Consumer Packaged Goods

Brands consumers choose, again and again.

Growing with a consumer who changes faster than the portfolio.

Growth levers

Six levers for profitable growth

We help consumer packaged goods companies grow profitably: high-performance commercial models, revenue management, data-driven brands and loyalty ecosystems.

01Price
Pricing architecture by channel and elasticities.
02Mix
Portfolio and assortment that maximize margin.
03Promotion
Trade investment measured by return.
04Channel
Cost to serve and coverage of the traditional channel.
05Brand
Positioning and media with ROAS.
06Loyalty
First-party data and loyalty programs.

What leaders face

The challenges of consumer goods

Market figures for Colombia, each with its source.

44,3%of sales at chains and discounters are private labels

Challenge 01

A more demanding, less loyal consumer

A shift to private labels and discount channels.

23% of the consumer goods market is in discounters

Sources: La República Valora Analitik

37%of consumer goods sales go through neighborhood stores

Challenge 02

Profitability of the traditional channel

High costs to serve neighborhood stores and wholesalers.

453.750 neighborhood stores in Colombia
−7,1% drop in visits to neighborhood stores in 2025

Sources: La República Forbes Colombia Valora Analitik

Challenge 03

Media investment without attribution

Marketing budgets that are hard to connect with sales.

Challenge 04

Underused customer data

First-party information scattered across retailers, CRM and digital channels.

How do we support you?

From strategy to implementation, with the whole ecosystem

Each capability is led by the Benká Group unit that knows it best.

01Commercial systemRoutines, coverage and a sales force focused on profitable growth.
02Revenue & procurementPricing, mix, promotions and sourcing to free up margin.
03Brand strategy & campaignsPositioning and media with ROAS measurement.
04Commerce media and loyaltyRetail media networks and Loyalty as a Service with first-party data.
05Commercial analyticsDashboards and demand models to decide in real time.

The sector in figures

A consumer who watches every peso and changes where they shop

Consumer goods Colombia · 2022-2026

Prices rising again, neighborhood stores in the lead and private labels on the rise

5,07%rise in food and non-alcoholic beverage prices in 2025, versus 3.31% in 2024

Annual inflation for food and non-alcoholic beverages (December)

annual change, %

After the 2022 shock, food prices moderated, but in 2025 they accelerated again.

Source: DANE · CPI December 2022 · UPRA with DANE data · Food CPI December 2023 · El Espectador · La inflación cerró 2025 a la baja · DANE · CPI December 2025

Channel figures come from NielsenIQ studies cited by the business press; inflation, from DANE.

Featured case

Holistic transformation at a fast-growing company

Company with operations in Colombia, Peru and the United States

The challenge

Rapid growth without documented processes, commercial traceability or KPI tracking by area.

How did we support them?

A transformation office with the CEO, mapping and documentation of processes from scratch, and a unified KPI dashboard with lead traceability.

Outcomes

Structured management tools, areas reworked with documented processes and KPIs with measurement governance.

More cases in consumer goods

A new commercial model to accelerate growth

Consumer goods company with regional operations in Colombia

Commercial diagnosis by channel, customer and portfolio; redesign of the commercial system and a KPI dashboard with weekly governance with management.