{"id":142191,"date":"2026-02-13T15:52:53","date_gmt":"2026-02-13T14:52:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142191"},"modified":"2026-02-13T16:06:20","modified_gmt":"2026-02-13T15:06:20","slug":"filet-pur-leader-laconique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-leader-laconique\/","title":{"rendered":"[Filet Pur] Leader laconique"},"content":{"rendered":"\n<p>L\u2019aversion aux pertes met les multinationales sur la d\u00e9fensive, tandis que les consommateurs se d\u00e9tournent de leurs trop ch\u00e8res marques \u2013 et de l\u2019alcool. Pas de petits c\u0153urs ni de rose dans ce Filet Pur, qui met \u00e0 l\u2019honneur l\u2019humoriste le plus sous-estim\u00e9 du foodretail europ\u00e9en.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Th\u00e9rapie de couple<\/h2>\n\n\n\n<p>Vous aussi ? Les nombreux messages de Saint-Valentin que j\u2019ai re\u00e7us ce matin dans ma bo\u00eete mail et sur mes r\u00e9seaux sociaux m\u2019ont laiss\u00e9 un ind\u00e9finissable sentiment de vertige agr\u00e9ment\u00e9 d\u2019un l\u00e9ger mal de t\u00eate. Car si certains sp\u00e9cialistes du marketing tentent de prendre en otage cette c\u00e9l\u00e9bration commerciale de l\u2019amour avec un peu trop d\u2019empressement, c\u2019est ind\u00e9niable&nbsp;: love is in the air !&nbsp;<strong>Kraft <\/strong>et <strong>Heinz<\/strong> <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/kraft-heinz-schort-splitsingsplannen-op\/\">voudraient par exemple donner une nouvelle chance \u00e0 leur mariage de convenance<\/a>. La th\u00e9rapie de couple a bien fonctionn\u00e9, manifestement.<\/p>\n\n\n\n<p>Parce qu\u2019on ne peut pas dire que les r\u00e9sultats s\u2019am\u00e9liorent. S\u2019agit-il d&rsquo;un nouvel exemple d&rsquo;aversion aux pertes, ce principe psychologique issu de l&rsquo;\u00e9conomie comportementale selon lequel la peur de perdre quelque chose p\u00e8se environ deux fois plus lourd que la perspective de gagner quelque chose ? La crainte qu\u2019une s\u00e9paration fasse souffrir ? Dans la pratique, cela semble supportable\u00a0: OK,\u00a0<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/magnum-ziet-winst-dalen-na-scheiding-van-unilever\/\">la scission a pes\u00e9 sur les b\u00e9n\u00e9fices<\/a> de <strong>Magnum, <\/strong>mais ce n\u2019est que temporaire, et\u00a0<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/unilever-boost-winst-zonder-magnum\/\">le chiffre est en hausse<\/a> chez <strong>Unilever<\/strong>, bien que la multinationale temp\u00e8re ses attentes pour l&rsquo;ann\u00e9e en cours.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tao\u00efstes et sto\u00efciens<\/h2>\n\n\n\n<p>Mais \u00e7a, c\u2019est le cas chez tout le monde. Vous avez vu les r\u00e9sultats des brasseurs&nbsp;? Les f\u00fbts sont vides. Chez <strong>Heineken<\/strong>, cela se traduit par une <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/heineken-supprime-jusqua-6-000-emplois-apres-une-annee-morose\/\">restructuration sans pr\u00e9c\u00e9dent<\/a>, chez <strong>AB InBev,<\/strong> <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/ab-inbev-mise-sur-une-annee-sportive-alors-que-la-consommation-de-biere-recule\/\">on esp\u00e8re que l\u2019\u00e9t\u00e9 sportif sera lucratif<\/a> et <strong>Carlsberg<\/strong> <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carlsberg-depasse-les-attentes-mais-met-en-garde-contre-une-annee-2026-difficile\/\">doit exclusivement sa croissance aux boissons non alcoolis\u00e9es<\/a>. Les gens ne boivent plus de bi\u00e8re. Mais que boivent-ils alors&nbsp;? Parce que <strong>Coca-Cola<\/strong> tire \u00e9galement la sonnette d\u2019alarme&nbsp;: les consommateurs en ont assez des augmentations de prix&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/ralentissement-de-la-croissance-chez-coca-cola-un-signe-de-levolution-des-preferences-des-consommateurs\/\">et pr\u00e9f\u00e8rent les marques de distributeurs moins ch\u00e8res<\/a>. Oui, c\u2019est tout le probl\u00e8me&#8230; Les pr\u00e9f\u00e9rences des consommateurs \u00e9voluent de mani\u00e8re si spectaculaire qu\u2019il faut d\u00e9sormais se demander si les grandes multinationales seront suffisamment agiles pour y faire face. &nbsp;\u00ab&nbsp;Si vous ne changez pas de cap, vous risquez de vous retrouver l\u00e0 o\u00f9 vous allez&nbsp;\u00bb, disait d\u00e9j\u00e0 le vieux tao\u00efste chinois Lao Tse.<\/p>\n\n\n\n<p>Certains retailers voient en revanche la vie en rose. Les r\u00e9sultats annuels \u00e0 nouveau excellents d\u2019<strong>Ahold Delhaize<\/strong> l\u2019ont encore d\u00e9montr\u00e9 cette semaine. Avec une petite note&nbsp;: beaucoup de gens pensent que Frans Muller, costume cintr\u00e9 et visage impassible, est un sto\u00efcien pur jus, alors que les initi\u00e9s savent qu\u2019au plus profond fond de lui, c\u2019est un humoriste de premier ordre dot\u00e9 d\u2019un sens particulier de l\u2019ironie. Une fois de plus, il n\u2019a pas d\u00e9\u00e7u&nbsp;: &nbsp;\u00ab&nbsp;<a href=\"https:\/\/www.nu.nl\/economie\/6385650\/ahold-gaat-door-met-bekritiseerde-stapelkortingen-klanten-zijn-zeer-intelligent.html\">Nous pensons que les clients sont tr\u00e8s intelligents<\/a>&nbsp;\u00bb, a ainsi confi\u00e9 laconiquement le CEO \u00e0 un journaliste de nu.nl.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Fou rire<\/h2>\n\n\n\n<p>Je ne m\u2019en remets pas. O\u00f9 les trouve-t-il&nbsp;? On imagine tr\u00e8s bien son expression impassible au moment il prononce ces paroles hilarantes. Car c\u2019est bien l\u00e0 l&rsquo;astuce&nbsp;: ne pas \u00eatre soi-m\u00eame pris d&rsquo;un fou rire quand on d\u00e9bite ces absurdit\u00e9s. Et Muller est pass\u00e9 ma\u00eetre en la mati\u00e8re. Chapeau&nbsp;! De quoi s\u2019agissait-il exactement&nbsp;? La question \u00e9tait&nbsp;: <strong>Albert Heijn<\/strong> envisage-t-il de suivre l\u2019exemple de <strong>Lidl <\/strong>aux Pays-Bas et de mettre fin aux promotions trompeuses&nbsp;? Non, donc.<\/p>\n\n\n\n<p>Parce que les consommateurs sont si malins&nbsp;? Bien s\u00fbr que non. La plupart des gens sont nuls en calcul mental, n\u2019ont aucune id\u00e9e de la remise r\u00e9elle que repr\u00e9sente une offre 2+1 gratuit et ne suivent pas les prix sur plusieurs mois. En bref, ils demandent \u00e0 \u00eatre tromp\u00e9s, et, tout commer\u00e7ant se doit r\u00e9pondre \u00e0 cette demande. C\u2019est comme \u00e7a, non&nbsp;? Nous sommes rassur\u00e9s&nbsp;: des deux c\u00f4t\u00e9s de la fronti\u00e8re, B\u00e9bert va continuer \u00e0 empiler les remises. Ce n\u2019est qu\u2019une question de temps avant qu\u2019ils sortent un 1+6 gratuits.&nbsp;<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/ahold-delhaize-houdt-de-marges-op-peil\/\">Tout gardant leurs marges \u00e0 niveau<\/a>&nbsp;: la performance, elle est l\u00e0. Ou la ruse.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Formule magique<\/h2>\n\n\n\n<p>Un chiffre notable dans ce rapport financier&nbsp;: les ventes en ligne ont augment\u00e9 de 13,3%. Et m\u00eame de 22,8% aux \u00c9tats-Unis, au quatri\u00e8me trimestre. Et surtout&nbsp;: elles sont rentables. Impressionnant. Le retailer semble avoir trouv\u00e9 la formule magique de la croissance rentable dans l\u2019e-commerce. Comment&nbsp;? Pour utiliser des mots \u00e0 la mode&nbsp;: en misant sur une strat\u00e9gie <em>omnichannel <\/em>qui laisse un r\u00f4le important au <em>click&amp;collect <\/em>dans les magasins et aux partenariats avec des tiers (comme que <strong>Doordash<\/strong> et <strong>Instacart<\/strong>) pour la livraison. Une formule appel\u00e9e \u00e0 bient\u00f4t traverser l\u2019Atlantique&nbsp;?