A growing segment of the population is starting to gain weight as a group of consumers of increasingly specialized high-cost services.
In Costa Rica the evolution of the population pyramid is starting to resemble that of developed countries, and shows a sustained increase in inhabitants in the higher age range, a process which is expected to take the number of old age people in 2050 to more than one million.
Five brands dominate this increasingly competitive segment of the dairy market, which has doubled its sales in the last five years.
Sales of single portion ice creams in supermarkets, grew by 88% between 2009 and 2014. Ice cream based on milk and water reported higher sales, achieving $50 million last year. The companies that dominate this market are Dos Pinos, Coronado, Pops, Monteverde and Sarita, and joining them are foreign brands which are venturing into this area.
In the past five years, retail sales of ice cream have increased by 71%
The franchise model and market segmentation has been the scheme which artisanal ice cream shops have used to maintain their share in a market where 85% belongs to only one competitor, the cooperative Dos Pinos.
A recently released study offers a detail on the characteristics and disposition of people when making purchases in the various sectors of the Guatemalan population.
The research, conducted in the first half of the year by the Technical Committee of the Association (in formation) at Market Research Agencies, reveals interesting results for the marketing departments, which can now focus on promoting their products and services with better accuracy in the socioeconomic level they are interested in.
In a drive to optimize their investment in advertising, companies are increasingly aiming at specific niches rather than the mass market.
Advertising agencies say they are launching several initiatives in an effort to revive spending on publicity. Specialist firms are being hired to identify the type of advertising that meets specific needs.
Clients want their advertising budget to be spent more efficiently and selectively to make sure it reaches their target market, according to the Leo Burnett agency.
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