{"id":33395,"date":"2019-05-21T12:47:52","date_gmt":"2019-05-21T12:47:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/coca-cola-n1-mondial-des-marques-unilever-en-tete-des-fabricants\/"},"modified":"2019-05-21T12:47:52","modified_gmt":"2019-05-21T12:47:52","slug":"coca-cola-n1-mondial-des-marques-unilever-en-tete-des-fabricants","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/coca-cola-n1-mondial-des-marques-unilever-en-tete-des-fabricants\/","title":{"rendered":"Coca-Cola n\u00b01 mondial des marques, Unilever en t\u00eate des fabricants"},"content":{"rendered":"

Coca-Cola, Colgate et Maggi restent les plus grandes marques FMCG au monde, tandis que Vim conna\u00eet la plus forte progression au classement. Toutefois la croissance s\u2019av\u00e8re toujours plus difficile pour les marques de grande consommation. La cl\u00e9 ? Am\u00e9liorez la p\u00e9n\u00e9tration et n\u2019oubliez pas le consommateur plus \u00e2g\u00e9.<\/p>\n

<\/p>\n

\nUnilever r\u00e8gne en ma\u00eetre<\/h2>\n

Chaque ann\u00e9e les experts de Kantar Worldpanel publient leur liste des cinquante marques mondiales les plus populaires<\/a>. Pour cette septi\u00e8me \u00e9dition de leur Brand Footprint Report ils ont analys\u00e9 plus de 21.400 marques et un milliard de m\u00e9nages dans 49 pays sur cinq continents, entre novembre 2017 et novembre 2018. Pour chaque marque ils ont d\u00e9termin\u00e9 combien de m\u00e9nages dans le monde l\u2019achetaient et \u00e0 quelle fr\u00e9quence. Dans ce classement peu de surprises :\u00a0 Coca-Cola, Colgate et Maggie occupent les trois premi\u00e8res places du podium, tout comme dans l\u2019\u00e9dition pr\u00e9c\u00e9dente. Les cinq marques affichant la plus forte progression sont Vim, Kinder, Brooke Bond, Dettol et Doritos.<\/p>\n

\nAu niveau des fabricants Unilever est en t\u00eate du classement, avec pas moins de dix-sept marques repr\u00e9sent\u00e9es, dont six ont \u00e9t\u00e9 achet\u00e9es plus d\u2019un milliard de fois en 2018 : Lifebuoy, Sunsilk, Knorr, Dove, Lux et Sunlight.<\/p>\n

\u00a0<\/p>\n

L\u2019importance des plus de cinquante ans<\/h2>\n

La croissance demeure un \u00e9norme d\u00e9fi pour les marques FMCG. Le march\u00e9 conna\u00eet un ralentissement, la consommation a baiss\u00e9 de 2,1% et pas moins de 54% des marques analys\u00e9es ont r\u00e9gress\u00e9. 84% des marques du top-50 y figuraient d\u00e9j\u00e0 il y a cinq ans, mais seules quatre marques sont parvenues \u00e0 progresser chaque ann\u00e9e Dettol, Dove, Nivea et Vim. Etonnement il s\u2019agit de quatre marques qui toutes ont plus de 100 ans, donc tout sauf des \u2018digital natives\u2019.<\/p>\n

\nIl est vrai que tous les retailers et marques se doivent de d\u00e9velopper leur pr\u00e9sence en ligne. Mais l\u2019\u00e9tude d\u00e9montre \u00e9galement que la cat\u00e9gorie des plus de 50 ans est plus importante pour les marques FMCG que les Millennials et la G\u00e9n\u00e9ration Z r\u00e9unis. Autre tendance constat\u00e9e : l\u2019estompement des fronti\u00e8res entre les diff\u00e9rents canaux, plus particuli\u00e8rement entre le retail et l\u2019out-of-home. C\u2019est ce qu\u2019on appelle le \u2018blurring\u2019. Et le nouveau monde monte en force : dix marques indiennes et chinoises pourraient facilement int\u00e9grer le top-25 si elles se lan\u00e7aient dans une expansion mondiale, affirme Kantar.<\/p>\n

\nLe cl\u00e9 de la croissance demeure la p\u00e9n\u00e9tration : toucher davantage de shoppers, \u00eatre pr\u00e9sent dans plus de march\u00e9s et de cat\u00e9gories, viser de nouveaux besoins et davantage de moments de consommations.<\/p>\n

\nLe top-10 des marques mondiales selon Kantar Worldpanel<\/h4>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\u00a0Place<\/td>\n\u00a0Marque<\/td>\n\u00a0Fabricant<\/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\u00a0Dove<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a09<\/td>\n\u00a0Sunsilk<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a010<\/td>\n\u00a0Indomie<\/td>\n\u00a0Indofood<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Coca-Cola, Colgate et Maggi restent les plus grandes marques FMCG au monde, tandis que Vim conna\u00eet la plus forte progression au classement. Toutefois la croissance s\u2019av\u00e8re toujours plus difficile pour les marques de grande consommation. La cl\u00e9 ? Am\u00e9liorez la p\u00e9n\u00e9tration et n\u2019oubliez pas le consommateur plus \u00e2g\u00e9. Unilever r\u00e8gne en ma\u00eetre Chaque ann\u00e9e les […]<\/p>\n","protected":false},"author":1,"featured_media":33392,"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-33395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nCoca-Cola n\u00b01 mondial des marques, Unilever en t\u00eate des fabricants - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola, Colgate et Maggi restent les plus grandes marques FMCG au monde, tandis que Vim conna\u00eet la plus forte progression au classement. Toutefois la croissance s\u2019av\u00e8re toujours plus difficile pour les marques de grande consommation. La cl\u00e9 ? 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