{"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\/pt\/blog\/rethinking-value-what-todays-consumers-want-from-cpg-brands\/","title":{"rendered":"Repensando o valor: o que os consumidores de hoje esperam das marcas de bens de consumo embalados"},"content":{"rendered":"<p>Em 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> dos consumidores relatam sentir a maior press\u00e3o com o aumento dos pre\u00e7os na categoria de alimentos, colocando a infla\u00e7\u00e3o no centro das decis\u00f5es cotidianas. Essa press\u00e3o financeira n\u00e3o est\u00e1 apenas levando os consumidores a reduzir suas compras, mas tamb\u00e9m os tornando mais intencionais. Os consumidores est\u00e3o reavaliando o que compram, com que frequ\u00eancia e de quem, priorizando compras que ofere\u00e7am um equil\u00edbrio entre qualidade, prop\u00f3sito e pre\u00e7o acess\u00edvel. Embora a sensibilidade ao pre\u00e7o seja alta, os consumidores n\u00e3o s\u00e3o movidos apenas pelo custo; eles est\u00e3o dando maior \u00eanfase ao valor geral que um produto oferece.<\/p>\n\n\n\n<p>Esse valor \u00e9 cada vez mais definido por quatro pilares fundamentais: sa\u00fade, conveni\u00eancia, personaliza\u00e7\u00e3o e sustentabilidade. Os consumidores de hoje est\u00e3o mais informados, preocupados com a sa\u00fade e com o meio ambiente, esperando que as marcas atendam \u00e0s suas necessidades espec\u00edficas sem concess\u00f5es. \u00c0 medida que a infla\u00e7\u00e3o continua a moldar os h\u00e1bitos de consumo, essas prioridades atuam como filtros de decis\u00e3o, orientando o que entra e o que n\u00e3o entra no carrinho. Para as empresas de bens de consumo embalados (CPG), isso significa que o caminho para a fidelidade do consumidor est\u00e1 em compreender essas expectativas em evolu\u00e7\u00e3o e oferecer solu\u00e7\u00f5es mais inteligentes e relevantes em todos os pontos de contato.<\/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. Inova\u00e7\u00e3o disruptiva e a mudan\u00e7a para a personaliza\u00e7\u00e3o<\/strong><\/h4>\n\n\n\n<p>As abordagens tradicionais de mercado de massa n\u00e3o s\u00e3o mais suficientes. Os consumidores de hoje buscam produtos adaptados a necessidades espec\u00edficas, sejam elas motivadas por objetivos de bem-estar, valores de sustentabilidade ou prefer\u00eancias de estilo de vida. A inova\u00e7\u00e3o tornou-se crucial n\u00e3o apenas para a diferencia\u00e7\u00e3o, mas tamb\u00e9m para a sobreviv\u00eancia.<\/p>\n\n\n\n<p>Mais empresas de bens de consumo est\u00e3o agora usando intelig\u00eancia artificial (IA) e <a href=\"https:\/\/ivymobility.com\/pt\/ivy-insights\/\">an\u00e1lises avan\u00e7adas<\/a> para identificar demandas de nicho e entregar produtos altamente personalizados. De solu\u00e7\u00f5es de bem-estar personalizadas a f\u00f3rmulas projetadas para dietas ou condi\u00e7\u00f5es de sa\u00fade espec\u00edficas, o futuro est\u00e1 na personaliza\u00e7\u00e3o escal\u00e1vel. Ciclos r\u00e1pidos de desenvolvimento de produtos e modelos que priorizam o digital est\u00e3o ajudando as marcas a atender a essa demanda com agilidade e precis\u00e3o.<\/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. O consumidor zero e as expectativas omnicanal<\/strong><\/h4>\n\n\n\n<p>Os consumidores de hoje esperam experi\u00eancias fluidas, a qualquer hora e em qualquer lugar. Conhecidos como &quot;consumidores zero&quot;, eles demonstram lealdade zero, paci\u00eancia zero e limites zero. Eles podem navegar online, fazer pedidos pelo aplicativo e retirar na loja ou esperar a entrega no mesmo dia em diversas plataformas.<\/p>\n\n\n\n<p>Para atender a essas expectativas, as empresas de bens de consumo embalados (CPG) est\u00e3o investindo em cadeias de suprimentos \u00e1geis, centros de estoque localizados e modelos de atendimento independentes de canal. Algumas est\u00e3o utilizando g\u00eameos digitais para simular cen\u00e1rios de produ\u00e7\u00e3o e log\u00edstica, identificando interrup\u00e7\u00f5es antes que elas ocorram. Outras est\u00e3o implementando estrat\u00e9gias de previs\u00e3o e reposi\u00e7\u00e3o com tecnologia de IA em parceria com parceiros de varejo para garantir a disponibilidade quase perfeita dos produtos no ponto de venda.<\/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. IA como escudo contra press\u00f5es inflacion\u00e1rias<\/strong><\/h4>\n\n\n\n<p>Infla\u00e7\u00e3o, choques na cadeia de suprimentos e incertezas no com\u00e9rcio global est\u00e3o pressionando as empresas de bens de consumo (CPG) a otimizar todos os aspectos de suas opera\u00e7\u00f5es. Com os consumidores cada vez mais sens\u00edveis a pre\u00e7os, o foco est\u00e1 mudando de estrat\u00e9gias de crescimento baseadas em pre\u00e7o para estrat\u00e9gias baseadas em volume.