los consumidores de hoy esperan experiencias fluidas, en cualquier momento y lugar. Conocidos como &quot;consumidores cero&quot;, muestran cero lealtad, cero paciencia y cero l\u00edmites. Pueden navegar en l\u00ednea, hacer pedidos a trav\u00e9s de una aplicaci\u00f3n y recogerlos en la tienda, o esperar la entrega el mismo d\u00eda en m\u00faltiples plataformas.<\/p>\n\n\n\n<p>Para cumplir con estas expectativas, las empresas de bienes de consumo envasados (CPG) est\u00e1n invirtiendo en cadenas de suministro \u00e1giles, centros de inventario localizados y modelos de cumplimiento independientes del canal. Algunas utilizan gemelos digitales para simular escenarios de producci\u00f3n y log\u00edstica, identificando interrupciones antes de que ocurran. Otras est\u00e1n implementando estrategias de pron\u00f3stico y reabastecimiento basadas en IA con socios minoristas para garantizar una disponibilidad de producto pr\u00e1cticamente perfecta en el punto de venta.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-1024x576.jpg\" alt=\"\" class=\"wp-image-14695\" srcset=\"https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-1024x576.jpg 1024w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-300x169.jpg 300w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-768x432.jpg 768w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-18x10.jpg 18w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8, .wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8[data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8[data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8[data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_b9ab2e-a8 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"><strong>3. La IA como escudo contra las presiones inflacionarias<\/strong><\/h4>\n\n\n\n<p>La inflaci\u00f3n, las perturbaciones en la cadena de suministro y la incertidumbre del comercio global est\u00e1n impulsando a las empresas de bienes de consumo masivo a optimizar todos los aspectos de sus operaciones. Ante la creciente sensibilidad de los consumidores a los precios, el enfoque se est\u00e1 desplazando de las estrategias de crecimiento basadas en el precio a las basadas en el volumen.<\/p>\n\n\n\n<p><a href=\"https:\/\/ivymobility.com\/es\/ebooks\/the-future-of-cpg-excellence-harnessing-ai-for-growth-and-efficiency\/\">IA y an\u00e1lisis predictivo<\/a> Permiten tomar decisiones m\u00e1s informadas sobre compras, precios, promociones y la gama de productos. Al pronosticar las tendencias de los productos b\u00e1sicos y comprender la respuesta de los consumidores a los cambios de precios, las empresas pueden equilibrar el crecimiento de los ingresos con la protecci\u00f3n de los m\u00e1rgenes. La automatizaci\u00f3n inteligente tambi\u00e9n ayuda a identificar nuevas eficiencias en el abastecimiento, la producci\u00f3n y la distribuci\u00f3n.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0, .wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0[data-kb-block=\"kb-adv-heading14693_2399ca-e0\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0[data-kb-block=\"kb-adv-heading14693_2399ca-e0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0[data-kb-block=\"kb-adv-heading14693_2399ca-e0\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_2399ca-e0 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_2399ca-e0\"><strong>4. La sostenibilidad pasa de ser una iniciativa a un imperativo<\/strong><\/h4>\n\n\n\n<p>Con regulaciones como el Reglamento sobre Deforestaci\u00f3n de la UE (EUDR), la Directiva sobre Informes de Sostenibilidad Corporativa (CSRD) y la Iniciativa de Objetivos Basados en la Ciencia (SBTi) ocupando un lugar central, la sostenibilidad se ha convertido en una prioridad cr\u00edtica para las empresas.<\/p>\n\n\n\n<p>Las empresas de bienes de consumo envasados (CPG) est\u00e1n redise\u00f1ando sus cadenas de valor para reducir las emisiones, garantizar el abastecimiento \u00e9tico y promover soluciones circulares. Desde envases reciclables e ingredientes respetuosos con el medio ambiente hasta la agricultura regenerativa y los marcos de informaci\u00f3n ESG, <a href=\"https:\/\/ivymobility.com\/es\/ebooks\/building-a-sustainable-future-insights-into-environmental-and-ethical-practices\/\">sostenibilidad<\/a> Ahora est\u00e1 profundamente arraigado en los modelos de negocios, no s\u00f3lo por cuestiones de cumplimiento, sino como un diferenciador competitivo.