{"id":140044,"date":"2026-01-16T16:24:35","date_gmt":"2026-01-16T15:24:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=140044"},"modified":"2026-01-16T16:40:41","modified_gmt":"2026-01-16T15:40:41","slug":"filet-pur-superlatifs-en-soldes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-superlatifs-en-soldes\/","title":{"rendered":"[Filet Pur] Superlatifs en soldes"},"content":{"rendered":"\n<p>Le P\u00e9ril Jaune voit la vie un peu trop en rose, des chiffres sensibles sont de plus en plus souvent gard\u00e9s secrets et un hard-discounter habituellement performant tombe sur un os&#8230; Filet Pur appuie l\u00e0 o\u00f9 \u00e7a fait mal.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Paroles&#8230;<\/h2>\n\n\n\n<p>C\u2019est un communiqu\u00e9 de presse d\u00e9bordant d\u2019enthousiasme et de positivisme que nous avons vu arriver dans notre bo\u00eete aux lettres \u00e0 11 heures le lundi matin. Un communiqu\u00e9 dans lequel on se f\u00e9licite d\u2019une \u00ab&nbsp;nette augmentation de la satisfaction des clients&nbsp;\u00bb et d\u2019une&nbsp;\u00ab&nbsp;tendance \u00e0 la hausse&nbsp;\u00bb gr\u00e2ce \u00e0 une nouvelle strat\u00e9gie commerciale g\u00e9niale. Comme si les superlatifs \u00e9taient en soldes. Mais il contenait aussi des chiffres. Qui racontaient une autre histoire.<\/p>\n\n\n\n<p><strong>Jumbo<\/strong> \u2013 car de qui pourrait-il s\u2019agir&nbsp;? \u2013 a l\u2019habitude de pr\u00e9senter les choses sous un jour un peu plus favorables qu\u2019elles le sont en r\u00e9alit\u00e9. Apr\u00e8s tout, on peut d\u00e9j\u00e0 d\u00e9celer une certaine pr\u00e9tention dans l\u2019am\u00e9nagement de leurs magasins. Mais cette tendance \u00e0 enjoliver syst\u00e9matiquement les choses a \u00e9galement le dont d\u2019irriter les journalistes. Car elle nous oblige, paresseux patent\u00e9s que nous sommes, \u00e0 creuser et \u00e0 sortir la calculatrice au lieu de nous contenter de simples copier\/coller. Soupir&#8230; Surtout un lundi matin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Redressement<\/h2>\n\n\n\n<p>Mais quand il faut, il faut. Le grand George Orwell le disait d\u00e9j\u00e0&nbsp;: \u00ab&nbsp;<em>Journalism is printing something that someone does not want printed.&nbsp;Everything else is public relations<\/em>.&nbsp;\u00bb Le journalisme, c\u2019est imprimer quelque chose que quelqu\u2019un ne veut pas voir imprim\u00e9. Sinon, ce sont des relations publiques. Dont acte&#8230; Quand le communiqu\u00e9 de presse parle d\u2019une croissance du chiffre d\u2019affaires,&nbsp;<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/omzet-en-marktaandeel-jumbo-dalen-nog-klanttevredenheid-stijgt\/\">les chiffres font plut\u00f4t \u00e9tat d\u2019une baisse<\/a>. M\u00eame en faisant abstraction de l\u2019inflation et du fait que l\u2019exercice 2025 a b\u00e9n\u00e9fici\u00e9 de plusieurs jours f\u00e9ri\u00e9s lucratifs suppl\u00e9mentaires. Six magasins ont \u00e9t\u00e9 ouverts aux Pays-Bas&nbsp;? Oui, mais sept ont ferm\u00e9. Et la part de march\u00e9 \u00ab&nbsp;d\u2019environ 20 %&nbsp;\u00bb&nbsp;? Selon NielsenIQ, c\u2019est en fait \u00e0 19,9%, soit un nouveau recul de 0,4 point de pourcentage. Le troisi\u00e8me en autant d\u2019ann\u00e9es. En ligne aussi, le retailer perd du terrain.<\/p>\n\n\n\n<p>A\u00efe. Le P\u00e9ril Jaune va-t-il bient\u00f4t tomber dans le rouge&nbsp;? On pourrait le commencer \u00e0 la craindre. Mais alors&nbsp;: pourquoi ce ton enjou\u00e9&nbsp;? Le nombre de clients et leur satisfaction sont en hausse depuis le mois d\u2019avril, peut-on lire. Le redressement serait ainsi amorc\u00e9. Bon, s\u2019ils le disent&#8230; Et bien s\u00fbr, la Belgique sauve les meubles&nbsp;: 25% de croissance, un demi-milliard de chiffre d\u2019affaires gr\u00e2ce \u00e0 sept nouveaux magasins. Pr\u00e8s de 2% de part de march\u00e9 aujourd\u2019hui. Nous saurons si cela suffit fin f\u00e9vrier, quand Jumbo publiera son rapport annuel et ses r\u00e9sultats. Quoi qu\u2019il en soit&nbsp;: avec la nouvelle direction, les choses ne peuvent que s\u2019am\u00e9liorer cette ann\u00e9e, n\u2019est-ce pas&nbsp;?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tranquillou<\/h2>\n\n\n\n<p>Pendant ce temps, le leader <strong>Albert Heijn<\/strong> se rapproche tranquillou des 40% de parts de march\u00e9 aux Pays-Bas&nbsp;: <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/aldi-en-albert-heijn-winnen-marktaandeel-in-nederland\/\">38,2 %.