{"id":48872,"date":"2021-05-21T09:45:44","date_gmt":"2021-05-21T09:45:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-coronavirus-profite-aux-grandes-marques-fmcg\/"},"modified":"2021-05-21T09:45:44","modified_gmt":"2021-05-21T09:45:44","slug":"le-coronavirus-profite-aux-grandes-marques-fmcg","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-coronavirus-profite-aux-grandes-marques-fmcg\/","title":{"rendered":"Le coronavirus a profit\u00e9 aux grandes marques FMCG"},"content":{"rendered":"

Coca-Cola<\/strong> reste la plus grande marque du monde en 2020, mais les vainqueurs incontest\u00e9s du confinement sont Dettol<\/strong>, Lifebuoy<\/strong> et Vim<\/strong>. Pendant la pand\u00e9mie, les consommateurs ont op\u00e9r\u00e9 un retour massif aux marques qu\u2019ils connaissaient le mieux, en particulier en ligne.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Renaissance<\/h2>\n

Chaque ann\u00e9e, Kantar Worldpanel publie sa liste des cinquante marques mondiales les plus populaires. Pour la neuvi\u00e8me \u00e9dition de l\u2019\u00e9tude Brand Footprint, le bureau de recherche a analys\u00e9 23 500 marques<\/a> sur 54 march\u00e9s qui repr\u00e9sentent 73% de la population mondiale et p\u00e8sent pour 89% du produit int\u00e9rieur brut mondial. Pour chaque marque, ils ont calcul\u00e9 le nombre de m\u00e9nages qui l\u2019ach\u00e8tent et la fr\u00e9quence d\u2019achat. Le score de chaque marque est exprim\u00e9 \u00ab\u00a0Consumer Reach Points\u00a0\u00bb ou CRP, qui correspond au nombre de m\u00e9nages dans un pays multipli\u00e9 par le pourcentage de m\u00e9nages qui ach\u00e8tent la marque X, puis par le nombre d\u2019interactions avec cette marque pendant une ann\u00e9e.
\n\u00a0<\/p>\n

Qu\u2019en ressort-il\u00a0? La crise sanitaire a \u00e9videmment eu un impact consid\u00e9rable sur la popularit\u00e9 des marques. En 2017, 2018 et 2019, la croissance en volume du secteur des produits FMCG \u00e9tait retomb\u00e9e \u00e0 environ 2 \u00e0 3% par an. Mais l\u2019ann\u00e9e 2020 a \u00e9t\u00e9 marqu\u00e9e par une croissance exceptionnelle de quelque 10%. Ainsi, 29 des 50 plus grandes marques mondiales ont enregistr\u00e9 une croissance de la consommation \u00e0 domicile en 2020\u00a0: elles n\u2019avaient jamais \u00e9t\u00e9 aussi nombreuses depuis la premi\u00e8re \u00e9dition de l\u2019enqu\u00eate en 2013. Toutes les cat\u00e9gories de produit n\u2019ont pas b\u00e9n\u00e9fici\u00e9 de la pand\u00e9mie\u00a0: ce sont les marques de produits alimentaires qui ont connu la plus forte croissance, alors que les marques de soins personnels arrivent en queue de classement. Logiquement, la consommation hors foyer a enregistr\u00e9 une forte baisse.<\/p>\n

\u00a0<\/p>\n

P\u00e9n\u00e9tration<\/h2>\n

88% des marques gagnantes ont attir\u00e9 plus de clients. C\u2019\u00e9tait encore 84% en 2019. La p\u00e9n\u00e9tration reste le principal moteur de la croissance. L\u2019\u00e9tude r\u00e9v\u00e8le \u00e9galement que les grandes marques (dont la p\u00e9n\u00e9tration mondiale est sup\u00e9rieure \u00e0 30%) ont connu une croissance plus soutenue, ce qui indique que les consommateurs se sont tourn\u00e9s vers les marques qu\u2019ils connaissaient le mieux pendant la pand\u00e9mie. Cet effet est encore plus marqu\u00e9 en ligne\u00a0: l\u2019e-commerce \u00e9lectronique favorise surtout les grandes marques connues.
\n\u00a0<\/p>\n

Le hit-parade des marques mondiales est relativement stable. Ces cinq derni\u00e8res ann\u00e9es, 44 marques ont conserv\u00e9 leur position dans le top 50. Et neuf marques ont conserv\u00e9 leur place dans le top 10. Le top 50 n\u2019enregistre qu\u2019une entr\u00e9e cette ann\u00e9e\u00a0: la marque am\u00e9ricaine Campbell\u2019s<\/strong>. Et quatre marques ont r\u00e9ussi \u00e0 gagner au moins dix places ou plus dans le classement ces cinq derni\u00e8res ann\u00e9es\u00a0: Brooke Bond, Close-Up, Dettol et Vim. Enfin, seules trois marques du top 50 de 2013 ont progress\u00e9 chaque ann\u00e9e\u00a0: Dove, Vim et Dettol.<\/p>\n

\u00a0<\/p>\n

En t\u00eate<\/h2>\n

Coca-Cola et Colgate conservent la t\u00eate des dix plus grandes marques mondiales, mais Maggi, \u00ab\u00a0\u00e9ternel troisi\u00e8me\u00a0\u00bb, doit c\u00e9der sa place \u00e0 Lifebuoy, la marque de savon pour les mains d\u2019Unilever. Dettol, Lifebuoy et Vim sont les grands gagnants du confinement\u00a0: ces marques ont connu la plus forte croissance de leur p\u00e9n\u00e9tration mondiale l\u2019ann\u00e9e derni\u00e8re. Dettol a m\u00eame connu la plus forte croissance de p\u00e9n\u00e9tration de son histoire l\u2019an dernier\u00a0: La marque a r\u00e9ussi \u00e0 attirer 69 millions de nouveaux consommateurs. Le lien avec la pand\u00e9mie est \u00e9vident. Maggi, Oreo et Heinz ont \u00e9galement enregistr\u00e9 une croissance soutenue, suivies de Palmolive, Lay\u2019s, Barilla et Coca-Cola.
\n\u00a0<\/p>\n

Coca-Cola est la marque pr\u00e9f\u00e9r\u00e9e des m\u00e9nages en ligne. On notera \u00e9galement la forte croissance en ligne de marques de snacks comme Lay\u2019s et Oreo, m\u00eame si ce n\u2019est pas totalement une surprise. Le monde entier a grignot\u00e9 davantage en p\u00e9riode de confinement, et a donc command\u00e9 plus de snacks en ligne…<\/p>\n

Les plus grandes marques FMCG<\/strong><\/p>\n

\"\"<\/p>\n

Les marques FMCG les plus souvent achet\u00e9es en ligne<\/strong><\/p>\n

\"\"<\/p>\n

\u00a0<\/p>\n

Les plus fortes progressions<\/strong><\/p>\n

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

Coca-Cola reste la plus grande marque du monde en 2020, mais les vainqueurs incontest\u00e9s du confinement sont Dettol, Lifebuoy et Vim. Pendant la pand\u00e9mie, les consommateurs ont op\u00e9r\u00e9 un retour massif aux marques qu\u2019ils connaissaient le mieux, en particulier en ligne. \u00a0 Renaissance Chaque ann\u00e9e, Kantar Worldpanel publie sa liste des cinquante marques mondiales les […]<\/p>\n","protected":false},"author":1,"featured_media":48869,"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-48872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nLe coronavirus a profit\u00e9 aux grandes marques FMCG - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola reste la plus grande marque du monde en 2020, mais les vainqueurs 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