{"id":113687,"date":"2025-02-20T14:53:35","date_gmt":"2025-02-20T13:53:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=113687"},"modified":"2025-02-20T15:27:29","modified_gmt":"2025-02-20T14:27:29","slug":"les-supermarches-europeens-voient-leurs-marges-se-reduire-davantage","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-supermarches-europeens-voient-leurs-marges-se-reduire-davantage\/","title":{"rendered":"\u00ab Les supermarch\u00e9s europ\u00e9ens voient leurs marges se r\u00e9duire davantage\u00a0\u00bb"},"content":{"rendered":"\n<p>Les marges des supermarch\u00e9s europ\u00e9ens vont continuer \u00e0 se r\u00e9duire dans les ann\u00e9es \u00e0 venir en raison de l&rsquo;inflation \u00e9lev\u00e9e, de la baisse du pouvoir d&rsquo;achat et de la concurrence accrue des discounters et de la vente en ligne, pr\u00e9dit un rapport de <strong>McKinsey<\/strong>, qui recommande \u00e9galement certaines mesures.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De grandes diff\u00e9rences <\/h2>\n\n\n\n<p>Les supermarch\u00e9s europ\u00e9ens affichent une marge EBITDA moyenne de 7,1 % pour la p\u00e9riode 2009-2023, ce qui est nettement inf\u00e9rieur \u00e0 celle des autres secteurs. Le commerce de d\u00e9tail non alimentaire, par exemple, affiche une marge moyenne de 22,9 %, les fabricants de produits de consommation 18,5 % et Euronext 100 15,2 %.<\/p>\n\n\n\n<p>Il existe toutefois de grandes diff\u00e9rences entre les d\u00e9taillants alimentaires : les marges varient de 4,8 % \u00e0 9,2 % entre 2015 et 2023, mais il est clair que les hypermarch\u00e9s et les supermarch\u00e9s subissent une pression plus forte sur les marges (-0,6 point de pourcentage entre 2019 et 2023) que les discounters (+2,2 points de pourcentage), indique le consultant McKinsey dans son nouveau rapport intitul\u00e9 \u00ab Grocery profitability outlook &#8211; Europe \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Croissance des discounters<\/h2>\n\n\n\n<p>Le champion des marges entre 2015 et 2023 est la cha\u00eene polonaise <strong>Dino Polska<\/strong>, avec un EBITDA de 9,2 %, suivie par la finlandaise <strong>Kesko <\/strong>(9,1 %) et la su\u00e9doise <strong>Axfood<\/strong> (8,6 %). <strong>Ahold Delhaize<\/strong> fait \u00e9galement partie des meilleurs \u00e9l\u00e8ves de la classe avec 8,5 %. <strong>Colruyt <\/strong>se situe dans la moyenne avec 7,9%, tandis que les derniers sont <strong>Lidl <\/strong>(6,1%), <strong>Carrefour <\/strong>(5,9%) et <strong>Metro <\/strong>(4,8%).<\/p>\n\n\n\n<p>Les explications de ces marges tr\u00e8s r\u00e9duites sont \u00e9videntes. L&rsquo;inflation \u00e9lev\u00e9e a r\u00e9duit les d\u00e9penses de consommation, ce qui a eu un impact sur la croissance en volume et en valeur des d\u00e9taillants alimentaires. La part croissante des discounters, des marques de distributeurs et de la vente en ligne constitue un d\u00e9fi suppl\u00e9mentaire pour la rentabilit\u00e9, en particulier pour les hypermarch\u00e9s et supermarch\u00e9s traditionnels. Ces tendances se poursuivront dans les ann\u00e9es \u00e0 venir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Poursuite de la perte de marge<\/h2>\n\n\n\n<p>Jusqu&rsquo;\u00e0 pr\u00e9sent, les d\u00e9taillants alimentaires ont pu limiter les d\u00e9g\u00e2ts dans une certaine mesure gr\u00e2ce \u00e0 des augmentations de prix, \u00e0 des n\u00e9gociations d&rsquo;achat plus strictes dans le cadre d&rsquo;alliances internationales et \u00e0 d&rsquo;importants plans de