{"id":40280,"date":"2020-04-16T08:08:06","date_gmt":"2020-04-16T08:08:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-coronavirus-inaugure-une-nouvelle-ere-pour-les-achats-2\/"},"modified":"2020-04-16T08:08:06","modified_gmt":"2020-04-16T08:08:06","slug":"le-coronavirus-inaugure-une-nouvelle-ere-pour-les-achats-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-coronavirus-inaugure-une-nouvelle-ere-pour-les-achats-2\/","title":{"rendered":"Le coronavirus inaugure une nouvelle \u00e8re pour les achats"},"content":{"rendered":"<p>Nous ne nous contenterons pas d\u2019un simple \u00ab\u2009retour \u00e0 la normale\u2009\u00bb apr\u00e8s le confinement\u00a0: la pand\u00e9mie du coronavirus va en effet entra\u00eener des changements importants et durables dans les habitudes alimentaires et le comportement d\u2019achat des consommateurs europ\u00e9ens. Les d\u00e9taillants et les fabricants doivent donc adapter leurs strat\u00e9gies.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Les consommateurs adaptent leur comportement<\/h2>\n<p>Les mesures drastiques prises contre la propagation du coronavirus provoquent un changement de sentiment chez les consommateurs europ\u00e9ens\u00a0: nombre d\u2019entre eux s\u2019interrogent par exemple sur la n\u00e9cessit\u00e9 et la fr\u00e9quence de leurs visites au supermarch\u00e9. Ils sont plus susceptibles de recourir \u00e0 des solutions en ligne lorsqu\u2019elles sont disponibles. Pour les d\u00e9taillants et les fabricants, il s\u2019agit d\u2019un point de rupture, d\u2019un moment o\u00f9 il faut <a href=\"https:\/\/www.nielsen.com\/eu\/en\/insights\/article\/2020\/while-still-in-lockdown-many-europeans-expect-the-impact-of-covid-19-to-last-another-year\/\" target=\"_blank\" rel=\"noopener\">fermement ajuster sa strat\u00e9gie dans tous les domaines<\/a>, allant du prix et des strat\u00e9gies promotionnelles au format des magasins. C\u2019est ce que conclut l\u2019institut de recherches Nielsen sur la base d\u2019une vaste enqu\u00eate men\u00e9e aupr\u00e8s des consommateurs de dix-huit pays europ\u00e9ens.<\/p>\n<p>\u00a0<\/p>\n<p>L\u2019un des changements \u00e9vidents observ\u00e9s est une perc\u00e9e d\u00e9finitive du commerce \u00e9lectronique dans le domaine de l\u2019alimentation. Avant le d\u00e9clenchement de la pand\u00e9mie, l\u2019acceptation des achats en ligne \u00e9tait tr\u00e8s faible en Europe\u00a0: moins d\u2019un consommateur sur cinq en Europe de l\u2019Ouest et moins d\u2019un consommateur sur dix en Europe de l\u2019Est y avaient recours. Cela a chang\u00e9 gr\u00e2ce aux mesures impos\u00e9es pendant la quarantaine, mais pas partout. En Italie et en France, par exemple, les achats en ligne ont \u00e9norm\u00e9ment augment\u00e9, au d\u00e9triment des visites au supermarch\u00e9 et surtout \u00e0 l\u2019hypermarch\u00e9. En Allemagne en revanche, march\u00e9 domin\u00e9 par les hard-discounters ne disposant pas d\u2019activit\u00e9s en ligne, les visites en magasin restent stables. Cela montre \u00e0 quel point les consommateurs adaptent facilement leur comportement d\u2019achat lorsque besoins et avantages se rejoignent.<\/p>\n<p>\u00a0<\/p>\n<h2>Nouvelles habitudes alimentaires<\/h2>\n<p>On peut observer un ph\u00e9nom\u00e8ne similaire dans la mani\u00e8re de cuisiner et dans les habitudes alimentaires que les personnes ont \u00e0 la maison\u00a0: alors que les consommateurs asiatiques ont commenc\u00e9 \u00e0 recourir massivement aux solutions de plats \u00e0 emporter apr\u00e8s la fermeture du secteur horeca, les consommateurs europ\u00e9ens r\u00e9agissent de mani\u00e8re tr\u00e8s diff\u00e9rente. Peu de consommateurs europ\u00e9ens ont remplac\u00e9 le repas traditionnel par des repas livr\u00e9s \u00e0 domicile, des plats pr\u00e9par\u00e9s ou du fast-food. Ils se sont, au contraire, retrouss\u00e9 les manches en cuisine. Et selon Nielsen, cette nouvelle habitude pourrait perdurer, surtout si les gens travaillent plus souvent \u00e0 la maison apr\u00e8s cette crise &#8211; ce qui est, apr\u00e8s tout, attendu.<\/p>\n<p>\u00a0<\/p>\n<p>Dans des pays comme l\u2019Allemagne, les Pays-Bas, la Pologne, la Russie et le Royaume-Uni, moins de la moiti\u00e9 des consommateurs pensent reprendre leurs anciennes habitudes apr\u00e8s la crise. Pour les fabricants et les d\u00e9taillants, cela offre de nouvelles perspectives\u00a0: les id\u00e9es de recettes et les kits de repas peuvent aider les consommateurs \u00e0 d\u00e9velopper de nouvelles habitudes, les formules d\u2019abonnement peuvent offrir une solution pratique et des exp\u00e9riences en ligne\/hors-ligne plus fluides deviendront la norme. Les acteurs du secteur des FMCG doivent miser sur une exp\u00e9rience simple et agr\u00e9able \u00e0 vivre \u00e0 la maison. \u00ab\u2009Plus la crise du coronavirus durera, plus ces nouvelles habitudes s\u2019ancreront, et cela cr\u00e9e de nombreuses nouvelles opportunit\u00e9s pour les acteurs qui \u00e9voluent rapidement\u2009\u00bb, d\u00e9clare le dirigeant europ\u00e9en de Nielsen, Johan Sjostrand.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"Omzetstijging per soort winkel\" src=\"\/sites\/default\/files\/ecommercenielsen.JPG\" style=\"height:391px;width:450px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nous ne nous contenterons pas d\u2019un simple \u00ab\u2009retour \u00e0 la normale\u2009\u00bb apr\u00e8s le confinement\u00a0: la pand\u00e9mie du coronavirus va en effet entra\u00eener des changements importants et durables dans les habitudes alimentaires et le comportement d\u2019achat des consommateurs europ\u00e9ens. Les d\u00e9taillants et les fabricants doivent donc adapter leurs strat\u00e9gies. \u00a0 Les consommateurs adaptent leur comportement Les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":40277,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-40280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le coronavirus inaugure une nouvelle \u00e8re pour les achats - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La pand\u00e9mie du coronavirus va entra\u00eener des 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