{"id":11022,"date":"2026-05-27T20:20:19","date_gmt":"2026-05-28T01:20:19","guid":{"rendered":"https:\/\/compromisoverde.org\/?p=11022"},"modified":"2026-08-13T10:10:10","modified_gmt":"2026-08-13T15:10:10","slug":"por-que-el-consumidor-peruano-va-a-cambiar-de-marca-en-2026-y-que-pueden-hacer-las-empresas","status":"publish","type":"post","link":"https:\/\/compromisoverde.org\/en\/2026\/05\/por-que-el-consumidor-peruano-va-a-cambiar-de-marca-en-2026-y-que-pueden-hacer-las-empresas\/","title":{"rendered":"\u00bfPor qu\u00e9 el consumidor va a cambiar de marcas en 2026 y qu\u00e9 pueden hacer las empresas?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11022\" class=\"elementor elementor-11022\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6fa638b6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6fa638b6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fadc3dd\" data-id=\"fadc3dd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36422bad elementor-widget elementor-widget-text-editor\" data-id=\"36422bad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<figure class=\"wp-block-image size-large\"><img data-dominant-color=\"a18667\" data-has-transparency=\"false\" style=\"--dominant-color: #a18667;\" fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" sizes=\"(max-width: 1024px) 100vw, 1024px\" class=\"wp-image-11027 not-transparent\" src=\"https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/habitos-que-te-convierten-en-un-consumidor-consciente-1024x683.avif\" alt=\"habitos-que-te-convierten-en-un-consumidor-consciente\" srcset=\"https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/habitos-que-te-convierten-en-un-consumidor-consciente-1024x683.avif 1024w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/habitos-que-te-convierten-en-un-consumidor-consciente-300x200.avif 300w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/habitos-que-te-convierten-en-un-consumidor-consciente-768x512.avif 768w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/habitos-que-te-convierten-en-un-consumidor-consciente.avif 1366w\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">El consumidor de 2026 ya no decide solo por precio o por costumbre. Decide por coherencia: quiere saber qu\u00e9 hay detr\u00e1s del producto, de d\u00f3nde vienen los insumos y qu\u00e9 hace la marca cuando nadie la est\u00e1 mirando. Para las empresas, esto significa que el origen de lo que venden dej\u00f3 de ser un dato de back office para convertirse en parte central de su propuesta de valor.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">Responsabilidad y valor agregado<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>La sostenibilidad y las pr\u00e1cticas responsables dejaron de ser un valor agregado para convertirse en criterios concretos de compra. En 2026, las marcas que logren diferenciarse ser\u00e1n las que puedan demostrar. <\/strong>\u00a0un compromiso real con transparencia y una producci\u00f3n m\u00e1s \u00e9tica y responsable.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">El cambio tiene ra\u00edces concretas. <strong>Seg\u00fan las <em>Tendencias Globales de Consumo 2026<\/em> de Euromonitor International, los consumidores buscan marcas que les ayuden a sostener decisiones coherentes con su salud y su entorno, en medio de un contexto de sobrecarga laboral y emocional<\/strong>. En la pr\u00e1ctica, esto se traduce en una preferencia creciente por productos con trazabilidad y por cadenas de producci\u00f3n que puedan rendir cuentas sobre su impacto.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Para una marca, esto significa que el origen de sus insumos ya forma parte de su propuesta de valor frente al consumidor. Y los datos peruanos lo confirman.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">En este contexto, vemos que el bienestar animal no resulta ser un tema ajeno al mundo empresarial; por el contrario, se ha convertido en un factor determinante en la decisi\u00f3n de consumo. De este modo, las marcas, los empresarios y, en general, toda la cadena productiva de bienes y servicios deben tener en cuenta que el bienestar animal es ahora parte de las nuevas expectativas del consumidor.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"7a804a\" data-has-transparency=\"false\" style=\"--dominant-color: #7a804a;\" decoding=\"async\" width=\"860\" height=\"484\" sizes=\"(max-width: 860px) 100vw, 860px\" class=\"wp-image-11025 not-transparent\" src=\"https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/384938_1637202.avif\" alt=\"Granjas Libres de Jaulas\" srcset=\"https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/384938_1637202.avif 860w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/384938_1637202-300x169.avif 300w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/384938_1637202-768x432.avif 768w\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">En particular, la creciente preocupaci\u00f3n por las condiciones en las que viven las gallinas ponedoras ha impulsado una mayor demanda de huevos provenientes de sistemas libres de jaula, considerados una alternativa m\u00e1s alineada con est\u00e1ndares modernos de bienestar animal, pues permite que las aves puedan expresar comportamientos naturales esenciales como caminar, extender sus alas, anidar, moverse libremente, entre otros.