{"id":540158,"date":"2023-01-09T08:17:01","date_gmt":"2023-01-09T07:17:01","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=846593"},"modified":"2025-10-03T13:22:27","modified_gmt":"2025-10-03T11:22:27","slug":"what-matters-to-todays-consumer-2023","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/what-matters-to-todays-consumer-2023\/","title":{"rendered":"Lo que importa al consumidor de hoy. Edici\u00f3n 2023"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Lo que importa al consumidor de hoy. Edici\u00f3n 2023<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Evaluamos el comportamiento del consumidor de hoy en los sectores productos de consumo y retail<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/Final-Web-Version-Report-Consumer-Trends.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download report<\/span><span class=\"type\">5 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/Final-Infographic-Consumer-Trends-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download infographic<\/span><span class=\"type\">627 KB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=846593\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=846593&amp;text=What%20matters%20to%20todays%20consumer%202023\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=846593&amp;text=What%20matters%20to%20todays%20consumer%202023\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p><!-- wp:p\u00e1rrafo --><\/p>\n<p>En la primera edici\u00f3n de nuestra investigaci\u00f3n anual,<a href=\"_wp_link_placeholder\" data-wplink-edit=\"true\"><em><strong> Lo que le importa al consumidor de hoy 2022<\/strong><\/em><\/a>, descubrimos que el sentimiento y las expectativas del consumidor hab\u00edan cambiado dr\u00e1sticamente durante los 18 meses anteriores, los meses de la pandemia. En la edici\u00f3n de este a\u00f1o, vemos que persisten muchas de las mismas tendencias, por ejemplo, los consumidores a\u00fan quieren productos sostenibles sin tener que pagar m\u00e1s por ellos, junto con la aparici\u00f3n de nuevas tendencias de consumo.<\/p>\n<p><!-- \/wp:p\u00e1rrafo --><\/p>\n<p><!-- wp:p\u00e1rrafo --><\/p>\n<p>Muchos comportamientos han cambiado tras la pandemia de COVID-19, la crisis geopol\u00edtica y las tensiones posteriores, y especialmente la crisis inflaccionista, cuyo impacto en el sector de productos de consumo ha sido enorme y est\u00e1 provocando que los consumidores modifiquen sus comportamientos de compra. Tambi\u00e9n analizamos las preocupaciones de los consumidores sobre los desabastecimientos y su capacidad para obtener productos esenciales y no esenciales, y c\u00f3mo se comportan cuando se enfrentan a la falta de disponibilidad de sus productos favoritos.<\/p>\n<p><!-- \/wp:p\u00e1rrafo --><\/p>\n<p><!-- wp:p\u00e1rrafo --><\/p>\n<p>Adem\u00e1s, nuestra investigaci\u00f3n indica que, ante el aumento general del coste de la vida, los consumidores esperan que las empresas arrimen el hombro para ayudarlos en este momento, con la probabilidad de que recompensen a las marcas m\u00e1s consideradas a largo plazo.<\/p>\n<p><!-- \/wp:p\u00e1rrafo --><\/p>\n<p><!-- wp:p\u00e1rrafo --><\/p>\n<p>Con esta evoluci\u00f3n en el comportamiento del consumidor, destacamos tres acciones clave que ayudar\u00e1n a las marcas y a la industria minorista a capitalizar las oportunidades que ofrecen las tendencias. Estas acciones incluir\u00e1n reducciones de costes al replantear la forma en que operan y c\u00f3mo se organiza la cadena de suministro, identificar nuevos ingresos y oportunidades de crecimiento, y liderar con un prop\u00f3sito: ayudar a los consumidores a superar este momento para generar buena voluntad y lealtad a largo plazo.<\/p>\n<p><!-- \/wp:p\u00e1rrafo --><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-download-the-report-above-or-read-belo-w\"><strong>Download the report above or read belo<\/strong>w.<\/h4>\n\n\n\n<a class=\"turtl-embed\" target=\"_blank\" style=\"width: 700px; max-width: 100%;\" data-turtl-embed-type=\"animation\" data-turtl-link-text=\"Click to read\" data-turtl-width=\"340\" data-turtl-display-mode=\"lightbox\" data-turtl-animation-mode=\"hover\" data-turtl-color=\"#1eb1c7\" data-turtl-story-id=\"63b7f336d7b203c1c0822451\" href=\"https:\/\/capgemini.turtl.co\/story\/what-matters-to-todays-consumer-2023\/?teaser=yes\" title=\"What Matters to Today's Consumer 2023\" rel=\"noopener\">Click to read What Matters to Today&#8217;s Consumer 2023<\/a>\n<!-- Please call embed.js only once per page --><script async=\"\" type=\"text\/javascript\" data-turtl-script=\"embed\" data-turtl-assets-hostname=\"https:\/\/assets.turtl.co\" src=\"https:\/\/app-static.turtl.co\/embed\/turtl.embed.v1.js\"><\/script>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para-video section section--info-2cols section--insights section-video\"><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><h3 class=\"Video-title\" data-maxlength=\"34\"> <\/h3><div class=\"video-info\"><p data-maxlength=\"68\">What matters to today&#8217;s consumer 2023<\/p><\/div><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><div class=\"video-wrapper\"><iframe title=\"video-section\" src=\"https:\/\/www.youtube.com\/embed\/3I_GmBeW7s4\" frameborder=\"0\" rel=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/div><\/div><div class=\"col-md-1\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\n\n<section class=\"wp-block-cg-blocks-call-to-action undefined call-to-action-block\"><div class=\"container\"><div class=\"call-to-action-block-content-wrapper has-description\"><div class=\"text-wrapper has-description\"><h3 class=\"title\" data-maxlength=\"68\">Stay informed<\/h3><p class=\"description\" data-maxlength=\"144\">Subscribe to receive advance copies of our research<\/p><\/div><div class=\"button-wrapper has-description\"><a class=\" cta-btn action-valid\" href=\"\/insights\/research-institute\/subscribe\/\" target=\"\" rel=\"noopener noreferrer\" aria-label=\"Subscribe sobre Stay informed\" title=\"Abrir en una nueva ventana\" data-maxlength=\"24\" tabindex=\"0\"> Subscribe <\/a><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":33,"featured_media":553232,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"30e131f2-385d-467c-8d4b-a50f86efbf58\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":46,"primary_term":"Customer first","featured_focal_points":""},"tags":[],"research-and-insight-type":[334,338],"theme":[46],"brand":[336],"service":[],"industry":[36],"partners":[],"content-group":[],"class_list":["post-540158","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-capgemini-research-institute","research-and-insight-type-report","theme-customer-first","brand-capgemini-research-institute","industry-consumer-products"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lo que importa al consumidor de hoy. 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