In the Costa Rican market there are companies that have taken several years to begin the process of marketing their products in supermarkets, because they must meet multiple requirements, such as health records, labeling standards, bar codes, among others.
In the case of Giacomin, which has been in the coffee and pastry business for 25 years, it took Giacomin 10 years to start selling its products in supermarkets.
Alejandro Sáenz, general manager of Giacomin, explained to Nacion.com that "... when they first started in the supermarket channel they did it with iconic products, such as horseshoe-shaped cookies and Selva biscuits, so that the customer could associate the product with the restaurant. The development of a modern channel is an ideal complement to the growth of the brands. Our strategy is to create the availability of products in the channels compatible with the brand'."
Sáenz added that "... The supermarket channel is complex, requiring strict compliance with many requirements. In addition, it is necessary to participate and invest in the commercial programs that the chains have programmed for the categories, this represents an additional cost."
Companies planning to market their products in supermarkets or convenience stores will face multiple challenges, because the retail business also shows transformations, satisfying the demands of consumers who increasingly demand greater responsibility in the production chain and balancing sales between physical and digital formats are part of the challenges faced by businesses.
At the end of 2019, Central American consumers reduced their spending on mass consumption products, and at the same time they started to opt for low-price brands, which are generally typical of the retail sector chains.
It is estimated that during the fourth quarter of last year consumers in the region spent 3% less on mass consumer products. Despite this decline, the frequency of purchases remained largely unchanged.
While some companies in the sector focus their efforts on one or the other channel, others, such as some department store chains, seek a balance between the two marketing modalities.
Companies dedicated to retail sales are facing a context in which consumers are less and less willing to spend their time mobilizing to make a purchase, but managers of chain stores have chosen to integrate physical sales with electronic sales.
Meeting the demands of consumers who increasingly seek responsibility in the production chain and balancing sales between physical and digital formats are part of the challenges faced by businesses in Panama.
The CEO and president of Grupo Rey, Hernán Muntaner, points out that globally the sales of modern channels such as hypermarkets and supermarkets are decreasing, giving way to other forms such as online channels and discount stores.
The dynamism and growth of the past two years is being maintained with the arrival of new competitors in a market which already totals 143 outlets in the Greater Metropolitan Area of Costa Rica.
Added to well-known brands such as Fresh Market, AM PM and Vindi, all using the convenience store format, there are now local bakeries from the Musmanni chain, branded Musmanni Super Mini, owned by Florida Ice and Farm.
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Operating Company dedicated to the manufacture of gluten-free and sugar-free products, OHNE brand. The OHNE brand has 8 product lines: square bread, sweet...
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