<\/a>&nbsp;Car oui, nous avons \u00e9galement re\u00e7u un communiqu\u00e9 de presse d\u00e9bordant d\u2019autosatisfaction de Zaandam, qui \u00e9grainait les nombreuses r\u00e9alisations de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. C\u2019est vrai qu\u2019ils ont la vie facile sans concurrence digne de ce nom. Au point qu\u2019il doit \u00eatre assez compliqu\u00e9 de se concentrer dans leurs locaux avec les bouchons de champagne qui sautent sans cesse. Je ne serais pas \u00e9tonn\u00e9 que plusieurs collaborateurs souffrent d\u2019acouph\u00e8nes. Mais on ne le saura jamais, car <strong>Ahold Delhaize<\/strong> ne communique pas ces chiffres.<\/p>\n\n\n\n<p>Seul <strong>Aldi<\/strong>, dont la part de march\u00e9 est beaucoup plus faible chez nos voisins du nord que chez nous, a r\u00e9ussi \u00e0 enregistrer une progression significative. Peut-\u00eatre <strong>Lidl <\/strong>aussi, mais nous ne le saurons jamais&nbsp;: le discounter n\u2019autorise plus la publication de ses parts de march\u00e9. Car oui, elle s\u00e9vit aussi outre-Moerdijk&nbsp;: la maladie belge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frexit<\/h2>\n\n\n\n<p>Il y a un an, je r\u00e9v\u00e9lais ici en exclusivit\u00e9 que des collaborateurs sp\u00e9cialis\u00e9s de Nielsen IQ enfermaient chaque mois les chiffres des parts de march\u00e9 pour la Belgique dans une caisse plomb\u00e9e, la coulaient dans du b\u00e9ton, puis descendaient le tout \u00e0 230 m\u00e8tres sous terre, o\u00f9 ils reposaient dans une couche d\u2019argile inerte. Cette ann\u00e9e, selon mes sources habituellement fiables, ils ont adopt\u00e9 une approche diff\u00e9rente&nbsp;: les rapports annuels ont tout simplement \u00e9t\u00e9 cach\u00e9s entre les sapins de No\u00ebls fl\u00e9tris juste avant leur incin\u00e9ration traditionnelle sur la plage de Mariakerke, samedi dernier. Histoire de ne laisser aucun doute. Et aussi de faire moins cher.<\/p>\n\n\n\n<p>Et chez nos voisins du sud&nbsp;? Eh bien on peut y avoir un aper\u00e7u clair des \u00e9volutions des parts de march\u00e9 chaque mois, par groupe et par enseigne. Et nous n\u2019entendons pas pour autant les retailers se plaindre de douleurs insupportables ou de dommages \u00e9conomiques irr\u00e9parables.&nbsp;On apprend ainsi que <strong>Carrefour <\/strong>et <strong>Intermarch\u00e9<\/strong> <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/in-frankrijk-zijn-intermarche-carrefour-en-u-de-winnaars-van-2025\/\">profitent d\u2019acquisitions de concurrents<\/a>&nbsp;qui pr\u00e9f\u00e8rent jeter le gant. Mais Aldi inqui\u00e8te&nbsp;: cette formule qui a fait ses preuves \u00e0 l\u2019\u00e9chelle mondiale n\u2019arrive pas \u00e0 trouver ses marques en France.&nbsp;<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/aldi-ontkent-plannen-om-zich-uit-frankrijk-terug-te-trekken\/\">Les rumeurs d\u2019un Frexit se multiplient<\/a>. Le retailer d\u00e9ment. \u00c9videmment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pouss\u00e9e de croissance<\/h2>\n\n\n\n<p>Nous serons curieux de d\u00e9couvrir les petits tremblements de terre qui nous attendent encore en Belgique \u00e0 pr\u00e9sent que la bataille pour le client dominical fait rage. Carrefour est ambitieux pour ses hypermarch\u00e9s le jour du Seigneur. Notamment dans le non-food.\u00a0<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-trapt-veralgemeende-zondagsopening-af-met-gratis-koffiekoeken\/\">Avec pour app\u00e2ter le chaland\u00a0: des viennoiseries gratuites<\/a>. Comme investissement marketing, c\u2019est modeste, mais bon. <\/p>\n\n\n\n<p>Ils sont d\u00e9sormais tout seuls dans le segment des hypermarch\u00e9s puisque le premier des sept <strong>Delhaize<\/strong> install\u00e9s dans les anciens locaux de <strong>Cora<\/strong> ouvrira ses portes la semaine prochaine. Y compris le dimanche, peut-on supposer. Le d\u00e9but d\u2019une fameuse pouss\u00e9e de croissance pour le num\u00e9ro deux, encore la ris\u00e9e du secteur il y a trois ans. Comme quoi&#8230; Quand la vitesse du changement change, il faut changer de vitesse. Ou quelque chose comme \u00e7a. Qui se sent vis\u00e9\u00a0? \u00c0 la semaine prochaine\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le P\u00e9ril Jaune voit la vie un peu trop en rose, des chiffres sensibles sont de plus en plus souvent gard\u00e9s secrets et un hard-discounter habituellement performant tombe sur un os&#8230; Filet Pur appuie l\u00e0 o\u00f9 \u00e7a fait mal.<\/p>\n","protected":false},"author":3,"featured_media":140010,"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":[123,203,87,931,196,624,217],"topic":[205,386],"region":[],"class_list":["post-140044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-albert-heijn","company-aldi","company-carrefour","company-cora","company-delhaize","company-intermarche","company-jumbo","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Filet Pur] Superlatifs en soldes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Filet Pur, la rubrique du vendredi 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