The I Food Marketing Congress of Spain M4F-AINIA was held in Valencia, a key event for the Spanish food sector. Mateo Blay, from AGR! Agency, Jorge Sáiz, from ITC Packaging, Roberto Butragueño, from Nielsen and Enrique Periago, from Sckok Uno, have been reeling off with data and real cases the trends that mark marketing and food brands, the elements of success in the container and packaging, the analysis of the consumer and consumer demands and what succeeds and not at the point of sale.
One of the conclusions is that 90% of consumers are hypersensitive to price; In the first half of 2013, there were 0,6% fewer items in the shopping cart. It was also highlighted that the five keys to successful packaging are the five senses: all the people who buy a product interact with the packaging. Likewise, they spoke about the challenges between the analog and digital customer: it is necessary to attract the customer back to the point of sale by being innovative.
