millenials<\/a> opta por marcas grandes cuando se trata de comprar bebidas y alimentos envasados<\/strong>. Apenas el 13% y el 12% de los mismos elige tales bienes de un fabricante local. <\/span><\/p>\nLa marca internacional tambi\u00e9n est\u00e1 muy presente en los productos de cuidado personal y belleza. En concreto, el 65% de los j\u00f3venes admite comprarlos de alguna compa\u00f1\u00eda grande. Aunque en el caso de los alimentos frescos, apenas el 38% de los consumidores de esta generaci\u00f3n se decantan por este tipo de marcas<\/strong>. <\/span><\/p>\nEl estudio, que tiene en cuenta las opiniones de 3.300 consumidores de siete pa\u00edses europeos, indica de igual forma la preferencia de los millenials espa\u00f1oles por escoger frescos de producci\u00f3n local (40%)<\/strong>. Porcentaje muy superior a la media europea, que se sit\u00faa en el 32%. <\/span><\/p>\nEn cualquier caso, para el resto de categor\u00edas de producto, no todo est\u00e1 perdido. Seg\u00fan Olly Abotorabi, director de investigaci\u00f3n de IRI, \u201csiguen surgiendo marcas nichos que ganan atracci\u00f3n y luchan por espacio en el lineal de los grandes establecimientos de alimentaci\u00f3n en Europa\u201d. Abotorabi pone como ejemplo las peque\u00f1as empresas de cervecer\u00eda artesanal. <\/span><\/p>\n\u00bfY por qu\u00e9 la preferencia de los millenials por las grandes marcas? De acuerdo con el estudio, los compradores de esta generaci\u00f3n parecen preocuparse menos por el origen del producto y su impacto medioambiental y s\u00ed se fijan en lo innovador que resulta una marca de nivel internacional<\/strong>. En concreto, \u201caquellas que est\u00e1n utilizando tecnolog\u00eda digital para alcanzar a su audiencia est\u00e1n en l\u00ednea con esta generaci\u00f3n m\u00e1s joven, que est\u00e1 conectada globalmente\u201d, afirma Abotorabi. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"Los consumidores con una edad comprendida entre los 18 y los 34 a\u00f1os prefieren llenar su cesta de la compra<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,44],"tags":[],"class_list":["post-74145","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing"],"acf":[],"yoast_head":"\n
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<\/p>\n