{"id":119334,"date":"2025-05-23T16:36:50","date_gmt":"2025-05-23T14:36:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=119334"},"modified":"2025-05-23T16:49:11","modified_gmt":"2025-05-23T14:49:11","slug":"filet-pur-non-sens","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-non-sens\/","title":{"rendered":"[Filet Pur] Non-sens"},"content":{"rendered":"\n

Vous avez entendu cette bombe exploser\u2009? Pourtant, aucun mur n\u2019a \u00e9t\u00e9 abattu dans notre Europe divis\u00e9e. Un Filet Pur riche en non-sens.<\/p>\n\n\n\n

Paresseux<\/h2>\n\n\n\n

Dans ce contexte de co\u00fbts \u00e9lev\u00e9s, de marges riquiqui et de possibilit\u00e9s de diff\u00e9renciation presque inexistantes, il ne fait pas bon exploiter un supermarch\u00e9 aujourd\u2019hui. Sauf si vous faites dans le discount, auquel cas tout roule et vous continuerez \u00e0 gagner des parts de march\u00e9 pendant encore au moins cinq ans<\/a>, les doigts dans le nez. Le gourou des supermarch\u00e9s Bernardo Trujillo le disait d\u00e9j\u00e0 dans les 70\u2019s : \u00ab Poor people need low prices. Rich people love them<\/em>. \u00bb Et le tour est jou\u00e9.<\/p>\n\n\n\n

Les r\u00e9sultats que\u00a0Lidl<\/strong>\u00a0vient de publier lui donnent raison\u00a0: la croissance se poursuit,\u00a0notamment gr\u00e2ce \u00e0 une politique expansionniste agressive<\/a>. La strat\u00e9gie non-food m\u00e9rite \u00e9galement l\u2019attention\u00a0: apr\u00e8s la marque de bricolage Parkside, c\u2019est au tour de la marque de sport Crivit de b\u00e9n\u00e9ficier d\u2019un beau petit budget marketing, pour devenir\u00a0la plus grande marque d\u2019articles de sport d\u2019Europe<\/a>. Range ton smartphone et l\u00e8ve ton gros c… du canap\u00e9<\/a>, voil\u00e0 l\u2019essentiel du message. Chez le retailer, les marques propres deviennent de v\u00e9ritables marques et le non-food n\u2019est plus l\u00e0 en guise d\u2019app\u00e2ts hebdomadaires, mais pour le long terme. \u00c0 suivre, sans aucun doute.<\/p>\n\n\n\n

Coup de ma\u00eetre<\/h2>\n\n\n\n

Bouger, on sait faire \u00e0 Veghel. Apr\u00e8s ses caisses bavardes et bouquets bavards, Jumbo<\/strong> ass\u00e8ne un nouveau coup \u00e0 la concurrence aux Pays-Bas avec l\u2019introduction des promenades bavardes. Comme d\u2019habitude, je n\u2019invente rien : accompagn\u00e9s par un guide empathique, les habitants du quartier font une petite promenade autour de leur supermarch\u00e9 jaune local, apr\u00e8s quoi ils prennent une tasse de caf\u00e9 et discutent autour d\u2019un g\u00e2teau. Tout pour la coh\u00e9sion sociale. Cela rappelle un peu les Babbelcaf\u00e9s de Colruyt<\/strong>, mais l\u00e0, les gens restent sur leur chaise.<\/p>\n\n\n\n

\u00c0 Zaandam, les managers d\u2019Albert Heijn<\/strong>\u00a0r\u00e9fl\u00e9chissent f\u00e9brilement \u00e0 une r\u00e9ponse appropri\u00e9e depuis lundi matin. Heureusement, l\u2019action tient le choc. Peut-\u00eatre gr\u00e2ce \u00e0 un nouveau coup de ma\u00eetre de Frans Muller et de son \u00e9quipe, qui ont mis la main sur une p\u00e9pite Lidl gratuitement. L\u2019ex-patron des achats du discounter affirme qu\u2019il\u00a0n\u2019a pas perdu son \u00ab\u00a0ADN de prix bas\u00a0\u00bb.<\/a> Connu pour \u00eatre un n\u00e9gociateur acharn\u00e9, il est \u00e9videmment parfaitement au courant des conditions d\u2019achat que Neckarsulm a r\u00e9ussi \u00e0 arracher \u00e0 ses fournisseurs. La concurrence est avertie \u2013 et les marques aussi\u00a0: les prix vont baisser\u2009!<\/p>\n\n\n\n