<\/p>\n\n\n\n<p><a href=\"https:\/\/ivymobility.com\/pt\/ebooks\/the-future-of-cpg-excellence-harnessing-ai-for-growth-and-efficiency\/\">IA e an\u00e1lise preditiva<\/a> est\u00e3o permitindo decis\u00f5es mais informadas sobre compras, pre\u00e7os, promo\u00e7\u00f5es e mix de produtos. Ao prever tend\u00eancias de commodities e entender a resposta do consumidor \u00e0s mudan\u00e7as de pre\u00e7os, as empresas podem equilibrar o crescimento da receita com a prote\u00e7\u00e3o da margem. A automa\u00e7\u00e3o inteligente tamb\u00e9m est\u00e1 ajudando a identificar novas efici\u00eancias em terceiriza\u00e7\u00e3o, produ\u00e7\u00e3o e distribui\u00e7\u00e3o.<\/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. A sustentabilidade deixa de ser uma iniciativa e passa a ser um imperativo<\/strong><\/h4>\n\n\n\n<p>Com regulamenta\u00e7\u00f5es como o Regulamento de Desmatamento da UE (EUDR), a Diretiva de Relat\u00f3rios de Sustentabilidade Corporativa (CSRD) e a Iniciativa de Metas Baseadas na Ci\u00eancia (SBTi) em destaque, a sustentabilidade se tornou uma prioridade cr\u00edtica para os neg\u00f3cios.<\/p>\n\n\n\n<p>As empresas de bens de consumo embalados (CPG) est\u00e3o redesenhando suas cadeias de valor para reduzir emiss\u00f5es, garantir o abastecimento \u00e9tico e promover solu\u00e7\u00f5es circulares. De embalagens recicl\u00e1veis e ingredientes ecologicamente corretos \u00e0 agricultura regenerativa e estruturas de relat\u00f3rios ESG, <a href=\"https:\/\/ivymobility.com\/pt\/ebooks\/building-a-sustainable-future-insights-into-environmental-and-ethical-practices\/\">sustentabilidade<\/a> est\u00e1 agora profundamente enraizada nos modelos de neg\u00f3cios, n\u00e3o apenas para conformidade, mas como um diferencial 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. Hiperlocaliza\u00e7\u00e3o impulsionada por dados<\/strong><\/h4>\n\n\n\n<p>Entender os consumidores em um n\u00edvel granular \u00e9 fundamental para o sucesso em mercados diversificados. A IA e o aprendizado de m\u00e1quina est\u00e3o permitindo que as marcas obtenham insights hiperlocais sobre padr\u00f5es de consumo, sensibilidade a pre\u00e7os e tamanhos de embalagem preferidos.<\/p>\n\n\n\n<p>Empresas com vis\u00e3o de futuro est\u00e3o integrando suas plataformas B2B e D2C com redes de com\u00e9rcio digital mais amplas para alcan\u00e7ar mercados carentes e oferecer experi\u00eancias personalizadas em larga escala. Esses esfor\u00e7os n\u00e3o apenas melhoram a acessibilidade, mas tamb\u00e9m impulsionam uma maior relev\u00e2ncia da marca em contextos locais.<\/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. Novos Modelos de Neg\u00f3cios e Parcerias Estrat\u00e9gicas<\/strong><\/h4>\n\n\n\n<p>Para criar novas fontes de receita e aumentar o engajamento da marca, as empresas de bens de consumo embalados (CPG) est\u00e3o explorando modelos de neg\u00f3cios colaborativos. Parcerias que permitem o compartilhamento de infraestrutura ou a expans\u00e3o do portf\u00f3lio est\u00e3o se tornando cada vez mais comuns.<\/p>\n\n\n\n<p>Por exemplo, as marcas est\u00e3o desenvolvendo em conjunto ofertas multicategorias ou alavancando redes de cadeia fria existentes para expandir para linhas de produtos adjacentes. Essas estrat\u00e9gias ecossist\u00eamicas ajudam as empresas a permanecerem flex\u00edveis e responsivas, ao mesmo tempo em que ampliam seu 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>Pensamentos finais<\/strong><\/h4>\n\n\n\n<p>O cen\u00e1rio do setor de bens de consumo embalados (CPG) em 2025 exige mais do que apenas produtos excelentes; exige insights em tempo real, execu\u00e7\u00e3o flex\u00edvel e um foco inabal\u00e1vel no consumidor. Ao adotar a transforma\u00e7\u00e3o digital, decis\u00f5es baseadas em dados e opera\u00e7\u00f5es sustent\u00e1veis, as empresas podem atender \u00e0s crescentes expectativas e construir resili\u00eancia a longo prazo. Seja por meio de inova\u00e7\u00e3o \u00e1gil, atendimento omnicanal ou planejamento de demanda baseado em IA, o caminho a seguir \u00e9 claro: priorizar o consumidor, estar capacitado pela tecnologia e pronto para se adaptar.<\/p>\n\n\n\n<p>Na Ivy Mobility, equipamos as marcas de bens de consumo com ferramentas inteligentes para otimizar <a href=\"https:\/\/ivymobility.com\/pt\/retail-execution\/\">execu\u00e7\u00e3o de varejo<\/a>, automatize fluxos de trabalho e aprimore a tomada de decis\u00f5es em tempo real, capacitando-os a liderar em um mundo marcado por mudan\u00e7as constantes. Descubra como a Ivy Mobility pode ajudar voc\u00ea a se manter \u00e0 frente. <a href=\"https:\/\/ivymobility.com\/pt\/request-demo\/\">Solicite uma demonstra\u00e7\u00e3o<\/a> hoje.<\/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\/pt\/blog\/rethinking-value-what-todays-consumers-want-from-cpg-brands\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\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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