{"id":142308,"date":"2026-02-16T16:48:25","date_gmt":"2026-02-16T15:48:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142308"},"modified":"2026-02-16T16:49:59","modified_gmt":"2026-02-16T15:49:59","slug":"comment-coca-cola-mise-sur-une-nouvelle-decennie-de-croissance","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-coca-cola-mise-sur-une-nouvelle-decennie-de-croissance\/","title":{"rendered":"Comment Coca-Cola mise sur une \u00ab nouvelle d\u00e9cennie de croissance \u00bb"},"content":{"rendered":"\n<p><strong>Coca-Cola<\/strong> a enregistr\u00e9 une croissance organique de 5 % en 2025 et souhaite maintenir ce rythme en 2026. Il s&rsquo;agit toutefois d&rsquo;un ralentissement : les boissons classiques affrontent des vents contraires. Le g\u00e9ant mise donc sur la transformation num\u00e9rique et des lancements de produits \u00ab audacieux \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le prix de la croissance<\/h2>\n\n\n\n<p>\u00ab Nous avons une strat\u00e9gie durable et notre piste de d\u00e9collage est longue \u00bb, a d\u00e9clar\u00e9 Henrique Braun, directeur g\u00e9n\u00e9ral et bient\u00f4t PDG. \u00ab Je suis convaincu que nous atteindrons nos objectifs pour 2026 et que nous saisirons les meilleures opportunit\u00e9s qui se pr\u00e9senteront. \u00bb Les analystes ont r\u00e9agi positivement ; Jefferies a qualifi\u00e9 l&rsquo;entreprise de \u00ab pr\u00eate \u00e0 passer \u00e0 la vitesse sup\u00e9rieure \u00bb. <\/p>\n\n\n\n<p>Cette croissance ne se fait toutefois pas sans sacrifices. En janvier, Coca-Cola a annonc\u00e9 la suppression de 75 emplois \u00e0 son si\u00e8ge social d&rsquo;Atlanta, et d&rsquo;autres mesures pourraient suivre. L&rsquo;ancien PDG James Quincey a soulign\u00e9 \u00e0 la fin de l&rsquo;ann\u00e9e derni\u00e8re que l&rsquo;immobilisme n&rsquo;\u00e9tait pas une option. \u00ab Nous voulons <a href=\"https:\/\/www.foodnavigator.com\/Article\/2026\/02\/16\/cocacola-maps-bold-growth-strategy-for-2026\/\">stimuler une nouvelle d\u00e9cennie de croissance<\/a> \u00bb, cite Foodnavigator.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La num\u00e9risation comme priorit\u00e9<\/h2>\n\n\n\n<p>La num\u00e9risation est un pilier important de la strat\u00e9gie. Fin mars, Braun prendra la rel\u00e8ve de Quincey, qui restera pr\u00e9sident. Plus remarquable encore est la nomination de Sedef Salingan Sahin au poste de premi\u00e8re directrice num\u00e9rique. Elle sera charg\u00e9e de diriger la transformation num\u00e9rique de l&rsquo;entreprise et d&rsquo;int\u00e9grer diff\u00e9rentes fonctions. \u00ab Nous nous appuyons r\u00e9solument sur la technologie, les donn\u00e9es et l&rsquo;IA \u00bb, d\u00e9clare Braun. \u00ab Il s&rsquo;agit de transformer une entreprise analogique de longue date en une organisation enti\u00e8rement num\u00e9ris\u00e9e. \u00bb<\/p>\n\n\n\n<p>Les embouteilleurs num\u00e9risent \u00e9galement leurs plateformes de vente afin de se rapprocher des consommateurs et de mieux r\u00e9pondre aux nouvelles tendances. \u00ab Nous voulons non seulement comprendre quelle sera la prochaine proposition, mais aussi comment nous pouvons apporter une valeur ajout\u00e9e \u00bb, explique Braun. \u00ab Nous recrutons la prochaine g\u00e9n\u00e9ration de consommateurs via des plateformes locales et des points de passion. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Besoin de nouveaut\u00e9s<\/h2>\n\n\n\n<p>Outre la num\u00e9risation, Coca-Cola mise \u00e9galement fortement sur les nouveaux produits, maintenant que sa cat\u00e9gorie principale ralentit. Les <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/ralentissement-de-la-croissance-chez-coca-cola-un-signe-de-levolution-des-preferences-des-consommateurs\/\">ventes de Coca-Cola classique ont stagn\u00e9 l&rsquo;ann\u00e9e derni\u00e8re<\/a>, avec m\u00eame des baisses en Am\u00e9rique latine et en Am\u00e9rique du Nord. Les variantes sans sucre, telles que Coke Zero Sugar (+14 %), l&rsquo;eau, les boissons pour sportifs, le caf\u00e9 et le th\u00e9, affichent de meilleurs r\u00e9sultats.<\/p>\n\n\n\n<p>Quincey souhaite donc des \u00ab innovations plus importantes et plus audacieuses \u00bb, telles que Sprite + Tea en Am\u00e9rique du Nord, les m\u00e9langes Bacard\u00ed au Mexique et en Europe, et Powerade Springboks Edition en Afrique du Sud. Coca-Cola joue \u00e9galement la carte de la nostalgie avec des \u00e9ditions limit\u00e9es telles que Coca-Cola Cherry Float, lanc\u00e9e aux \u00c9tats-Unis, au Canada et au Royaume-Uni. \u00ab La nostalgie apporte r\u00e9confort et familiarit\u00e9 en p\u00e9riode d&rsquo;incertitude \u00bb, explique l&rsquo;analyste Baghdadi de GlobalData. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola a enregistr\u00e9 une croissance organique de 5 % en 2025 et souhaite maintenir ce rythme en 2026. Il s&rsquo;agit toutefois d&rsquo;un ralentissement : les boissons classiques affrontent des vents contraires. Le g\u00e9ant mise donc sur la transformation num\u00e9rique et des lancements de produits \u00ab audacieux \u00bb.<\/p>\n","protected":false},"author":5,"featured_media":142309,"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":[18,24],"tags":[],"people":[],"extra":[43],"company":[222],"topic":[631,386,462],"region":[446],"class_list":{"0":"post-142308","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-coca-cola","11":"topic-digitalisation","12":"topic-fmcg","13":"topic-innovation","14":"region-etats-unis-2"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Coca-Cola mise sur une \u00ab nouvelle d\u00e9cennie de croissance \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Chez Coca-Cola, les boissons classiques affrontent des vents contraires. 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