The feeding packed suffers the lower descent of demand of the sector

The I Congress of Alimentary Marketing of Spain M4F-Ainia, key appointment for the alimentary sector Spanish, has gathered to the most stood out experts in marketing of the main marks of feeding of the country, in addition to other one hundred professionals of the marketing and managers of companies of feeding, drunk and big consumption, that have added to them during these two days in a networking colaborativo to know to where goes the marketing and the affine disciplines in the alimentary industry. Mateo Blay, of the agency AGR!, Jorge Sáiz, of ITC Packaging, Roberto Butragueño, of Nielsen and Enrique Periago, of Sckok One, have gone desgranando with data and real cases the tendencies that marks the marketing in the alimentary marks, the elements of success in containers, the analysis of the consumer and his demands and what triumphs and no in the point of sale.

According to Roberto Butraguño, key account manager of Nielsen, the cost of the Spaniards in basic products is of 70.000 M€. In opinion of the expert: “we Have broken two years of fall of confidence and the consumer begins to see a bit at the end of the tunnel”. However, it follows existing a hipersensibilidad in the price in 90% of the consumers, what translates in 0,6% of articles less in the market basket by the increase of 1,2% of the price of this same basket.

In front of this situation, and taking into account the data of January to September, the feeding packed is the one who has suffered a lower descent of demand (-0,9%), in front of the cool products (-2,4%), drunk and pharmacy and perfumery (2,6%). To this respecto, Jorge Sáiz, Marketing Manager of ITC Packaging, has affirmed that all the people that buy a product interactúan with the container. In his report ‘Nightmare in the linear, triumphs or dies through the Packaging', Sáiz has reflexionado on the need to “protect the content, but also the values of the mark” and has showed optimum strategies to wake up the appetite of purchase through the packaging: “it has to answer to the five senses, that is the key of the success”, has affirmed with rotundity, and has remembered to the brand manager assistants in the room that “the packaging are the last 10 seconds of the marketing. Here you play it to you”.