{"id":14356,"date":"2016-08-02T15:06:08","date_gmt":"2016-08-02T15:06:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/en-quoi-la-guerre-des-prix-fait-elle-obstacle-a-linnovation\/"},"modified":"2016-08-02T15:06:08","modified_gmt":"2016-08-02T15:06:08","slug":"en-quoi-la-guerre-des-prix-fait-elle-obstacle-a-linnovation","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/en-quoi-la-guerre-des-prix-fait-elle-obstacle-a-linnovation\/","title":{"rendered":"En quoi la guerre des prix fait-elle obstacle \u00e0 l\u2019innovation ?"},"content":{"rendered":"

La guerre des prix des supermarch\u00e9s entra\u00eene une r\u00e9duction de l\u2019assortiment, du nombre de lancements de produits, des budgets destin\u00e9s \u00e0 l\u2019innovation et du chiffre d\u2019affaires. Voil\u00e0 le constat\u00a0 d\u2019une \u00e9tude r\u00e9alis\u00e9e au Royaume-Uni par le bureau d\u2019\u00e9tudes IRI<\/strong>.<\/p>\n

<\/p>\n

Une spirale n\u00e9gative<\/h2>\n

Depuis quelque temps la Grande-Bretagne conna\u00eet une guerre des prix bien plus f\u00e9roce que celle que nous vivons sur le march\u00e9 belge ou n\u00e9erlandais. Les grandes cha\u00eenes de supermarch\u00e9s\u00a0 tentent de faire face \u00e0 la mont\u00e9e des discounters\u00a0 Aldi<\/strong> et Lidl<\/strong> par une surench\u00e8re de r\u00e9ductions de prix. Mais cette strat\u00e9gie est-elle efficace ? Non, car elle entra\u00eene les enseignes dans une spirale n\u00e9gative\u2026<\/p>\n

Le bureau d\u2019\u00e9tudes IRI a analys\u00e9 l\u2019offre des supermarch\u00e9s britanniques <\/a>entre janvier 2013 et d\u00e9cembre 2015.\u00a0 Durant cette p\u00e9riode le nombre moyen de r\u00e9f\u00e9rences en magasin a diminu\u00e9 de 6,3%, l\u2019\u00e9quivalent de 1.000 UGS. Parall\u00e8lement le nombre de lancements de nouveaux produits a recul\u00e9\u00a0 de 13%, voire m\u00eame de 26% pour les labels priv\u00e9s. Les retailers \u2013 Tesco<\/strong> en t\u00eate \u2013 r\u00e9duisent leur assortiment par souci d\u2019\u00e9conomie, d\u2019o\u00f9 la difficult\u00e9 pour les fabricants de lancer leurs innovations dans les supermarch\u00e9s.<\/p>\n

\nMoins de soutien<\/h2>\n

Le bureau d\u2019\u00e9tudes a calcul\u00e9\u00a0 que la contribution des nouveaux produits (sur le march\u00e9 depuis moins d\u2019un an) en termes de chiffre d\u2019affaires avait baiss\u00e9 de 3,4% \u00e0 2,1% entre 2011 et 2015. Pour les produits alimentaires il \u00e9tait question d\u2019une baisse de 2,9% \u00e0 1,7% et pour les produits non-alimentaires de 4,9% \u00e0 3,2%. La plus forte baisse a \u00e9t\u00e9 observ\u00e9e dans la cat\u00e9gorie \u2018hygi\u00e8ne personnelle\u2019 : de 7,7% \u00e0 3,1%.<\/p>\n

\nC\u2019est une mauvaise nouvelle pour le commerce alimentaire, affirme le rapport, car les nouveaux produits sont \u00ab la s\u00e8ve de l\u2019industrie \u00bb. Ils renforcent le pouvoir d\u2019attraction de leur cat\u00e9gorie et cr\u00e9ent de la valeur gr\u00e2ce \u00e0 leur prix de vente plus \u00e9lev\u00e9. En 2015 le prix de nouveaux produits se situait environ 53% au-dessus de la moyenne du secteur, contre 41% en 2011. Visiblement les innovations b\u00e9n\u00e9ficient d\u2019un positionnement de plus en plus \u00e9lev\u00e9.<\/p>\n

\nMais en m\u00eame temps les innovations manquent de soutien (les budgets sont sous pression) et sont tr\u00e8s vite retir\u00e9es des rayons si les chiffres de vente s\u2019av\u00e8rent d\u00e9cevants (d\u00e8s 36 semaines apr\u00e8s leur lancement).<\/p>\n

\nEffet contre-productif<\/h2>\n

Force est de constater que dans leurs tentatives de concurrencer les discounters, les supermarch\u00e9s britanniques se nuisent \u00e0 eux-m\u00eames. Ils \u00e9conomisent sur l\u2019un des postes qui justement leur permettrait de se distinguer d\u2019Aldi et Lidl, \u00e0 savoir\u00a0l\u2019innovation produit.<\/p>\n

\nLe bureau d\u2019\u00e9tudes termine son rapport par quelques conseils aux fabricants. Il est recommand\u00e9 de concentrer les budgets innovations sur les meilleures id\u00e9es. Peut-\u00eatre faudrait-il \u00e0 ce titre r\u00e9introduire le \u2018test marketing\u2019 comme pratique standard. De plus, il faut veiller \u00e0 ce que le niveau de prix des nouveaux produits reste raisonnable et \u00e0 bien communiquer les arguments de vente.<\/p>\n

\nLes promotions de lancement ne doivent pas aller trop loin, afin d\u2019\u00e9viter qu\u2019ensuite le consommateur soit effray\u00e9 par le prix normal. Et enfin le sampling reste une tactique efficace, bien que co\u00fbteuse.
\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

La guerre des prix des supermarch\u00e9s entra\u00eene une r\u00e9duction de l\u2019assortiment, du nombre de lancements de produits, des budgets destin\u00e9s \u00e0 l\u2019innovation et du chiffre d\u2019affaires. Voil\u00e0 le constat\u00a0 d\u2019une \u00e9tude r\u00e9alis\u00e9e au Royaume-Uni par le bureau d\u2019\u00e9tudes IRI. Une spirale n\u00e9gative Depuis quelque temps la Grande-Bretagne conna\u00eet une guerre des prix bien plus f\u00e9roce […]<\/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-14356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nEn quoi la guerre des prix fait-elle obstacle \u00e0 l\u2019innovation ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Une \u00e9tude d'IRI d\u00e9montre qu'en Grande-Bretagne les supermarch\u00e9s \u00e9conomisent sur les innovations pour financer les r\u00e9ductions de prix; une politique n\u00e9faste.\" \/>\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\/en-quoi-la-guerre-des-prix-fait-elle-obstacle-a-linnovation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"En quoi la guerre des prix fait-elle obstacle \u00e0 l\u2019innovation ? - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Une \u00e9tude d'IRI d\u00e9montre qu'en Grande-Bretagne les supermarch\u00e9s \u00e9conomisent sur les innovations pour financer les r\u00e9ductions de prix; 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