{"id":40595,"date":"2020-04-30T09:26:28","date_gmt":"2020-04-30T09:26:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-directeur-de-mondelez-les-snacks-font-du-bien-en-periode-de-confinement-2\/"},"modified":"2020-04-30T09:26:28","modified_gmt":"2020-04-30T09:26:28","slug":"le-directeur-de-mondelez-les-snacks-font-du-bien-en-periode-de-confinement-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-directeur-de-mondelez-les-snacks-font-du-bien-en-periode-de-confinement-2\/","title":{"rendered":"Le directeur de Mondelez : \u00ab\u2009Les snacks font du bien en p\u00e9riode de confinement\u2009\u00bb"},"content":{"rendered":"<p><span style=\"background-color:white\">L\u2019augmentation des ventes de biscuits et de chocolat n\u2019est pas seulement li\u00e9e \u00e0 la volont\u00e9 des consommateurs de faire des r\u00e9serves, estime le fabricant de snacks\u00a0<strong>Mondelez International<\/strong>. En cette p\u00e9riode compliqu\u00e9e, les consommateurs recherchent un d\u00e9rivatif dans les aliments de confort.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Croissance soutenue<\/span><\/h2>\n<p><span style=\"background-color:white\">La multinationale connue pour des marques comme LU et Milka pr\u00e9voit une croissance organique des ventes de 6,4\u00a0% au premier trimestre\u00a02020. Selon son directeur g\u00e9n\u00e9ral belge Dirk Van de Put, cette croissance n\u2019est pas exclusivement imputable aux consommateurs qui ont accumul\u00e9 des r\u00e9serves au d\u00e9but de l\u2019\u00e9pid\u00e9mie de coronavirus, car la tendance se poursuit\u00a0: \u00ab\u2009Au d\u00e9part, on aurait pu croire que les consommateurs remplissaient leurs armoires, mais la croissance est constante depuis plus de six semaines maintenant. Donc, \u00e0 moins que ces consommateurs se construisent un entrep\u00f4t Oreos chez eux, <a href=\"https:\/\/www.cnbc.com\/2020\/04\/28\/surge-in-snack-sales-not-just-pantry-loading-mondelez-ceo-says-after-earnings-beat.html\" target=\"_blank\" rel=\"noopener\">je pense qu\u2019ils finissent par les manger<\/a>\u2009\u00bb a-t-il d\u00e9clar\u00e9 \u00e0 CNBC.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le CEO voit\u00a0<a href=\"https:\/\/www.just-food.com\/analysis\/mondelez-internationals-q1-2020-outlook-and-adapting-to-recession-four-things-to-learn_id143594.aspx\" target=\"_blank\" rel=\"noopener\">trois raisons majeures au succ\u00e8s des snacks dans la p\u00e9riode actuelle<\/a>. Tout d\u2019abord, la consommation \u00ab\u2009out-of-home\u2009\u00bb a disparu au profit de la consommation \u00e0 domicile, ce qui entra\u00eene une augmentation de la consommation de biscuits et chocolats. Deuxi\u00e8mement, il constate que les consommateurs exp\u00e9rimentent un peu plus en achetant diff\u00e9rentes marques. Une troisi\u00e8me raison est de nature plus \u00e9motionnelle\u00a0: \u00ab\u2009En p\u00e9riode de confinement, partager des biscuits ou des chocolats avec sa famille et ses enfants procure un sentiment de normalit\u00e9 et d\u2019unit\u00e9 qui rassure tout le monde.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">\u00ab\u2009Continuer \u00e0 investir\u2009\u00bb<\/span><\/h2>\n<p><span style=\"background-color:white\">Pourtant, la multinationale se refuse \u00e0 publier des pr\u00e9visions pour l\u2019exercice\u00a0: l\u2019incertitude est trop grande. Car des facteurs n\u00e9gatifs sont \u00e9galement pr\u00e9sents\u00a0: le lockdown entra\u00eene une baisse des achats impulsifs dans le circuit des produits de consommation courante, le secteur des voyages s\u2019effondre et la situation est impr\u00e9visible sur les march\u00e9s \u00e9mergents.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">En outre, une r\u00e9cession para\u00eet in\u00e9vitable. Et si des produits comme les biscuits et le chocolat ont bien r\u00e9sist\u00e9 aux r\u00e9cessions ant\u00e9rieures, la situation actuelle reste exceptionnelle. La soci\u00e9t\u00e9 va donc adapter son \u00ab\u2009architecture prix et conditionnement\u2009\u00bb (c\u2019est-\u00e0-dire adapter les formats pour offrir des prix attractifs dans chaque canal) et r\u00e9duire le nombre de r\u00e9f\u00e9rences. Dans le m\u00eame temps, Dirk Van de Put souligne que les entreprises qui r\u00e9duisent leurs investissements en p\u00e9riode de r\u00e9cession ont souvent tendance \u00e0 perdre des parts de march\u00e9. Il veut donc continuer \u00e0 investir dans les marques du groupe.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019augmentation des ventes de biscuits et de chocolat n\u2019est pas seulement li\u00e9e \u00e0 la volont\u00e9 des consommateurs de faire des r\u00e9serves, estime le fabricant de snacks\u00a0Mondelez International. En cette p\u00e9riode compliqu\u00e9e, les consommateurs recherchent un d\u00e9rivatif dans les aliments de confort. \u00a0 Croissance soutenue La multinationale connue pour des marques comme LU et Milka pr\u00e9voit [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":40592,"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-40595","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>Le directeur de Mondelez : \u00ab\u2009Les snacks font du bien en p\u00e9riode de confinement\u2009\u00bb - RetailDetail 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