{"id":158708,"date":"2026-11-06T16:44:04","date_gmt":"2026-11-06T15:44:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158708"},"modified":"2026-11-06T17:04:26","modified_gmt":"2026-11-06T16:04:26","slug":"filet-pur-on-reprend-les-memes-et-on-recommence","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-on-reprend-les-memes-et-on-recommence\/","title":{"rendered":"[Filet Pur] On reprend les m\u00eames et on recommence"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Les rappels pleuvent dans le secteur des FMCG, alors que l\u2019on jette l\u2019argent par les fen\u00eatres. Les consommateurs sont de pauvres junkies \u00e0 la merci de dealers sans scrupules. Et pourquoi la No\u00ebl tombe-t-elle un peu plus t\u00f4t chaque ann\u00e9e\u00a0? Filet Pur a men\u00e9 l\u2019enqu\u00eate\u00a0!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des petites assiettes orange vif<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si les jardineries commencent \u00e0 exposer leurs d\u00e9corations de No\u00ebl d\u00e8s ao\u00fbt et Mariah Carey lance son <em>it\u2019s tiiiime!<\/em> le 1er novembre pour ouvrir officiellement la saison des f\u00eates, les supermarch\u00e9s auraient tort d\u2019attendre d\u00e9cembre, non&nbsp;? \u00c0 Hal, il ne faut pas le leur dire deux fois. Il reste pr\u00e8s de deux mois, le Black Friday et la Saint-Nicolas ne sont pas encore pass\u00e9s, mais chez <strong>Colruyt<\/strong>, les pr\u00e9paratifs des festins de fin d&rsquo;ann\u00e9e battent d\u00e9j\u00e0 leur plein.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les premiers spots passent \u00e0 la t\u00e9l\u00e9 et <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-donne-dores-et-deja-le-coup-denvoi-de-sa-campagne-sur-les-tissus\/\">les premi\u00e8res d\u00e9gustations arrivent dans les magasins<\/a>. Cette fois, les \u00e9chantillons seront servis sur de petites assiettes orange vif, la couleur \u00ab&nbsp;embl\u00e9matique&nbsp;\u00bb de l\u2019enseigne, souligne le communiqu\u00e9 de presse. Merci de nous avoir pr\u00e9venus \u00e0 temps, Colruyt&nbsp;! Le timing ne doit rien au hasard&nbsp;: selon le leader du march\u00e9, la campagne de No\u00ebl pr\u00e9matur\u00e9e de l\u2019an dernier a \u00e9t\u00e9 son initiative marketing la plus r\u00e9ussie de son histoire. Et que fait-on le public est en d\u00e9lire&nbsp;? Un bis, bien s\u00fbr&nbsp;! La concurrence aurait pu s\u2019y attendre, mais elle ne semble pas vouloir se laisser acculer. Quoique&nbsp;: aux Pays-Bas, <strong>Albert Heijn<\/strong> a d\u00e9j\u00e0 d\u00e9cor\u00e9 son sapin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mission accomplie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ce fameux piratage aussi \u00e9tait un bis. Apr\u00e8s son succ\u00e8s en France, il <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/cyberattaque-les-systemes-de-refrigeration-de-supermarches-dans-7-pays-europeens-touches\/\">s\u2019est reproduit dans le reste de l\u2019Europe<\/a>. Que les responsables soient russes ou nord-cor\u00e9ens \u2013 m\u00eame combat, apr\u00e8s tout \u2013, ils ont largement atteint leur objectif. L\u2019affaire a fait grand bruit dans les m\u00e9dias, un peu trop au regard du nombre finalement limit\u00e9 de magasins touch\u00e9s, mais les images d\u2019aliments avari\u00e9s ont frapp\u00e9 les esprits. L\u2019impact psychologique a \u00e9t\u00e9 consid\u00e9rable, et la prise de conscience, bien r\u00e9elle&nbsp;: aujourd\u2019hui, tout et tout le monde est connect\u00e9 \u00e0 Internet et donc expos\u00e9 aux cyberattaques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voir les parties concern\u00e9es commencer \u00e0 se pointer du doigt n\u2019augurait rien de bon. Danfoss s\u2019est vite couvert&nbsp;: oui, ces syst\u00e8mes vieillissants \u00e9taient peut-\u00eatre de vraies passoires, mais ils avaient pr\u00e9venu. Ces ent\u00eat\u00e9s de commer\u00e7ants auraient mieux fait d\u2019\u00e9couter, les installateurs les ont abandonn\u00e9s et les si\u00e8ges ne sont pas intervenus assez fermement. Et il s\u2019av\u00e8re maintenant que les cyberassurances ne couvrent pas les pertes de denr\u00e9es alimentaires. <em>Ouch<\/em>. Si les pirates cherchaient \u00e0 semer la discorde, c\u2019est mission accomplie. Aux Pays-Bas, les supermarch\u00e9s \u00e9laborent ensemble <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-supermarches-neerlandais-se-mobilisent-pour-mettre-en-place-des-magasins-durgence\/\">un plan d\u2019urgence pour s\u00e9curiser l\u2019approvisionnement alimentaire<\/a> en cas de crise. Silence radio chez nous.