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e, .wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e[data-kb-block=\"kb-adv-heading14693_666e4c-2e\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e[data-kb-block=\"kb-adv-heading14693_666e4c-2e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e[data-kb-block=\"kb-adv-heading14693_666e4c-2e\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_666e4c-2e wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_666e4c-2e\"><strong>5. Hiperlocalizaci\u00f3n impulsada por datos<\/strong><\/h4>\n\n\n\n<p>Comprender a los consumidores a nivel granular es clave para el \u00e9xito en mercados diversos. La IA y el aprendizaje autom\u00e1tico permiten a las marcas obtener informaci\u00f3n hiperlocal sobre patrones de consumo, sensibilidad al precio y tama\u00f1os de envase preferidos.<\/p>\n\n\n\n<p>Las empresas con visi\u00f3n de futuro est\u00e1n integrando sus plataformas B2B y D2C con redes de comercio digital m\u00e1s amplias para llegar a mercados desatendidos y ofrecer experiencias personalizadas a gran escala. Estas iniciativas no solo mejoran la accesibilidad, sino que tambi\u00e9n impulsan una mayor relevancia de marca en contextos locales.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76, .wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76[data-kb-block=\"kb-adv-heading14693_8c923f-76\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76[data-kb-block=\"kb-adv-heading14693_8c923f-76\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76[data-kb-block=\"kb-adv-heading14693_8c923f-76\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_8c923f-76 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_8c923f-76\"><strong>6. Nuevos modelos de negocio y alianzas estrat\u00e9gicas<\/strong><\/h4>\n\n\n\n<p>Para generar nuevas fuentes de ingresos y aumentar la fidelizaci\u00f3n de la marca, las empresas de bienes de consumo envasados (CPG) est\u00e1n explorando modelos de negocio colaborativos. Las alianzas que permiten compartir infraestructura o ampliar la cartera de productos son cada vez m\u00e1s comunes.<\/p>\n\n\n\n<p>Por ejemplo, las marcas est\u00e1n codesarrollando ofertas multicategor\u00eda o aprovechando las redes de cadena de fr\u00edo existentes para expandirse a l\u00edneas de productos adyacentes. Estas estrategias en el ecosistema ayudan a las empresas a mantener su flexibilidad y capacidad de respuesta, a la vez que ampl\u00edan su alcance de mercado.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab, .wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab[data-kb-block=\"kb-adv-heading14693_e09e36-ab\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab[data-kb-block=\"kb-adv-heading14693_e09e36-ab\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab[data-kb-block=\"kb-adv-heading14693_e09e36-ab\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_e09e36-ab wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_e09e36-ab\"><strong>Pensamientos finales<\/strong><\/h4>\n\n\n\n<p>El panorama de los bienes de consumo envasados (CPG) en 2025 exige m\u00e1s que solo productos excelentes; exige informaci\u00f3n en tiempo real, una ejecuci\u00f3n flexible y un enfoque inquebrantable en el consumidor. Al adoptar la transformaci\u00f3n digital, las decisiones basadas en datos y las operaciones sostenibles, las empresas pueden satisfacer las crecientes expectativas y desarrollar resiliencia a largo plazo. Ya sea mediante la innovaci\u00f3n \u00e1gil, la gesti\u00f3n omnicanal o la planificaci\u00f3n de la demanda basada en IA, el camino a seguir es claro: priorizar al consumidor, estar equipados con tecnolog\u00eda y preparados para la adaptaci\u00f3n.<\/p>\n\n\n\n<p>En Ivy Mobility, equipamos a las marcas de CPG con herramientas inteligentes para optimizar <a href=\"https:\/\/ivymobility.com\/es\/retail-execution\/\">ejecuci\u00f3n minorista<\/a>Automatice flujos de trabajo y mejore la toma de decisiones en tiempo real, capacit\u00e1ndolos para liderar en un mundo en constante cambio. Descubra c\u00f3mo Ivy Mobility puede ayudarle a mantenerse a la vanguardia. <a href=\"https:\/\/ivymobility.com\/es\/request-demo\/\">Solicitar una demostraci\u00f3n<\/a> hoy.<\/p>","protected":false},"featured_media":14696,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[],"class_list":["post-14693","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rethinking Value: What Today\u2019s Consumers Want from CPG Brands - Ivy Mobility<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivymobility.com\/es\/blog\/rethinking-value-what-todays-consumers-want-from-cpg-brands\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rethinking Value: What Today\u2019s Consumers Want from CPG Brands - Ivy Mobility\" \/>\n<meta property=\"og:description\" content=\"In 2025, 85% of consumers report feeling the most pressure from rising prices in the grocery category, placing inflation at the forefront of everyday decision-making. 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