Buenas cifras para Kraft Heinz

Me encanta el gran consumo, es una muestra evidente de como se sienten las familias, de hecho, es un indicativo muy claro, cuando las familias tienen buena posición, y no menos importante, buenas perspectivas, gastan más, y además realizan mayores inversiones. Esto ha sido así desde el que mundo es mundo, mucho antes siquiera de que existiera el dinero, sin duda, uno de los grandes inventos de la humanidad al que se presta menos atención de la que se debería, por desgracia. Kraft Heinz es un clasicazo del gran consumo, y en concreto de la alimentación, sin duda lo más básico y necesario en cualquier economía. Que la economía mundial está creciendo, es una realidad, basada en que EEUU sigue por buen camino y China, a pesar de todo, sigue aguantando. En Europa hace ya tiempo que pasó lo peor, y las economías europeas siguen creciendo a pesar de las tensiones generadas por el Brexit. La cuestión, como siempre, es, cuanto va a durar esto, pero mientras, hay que aprovechar el momento.

 

Kraft Heinz, sin duda alguna, lo está aprovechando, y es que, la facturación de la compañía entre julio y septiembre de 2017 ha sido de 6.314 millones de dólares. El crecimiento no parece muy significativo, un 0,8% respecto al mismo periodo del año anterior, pero en mercados tan maduros y con productos de alimentación, es una cifra respetable, aunque la última palabra la tendrán, lógicamente, los accionistas. Lo que sí que ha crecido de una manera fuerte es el beneficio neto, que ha sido de 944 millones de dólares, un 12% más. Lo cierto es que, en este tercer trimestre de 2017, las ventas de la empresa han crecido en todo el mundo salvo en EEUU, donde han caído un 0,3%, es muy poco, pero es el único área en el que no crecen. En Europa las ventas han crecido un 7,3%, en Canadá un 1,6% y en el resto del mundo un 1,6%. Lo cierto es que todo el retail tradicional, el comercio minorista, se está viendo afectado de una manera fortísima en EEUU por la imparable digitalización del mercado y las nuevas tendencias de consumo. Sea como fuere, las cosas no le están yendo mal a esta empresa, insisto, de un sector, súper tradicional y en el que la variable precio es de enorme relevancia. A este respecto, me gustaría añadir que, cada vez más, la variable precio pesa en nuestras decisiones como compradores, y algo me dice que esto será así durante al menos la primera mitad de este siglo, aunque, ya veremos qué pasa.

 

Juan Aitor Lago Moneo

Director de Investigación de Constanza Business & Protocol School

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