{"id":49094,"date":"2021-06-01T15:36:43","date_gmt":"2021-06-01T15:36:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/les-boxes-repas-grignotent-des-parts-de-chiffre-daffaires-des-supermarches-2\/"},"modified":"2021-06-01T15:36:43","modified_gmt":"2021-06-01T15:36:43","slug":"les-boxes-repas-grignotent-des-parts-de-chiffre-daffaires-des-supermarches-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-boxes-repas-grignotent-des-parts-de-chiffre-daffaires-des-supermarches-2\/","title":{"rendered":"Les boxes repas grignotent des parts de chiffre d\u2019affaires des supermarch\u00e9s"},"content":{"rendered":"<p><span style=\"background-color:white\">Depuis le premier confinement, les boxes repas ont \u00e9galement connu une croissance explosive en Belgique : elles grignotent d\u00e9j\u00e0 2,4 % du chiffre d\u2019affaires des supermarch\u00e9s.\u00a0Alors que <strong>Colruyt<\/strong>\u00a0souffre le moins de la concurrence de\u00a0<strong>HelloFresh<\/strong>\u00a0et autres,\u00a0<strong>Carrefour <\/strong>est le plus affect\u00e9. <\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">62 euros par semaine<\/span><\/h2>\n<p><span style=\"background-color:white\">La pand\u00e9mie de coronavirus a stimul\u00e9 une croissance consid\u00e9rable des ventes de boxes repas. Selon Grand View Research, le march\u00e9 mondial des boxes repas repr\u00e9sentait 8,5 milliards d&rsquo;euros en 2020. Un chiffre qui atteindra 10,5 milliards en 2021, et 22,5 milliards en 2028. En Belgique, les ventes ont \u00e9galement fortement progress\u00e9 : l&rsquo;ann\u00e9e derni\u00e8re, les d\u00e9penses ont augment\u00e9 de pas moins de 111 %, au d\u00e9triment des ventes des supermarch\u00e9s, rapporte une analyse de l&rsquo;application bancaire\u00a0<strong>Cake<\/strong>.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"background-color:white\">9,8 % des utilisateurs de Cake ont achet\u00e9 au moins une box repas en 2020. Un chiffre deux fois plus \u00e9lev\u00e9 qu\u2019en 2019 (4,6 %). Et la croissance continue : au premier trimestre de 2021, le nombre de consommateurs de boxes repas a tripl\u00e9 par rapport au premier trimestre de 2019. Ils d\u00e9pensent en moyenne 62 euros par semaine. Cake enregistre 2,7 transactions mensuelles par utilisateur. Les clients de\u00a0<strong>Foodbag<\/strong>\u00a0d\u00e9pensent 106 euros par mois, ceux de\u00a0<strong>HelloFresh<\/strong>\u00a0100 euros et ceux de\u00a0<strong>Mealhero<\/strong>\u00a082 euros.<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">HelloFresh perd des parts de march\u00e9<\/span><\/h2>\n<p><span style=\"background-color:white\">Naturellement, la crise du coronavirus a aliment\u00e9 l\u2019essor : la courbe a entam\u00e9 une forte ascension au d\u00e9but du premier confinement, en mars 2020. Une l\u00e9g\u00e8re baisse a \u00e9t\u00e9 observ\u00e9e pendant la p\u00e9riode estivale et pendant la p\u00e9riode de fin d&rsquo;ann\u00e9e. Les consommateurs ne se sont donc pas tourn\u00e9s vers les boxes repas pour leur menu de No\u00ebl, mais la croissance est repartie \u00e0 la hausse d\u00e8s janvier 2021.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Face \u00e0 la multiplication de nouveaux acteurs sur le march\u00e9, le leader du march\u00e9 HelloFresh voit sa part diminuer l\u00e9g\u00e8rement. Avec une part de march\u00e9 de 51,8 %, il reste cependant de loin le principal acteur. La soci\u00e9t\u00e9 belge Foodbag occupe la deuxi\u00e8me place, avec une part de march\u00e9 de 21,7 %. Les parts de march\u00e9 restantes sont d\u00e9tenues par 15gram (8,3 %), Mealhero (6,4 %), Simply You Box (4,3 %), eFarmz (4 %) et Ekomenu (2,4 %). Par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente, la forte croissance de la start-up belge Mealhero est remarquable : en un an, elle est pass\u00e9e de 3,6 % (mars 2020) \u00e0 6,4 % de part de march\u00e9.