{"id":44059,"date":"2020-10-19T14:13:29","date_gmt":"2020-10-19T14:13:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/pourquoi-le-magasin-bio-lemporte-sur-le-supermarche-2\/"},"modified":"2020-10-19T14:13:29","modified_gmt":"2020-10-19T14:13:29","slug":"pourquoi-le-magasin-bio-lemporte-sur-le-supermarche-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-le-magasin-bio-lemporte-sur-le-supermarche-2\/","title":{"rendered":"Pourquoi le magasin bio l\u2019emporte sur le supermarch\u00e9"},"content":{"rendered":"<p>Il existe aujourd\u2019hui 690 magasins bio en Belgique, la majorit\u00e9 \u00e9tant tenus par des commer\u00e7ants ind\u00e9pendants. Ils gagnent des parts de march\u00e9 sur les supermarch\u00e9s, mais doivent rechercher des \u00e9conomies d\u2019\u00e9chelle\u00a0: \u00ab\u2009La consolidation est in\u00e9vitable.\u2009\u00bb<\/p>\n<p>\u00a0<\/p>\n<p><!--break--><\/p>\n<h2>De grandes diff\u00e9rences r\u00e9gionales<\/h2>\n<p>Le bio est un march\u00e9 en pleine croissance\u00a0: le chiffre d\u2019affaires a grimp\u00e9 \u00e0 779 millions d\u2019euros en 2019. Si bien que le bio repr\u00e9sente une part de march\u00e9 de 3,4\u00a0% en Belgique. En Wallonie, cette part est m\u00eame de 4,9\u00a0%. Les magasins bio sont \u00e9galement de plus en plus nombreux\u00a0: on en compte actuellement 690, selon une r\u00e9cente \u00e9tude men\u00e9e par le sp\u00e9cialiste du g\u00e9omarketing Sirius Insight en collaboration avec le consultant\u00a0Sales4Bio. \u00ab\u2009Le d\u00e9veloppement du march\u00e9\u00a0bio a jusqu\u2019\u00e0 pr\u00e9sent beaucoup repos\u00e9 sur le ressenti et l\u2019opportunisme. Mais la pression concurrentielle augmente\u00a0: il est temps de prendre des d\u00e9cisions plus r\u00e9fl\u00e9chies, bas\u00e9es sur des chiffres\u2009\u00bb, d\u00e9clare Karolien Sottiaux de Sirius Insight.<\/p>\n<p>\u00c0 peine 30\u00a0% des magasins bio font partie d\u2019une cha\u00eene comme Bio-Planet, F\u00e4rm, Origin&rsquo;o ou Ekivrac. Pr\u00e8s de la moiti\u00e9 sont en Wallonie. \u00ab\u2009Il existe d\u2019\u00e9normes diff\u00e9rences entre la Flandre et la Wallonie. Non seulement les consommateurs flamands sont moins int\u00e9ress\u00e9s par les produits bio, mais ils disposent \u00e9galement de moins de magasins et ont moins tendance \u00e0 combiner diff\u00e9rents magasins. Pourtant, le march\u00e9 est l\u00e0\u00a0: la population est plus nombreuse, le pouvoir d\u2019achat est plus \u00e9lev\u00e9. La cat\u00e9gorie des utilisateurs occasionnels est importante\u00a0: sept consommateurs sur dix ach\u00e8tent parfois des produits bio. Il s\u2019agit maintenant de convaincre et de fid\u00e9liser ce groupe de clients. Et cela ne doit pas non plus co\u00fbter trop cher. C\u2019est la raison pour laquelle les marques hollandaises ont plus de succ\u00e8s en Flandre qu\u2019en Wallonie\u00a0: elles sont moins ch\u00e8res.\u2009\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Prise de conscience<\/h2>\n<p>Il convient de souligner que les magasins ind\u00e9pendants gagnent des parts de march\u00e9 sur les grands supermarch\u00e9s, qui misent pourtant aussi beaucoup sur les produits bio. \u00ab\u2009En 2018, 60\u00a0% des consommateurs de produits bio achetaient leurs produits bio exclusivement dans les supermarch\u00e9s, tandis qu\u2019ils sont 53\u00a0% en 2020. Plus de consommateurs combinent les achats au supermarch\u00e9 avec les achats en magasin sp\u00e9cialis\u00e9\u00a0: ce pourcentage est pass\u00e9 de 25 \u00e0 30\u00a0%.\u2009\u00bb<\/p>\n<p>Comment expliquer cette \u00e9volution\u2009? \u00ab\u2009Nous assistons \u00e0 un changement de comportement des consommateurs, qui a \u00e9t\u00e9 renforc\u00e9 par le confinement\u00a0: les gens veulent acheter localement, consommer diff\u00e9remment, savoir d\u2019o\u00f9 viennent les produits&#8230; Ils font une distinction entre le label bio et l\u2019\u00e9thique bio\u2009\u00bb, explique M\u00e9lanie Longin de Sales4Bio. \u00ab\u2009Ils savent que le commer\u00e7ant local ach\u00e8te ses produits \u00e0 proximit\u00e9. Il y a une v\u00e9ritable prise de conscience.