{"id":128006,"date":"2025-09-11T06:00:00","date_gmt":"2025-09-11T04:00:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=128006"},"modified":"2025-09-10T17:54:01","modified_gmt":"2025-09-10T15:54:01","slug":"comment-carrefour-continue-a-developper-son-offre-de-marques-propres","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-carrefour-continue-a-developper-son-offre-de-marques-propres\/","title":{"rendered":"Comment Carrefour continue \u00e0 d\u00e9velopper son offre de marques propres"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(1024 \/ 768)\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-127996\" data-id=\"127996\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4366-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4366-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4366-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4366-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4366-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4366-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-127994\" data-id=\"127994\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4368-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4368-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4368-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4368-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4368-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4368-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-128000\" data-id=\"128000\" data-aspect-ratio=\"768 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4367-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4367-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4367-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4367-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4367-1536x2048.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4367-scaled.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-128004\" data-id=\"128004\" data-aspect-ratio=\"768 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4376-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4376-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4376-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4376-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4376-1536x2048.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4376-scaled.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-127998\" data-id=\"127998\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4372-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4372-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4372-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4372-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4372-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4372-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-127992\" data-id=\"127992\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4360-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4360-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4360-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4360-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4360-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4360-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-128002\" data-id=\"128002\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4373-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4373-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4373-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4373-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4373-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4373-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Alors que <strong>Carrefour <\/strong>en Belgique s&rsquo;en tient \u00e0 sa marque premier prix Simpl afin de renforcer son image en mati\u00e8re de prix, le d\u00e9taillant continue \u00e9galement \u00e0 investir dans son offre \u00ab\u00a0mainstream\u00a0\u00bb et haut de gamme sous marque propre, avec quelques lancements remarquables.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Simpl reste important<\/h2>\n\n\n\n<p>Pr\u00e8s d&rsquo;un produit sur deux scann\u00e9 aux caisses de Carrefour Belgique est une marque propre. En valeur, les marques propres repr\u00e9sentent environ 44 % du chiffre d&rsquo;affaires, explique Karim El Yahtiti, directeur des marques propres, \u00e0 RetailDetail lors du Salon Carrefour o\u00f9 le d\u00e9taillant a pr\u00e9sent\u00e9 cette semaine ses initiatives de fin d&rsquo;ann\u00e9e \u00e0 tous les responsables de magasin. \u00ab Nous voulons encore augmenter cette part de quelques points de pourcentage \u00bb, a-t-il d\u00e9clar\u00e9, sans toutefois s&rsquo;engager sur un objectif concret.