r\u00e9duction des co\u00fbts. Mais cela ne suffira pas, pr\u00e9vient le rapport. L&rsquo;inflation des denr\u00e9es alimentaires restera assez \u00e9lev\u00e9e dans les ann\u00e9es \u00e0 venir, avec une moyenne de 2,2 % par an, et si les d\u00e9taillants ne peuvent r\u00e9percuter que 90 \u00e0 100 % de cette inflation sur les consommateurs, les marges s&rsquo;en trouveront amoindries. En raison des tensions persistantes sur le march\u00e9 du travail, les co\u00fbts de la main-d&rsquo;\u0153uvre restent \u00e9galement \u00e9lev\u00e9s.<\/p>\n\n\n\n<p>Il est possible que le nombre de patients atteints de diab\u00e8te et d&rsquo;ob\u00e9sit\u00e9 qui prennent des m\u00e9dicaments GLP-1 tels qu&rsquo;Ozempic atteigne 4,9 % de la population europ\u00e9enne d&rsquo;ici 2029 : ils r\u00e9duiront leurs d\u00e9penses dans les supermarch\u00e9s de 6 \u00e0 11 % en moyenne. Les discounters, quant \u00e0 eux, augmentent leur part de march\u00e9 pour atteindre 23 \u00e0 26 % du march\u00e9 total de la vente au d\u00e9tail de produits alimentaires, tandis que la part en ligne passera de 6 % \u00e0 7 \u00e0 9 %. La seule bonne nouvelle est la croissance des marques de distributeur, dont la part atteint 31 \u00e0 33 % : les marques de distributeur g\u00e9n\u00e8rent de meilleures marges. Au final, les distributeurs alimentaires risquent de perdre encore 0,2 \u00e0 2,7 points de pourcentage de leur marge d&rsquo;EBITDA s&rsquo;ils ne prennent pas de mesures.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trois axes<\/h2>\n\n\n\n<p>Quelles mesures ? McKinsey distingue trois axes. Premi\u00e8rement, les supermarch\u00e9s devraient se concentrer davantage sur la diff\u00e9renciation pour cro\u00eetre : exceller dans le frais, am\u00e9liorer les offres de marques priv\u00e9es, optimiser le r\u00e9seau de magasins, d\u00e9velopper les offres de services alimentaires, r\u00e9inventer les programmes de fid\u00e9lisation et les promotions.<\/p>\n\n\n\n<p>Deuxi\u00e8me axe : se concentrer sur l&rsquo;ex\u00e9cution op\u00e9rationnelle et la productivit\u00e9, en tirant parti de l&rsquo;automatisation et de l&rsquo;IA. Et troisi\u00e8mement : financer la transformation indispensable en exploitant de nouvelles sources de revenus. Rien qu&rsquo;en mon\u00e9tisant mieux le retail media, les marges d&rsquo;EBITDA peuvent s&rsquo;am\u00e9liorer de 0,25 % \u00e0 0,75 %. <strong>Kroger <\/strong>et <strong>Walmart<\/strong> sont des exemples brillants \u00e0 cet \u00e9gard.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les marges des supermarch\u00e9s europ\u00e9ens vont continuer \u00e0 se r\u00e9duire dans les ann\u00e9es \u00e0 venir en raison de l&rsquo;inflation \u00e9lev\u00e9e, de la baisse du pouvoir d&rsquo;achat et de la concurrence accrue des discounters et de la vente en ligne, pr\u00e9dit un rapport de McKinsey, qui recommande \u00e9galement certaines mesures. <\/p>\n","protected":false},"author":3,"featured_media":35032,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[],"topic":[275],"region":[243],"class_list":["post-113687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","topic-analyse","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab Les supermarch\u00e9s europ\u00e9ens voient leurs marges se r\u00e9duire davantage\u00a0\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les marges des supermarch\u00e9s europ\u00e9ens vont continuer \u00e0 se r\u00e9duire dans les ann\u00e9es \u00e0 venir, 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