{"id":13498,"date":"2016-05-25T10:36:27","date_gmt":"2016-05-25T10:36:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/ne-pas-sous-estimer-la-puissance-des-marques-locales\/"},"modified":"2016-05-25T10:36:27","modified_gmt":"2016-05-25T10:36:27","slug":"ne-pas-sous-estimer-la-puissance-des-marques-locales","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/ne-pas-sous-estimer-la-puissance-des-marques-locales\/","title":{"rendered":"A ne pas sous-estimer : la puissance des marques locales"},"content":{"rendered":"

Les marques locales dans le secteur FMCG progressent plus vite que leurs concurrents multinationaux. Coca-Cola <\/strong>reste la marque la plus populaire au monde, mais Colgate<\/strong> est la seule marque ayant une p\u00e9n\u00e9tration globale de plus de 50%.<\/p>\n

<\/p>\n

58% de la croissance du march\u00e9<\/h2>\n

En 2015 les marques FMCG locales et r\u00e9gionales repr\u00e9sentaient 46% des d\u00e9penses totales des consommateurs. Plus de la moiti\u00e9 (58%) de la croissance totale du march\u00e9 est attribuable aux marques locales. L\u2019an dernier les acteurs locaux ont progress\u00e9 de 6,2%, alors que les marques multinationales n\u2019ont progress\u00e9 que de 3,4%. C\u2019est ce qui ressort du dernier rapport \u2018Brand Footprint\u2019 de Kantar Worldpanel<\/a>.<\/p>\n

\nCe rapport a analys\u00e9 300 milliards de d\u00e9cisions d\u2019achat d\u2019un milliard de m\u00e9nages dans 44 pays sur cinq continents, afin d\u2019\u00e9valuer la fr\u00e9quence \u00e0 laquelle une marque a \u00e9t\u00e9 choisie par les consommateurs dans le courant de l\u2019ann\u00e9e 2015.<\/p>\n

\nPotentiel de croissance\u00a0dans l’e-commerce<\/h2>\n

Les marques locales sont solidement implant\u00e9es surtout en Asie, en Am\u00e9rique latine et dans certaines parties d\u2019Europe, comme l\u2019Espagne. En Chine les marques locales repr\u00e9sentent 75% des d\u00e9cisions d\u2019achat. Les trois marques locales les plus fortes de 2015 sont chinoises : Yili<\/strong>, Mengnui<\/strong> et Bright<\/strong>.<\/p>\n

\nCela ne signifie pas pour autant que les marques mondiales n\u2019ont pas d\u2019avenir. Au sein du top 10 Lifebuoy<\/strong> (Unileve<\/strong>r), Lay\u2019s <\/strong>(PepsiCo<\/strong>) et Dove <\/strong>(Unilever) sont parvenus \u00e0 augmenter leur score et \u00e0 grimper au moins d\u2019une place au classement de Kantar Worldpanel. L\u2019e-commerce en particulier rec\u00e8le un beau potentiel de croissance pour les marques mondiales : elles y sont dominantes.<\/p>\n

\nCoca-Cola en t\u00eate<\/h2>\n

Il y a encore des valeurs s\u00fbres : Coca-Cola <\/strong>reste la marque la plus populaire au monde et figure \u00e0 la premi\u00e8re place dans dix pays. Colgate<\/strong> est le leader mondial dans le domaine \u2018sant\u00e9 & beaut\u00e9\u2019 et Downy<\/strong> est la marque n\u00b0 1 des produits m\u00e9nagers.<\/p>\n

\u00a0<\/p>\n

Parmi les marques ayant connu une forte croissance, on retrouve la marque italienne de p\u00e2tes Barilla<\/strong>, qui a bondi de cinq places dans le hitparade des marques. La marque de dentifrice Close-Up <\/strong>d\u2019Unilever est mont\u00e9e de cinq places au Moyen-Orient et Dettol<\/strong> se rapproche du top 50. Colgate <\/strong>pour la deuxi\u00e8me ann\u00e9e cons\u00e9cutive est parvenu \u00e0 attirer le plus grand nombre de nouveaux acheteurs et est la seule marque au monde achet\u00e9e par plus de la moiti\u00e9 des m\u00e9nages. La marque de nouilles indon\u00e9siennes Indomie<\/strong> int\u00e8gre le top 10.<\/p>\n

\nLe top 10 des marques mondiales selon Kantar Worldpanel<\/h2>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\u00a0Place<\/strong><\/td>\n\u00a0Marque<\/strong><\/td>\n\u00a0Fabricant<\/strong><\/td>\n<\/tr>\n
\u00a01<\/td>\n\u00a0Coca-Cola<\/td>\n\u00a0The Coca-Cola Company<\/td>\n<\/tr>\n
\u00a02<\/td>\n\u00a0Colgate<\/td>\n\u00a0Colgate-Palmolive<\/td>\n<\/tr>\n
\u00a03<\/td>\n\u00a0Lifebuoy<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a04<\/td>\n\u00a0Maggi<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a05<\/td>\n\u00a0Lay’s<\/td>\n\u00a0PepsiCo<\/td>\n<\/tr>\n
\u00a06<\/td>\n\u00a0Pepsi<\/td>\n\u00a0PepsiCo<\/td>\n<\/tr>\n
\u00a07<\/td>\n\u00a0Nescaf\u00e9<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a08<\/td>\n\u00a0Indomie<\/td>\n\u00a0Indofood<\/td>\n<\/tr>\n
\u00a09<\/td>\n\u00a0Knorr<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a010<\/td>\n\u00a0Dove<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Les marques locales dans le secteur FMCG progressent plus vite que leurs concurrents multinationaux. Coca-Cola reste la marque la plus populaire au monde, mais Colgate est la seule marque ayant une p\u00e9n\u00e9tration globale de plus de 50%. 58% de la croissance du march\u00e9 En 2015 les marques FMCG locales et r\u00e9gionales repr\u00e9sentaient 46% des d\u00e9penses […]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[],"company":[],"topic":[],"region":[],"class_list":["post-13498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nA ne pas sous-estimer : la puissance des marques locales - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/ne-pas-sous-estimer-la-puissance-des-marques-locales\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A ne pas sous-estimer : la puissance des marques locales - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Les marques locales dans le secteur FMCG progressent plus vite que leurs concurrents multinationaux. 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