{"id":2693,"date":"2013-02-18T14:18:52","date_gmt":"2013-02-18T14:18:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/forte-croissance-du-chiffre-daffaires-interne-pour-lotus-bakeries-en-2012\/"},"modified":"2013-02-18T14:18:52","modified_gmt":"2013-02-18T14:18:52","slug":"forte-croissance-du-chiffre-daffaires-interne-pour-lotus-bakeries-en-2012","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/forte-croissance-du-chiffre-daffaires-interne-pour-lotus-bakeries-en-2012\/","title":{"rendered":"\u00ab Forte croissance du chiffre d\u2019affaires interne \u00bb pour Lotus Bakeries en 2012"},"content":{"rendered":"<h2>Des efforts marketing r\u00e9compens\u00e9s<\/h2>\n<p>Le c\u00e9l\u00e8bre fabricant de sp\u00e9culoos belge a cl\u00f4tur\u00e9 l\u2019ann\u00e9e 2012 avec <a target=\"_blank\" href=\"http:\/\/www.lotusbakeries.com\/_webdata\/doclist\/Res_12_M_2012_FR.pdf\" rel=\"noopener\">\u00ab une forte croissance du chiffre d\u2019affaires interne \u00bb<\/a> : l\u2019ann\u00e9e derni\u00e8re Lotus Bakeries a <strong>atteint un chiffre d\u2019affaires de 288,5 millions d\u2019euros<\/strong> (par rapport \u00e0 275,6 millions d\u2019euros en 2011) et affiche un b\u00e9n\u00e9fice net de 25,8 millions d\u2019euros. Seul sur son march\u00e9 int\u00e9rieur belge, Lotus \u00e9prouve quelques difficult\u00e9s : le march\u00e9\u00a0 du biscuit dans son ensemble y a baiss\u00e9 en volume, mais augment\u00e9 en termes de valeur. Malgr\u00e9 ce contexte, Lotus affirme avoir pu accro\u00eetre sa part de march\u00e9.<\/p>\n<p>A l\u2019\u00e9tranger, le groupe semble avoir le vent en poupe : ainsi au Pays-Bas <strong>les nouvelles campagnes de marque pour le pain d\u2019\u00e9pices van Peijnenburg<\/strong> et Snelle Jelle\u00a0 ont permis \u00e0 Koninklijke Peijnenburg d\u2019acqu\u00e9rir une plus grande part de march\u00e9. Le changement de nom de Peijnenburg Koffieleutjes \u00e0 Lotus Koffieleutjes a \u00e9galement contribu\u00e9 \u00e0 booster les ventes au quatri\u00e8me trimestre.<\/p>\n<h2>\n<br \/>Le sp\u00e9culoos conquiert les Etats-Unis \u00a0\u00a0 \u00a0<\/h2>\n<p><strong>En France Lotus a lanc\u00e9 sa premi\u00e8re campagne t\u00e9l\u00e9vis\u00e9e nationale<\/strong>, ce qui\u00a0 a entra\u00een\u00e9 une acc\u00e9l\u00e9ration des rotations de ventes en magasin, ainsi qu\u2019un renforcement de la notori\u00e9t\u00e9 de la marque. Au Royaume-Uni, en Espagne et en Allemagne Lotus r\u00e9alise \u00e9galement une belle progression.<\/p>\n<p>Aux Etats-Unis on note une croissance \u00e0 deux chiffres pour le sp\u00e9culoos Lotus, <strong>gr\u00e2ce aux initiatives marketing en magasin et au d\u00e9veloppement du r\u00e9seau de distribution<\/strong>, tant dans le commerce de d\u00e9tail que dans l\u2019horeca. La p\u00e2te \u00e0 tartiner au sp\u00e9culoos, Lotus Biscoff spread, conna\u00eet \u00e9galement un franc succ\u00e8s aux USA.<\/p>\n<p>L\u2019ann\u00e9e derni\u00e8re Lotus envoyait <strong>son premier conteneur de sp\u00e9culoos en Am\u00e9rique latine<\/strong>, apr\u00e8s avoir ouvert son premier bureau de vente au Chili durant l\u2019\u00e9t\u00e9. Dans la r\u00e9gion Asie-Pacifique, l\u00e0 aussi,\u00a0 le groupe a r\u00e9alis\u00e9 une forte croissance, principalement suite \u00e0 l\u2019augmentation des ventes en Chine. Au Moyen-Orient on constate \u00e9galement un bond en avant du chiffre d\u2019affaires.