<\/p>\n\n\n\n<p>Premi\u00e8re constatation : alors que plusieurs d\u00e9taillants \u2013 dont Delhaize, Albert Heijn et Colruyt Group \u2013 suppriment leurs gammes de produits \u00e0 bas prix ou \u00ab produits blancs \u00bb au profit de r\u00e9f\u00e9rences de marque maison \u00ab grand public \u00bb \u00e0 prix comp\u00e9titifs, Carrefour conserve la marque \u00e9conomique Simpl, qui compte aujourd&rsquo;hui quelque 400 r\u00e9f\u00e9rences. Cette marque joue un r\u00f4le trop important dans la volont\u00e9 du d\u00e9taillant d&rsquo;am\u00e9liorer la perception des prix, d&rsquo;autant plus que la nouvelle mascotte remarquable, le \u00ab Croq&rsquo;Prix \u00bb, joue le r\u00f4le principal dans <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/croq-prix-grignote-les-prix-chez-carrefour\/\">la nouvelle campagne sur les prix <\/a>de cet automne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cahiers des charges exigeants<\/h2>\n\n\n\n<p>Dans l&rsquo;assortiment de la marque propre Carrefour, qui compte pr\u00e8s de 9 000 r\u00e9f\u00e9rences, la cha\u00eene renouvelle chaque ann\u00e9e environ 20 % de son offre. \u00ab Nous modernisons l\u00e0 o\u00f9 c&rsquo;est n\u00e9cessaire, nous faisons appel \u00e0 des panels de d\u00e9gustation, nous am\u00e9liorons les recettes conform\u00e9ment \u00e0 notre strat\u00e9gie Act for Food : composition plus saine, moins de sucre et de sel, attention port\u00e9e aux produits sans gluten, v\u00e9g\u00e9tariens&#8230; Nos cahiers des charges sont tr\u00e8s exigeants ! \u00bb<\/p>\n\n\n\n<p>Le fait que le d\u00e9taillant suive de pr\u00e8s les tendances alimentaires se traduit notamment par le lancement de r\u00e9f\u00e9rences suppl\u00e9mentaires dans la cat\u00e9gorie des nouilles instantan\u00e9es \u2013 tr\u00e8s pris\u00e9es par les jeunes g\u00e9n\u00e9rations \u2013 et d&rsquo;une gamme de produits riches en prot\u00e9ines, avec laquelle Carrefour souhaite toucher non seulement les sportifs, mais aussi des groupes cibles moins \u00e9vidents, tels que les seniors, qui ont \u00e9galement besoin d&rsquo;un apport suffisant en prot\u00e9ines.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab La m\u00eame qualit\u00e9, moiti\u00e9 prix \u00bb<\/h2>\n\n\n\n<p>Entre-temps, les produits biologiques de l&rsquo;acteur du commerce \u00e9lectronique Greenweez \u2013 une filiale de Carrefour \u2013 ont \u00e9galement fait leur apparition dans les rayons des magasins et l&rsquo;offre de substituts v\u00e9g\u00e9taux \u00e0 la viande et aux produits laitiers s&rsquo;est consid\u00e9rablement \u00e9largie. Le lancement d&rsquo;une gamme de lait infantile et de suite en poudre, d\u00e9clin\u00e9e en trois cat\u00e9gories d&rsquo;\u00e2ge, est particuli\u00e8rement remarquable. \u00ab La m\u00eame qualit\u00e9 que la marque A, pour la moiti\u00e9 du prix ! \u00bb La cat\u00e9gorie beaut\u00e9 et soins accueille \u00e9galement de nouvelles r\u00e9f\u00e9rences, dont la marque exclusive Carrefour Nectar Glow.<\/p>\n\n\n\n<p>Mais il ne s&rsquo;agit pas seulement du prix : la marque maison haut de gamme Carrefour S\u00e9lection s&rsquo;\u00e9largit, notamment avec des charcuteries exclusives telles que l&rsquo;Iberico, la Culatta, le Wagyu ou le salami aux truffes. \u00ab Clean label \u00bb, donc sans sel nitrit\u00e9, uniquement avec du sel marin. La gamme de fin d&rsquo;ann\u00e9e comprend des plats pr\u00e9par\u00e9s festifs en portions g\u00e9n\u00e9reuses, des croquettes pr\u00e9cuites pour l&rsquo;airfryer et diff\u00e9rents concepts \u00ab pick &amp; mix \u00bb, notamment dans la cat\u00e9gorie ap\u00e9ritif qui a connu une croissance de 30 % l&rsquo;ann\u00e9e derni\u00e8re. Dans la boulangerie, on trouve du pain au levain de la cha\u00eene de qualit\u00e9 Carrefour.<\/p>\n\n\n\n<p>Enfin, le d\u00e9taillant se pr\u00e9pare \u00e9galement \u00e0 une grande activation de fin septembre \u00e0 fin octobre : cela fait en effet 25 ans que Carrefour s&rsquo;est implant\u00e9 en Belgique, et cet anniversaire sera c\u00e9l\u00e9br\u00e9. Mais les d\u00e9tails \u00e0 ce sujet suivront bient\u00f4t.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que Carrefour en Belgique s&rsquo;en tient \u00e0 sa marque premier prix Simpl afin de renforcer son image en mati\u00e8re de prix, le d\u00e9taillant continue \u00e9galement \u00e0 investir dans son offre \u00ab\u00a0mainstream\u00a0\u00bb et haut de gamme sous marque propre, avec quelques lancements remarquables.<\/p>\n","protected":false},"author":3,"featured_media":127996,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[87],"topic":[488,1303],"region":[226],"class_list":["post-128006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-carrefour","topic-marketing","topic-marques-de-distributeur","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Carrefour continue \u00e0 d\u00e9velopper son offre de marques propres - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Alors que Carrefour en Belgique s&#039;en tient \u00e0 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