{"id":229902,"date":"2025-11-11T14:01:23","date_gmt":"2025-11-11T13:01:23","guid":{"rendered":"https:\/\/ipmark.com\/?p=229902"},"modified":"2025-11-11T15:10:16","modified_gmt":"2025-11-11T14:10:16","slug":"marcas-mas-innovadoras-en-gran-consumo-espana-2025","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=229902","title":{"rendered":"Bimbo, Gallo y Coca-Cola, las marcas m\u00e1s innovadoras en Gran Consumo"},"content":{"rendered":"<p data-start=\"558\" data-end=\"957\"><strong>La innovaci\u00f3n sigue siendo un desaf\u00edo para el gran consumo, pero algunas marcas consiguen destacarse. Seg\u00fan la edici\u00f3n 2025 del informe <em data-start=\"694\" data-end=\"737\">Las marcas de fabricantes m\u00e1s innovadoras<\/em>, elaborado por la consultora Lantern, Bimbo, Gallo y Coca-Cola encabezan el ranking de las marcas que los consumidores espa\u00f1oles perciben como m\u00e1s innovadoras en el sector de la alimentaci\u00f3n y las bebidas.<\/strong><\/p>\n<p data-start=\"959\" data-end=\"1344\"><strong>Bimbo<\/strong> lidera con un 61% de menciones, seguida por <strong>Gallo<\/strong> (46%) y<strong> Coca-Cola<\/strong> (45%). El top 10 se completa con <strong data-start=\"1070\" data-end=\"1087\">Nescaf\u00e9 <\/strong>(43%), <strong data-start=\"1089\" data-end=\"1108\">Pescanova <\/strong>(41%), <strong data-start=\"1110\" data-end=\"1126\">Nestl\u00e9 <\/strong>(40%), <strong data-start=\"1128\" data-end=\"1154\">Estrella Galicia <\/strong>(39%), <strong data-start=\"1156\" data-end=\"1171\">Lay\u2019s<\/strong> (39%), <strong data-start=\"1173\" data-end=\"1199\">Casa Tarradellas<\/strong> (39%) y <strong data-start=\"1202\" data-end=\"1221\">Campofr\u00edo <\/strong>(33%). Por categor\u00edas, Bimbo domina en panader\u00eda y boller\u00eda; Gallo, en pastas y arroces; y Coca-Cola, en bebidas refrescantes.<\/p>\n<p data-start=\"1346\" data-end=\"1791\">El informe revela, sin embargo, que <strong data-start=\"1382\" data-end=\"1461\">el 48% de los consumidores espa\u00f1oles no identifica ninguna marca innovadora<\/strong> dentro del sector, una cifra que evidencia la dificultad de las compa\u00f1\u00edas para comunicar sus avances y conectar con el consumidor desde la percepci\u00f3n de novedad. La capacidad para reconocer innovaci\u00f3n disminuye con la edad: entre los mayores de 64 a\u00f1os, un 14% no menciona ninguna marca, frente al 3% de los menores de 24 a\u00f1os.<\/p>\n<p data-start=\"1793\" data-end=\"2429\">Lantern subraya que las marcas percibidas como m\u00e1s innovadoras son aquellas con <strong data-start=\"1873\" data-end=\"1971\">trayectoria consolidada, coherencia en su comunicaci\u00f3n y una presencia constante en el mercado<\/strong>, m\u00e1s que las que lanzan innovaciones disruptivas. \u201cLas marcas que han apostado por crear nuevas categor\u00edas, cerca de su <em data-start=\"2092\" data-end=\"2098\">core<\/em> o m\u00e1s all\u00e1, como Bimbo, Gallo o Campofr\u00edo, tienen una imagen de marca m\u00e1s innovadora. Tambi\u00e9n es interesante ver c\u00f3mo aquellas ense\u00f1as que trabajan la relevancia cultural y forman parte de nuestras vidas a trav\u00e9s de la comunicaci\u00f3n generan un mayor halo de innovaci\u00f3n\u201d, explica <strong data-start=\"2377\" data-end=\"2426\">Jaime Mart\u00edn, socio fundador y CEO de Lantern<\/strong>.<\/p>\n<p data-start=\"2431\" data-end=\"2725\">El estudio apunta adem\u00e1s que los <em data-start=\"2464\" data-end=\"2477\">in-and-outs<\/em> o <strong data-start=\"2480\" data-end=\"2509\">innovaciones de temporada<\/strong> tambi\u00e9n fortalecen la imagen innovadora de las marcas, con ejemplos como <strong data-start=\"2583\" data-end=\"2592\">Lay\u2019s<\/strong> o <strong data-start=\"2595\" data-end=\"2615\">Estrella Galicia<\/strong>, que recurren a lanzamientos puntuales o ediciones limitadas para reforzar su posicionamiento y notoriedad.<\/p>\n<p data-start=\"2727\" data-end=\"3142\">M\u00e1s all\u00e1 de los fabricantes, la <strong data-start=\"2759\" data-end=\"2792\">innovaci\u00f3n en la distribuci\u00f3n<\/strong> contin\u00faa siendo un reto pendiente. Los consumidores no perciben a los supermercados como espacios de innovaci\u00f3n: ninguna ense\u00f1a supera el 20% de recomendaci\u00f3n como lugar donde encontrar productos nuevos. Todas las cadenas analizadas \u2014Carrefour, Consum, Dia, Eroski, Lidl y Mercadona\u2014 registran un <strong data-start=\"3090\" data-end=\"3106\">NPS negativo<\/strong>, con una media de <strong data-start=\"3125\" data-end=\"3139\">\u201346 puntos<\/strong>.<\/p>\n<p data-start=\"3144\" data-end=\"3477\">\u201cEste estudio nos indica que hace falta un mejor desarrollo de la innovaci\u00f3n, que los lanzamientos sean realmente potentes y relevantes para el consumidor. Asimismo, es importante que exista una mayor colaboraci\u00f3n entre fabricantes y distribuidores para conseguir que la innovaci\u00f3n se conozca y llegue al consumidor\u201d, a\u00f1ade Mart\u00edn.<\/p>\n<p data-start=\"3479\" data-end=\"3769\">El estudio se realiz\u00f3 entre el <strong data-start=\"3510\" data-end=\"3539\">4 y el 7 de junio de 2025<\/strong>, con una muestra representativa de <strong data-start=\"3575\" data-end=\"3616\">1.034 consumidores mayores de 18 a\u00f1os<\/strong> residentes en Espa\u00f1a. En total se analizaron <strong data-start=\"3662\" data-end=\"3701\">78 marcas de alimentaci\u00f3n y bebidas<\/strong>, con un margen de error de \u00b13,1% y un nivel de confianza del 95%.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El informe 2025 de Lantern revela que el 48% de los consumidores espa\u00f1oles no asocia innovaci\u00f3n a ninguna marca de alimentaci\u00f3n y bebidas.<\/p>\n","protected":false},"author":30,"featured_media":229905,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2226],"class_list":["post-229902","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bimbo, Gallo y Coca-Cola, las marcas m\u00e1s innovadoras en Gran 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