Millennials, los que más compran alimento para sus mascotas en línea
Un estudio de Mercado Libre detectó que la comodidad de comprar desde el celular y la entrega a domicilio están impulsan esta tendencia.
El 45% de la demanda regional de alimento para mascotas se concentra en el segmento millennial, siendo Colombia y México los países donde más se concentra en ese rango etario.
CORTESÍA
POR:
PORTAFOLIO
JULIO 05 DE 2019 – 01:07 P.M.
El e-commerce está conquistando a los millennials latinos que tienen mascotas. Según un análisis de Mercado Libre, la comodidad de comprar desde el celular y la entrega a domicilio están llevando a las personas de esta generación a adquirir más productos para el cuidado de sus animales de compañía en las tiendas digitales.
De acuerdo con el análisis, realizado en Argentina, Brasil, Chile, Colombia, México y Uruguay, encontró un importante crecimiento en la demanda de la categoría de alimento para mascotas.
“Esta categoría presenta un destacado crecimiento de la demanda durante el primer semestre del año en toda la región, en un contexto donde se registra un aumento general del consumo online de productos habitualmente presentes en supermercados físicos”, señaló Mercado Libre.
(Lea: La verdad sobre los dueños de mascotas)
Así, el 45% de la demanda regional de alimento para mascotas se concentra en el segmento millennial, siendo Colombia y México los países donde más se concentra en ese rango etario, con un 58% y un 52% respectivamente.
Adicional a esto, el análisis encontró que en los últimos seis meses, se ha registrado un aumento en la cantidad de compradores que deciden comprar online en las categorías de productos para mascotas. México y Argentina se destacan en este rubro, con crecimientos de dos dígitos en relación al semestre anterior.
El kilaje de la compra varía mucho entre países. Mientras el promedio de la compra en Uruguay es de más de 8 kilogramos y en Argentina es de 6,5 kilogramos, en el resto de los países se evidencian compras promedio de entre 1 y 2 kilogramos, pero con mayor frecuencia.
(Lea: Ocico, la app que le despacha automáticamente productos para mascotas)
“Este cambio en los hábitos de consumo reflejan el impacto progresivo del sistema fullfilment, donde los vendedores acopian sus productos más vendidos en los centros de distribución de Mercado Libre, garantizando una entrega al cliente en muy poco tiempo. Este sistema ya está operando en México y progresivamente en Argentina”, destacó Juan Camilo Pachón, Gerente de Marketplace para Mercado Libre Colombia. “la mejora en los tiempos de entrega, el stock permanente y los envíos sin costo son los principales motivos detrás del aumento de la demanda”, agregó.
HASTA 170.000 PESOS EN COMIDA
Por su parte, un estudio de Ofertia en Colombia sobre los hábitos de consumo de los ciudadanos con las mascotas, encontró que en promedio el 68% de los connacionales invierte en el alimento de sus mascotas entre 57.000 pesos a 170.000 pesos.
Adicional a esto, se encontró que los colombianos dividen el gasto de sus mascotas de la siguiente manera: alimentación 42,8%; medicinas y veterinarios 23,9%; accesorios (correas, casas, juguetes) 21,5%; otros servicios 11,8%.
Frente a los establecimientos donde suelen comprar los alimentos para sus mascotas, Ofertia asegura que el lugar favorito de los usuarios es el supermercado con un 60% de preferencia, seguido por las tiendas especializadas (37%) e internet (2%).
De igual manera, se evidenció que los colombianos consultan promociones en alimentos en catálogos digitales, páginas web y apps especializadas antes de realizar la compra.
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