{"id":127341,"date":"2025-09-04T12:29:20","date_gmt":"2025-09-04T10:29:20","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=127341"},"modified":"2025-09-04T12:29:21","modified_gmt":"2025-09-04T10:29:21","slug":"coca-cola-marque-fmcg-la-plus-forte-en-belgique-lays-en-tete-aux-pays-bas","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/coca-cola-marque-fmcg-la-plus-forte-en-belgique-lays-en-tete-aux-pays-bas\/","title":{"rendered":"Coca-Cola, marque FMCG la plus forte en Belgique, Lay&rsquo;s en t\u00eate aux Pays-Bas"},"content":{"rendered":"\n<p>La moiti\u00e9 des marques nationales ont vu leur valeur augmenter l&rsquo;ann\u00e9e derni\u00e8re, et pas seulement celles auxquelles on s&rsquo;attendait. Les consommateurs europ\u00e9ens se rendent moins souvent au supermarch\u00e9 et restent sensibles aux prix, ce qui favorise les discounters et les marques de distributeur sur diff\u00e9rents march\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La moiti\u00e9 des marques en croissance<\/h2>\n\n\n\n<p>Depuis treize ans, le bureau d&rsquo;\u00e9tudes Kantar publie, en collaboration avec YouGov, le \u00ab Brand Footprint \u00bb, une \u00e9tude mondiale sur les marques FMCG les plus fortes. Ce classement donne un aper\u00e7u des pr\u00e9f\u00e9rences des acheteurs et montre les marques qui se retrouvent le plus souvent dans les paniers individuels. Les bureaux d&rsquo;\u00e9tudes utilisent un score bas\u00e9 sur les \u00ab Consumer Reach Points \u00bb (CRP), qui combinent la population, la p\u00e9n\u00e9tration et le choix des consommateurs. Un CRP repr\u00e9sente un choix et refl\u00e8te la force d&rsquo;une marque en fonction du nombre de fois o\u00f9 elle est choisie par les acheteurs.<\/p>\n\n\n\n<p>Selon le nouveau rapport, plus de la moiti\u00e9 des marques de produits de grande consommation en Europe ont vu leur valeur augmenter. Ce succ\u00e8s n&rsquo;\u00e9tait pas r\u00e9serv\u00e9 aux plus grands acteurs : 53 % des grandes marques, 52 % des marques moyennes et 51 % des petites marques ont vu leurs Consumer Reach Points augmenter. Parmi les marques qui ont connu une croissance, 84 % l&rsquo;ont fait en augmentant leur p\u00e9n\u00e9tration, en touchant davantage de m\u00e9nages et en \u00e9tant choisies plus souvent. Les marques locales et r\u00e9gionales ont repr\u00e9sent\u00e9 63 % des d\u00e9penses totales en Europe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins de visites en magasin<\/h2>\n\n\n\n<p>Une tendance frappante : l&rsquo;\u00e9tude constate une diminution des visites en magasin. Les consommateurs se sont rendus moins souvent en magasin, ce qui signifie que les marques ont \u00e9galement eu moins d&rsquo;occasions de se d\u00e9marquer au moment d\u00e9cisif. Lorsque les consommateurs se sont rendus en magasin, leur panier \u00e9tait toutefois plus rempli. Les magasins discount ont continu\u00e9 \u00e0 gagner des parts de march\u00e9. Sur des march\u00e9s tels que les Pays-Bas, l&rsquo;Allemagne et le Danemark, la pr\u00e9f\u00e9rence pour les marques \u00e9tait sous pression en 2024. Les marques de distributeur ont gagn\u00e9 du terrain gr\u00e2ce \u00e0 leur excellent rapport qualit\u00e9-prix. Seuls 33 % des acheteurs europ\u00e9ens se sont d\u00e9clar\u00e9s pr\u00eats \u00e0 payer plus cher pour un article de marque A.<\/p>\n\n\n\n<p>Au niveau mondial, Coca-Cola occupe la premi\u00e8re place de ce classement depuis treize ans, mais qu&rsquo;en est-il au Benelux ? Dans le top 10 belge, Coca-Cola se dispute la premi\u00e8re place avec Lay&rsquo;s. Dr. Oetker gagne deux places, tandis que Knorr en perd deux. Aux Pays-Bas, Lay&rsquo;s d\u00e9passe Campina et se hisse \u00e0 la premi\u00e8re place. Arla gagne cinq places et Bolletje en perd trois.<\/p>\n\n\n\n<p><strong>Les marques FMCG les plus souvent choisies<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Belgique<\/strong><\/td><td><strong>Pays-Bas<\/strong><\/td><\/tr><tr><td>1 Coca-Cola<\/td><td>1 Lay\u2019s<\/td><\/tr><tr><td>2 Lay\u2019s<\/td><td>2 Campina<\/td><\/tr><tr><td>3 Lotus<\/td><td>3 Unox<\/td><\/tr><tr><td>4 La Lorraine<\/td><td>4 Coca-Cola<\/td><\/tr><tr><td>5 C\u00f4te d\u2019Or<\/td><td>5 Dr. Oetker<\/td><\/tr><tr><td>6 Spa<\/td><td>6 Optimel<\/td><\/tr><tr><td>7 Alpro<\/td><td>7 Honig<\/td><\/tr><tr><td>8 Dr. Oetker<\/td><td>8 Melkunie<\/td><\/tr><tr><td>9 Devos Lemmens<\/td><td>9 Arla<\/td><\/tr><tr><td>10 Knorr<\/td><td>10 Bolletje<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><em>(Source : YouGov\/Kantar Brand Footprint Europe Report)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La moiti\u00e9 des marques nationales ont vu leur valeur augmenter l&rsquo;ann\u00e9e derni\u00e8re, et pas seulement celles auxquelles on s&rsquo;attendait. Les consommateurs europ\u00e9ens se rendent moins souvent au supermarch\u00e9 et restent sensibles aux prix, ce qui favorise les discounters et les marques de distributeur sur diff\u00e9rents march\u00e9s. La moiti\u00e9 des marques en croissance Depuis treize ans, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":127339,"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":[222,235],"topic":[488],"region":[324],"class_list":["post-127341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-coca-cola","company-pepsico","topic-marketing","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola, marque FMCG la plus forte en Belgique, Lay&#039;s en t\u00eate aux Pays-Bas - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La moiti\u00e9 des 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