<\/p>\n\n\n\n<p>Qui sait&#8230; La croissance en ligne d\u2019Albert Heijn est impressionnante, et il en va de m\u00eame pour <strong>Delhaize<\/strong>&nbsp;:&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-commerce-electronique-connait-une-croissance-fulgurante-chez-delhaize\/\">une s\u00e9rieuse acc\u00e9l\u00e9ration<\/a>, apprenons-nous, gr\u00e2ce notamment \u00e0 une approche qui permet aux magasins en ligne et physiques de se renforcer mutuellement, avec un r\u00f4le important pour les franchis\u00e9s. Si cela vous intrigue, r\u00e9servez vite votre billet pour <a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/omnichannel-e-commerce-congress-2026\/\">RetailDetail Omnichannel &amp; E-Commerce Congress<\/a> du 19 mars \u00e0 Bruxelles : Jennifer Nemry, VP e-commerce, foodservice &amp; data, sera pr\u00e9sente pour en dire plus sur les projets et les ambitions des Lions. On s\u2019y voit&nbsp;?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Inqui\u00e9tant<\/h2>\n\n\n\n<p>Par ailleurs, un autre acteur du foodretail europ\u00e9en ourdit de noirs projets. Bon, il n\u2019a pas l\u2019humour de Frans Muller, et son bilan jusqu\u2019\u00e0 pr\u00e9sent n\u2019est pas fameux non plus, mais il a l\u2019air d\u2019\u00eatre <em>gars sympa.<\/em> En tout cas, il a trouv\u00e9 un acheteur&nbsp;<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-verkoopt-roemeense-activiteiten-aan-paval-holding\/\">pour les 478 magasins roumains dont il voulait se d\u00e9barrasser<\/a>. Mais Monsieur Bompard, puisque c\u2019est de lui qu\u2019il s\u2019agit, y a ajout\u00e9 une remarque inqui\u00e9tante&nbsp;: &nbsp;\u00ab&nbsp;Nous poursuivons notre recentrage sur nos trois pays cl\u00e9s.&nbsp;\u00bb<\/p>\n\n\n\n<p>Trois, vous avez bien lu. Cela laisse pr\u00e9sager le pire pour <strong>Carrefour<\/strong> Belgique, non&nbsp;? Mais bon, avec leurs mailings sur leur offre \u00ab&nbsp;transversale&nbsp;\u00bb pour la Saint-Valentin, ils se condamnent un peu eux-m\u00eames. Le retailer d\u00e9voilera son nouveau plan strat\u00e9gique mercredi prochain. Curieux de savoir s\u2019ils continueront \u00e0 trouver Alexandre aussi sympa \u00e0 Zaventem apr\u00e8s. Le suspense est \u00e0 son comble. \u00c0 la semaine prochaine&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019aversion aux pertes met les multinationales sur la d\u00e9fensive, tandis que les consommateurs se d\u00e9tournent de leurs trop ch\u00e8res marques \u2013 et de l\u2019alcool. Pas de petits c\u0153urs ni de rose dans ce Filet Pur, qui met \u00e0 l\u2019honneur l\u2019humoriste le plus sous-estim\u00e9 du foodretail europ\u00e9en.<\/p>\n","protected":false},"author":3,"featured_media":142190,"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":[241,124,123,87,222,196,130,959,1813,260],"topic":[205,386],"region":[],"class_list":["post-142191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ab-inbev","company-ahold-delhaize","company-albert-heijn","company-carrefour","company-coca-cola","company-delhaize","company-heineken","company-kraft-heinz","company-magnum-ice-cream-company","company-unilever","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- 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