Bombe<\/h2>\n\n\n\n

En termes de mouvements inattendus sur le grand \u00e9chiquier de la distribution alimentaire, Muller n\u2019en est pas \u00e0 son coup d\u2019essai. Car c\u2019est une vraie bombe qui a explos\u00e9 ce matin\u2009! En toute discr\u00e9tion, Ahold Delhaize<\/strong> aurait tent\u00e9 de racheter son concurrent Carrefour<\/strong> pour une bouch\u00e9e de pain<\/a>. Quand La Lettre l\u2019\u00e9crit, ce n\u2019est g\u00e9n\u00e9ralement pas du vent : on a ici affaire \u00e0 des cadors du journalisme d\u2019investigation. Et oui : Carrefour n\u2019est pas cher. Alexandre Bompard n\u2019arrive pas \u00e0 faire remonter le cours de l\u2019action. Il a besoin d\u2019un deal.<\/p>\n\n\n\n

Malheureusement pour lui, il y a la loi et des objections pratiques : en Belgique et en Roumanie, la domination du groupe deviendrait vraiment excessive. De plus, on peut parier que la sc\u00e8ne politique fran\u00e7aise se serait \u00e0 nouveau drap\u00e9e dans son chauvinisme traditionnel : m\u00eame s\u2019il y a de l\u2019usure, on ne vend pas un joyau de sa couronne \u00e0 un Hollandais. \u00c0 se demander pourquoi ils ont cru ne serait-ce qu\u2019une seconde que ces n\u00e9gociations pouvaient d\u00e9boucher sur quelque chose. Quoique… Et si Frans n\u2019avait voulu que quelques morceaux bien savoureux, comme le Br\u00e9sil et l\u2019Espagne\u2009?<\/p>\n\n\n\n

Fake News<\/h2>\n\n\n\n

La nouvelle campagne de Belhaize vous a fait sourire\u2009? Salade pour moi<\/em>, Tomaaate about you<\/em>, The best is yet to concombre<\/em>… Bien trouv\u00e9, mais n\u2019en croyez rien\u00a0: ce sont des\u00a0fake news.<\/em> Des mensonges, en d\u2019autres termes. Comme la revendication belg\u00e9tarienne de Carrefour, ou les drapeaux belges dans le\u00a0d\u00e9pliant d\u2019Aldi\u00a0<\/strong>: des \u00e9crans de fum\u00e9e, des miroirs aux alouettes. Et ce n\u2019est pas moi qui le dis, mais la Fevia, la f\u00e9d\u00e9ration de l\u2019industrie alimentaire\u00a0: nos cha\u00eenes de supermarch\u00e9s s\u2019approvisionnent de plus en plus \u00e0 l\u2019\u00e9tranger. Et s\u2019ils ach\u00e8tent en Belgique,\u00a0ils pressent leurs fournisseurs comme des citrons m\u00fbrs<\/a>.<\/p>\n\n\n\n