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Cake indique que les boxes \u00e0 repas sont particuli\u00e8rement populaires chez les 30 \u00e0 44 ans, et surtout chez les familles avec des enfants de moins de 12 ans. L&rsquo;\u00e2ge moyen des clients varie selon le fournisseur : l\u2019\u00e2ge moyen des clients de Foodbag est de 42 ans, contre 37 ans pour ceux de HelloFresh et seulement 36 ans pour ceux de Mealhero.<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">2,4 % des d\u00e9pense totales des courses<\/span><\/h2>\n<p><span style=\"background-color:white\">Quel est l\u2019impact de la croissance des boxes repas sur le chiffre d\u2019affaires des supermarch\u00e9s ? En janvier 2020, les d\u00e9penses en boxes repas repr\u00e9sentaient encore moins de 1 % des d\u00e9penses totales pour les courses aupr\u00e8s des fournisseurs de boxes repas, des supermarch\u00e9s et des boucheries confondus. Mais en mars de cette ann\u00e9e, cette part avait plus que doubl\u00e9 pour atteindre 2,4 %. Et si l&rsquo;on se penche sur les dix principaux supermarch\u00e9s belges (Carrefour, Delhaize, Colruyt, Aldi, Albert Heijn, Lidl, Okay, Spar, Jumbo et Bio-Planet), cette tendance semble encore plus forte : en mars 2021, les boxes repas avalaient d\u00e9j\u00e0 2,9 % du chiffre d&rsquo;affaires.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">L\u2019impact des boxes repas sur le chiffre d\u2019affaires des supermarch\u00e9s n\u2019est pas uniforme. Chez les clients de Delhaize, les boxes repas ont une part de portefeuille de 6,2 %. Chez HelloFresh, cette part s&rsquo;\u00e9l\u00e8ve \u00e0 3,2 %. Les clients de Carrefour consacrent m\u00eame 8,1 % de leur budget courses aux boxes repas, dont seulement 0,5 % pour la Simply You Box. C&rsquo;est Colruyt qui souffre le moins de la concurrence des boxes repas : le d\u00e9taillant ne perd que 4,4 % de son chiffre d&rsquo;affaires au profit des fournisseurs de boxes repas. Est-ce gr\u00e2ce au succ\u00e8s de ses boxes repas En Cuisine ?\u00a0 Ces chiffres ne permettent pas de le confirmer.<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Parts de march\u00e9 des boxes repas en Belgique<\/span><\/h2>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/Marktaandelen%20maaltijdboxen.jpg\" style=\"height:563px;width:600px\" \/><\/p>\n<p><span style=\"background-color:white\">(Source\u00a0: Cake)<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Part des boxes repas dans les d\u00e9penses pour les courses (orange) et dans les dix plus grands supermarch\u00e9s (bleu)<\/span><\/h2>\n<p>\u00a0<\/p>\n<p><strong><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/Aandeel%20uitgaven%20maaltijdboxen.jpg\" style=\"height:362px;width:600px\" \/><\/strong><\/p>\n<p><span style=\"background-color:white\">(Source\u00a0: Cake)<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Depuis le premier confinement, les boxes repas ont \u00e9galement connu une croissance explosive en Belgique : elles grignotent d\u00e9j\u00e0 2,4 % du chiffre d\u2019affaires des supermarch\u00e9s.\u00a0Alors que Colruyt\u00a0souffre le moins de la concurrence de\u00a0HelloFresh\u00a0et autres,\u00a0Carrefour est le plus affect\u00e9. \u00a0 62 euros par semaine La pand\u00e9mie de coronavirus a stimul\u00e9 une croissance consid\u00e9rable des ventes [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":49091,"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-49094","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>Les boxes repas grignotent des parts de chiffre d\u2019affaires des supermarch\u00e9s - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Depuis le premier confinement, les boxes repas ont \u00e9galement connu une croissance explosive en Belgique : elles grignotent d\u00e9j\u00e0 2,4 % du chiffre d\u2019affaires des supermarch\u00e9s. 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