\u00a0\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">En el 2024, Certified Humane advirti\u00f3 que, en Latinoam\u00e9rica, el consumo de huevos libres de jaulas es una tendencia cada vez m\u00e1s presente, ya que el consumidor final est\u00e1 m\u00e1s atento a las condiciones de bienestar de los animales. En el 2025, de conformidad con una encuesta realizada en octubre del 2025 por Ipsos para \u2018Compromiso Verde\u2019, el 70 % de personas en el pa\u00eds rechaza el encierro de las gallinas en jaulas, la cual es una pr\u00e1ctica que se realiza en la industria del huevo.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">Lo que dicen los datos sobre el consumidor<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Mishelle Wong, docente de Direcci\u00f3n de Marketing Estrat\u00e9gico en Cibertec, lo resumi\u00f3 en una entrevista con el diario <\/strong><strong><em>Gesti\u00f3n<\/em><\/strong><strong>: el consumidor peruano de 2026 es m\u00e1s consciente y pragm\u00e1tico, y est\u00e1 dispuesto a cambiar de marca si no encuentra un valor real detr\u00e1s del producto.\u00a0<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Un estudio de Datum Internacional refuerza la lectura: el <strong>74 % de peruanos<\/strong> afirma que su decisi\u00f3n de compra se basa en la experiencia con la marca, y el <strong>68 % prioriza empresas que apoyan causas sociales<\/strong> y representan algo m\u00e1s que el beneficio funcional del producto. Sobre esa base, Wong sostiene que los consumidores ya buscan activamente marcas con prop\u00f3sito aut\u00e9ntico:\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><em><strong>&#8220;Los compradores prestar\u00e1n mayor atenci\u00f3n a los valores, compromisos y acciones concretas de las empresas. El respaldo a causas sociales y ambientales deja de ser un atributo adicional para convertirse en un criterio real de decisi\u00f3n de compra&#8221;,<\/strong> <\/em>se\u00f1al\u00f3 Wong a Gesti\u00f3n. La especialista a\u00f1ade que las empresas que comprendan esta evoluci\u00f3n no solo lograr\u00e1n diferenciarse: construir\u00e1n confianza, reputaci\u00f3n y una conexi\u00f3n m\u00e1s s\u00f3lida con un consumidor que ya no compra solo productos, sino tambi\u00e9n los valores que estos representan.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">Un caso que ya est\u00e1 marcando la diferencia: el origen de los huevos<\/h2>\n\n<figure class=\"wp-block-image size-large\"><img data-dominant-color=\"8f9b97\" data-has-transparency=\"true\" style=\"--dominant-color: #8f9b97;\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"(max-width: 1024px) 100vw, 1024px\" class=\"wp-image-11023 has-transparency\" src=\"https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/image-1024x576.avif\" alt=\"\u00bfPor qu\u00e9 el consumidor peruano va a cambiar de marca en 2026 y qu\u00e9 pueden hacer las empresas?\" srcset=\"https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/image-1024x576.avif 1024w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/image-300x169.avif 300w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/image-768x432.avif 768w, https:\/\/compromisoverde.org\/wp-content\/uploads\/2026\/05\/image.avif 1400w\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">En Per\u00fa, restaurantes como Doomo Saltado, Piedra, Tanta, Baco y Vaca ya asumieron el<a href=\"https:\/\/compromisoverde.org\/comprometete\/\"> compromiso p\u00fablico de migrar al uso exclusivo de huevos libres de jaula<\/a> en sus operaciones. No son casos aislados: forman parte de una lista creciente de marcas que entendieron antes que el resto hacia d\u00f3nde se mueve el consumidor.<\/p>\n\n<p class=\"wp-block-paragraph\">Lo que estas marcas tienen en com\u00fan es haber le\u00eddo el cambio a tiempo: hoy un buen producto no alcanza si la marca no puede explicar de d\u00f3nde viene y bajo qu\u00e9 condiciones se produce. Migrar a huevos libres de jaula es, para ellas, una decisi\u00f3n que combina coherencia \u00e9tica, posicionamiento y gesti\u00f3n de riesgo reputacional.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">C\u00f3mo dar el paso<\/h2>\n\n<p class=\"wp-block-paragraph\">Si tu empresa quiere alinear sus operaciones con un consumidor que ya tom\u00f3 posici\u00f3n, el equipo de Compromiso Verde acompa\u00f1a gratuitamente y de forma personalizada el proceso de transici\u00f3n hacia huevos libres de jaula, desde la decisi\u00f3n inicial hasta la comunicaci\u00f3n p\u00fablica del compromiso.<\/p>\n\n<p class=\"wp-block-paragraph\">M\u00e1s que una decisi\u00f3n operativa, es una oportunidad para fortalecer el posicionamiento en el segmento de consumidores que en 2026 ya est\u00e1 eligiendo con criterios m\u00e1s exigentes.<\/p>\n\n<p class=\"wp-block-paragraph\">Llena el siguiente formulario o escr\u00edbenos a karen@compromisoverde.org para iniciar el 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Decide por coherencia: quiere saber qu\u00e9 hay detr\u00e1s del producto, de d\u00f3nde vienen los insumos y qu\u00e9 hace la marca cuando nadie la est\u00e1 mirando. Para las empresas, esto significa que el origen de lo que venden dej\u00f3 de ser un dato [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":11027,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[20],"tags":[286],"post_folder":[],"class_list":["post-11022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sostenibilidad","tag-empresas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfPor qu\u00e9 el consumidor va a cambiar de marcas en 2026 y qu\u00e9 pueden hacer las empresas? - Compromiso Verde<\/title>\n<meta name=\"description\" content=\"Compromiso Verde\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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