Car oui, avec 6.000 agriculteurs et 7.500 entreprises agroalimentaires confront\u00e9s \u00e0 seulement sept centres d\u2019achat de treize cha\u00eenes de supermarch\u00e9s, le rapport de force est probl\u00e9matique. Les producteurs craignent \u00e9galement des repr\u00e9sailles s\u2019ils d\u00e9noncent des abus, car les retailers ont la dent dure, c\u2019est bien connu. Il devrait donc exister une sorte de service de m\u00e9diation. Car\u00a0il vaut mieux \u00e9viter d\u2019intenter \u00e0 un proc\u00e8s \u00e0 l\u2019un de ses plus gros clients, comme Heineken<\/strong>\u00a0a pu s\u2019en rendre compte r\u00e9cemment :\u00a0le P\u00e9ril Jaune peut continuer \u00e0 boycotter \u00e0 sa guise<\/a> puisqu\u2019il ach\u00e8te d\u00e9sormais par l\u2019interm\u00e9diaire d\u2019Everest. L\u2019ancien contrat est donc caduc. Le pr\u00e9c\u00e9dent est int\u00e9ressant.<\/p>\n\n\n\n

Un marteau et un burin<\/h2>\n\n\n\n

Acheter des l\u00e9gumes \u00e0 l\u2019\u00e9tranger, c\u2019est facile. Les produits de marque, c\u2019est un autre probl\u00e8me. Cette semaine, Picnic\u00a0<\/strong>vend du\u00a0Nutella<\/strong>\u00a0et du\u00a0Coca-Cola<\/strong>\u00a0\u00e0 prix cass\u00e9s en provenance d\u2019Allemagne, mais ce petit acteur en ligne peut encore se permettre d\u2019apposer manuellement un autocollant en n\u00e9erlandais sur tous ses emballages<\/a>. C\u2019est loin d\u2019\u00eatre une co\u00efncidence, mais les m\u00e9dias qui ont annonc\u00e9 cette semaine que les supermarch\u00e9s seraient d\u00e9sormais en mesure de\u00a0s\u2019approvisionnersans probl\u00e8me \u00e0 peu pr\u00e8s partout dans le monde ont tir\u00e9 des conclusions pr\u00e9matur\u00e9es, c\u2019est le moins que l\u2019on puisse dire.<\/p>\n\n\n\n

Car, \u00e0 en juger par la\u00a0Strat\u00e9gie pour le march\u00e9 unique <\/em>publi\u00e9e r\u00e9cemment, la Commission europ\u00e9enne a en effet revu ses ambitions \u00e0 la baisse en ce qui concerne les restrictions territoriales de l\u2019offre tant d\u00e9nonc\u00e9es par les supermarch\u00e9s (et obstin\u00e9ment ni\u00e9es par les fabricants). Les retailers ne sont pas impressionn\u00e9s, d\u2019autant plus qu\u2019une version pr\u00e9c\u00e9dente de ce document qui a fuit\u00e9 semblait vouloir aller beaucoup plus loin\u00a0: il\u00a0n\u2019y aura pas de l\u00e9gislation, encore moins d\u2019interdiction explicite<\/a>, mais seulement des \u00ab\u00a0outils\u00a0\u00bb. Lire\u00a0: les murs seront d\u00e9molis \u00ab\u00a0au marteau et au burin\u00a0\u00bb. Du Parkside\u2009? Nous sommes sauv\u00e9s. Pas vous\u2009? \u00c0 la semaine prochaine\u2009!<\/p>\n\n\n\n

\n
L’actualit\u00e9 alimentaire dans votre bo\u00eete aux lettres \u00e9lectronique tous les vendredis ? Abonnez-vous gratuitement \u00e0 notre lettre d’information ici !<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Vous avez entendu cette bombe exploser\u2009? Pourtant, aucun mur n\u2019a \u00e9t\u00e9 abattu dans notre Europe divis\u00e9e. Un Filet Pur riche en non-sens.<\/p>\n","protected":false},"author":3,"featured_media":119294,"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":[124,123,203,87,201,196,130,217,204,545],"topic":[205,386],"region":[],"class_list":["post-119334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ahold-delhaize","company-albert-heijn","company-aldi","company-carrefour","company-colruyt","company-delhaize","company-heineken","company-jumbo","company-lidl","company-picnic","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"\n[Filet Pur] Non-sens - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Filet Pur, la rubrique du vendredi de RetailDetail Food, r\u00e9sume pour 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