{"id":26438,"date":"2018-05-17T10:40:43","date_gmt":"2018-05-17T10:40:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/coca-cola-reste-la-marque-mondiale-favorite-tandis-que-les-marques-locales-gagnent-du\/"},"modified":"2018-05-17T10:40:43","modified_gmt":"2018-05-17T10:40:43","slug":"coca-cola-reste-la-marque-mondiale-favorite-tandis-que-les-marques-locales-gagnent-du","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/coca-cola-reste-la-marque-mondiale-favorite-tandis-que-les-marques-locales-gagnent-du\/","title":{"rendered":"Coca-Cola reste la marque mondiale favorite, tandis que les marques locales gagnent du terrain"},"content":{"rendered":"

Coca-Cola, Colgate et Maggi sont les marques FMCG les plus populaires au monde, selon le dernier rapport de Kantar Worldpanel. N\u00e9anmoins les marques locales grignotent des parts de march\u00e9 aux grands acteurs.<\/p>\n

<\/p>\n

Colgate a la p\u00e9n\u00e9tration la plus \u00e9lev\u00e9e<\/h2>\n

Les analystes du Kantar Worldpanel publient pour la sixi\u00e8me fois leur top-50 des marques mondiales les plus populaires<\/a>. Pour ce faire ils ont analys\u00e9 plus de 18.000 marques et un milliard de m\u00e9nages dans 43 pays sur cinq continents, entre novembre 2016 et novembre 2017. Ils ont v\u00e9rifi\u00e9 combien de m\u00e9nages dans le monde achetaient chaque marque et \u00e0 quelle fr\u00e9quence.<\/p>\n

\nDans le haut du classement peu de surprises : Coca-Cola et Colgate conservent leur 1\u00e8re\u00a0 et 2\u00e8me\u00a0 place, tandis que Maggi monte de la 4\u00e8me \u00e0 la 3\u00e8me place. Lay\u2019s aussi fait un bond en avant, passant de la 7\u00e8me \u00e0 la 5\u00e8me place. Knorr int\u00e8gre le top-10, alors que Nestl\u00e9 en est \u00e9ject\u00e9. Par ailleurs Colgate est la seule marque dans le hit-parade \u00e0 \u00eatre achet\u00e9e par plus de la moiti\u00e9 de la population mondiale : sa p\u00e9n\u00e9tration s\u2019\u00e9l\u00e8ve \u00e0 62%. Maggi (de Nestl\u00e9) est la marque mondiale affichant la plus forte croissance. Parmi les multinationales Unilever d\u00e9tient le portefeuille de marques le plus pris\u00e9 avec les marques\u00a0Lifebuoy, Sunsilk et Knorr dans le top-10, suivies de pr\u00e8s par Dove, Lux et Sunlight.<\/p>\n

\nCanaux alternatifs<\/h2>\n

22 marques dans le top-50 ont renforc\u00e9 leur position, affirme Josep Montserrat, CEO de Kantar Worldpanel. La croissance r\u00e9alis\u00e9e par ces marques provient essentiellement de canaux alternatif tels que l\u2019out-of-home, l\u2019e-commerce, le discount, le cash & carry et les formats de proximit\u00e9. L\u2019\u00e9tude d\u00e9montre \u00e9galement que les marques locales continuent de cro\u00eetre : en 2017 celles-ci repr\u00e9sentaient 64,6% des d\u00e9penses totales. Une progression qui s\u2019explique par le fait qu\u2019elles s\u2019adaptent plus rapidement aux tendances et aux besoins locaux. A noter que les marques mondiales perdent du terrain dans les segments de l\u2019alimentation, des produits laitiers, des produits m\u00e9nagers et de soins et qu\u2019elles progressent uniquement dans la cat\u00e9gorie des boissons.<\/p>\n

\nParmi les marques r\u00e9gionales europ\u00e9ennes affichant une forte croissance figurent notamment Pescanova (Espagne et Portugal), Bonne Maman (France, Italie, Royaume-Uni), Petit Navire (France), Tate & Lyle (Royaume-Uni), Arla (Allemagne, Royaume-Uni, d\u00e9sormais \u00e9galement au Benelux) et Alpro (Benelux, Allemagne, Royaume-Uni).<\/p>\n

\u00a0<\/p>\n

Le top-10<\/h2>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\u00a0Position<\/strong><\/td>\n\u00a0Marque<\/strong><\/td>\n\u00a0Fabricant<\/strong><\/td>\n<\/tr>\n
\u00a01.<\/td>\n\u00a0Coca-Cola<\/td>\n\u00a0The Coca-Cola Company<\/td>\n<\/tr>\n
\u00a02.<\/td>\n\u00a0Colgate<\/td>\n\u00a0Colgate-Palmolive<\/td>\n<\/tr>\n
\u00a03.<\/td>\n\u00a0Maggi<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a04.<\/td>\n\u00a0Lifebuoy<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a05.<\/td>\n\u00a0Lay’s<\/td>\n\u00a0Pepsico<\/td>\n<\/tr>\n
\u00a06.<\/td>\n\u00a0Pepsi<\/td>\n\u00a0PepsiCo<\/td>\n<\/tr>\n
\u00a07.<\/td>\n\u00a0Nescaf\u00e9<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a08.<\/td>\n\u00a0Indomie<\/td>\n\u00a0Indofood<\/td>\n<\/tr>\n
\u00a09.<\/td>\n\u00a0Sunsilk<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a010.<\/td>\n\u00a0Knorr<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

(Source: Kantar Worldpanel)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Coca-Cola, Colgate et Maggi sont les marques FMCG les plus populaires au monde, selon le dernier rapport de Kantar Worldpanel. N\u00e9anmoins les marques locales grignotent des parts de march\u00e9 aux grands acteurs. Colgate a la p\u00e9n\u00e9tration la plus \u00e9lev\u00e9e Les analystes du Kantar Worldpanel publient pour la sixi\u00e8me fois leur top-50 des marques mondiales les […]<\/p>\n","protected":false},"author":1,"featured_media":26435,"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-26438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nCoca-Cola reste la marque mondiale favorite, tandis que les marques locales gagnent du terrain - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola, Colgate et Maggi sont les marques FMCG les plus populaires au monde, selon le dernier rapport de Kantar Worldpanel. 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