{"id":157997,"date":"2026-10-28T09:57:35","date_gmt":"2026-10-28T08:57:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=157997"},"modified":"2026-10-28T09:57:37","modified_gmt":"2026-10-28T08:57:37","slug":"la-strategie-axee-sur-les-marques-phares-continue-de-porter-ses-fruits-pour-unilever","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/la-strategie-axee-sur-les-marques-phares-continue-de-porter-ses-fruits-pour-unilever\/","title":{"rendered":"La strat\u00e9gie ax\u00e9e sur les \u00ab marques phares \u00bb continue de porter ses fruits pour Unilever"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Unilever<\/strong> a enregistr\u00e9 un troisi\u00e8me trimestre sup\u00e9rieur aux pr\u00e9visions gr\u00e2ce aux bonnes performances de ses marques phares dans les cat\u00e9gories des produits m\u00e9nagers, des soins personnels et de la beaut\u00e9. La division alimentaire est rest\u00e9e quelque peu \u00e0 la tra\u00eene.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Croissance des volumes dans les cat\u00e9gories cl\u00e9s<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Au troisi\u00e8me trimestre, le chiffre d&rsquo;affaires a progress\u00e9 de 5,2 % pour atteindre 13,3 milliards d&rsquo;euros. Les volumes ont augment\u00e9 de 2,9 %, soutenus par des hausses de prix en r\u00e9ponse \u00e0 la hausse des co\u00fbts des mati\u00e8res premi\u00e8res. La strat\u00e9gie ax\u00e9e sur les marques phares telles que Dove, Axe et Persil s&rsquo;av\u00e8re payante, avec une croissance du chiffre d&rsquo;affaires de 5,8 % et une croissance en volume de 3,3 % pour ces \u00ab marques phares \u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans la cat\u00e9gorie beaut\u00e9 et bien-\u00eatre, la croissance s\u2019est \u00e9lev\u00e9e \u00e0 9,5 % ; les soins personnels ont progress\u00e9 de 9,7 % et les produits d\u2019entretien ont enregistr\u00e9 une hausse de 7,5 % au troisi\u00e8me trimestre. La division alimentaire, qui est en cours de cession \u00e0 <strong>McCormick<\/strong>, est rest\u00e9e relativement stable, avec des volumes en baisse en raison de conditions de march\u00e9 difficiles et d\u2019une concurrence accrue sur le march\u00e9 am\u00e9ricain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Nous obtenons de bons r\u00e9sultats tout en transformant Unilever \u00bb<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Nous avons \u00e0 nouveau enregistr\u00e9 un trimestre de croissance comp\u00e9titive, port\u00e9e par une forte progression des volumes et des hausses de prix visant \u00e0 compenser l\u2019impact de la hausse des co\u00fbts des mati\u00e8res premi\u00e8res \u00bb, d\u00e9clare le PDG Fernando Fernandez. Il souligne que les march\u00e9s \u00e9mergents tels que l\u2019Inde, l\u2019Am\u00e9rique latine et l\u2019Asie du Sud-Est sont rest\u00e9s des moteurs importants de la croissance. Son plan de transformation, ax\u00e9 sur les cat\u00e9gories \u00e0 marges plus \u00e9lev\u00e9es telles que les produits d\u2019entretien m\u00e9nager et de soins personnels, porte ses fruits : \u00ab Nous obtenons de bons r\u00e9sultats tout en transformant Unilever. Nous devenons plus simples et plus efficaces, avec une orientation plus cibl\u00e9e et une ex\u00e9cution plus rigoureuse. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unilever pr\u00e9voit d\u2019atteindre une croissance en volume d\u2019au moins 3 % pour l\u2019ensemble de l\u2019ann\u00e9e. La scission de la division alimentaire se d\u00e9roule comme pr\u00e9vu. Le groupe a toutefois essuy\u00e9 hier un revers, l\u2019autorit\u00e9 n\u00e9erlandaise de la concurrence <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/laccord-unox-entre-unilever-et-zwanenberg-bloque\/\">ayant bloqu\u00e9 la vente des marques de charcuterie Unox et Zwan \u00e0 Zwanenberg Food Group<\/a>. Cette d\u00e9cision peut toutefois faire l\u2019objet d\u2019un recours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever a enregistr\u00e9 un troisi\u00e8me trimestre sup\u00e9rieur aux pr\u00e9visions gr\u00e2ce aux bonnes performances de ses marques phares dans les cat\u00e9gories des produits m\u00e9nagers, des soins personnels et des produits de beaut\u00e9. La division alimentaire est rest\u00e9e quelque peu \u00e0 la tra\u00eene. <\/p>\n","protected":false},"author":3,"featured_media":157998,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,19],"tags":[],"people":[],"extra":[43],"company":[260],"topic":[266],"region":[],"class_list":["post-157997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","extra-plus","company-unilever","topic-resultats-financiers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La strat\u00e9gie ax\u00e9e sur les \u00ab marques phares \u00bb continue de porter ses fruits pour Unilever - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unilever a enregistr\u00e9 un troisi\u00e8me trimestre sup\u00e9rieur aux pr\u00e9visions gr\u00e2ce aux bonnes performances de ses marques phares dans les cat\u00e9gories des produits m\u00e9nagers, des soins personnels et de la beaut\u00e9. 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