{"id":147426,"date":"2026-05-07T11:02:09","date_gmt":"2026-05-07T09:02:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=147426"},"modified":"2026-05-07T11:02:10","modified_gmt":"2026-05-07T09:02:10","slug":"les-premiers-signes-de-redressement-de-la-marque-propulsent-kraft-heinz-au-dela-des-previsions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-premiers-signes-de-redressement-de-la-marque-propulsent-kraft-heinz-au-dela-des-previsions\/","title":{"rendered":"Les premiers signes de redressement propulsent Kraft Heinz au-del\u00e0 des pr\u00e9visions"},"content":{"rendered":"\n

Au premier trimestre, Kraft Heinz<\/strong> a d\u00e9pass\u00e9 ses pr\u00e9visions de ventes. Les efforts d\u00e9ploy\u00e9s par le PDG Steve Cahillane pour redynamiser les marques commencent \u00e0 porter leurs fruits. Plut\u00f4t que de se scinder, l’entreprise souhaite d\u00e9sormais investir davantage.<\/p>\n\n\n\n

Les consommateurs restent prudents<\/h2>\n\n\n\n

Le chiffre d’affaires net s’est \u00e9lev\u00e9 \u00e0 6,05 milliards de dollars am\u00e9ricains (5,53 milliards d’euros) au cours du dernier trimestre, d\u00e9passant les pr\u00e9visions du march\u00e9 qui s’\u00e9tablissaient \u00e0 5,89 milliards de dollars. La marge brute s’est am\u00e9lior\u00e9e de 230 points de base pour atteindre 36,7 %, tandis que la marge brute ajust\u00e9e a recul\u00e9 de 30 points de base \u00e0 34,1 %.<\/p>\n\n\n\n

Selon M. Cahillane, les investissements ant\u00e9rieurs commencent \u00e0 porter leurs fruits, notamment au sein de la division \u00ab Taste Elevation \u00bb. La part des activit\u00e9s qui gagnent ou conservent des parts de march\u00e9 est pass\u00e9e de 21 % \u00e0 35 %. Le march\u00e9 reste toutefois difficile. Les ventes nettes organiques ont recul\u00e9 de 0,4 %. Kraft Heinz a augment\u00e9 ses prix de 0,8 % en moyenne pour compenser la hausse des co\u00fbts des mati\u00e8res premi\u00e8res, mais les volumes ont baiss\u00e9 de 1,2 %. Le caf\u00e9 et la charcuterie ont \u00e9t\u00e9 particuli\u00e8rement sous pression.<\/p>\n\n\n\n

Kraft Heinz maintient ses pr\u00e9visions pour l’ensemble de l’exercice. Le groupe table sur une baisse du chiffre d’affaires net organique comprise entre 1,5 % et 3,5 %. Le b\u00e9n\u00e9fice par action ajust\u00e9 devrait se situer entre 1,98 dollar am\u00e9ricain (1,81 euro) et 2,10 dollars am\u00e9ricains (1,90 euro). M. Cahillane \u00e9voque un \u00ab environnement commercial volatil \u00bb, dans lequel l’inflation et la morosit\u00e9 des consommateurs continuent d’influencer la demande.<\/p>\n\n\n\n

Scission provisoirement \u00e9cart\u00e9e<\/h2>\n\n\n\n

En septembre 2025, Kraft Heinz avait encore annonc\u00e9 son intention de se scinder en deux entit\u00e9s : une division agroalimentaire nord-am\u00e9ricaine regroupant des marques telles que Kraft et Lunchables, et une division internationale de sauces autour de Heinz. Cette op\u00e9ration devait permettre de r\u00e9aliser environ 300 millions de dollars d’\u00e9conomies.<\/p>\n\n\n\n

La direction opte toutefois d\u00e9sormais pour une autre priorit\u00e9<\/a>. Kraft Heinz investit environ 600 millions de dollars suppl\u00e9mentaires dans le marketing, les ventes, la recherche et le d\u00e9veloppement afin de renforcer ses activit\u00e9s am\u00e9ricaines et de relancer la croissance de ses marques phares. Les \u00e9carts de croissance entre les r\u00e9gions restent en effet importants. La division March\u00e9s \u00e9mergents a enregistr\u00e9 une croissance de son chiffre d’affaires de 7,6 %, tandis qu’en Am\u00e9rique du Nord, le chiffre d’affaires a baiss\u00e9 de 0,7 % pour s’\u00e9tablir \u00e0 4,46 milliards de dollars (4,05 milliards d’euros).<\/p>\n\n\n\n

Selon certaines sources, Unilever et Kraft Heinz auraient men\u00e9 ces derniers mois des discussions concernant une \u00e9ventuelle fusion de leurs activit\u00e9s alimentaires<\/a>. Ces discussions ont d\u00e9sormais \u00e9chou\u00e9, Kraft Heinz ayant suspendu ses projets de scission. Unilever examine d\u00e9sormais de nouvelles options strat\u00e9giques de mani\u00e8re ind\u00e9pendante.<\/p>\n","protected":false},"excerpt":{"rendered":"

Au premier trimestre, Kraft Heinz a d\u00e9pass\u00e9 ses pr\u00e9visions de ventes. Les efforts d\u00e9ploy\u00e9s par le PDG Steve Cahillane pour redynamiser les marques du g\u00e9ant des produits de grande consommation commencent \u00e0 porter leurs fruits. Plut\u00f4t que de se scinder, l’entreprise souhaite d\u00e9sormais investir davantage.<\/p>\n","protected":false},"author":5,"featured_media":147427,"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":[959],"topic":[266],"region":[446],"class_list":{"0":"post-147426","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-kraft-heinz","11":"topic-resultats-financiers","12":"region-etats-unis-2"},"acf":[],"yoast_head":"\nLes premiers signes de redressement propulsent Kraft Heinz au-del\u00e0 des pr\u00e9visions - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Kraft Heinz a d\u00e9pass\u00e9 les pr\u00e9visions. 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