\u2009\u00bb Les d\u00e9taillants alimentaires tels que Carrefour et Delhaize s\u2019efforcent d\u00e9sormais d\u2019inclure de petites marques biologiques locales dans leur offre. Cela pose un dilemme aux producteurs, car les magasins bio ne se r\u00e9jouissent \u00e9videmment pas de voir leurs marques exclusives de produits bio expos\u00e9es dans les supermarch\u00e9s.<\/p>\n<p>\u00a0<\/p>\n<h2>Croissance des syst\u00e8mes de franchise<\/h2>\n<p>La capacit\u00e9 des commer\u00e7ants ind\u00e9pendants en produits bio est-elle suffisante\u2009? \u00ab\u2009En France, la plupart des magasins bio font d\u00e9sormais partie d\u2019une cha\u00eene\u2009\u00bb, explique Longin. Une consolidation est \u00e9galement attendue en Belgique\u00a0: \u00ab\u2009Je suppose que les syst\u00e8mes de franchise vont continuer \u00e0 se d\u00e9velopper\u00a0: pensez \u00e0 Ekivrac en Wallonie, \u00e0 F\u00e4rm&#8230; Gr\u00e2ce \u00e0 la force de leur enseigne, ils peuvent convaincre des magasins ind\u00e9pendants de s\u2019associer avec eux pour r\u00e9aliser des \u00e9conomies d\u2019\u00e9chelle. Le secteur de la vente en gros derri\u00e8re ces magasins bio se consolide \u00e9galement. Le grossiste Hygiena fait d\u00e9sormais partie du\u00a0groupe fran\u00e7ais Compagnie Biodiversit\u00e9. <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/biobedrijven-udea-en-biofresh-fuseren\" target=\"_blank\" rel=\"noopener\">Pensez aussi \u00e0 la r\u00e9cente fusion<\/a> du hollandais Udea avec Biofresh\u00a0: tous les magasins Origin&rsquo;O deviendront \u00e0 terme des Ekoplaza. Bio c\u2019 Bon et La Vie Claire viennent de France.\u2009\u00bb<\/p>\n<p>La crise du coronavirus a-t-elle g\u00e9n\u00e9r\u00e9 une croissance\u2009? Le constat est mitig\u00e9\u00a0: \u00ab\u2009Le confinement a \u00e9t\u00e9 intense, mais les mois suivants ont \u00e9t\u00e9 tr\u00e8s calmes. Les magasins bio ont certes attir\u00e9 de nouveaux clients, mais seul peut-\u00eatre 10\u00a0% ont \u00e9t\u00e9 fid\u00e9lis\u00e9s. \u00c0 Bruxelles, plusieurs magasins sont en grande difficult\u00e9\u00a0: les bureaux sont vides, les gens travaillent \u00e0 domicile, il n\u2019y a pas de passage&#8230;\u2009\u00bb<\/p>\n<p>Pourtant, nos interlocuteurs soulignent qu\u2019il y a du potentiel\u00a0: \u00ab\u2009Le nombre de personnes qui ach\u00e8tent des produits biologiques augmente d\u2019ann\u00e9e en ann\u00e9e. On peut s\u2019attendre \u00e0 ce que les petits magasins sp\u00e9cialis\u00e9s dans le bio \u00e9voluent davantage vers le franchisage et que les grands supermarch\u00e9s se transforment \u00e9galement progressivement. Il y a encore de la place sur le march\u00e9, il y a encore des manques\u00a0: dans certaines provinces, l\u2019offre est encore insuffisante.\u2009\u00bb<\/p>\n<p>\u00a0<\/p>\n<p><strong>Image\u2009; r\u00e9partition g\u00e9ographique des cha\u00eenes bio en Belgique<\/strong><em> (Source Sirius Insight)<\/em><\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/Geografische%20verdeling%20bioketens%20in%20belgie.JPG\" style=\"height:676px;width:600px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il existe aujourd\u2019hui 690 magasins bio en Belgique, la majorit\u00e9 \u00e9tant tenus par des commer\u00e7ants ind\u00e9pendants. Ils gagnent des parts de march\u00e9 sur les supermarch\u00e9s, mais doivent rechercher des \u00e9conomies d\u2019\u00e9chelle\u00a0: \u00ab\u2009La consolidation est in\u00e9vitable.\u2009\u00bb \u00a0 De grandes diff\u00e9rences r\u00e9gionales Le bio est un march\u00e9 en pleine croissance\u00a0: le chiffre d\u2019affaires a grimp\u00e9 \u00e0 779 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44056,"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-44059","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>Pourquoi le magasin bio l\u2019emporte sur le supermarch\u00e9 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Il existe aujourd\u2019hui 690 magasins bio en Belgique, la majorit\u00e9 \u00e9tant tenus par des commer\u00e7ants ind\u00e9pendants. 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