{"id":54918,"date":"2022-04-01T10:05:18","date_gmt":"2022-04-01T10:05:18","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/foodretail-ondergaat-perfecte-storm-vijf-toekomstpistes\/"},"modified":"2022-04-01T10:05:18","modified_gmt":"2022-04-01T10:05:18","slug":"foodretail-ondergaat-perfecte-storm-vijf-toekomstpistes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/foodretail-ondergaat-perfecte-storm-vijf-toekomstpistes\/","title":{"rendered":"Une temp\u00eate parfaite s\u2019abat sur le foodretail : cinq pistes pour l\u2019avenir"},"content":{"rendered":"

Les perspectives sont sombres pour le foodretail europ\u00e9en\u00a0: la hausse des co\u00fbts, l\u2019\u00e9volution du comportement des consommateurs et la concurrence croissante, y compris en ligne, p\u00e8sent sur les marges. Sans compter la guerre pour le talent… Quelles sont les solutions\u00a0?<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Chiffre d\u2019affaires en baisse<\/h2>\n

Les cha\u00eenes de supermarch\u00e9s pr\u00e9voyaient une d\u00e9gradation des perspectives en 2022 avant m\u00eame l\u2019invasion de l\u2019Ukraine par la Russie\u00a0: les ventes allaient continuer \u00e0 baisser avec la disparition de la pand\u00e9mie et la r\u00e9ouverture des l\u2019horeca. La pression sur les prix augmente, la concurrence est de plus en plus f\u00e9roce et les formules en ligne arrivent \u00e0 maturit\u00e9. Sans compter l\u2019inflation, la hausse des charges salariales, les probl\u00e8mes d\u2019approvisionnement et les p\u00e9nuries de main-d\u2019\u0153uvre. C\u2019est ce qu\u2019on appelle une temp\u00eate parfaite.<\/p>\n

\u00a0<\/p>\n

La guerre en Ukraine ne fera qu\u2019exacerber ces difficult\u00e9s et augmentera probablement la sensibilit\u00e9 au prix des consommateurs, selon un nouveau rapport<\/a> de McKinsey et EuroCommerce bas\u00e9 sur des entretiens avec 60 CEO du foodretail et une enqu\u00eate aupr\u00e8s de plus de 12\u00a0000 consommateurs de neuf pays. Les chercheurs voient cinq grandes tendances \u00e9merger. Mais toute m\u00e9daille a aussi son revers\u00a0: les menaces comprennent aussi des opportunit\u00e9s.<\/p>\n

\u00a0<\/p>\n

1. L\u2019inflation p\u00e8se sur les marges<\/h2>\n

Les d\u00e9taillants s\u2019attendent \u00e0 ce que l\u2019inflation p\u00e8se sur les marges. Alors que les co\u00fbts augmentent, le pouvoir d\u2019achat des consommateurs est \u00e9galement sous pression, ce qui emp\u00eache les supermarch\u00e9s d\u2019augmenter significativement les prix. Les m\u00e9nages recherchent des alternatives moins ch\u00e8res (marques de distributeurs) et des promotions. Les discounters sont les mieux plac\u00e9s pour r\u00e9pondre \u00e0 cette demande.<\/p>\n

\u00a0<\/p>\n

2. Polarisation<\/h2>\n

Mais le prix n\u2019est pas tout\u00a0: dans le m\u00eame temps, les enseignes observent une nette polarisation de la demande. Les consommateurs aux revenus plus \u00e9lev\u00e9s continuent d\u2019acheter des produits sains, durables et de qualit\u00e9 sup\u00e9rieure. Les m\u00e9nages \u00e0 plus faibles revenus r\u00e9duisent leurs achats ou se rabattent sur des produits moins chers. Un clivage qui ne sera pas ais\u00e9 \u00e0 g\u00e9rer.<\/p>\n

\u00a0<\/p>\n

3. En ligne, la croissance ralentit<\/h2>\n

La croissance des ventes en ligne pourrait s\u2019accorder une ann\u00e9e sabbatique, indique l\u2019\u00e9tude. Sur les march\u00e9s o\u00f9 l\u2019offre est moins d\u00e9velopp\u00e9e, les consommateurs r\u00e9duiraient m\u00eame leurs d\u00e9penses. Sur les march\u00e9s plus matures, la croissance des achats en ligne se poursuivra, mais \u00e0 un rythme plus lent. Les achats en ligne pourraient n\u00e9anmoins atteindre une part de 20% d\u2019ici \u00e0 2030, m\u00eame si l\u2019on observe des \u00e9carts importants entre les pays. La diff\u00e9rentiation de l\u2019offre en ligne en fonction de groupes cibles sp\u00e9cifiques va se poursuivre\u00a0: pensez aux livreurs express, aux boutiques bio… Les consommateurs r\u00e9partiront leurs achats en ligne sur un plus grand nombre d\u2019acteurs.<\/p>\n

\u00a0<\/p>\n

4. \u00c0 la recherche de nouveaux revenus<\/h2>\n

Les retailers dont l\u2019activit\u00e9 principale est sous pression doivent chercher de nouvelles sources de revenus. L\u2019analyse avanc\u00e9e et l\u2019intelligence artificielle leur permettent de prendre de meilleures d\u00e9cisions concernant leur assortiment de produits, les prix et les promotions. Ils pourront ainsi augmenter le chiffre d\u2019affaires et gagner en rentabilit\u00e9. Ils exploiteront \u00e9galement de nouvelles sources de revenus\u00a0: solutions de sant\u00e9 ou vente d\u2019espaces publicitaires bas\u00e9s sur les donn\u00e9es des cartes de fid\u00e9lit\u00e9.<\/p>\n

\u00a0<\/p>\n

5. Le goulot d\u2019\u00e9tranglement du talent<\/h2>\n

Pour 39% des CEO, le recrutement de talents est l\u2019un de leurs plus grands d\u00e9fis. Dans le paysage hautement concurrentiel qui se profile, il ne sera possible de gagner qu\u2019avec les meilleurs. Nouvelles comp\u00e9tences et nouveaux profils sont tr\u00e8s demand\u00e9s \u2013 pensez \u00e0 la num\u00e9risation et \u00e0 la transition durable. Cela n\u00e9cessite une politique du personnel adapt\u00e9e, ax\u00e9e sur la r\u00e9tention et la formation.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les perspectives sont sombres pour le foodretail europ\u00e9en\u00a0: la hausse des co\u00fbts, l\u2019\u00e9volution du comportement des consommateurs et la concurrence croissante, y compris en ligne, p\u00e8sent sur les marges. Sans compter la guerre pour le talent… Quelles sont les solutions\u00a0? \u00a0 Chiffre d\u2019affaires en baisse Les cha\u00eenes de supermarch\u00e9s pr\u00e9voyaient une d\u00e9gradation des perspectives en […]<\/p>\n","protected":false},"author":1,"featured_media":54915,"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-54918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"\nUne temp\u00eate parfaite s\u2019abat sur le foodretail : cinq pistes pour l\u2019avenir - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La hausse des co\u00fbts, l\u2019\u00e9volution du comportement des consommateurs et la concurrence croissante, y compris en ligne, p\u00e8sent sur les marges du foodretail \u2013 y compris en ligne. 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