<\/p>\n<h2>\n<br \/>Reprise et expansion<\/h2>\n<p>En 2012 le fabricant de biscuits <strong>a investi pas moins de 40,5 millions d\u2019euros<\/strong> (plus du double par rapport \u00e0 l\u2019ann\u00e9e d\u2019avant), notamment dans <a target=\"_blank\" href=\"nl\/f-belgique\/bgq-alimentation\/item\/14883-lotus-acquiert-les-biscuits-dinosaurus\" rel=\"noopener\">la reprise des biscuits Dinosaurus<\/a>. L\u2019entreprise fabriquera elle-m\u00eame les biscuits pour enfants dans son usine de Lembeke ; une op\u00e9ration qui n\u00e9cessitera un investissement de quelque huit millions d\u2019euros.<\/p>\n<p>Et Lotus Bakeries n\u2019a pas l\u2019intention de s\u2019arr\u00eater en si bon chemin. Cette ann\u00e9e le groupe a <a target=\"_blank\" href=\"nl\/f-belgique\/bgq-alimentation\/item\/15222-lotus-bakeries-rach%C3%A8te-la-biscuiterie-willems\" rel=\"noopener\">rachet\u00e9 la Biscuiterie Willems d\u2019Eeklo<\/a>, qui vend ses sp\u00e9culoos principalement aux marques maison des supermarch\u00e9s et aux torr\u00e9facteurs, et qui est donc tr\u00e8s compl\u00e9mentaire.<\/p>\n<p>Par ailleurs au d\u00e9but de ce mois le groupe a annonc\u00e9 <strong>la cr\u00e9ation de Lotus Bakeries China, une joint-venture avec Goodwell China<\/strong> (l\u2019actuel importateur de Lotus en Chine). Pour l\u2019instant la Chine repr\u00e9sente \u00e0 peine 1% du chiffre d\u2019affaires total de Lotus.<\/p>\n<p>Comme \u00e0 son accoutum\u00e9e, le groupe n\u2019a divulgu\u00e9 aucun pronostic pour 2013, mais a laiss\u00e9 entendre que <strong>l\u2019augmentation des prix des mati\u00e8res premi\u00e8res et des emballages se r\u00e9percutera sur le consommateur<\/strong>.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des efforts marketing r\u00e9compens\u00e9s Le c\u00e9l\u00e8bre fabricant de sp\u00e9culoos belge a cl\u00f4tur\u00e9 l\u2019ann\u00e9e 2012 avec \u00ab une forte croissance du chiffre d\u2019affaires interne \u00bb : l\u2019ann\u00e9e derni\u00e8re Lotus Bakeries a atteint un chiffre d\u2019affaires de 288,5 millions d\u2019euros (par rapport \u00e0 275,6 millions d\u2019euros en 2011) et affiche un b\u00e9n\u00e9fice net de 25,8 millions d\u2019euros. [&hellip;]<\/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-2693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab Forte croissance du chiffre d\u2019affaires interne \u00bb pour Lotus Bakeries en 2012 - RetailDetail BE<\/title>\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\/forte-croissance-du-chiffre-daffaires-interne-pour-lotus-bakeries-en-2012\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab Forte croissance du chiffre d\u2019affaires interne \u00bb pour Lotus Bakeries en 2012 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Des efforts marketing r\u00e9compens\u00e9s Le c\u00e9l\u00e8bre fabricant de sp\u00e9culoos belge a cl\u00f4tur\u00e9 l\u2019ann\u00e9e 2012 avec \u00ab une forte croissance du chiffre d\u2019affaires interne \u00bb : l\u2019ann\u00e9e derni\u00e8re Lotus Bakeries a atteint un chiffre d\u2019affaires de 288,5 millions d\u2019euros (par rapport \u00e0 275,6 millions d\u2019euros en 2011) et affiche un b\u00e9n\u00e9fice net de 25,8 millions d\u2019euros. 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