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Exceptionnel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Entre-temps, nous avons appris combien cette autre cyberattaque a co\u00fbt\u00e9 \u00e0 <strong>Ahold Delhaize<\/strong>. Au plus 250 millions d\u2019euros. Cela reste supportable&nbsp;: les bases sont solides, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/une-cyberattaque-coute-jusqua-250-millions-deuros-de-chiffre-daffaires-a-ahold-delhaize\/\">les bons r\u00e9sultats trimestriels l\u2019ont encore prouv\u00e9<\/a>. En marge, Frans Muller a m\u00eame qualifi\u00e9 les r\u00e9sultats de <strong>Delhaize<\/strong> d\u2019exceptionnels l\u2019\u00e9t\u00e9 dernier. \u00c0 quel point&nbsp;? On ne le saura pas, mais ils ont d\u00fb \u00eatre remarquables. En revanche, Albert Heijn n\u2019a pas eu droit \u00e0 la moindre mention dans le communiqu\u00e9, ce qui est tout aussi exceptionnel. Aux Pays-Bas, des personnes bien inform\u00e9es s\u2019inqui\u00e8tent de la fuite persistante des talents \u00e0 Zaandam, que jeunes talents et v\u00e9t\u00e9rans aguerris quittent en masse. Simple rumeur alarmiste ou v\u00e9ritable probl\u00e8me&nbsp;?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Autre retour suite aux succ\u00e8s des \u00e9ditions pr\u00e9c\u00e9dentes&nbsp;: Scanmania. Pour la quatri\u00e8me fois. On pourrait penser que <strong>Carrefour<\/strong> a mieux \u00e0 faire que de distribuer des lingots d\u2019or, mais non&nbsp;: le retail sera <em>fun, fun, fun<\/em> ou ne sera pas. Quand on ne peut pas gagner la bataille des prix les plus bas, il faut d\u00e9tourner l\u2019attention avec des loteries virtuelles, des bons de r\u00e9duction, des jeux et m\u00eame un \u00ab&nbsp;labyrinthe de rayons laser&nbsp;\u00bb. En ces temps moroses, un peu de distraction ne peut pas faire de mal. \u00ab&nbsp;Notre meilleur atout commercial&nbsp;\u00bb, selon Geoffroy Gersdorff. Et les chiffres lui donnent raison&nbsp;: <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-revient-sur-ledition-record-de-scanmania\/\">cette \u00e9dition a battu tous les records<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dose fatale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est quand m\u00eame curieux. C\u2019est la crise, le budget affiche des trous b\u00e9ants, les prix de l\u2019\u00e9nergie montent dans la stratosph\u00e8re \u00e0 la vitesse d\u2019une Falcon Heavy, la guerre en Iran perturbe les routes d\u2019approvisionnement mondiales et la guerre hybride paralyse les cong\u00e9lateurs et les vols de ligne. Et que font nos food-retailers et autres marques FMCG&nbsp;? Ils jettent l\u2019argent par les fen\u00eatres. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-meilleure-promotion-cest-parfois-de-ne-pas-en-faire-simone-caljouw-promology\/\">Chaque ann\u00e9e, ils ressortent le m\u00eame calendrier de promotions<\/a>. Il suffit de remplir les cases. Copier-coller. Mais pour quel r\u00e9sultat&nbsp;? Le Category Management Congress se penchera sur la question <a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/retaildetail-night-2026\/\">lors de la RetailDetail Night<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Faire toujours la m\u00eame chose en esp\u00e9rant un r\u00e9sultat diff\u00e9rent serait, para\u00eet-il, la d\u00e9finition qu\u2019Einstein donnait de la folie. En v\u00e9rit\u00e9, il n\u2019a jamais dit \u00e7a, mais avouez que la formule est bonne. Car la multiplication des promotions ne cr\u00e9e aucune croissance&nbsp;: elle ne fait que r\u00e9duire les marges. \u00ab&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/en-se-livrant-a-une-surenchere-promotionnelle-les-detaillants-et-les-fabricants-se-tirent-une-balle-dans-le-pied\/\">Les retailers et les fabricants se tirent une balle dans le pied<\/a>&nbsp;\u00bb, analyse YouGov. Et la situation ne fera qu\u2019empirer si les prix augmentent \u00e0 nouveau l\u2019an prochain, ce qui parait aujourd\u2019hui in\u00e9vitable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Car comment \u00e7a se passe&nbsp;? On ne surprend plus les consommateurs avec une offre \u00ab&nbsp;1+1 gratuit&nbsp;\u00bb. Un \u00ab&nbsp;2+2&nbsp;\u00bb leur arrache un signe d\u2019approbation, un \u00ab&nbsp;2+3&nbsp;\u00bb commence \u00e0 les int\u00e9resser, mais o\u00f9 reste de \u00ab&nbsp;2+5&nbsp;\u00bb&nbsp;? Bon sang, \u00e7a fait d\u00e9j\u00e0 un an&nbsp;! C\u2019est bien connu&nbsp;: les junkies ont besoin de doses de plus en plus fortes pour planer. Quel dealer leur provoquera l\u2019overdose fatale&nbsp;? \u00c0 la semaine prochaine&nbsp;!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"https:\/\/www.retaildetail.be\/fr\/newsletters\/\">L&rsquo;actualit\u00e9 alimentaire dans votre bo\u00eete aux lettres \u00e9lectronique tous les vendredis ? Abonnez-vous gratuitement \u00e0 notre lettre d&rsquo;information ici !<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>C&rsquo;est la pluie de reprises dans le monde des produits de grande consommation, alors que l&rsquo;argent part comme de la gel\u00e9e. Les consommateurs sont de pauvres accros, \u00e0 la merci de revendeurs sans scrupules. Et pourquoi No\u00ebl tombe-t-il chaque ann\u00e9e un peu plus t\u00f4t ? Filet Pur se penche sur la question !<\/p>\n","protected":false},"author":3,"featured_media":158707,"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":[24],"tags":[],"people":[],"extra":[43],"company":[124,123,87,201,196],"topic":[205,386],"region":[],"class_list":["post-158708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ahold-delhaize","company-albert-heijn","company-carrefour","company-colruyt","company-delhaize","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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