{"id":56710,"date":"2022-05-10T11:22:03","date_gmt":"2022-05-10T09:22:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=56710"},"modified":"2022-05-10T11:22:05","modified_gmt":"2022-05-10T09:22:05","slug":"les-achats-en-ligne-pesent-desormais-72-du-marche-des-pgc","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-achats-en-ligne-pesent-desormais-72-du-marche-des-pgc\/","title":{"rendered":"Les achats en ligne p\u00e8sent d\u00e9sormais 7,2 % du march\u00e9 des PGC"},"content":{"rendered":"\n<p>Les supermarch\u00e9s voient leur part des ventes diminuer en raison de la forte \u00e9mergence du e-commerce pour les produits de grande consommation. En Europe, la croissance est plus lente : l&rsquo;Asie montre la voie avec des concepts innovants. Quel sera l&rsquo;impact de la crise actuelle ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le supermarch\u00e9 sous pression<\/h2>\n\n\n\n<p>Alors que le march\u00e9 total des produits de grande consommation a progress\u00e9 de 2,1 % en 2021, les ventes en ligne ont augment\u00e9 de 15,8 %. Si cette croissance est un peu moins spectaculaire que celle de l&rsquo;ann\u00e9e 2020, o\u00f9 le e-commerce alimentaire a augment\u00e9 jusqu&rsquo;\u00e0 45,9 %, cela signifie tout de m\u00eame que le commerce en ligne a augment\u00e9 sa part de march\u00e9 : \u00e0 l&rsquo;\u00e9chelle mondiale, 7,2 % des courses sont d\u00e9sormais effectu\u00e9es en ligne, contre 6,3 % en 2020 et 4,8 % en 2019. En Europe, la part en ligne est de 6,9 %.<\/p>\n\n\n\n<p>La cons\u00e9quence logique est que la part de march\u00e9 des supermarch\u00e9s et hypermarch\u00e9s dans le march\u00e9 alimentaire total est sous pression : elle est pass\u00e9e de 52,4 % en 2020 \u00e0 51,4 % en 2021. Les magasins physiques restent de loin le canal dominant pour les ventes de produits alimentaires, mais leur part diminue d&rsquo;ann\u00e9e en ann\u00e9e. Ces chiffres sont tir\u00e9s d&rsquo;un nouveau rapport de Kantar, intitul\u00e9 \u00ab\u00a0Winning Omnichannel\u00a0\u00bb.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nouveaux mod\u00e8les commerciaux<\/h2>\n\n\n\n<p>Le moteur de la croissance du commerce \u00e9lectronique se trouve &#8211; sans surprise &#8211; en Asie, o\u00f9 la part en ligne des produits de grande consommation atteint d\u00e9j\u00e0 15,3 %. 44,2 % des Asiatiques font des courses en ligne. Sur le continent chinois, c&rsquo;est d\u00e9j\u00e0 le cas pour 88,8% des m\u00e9nages, en Cor\u00e9e du Sud, c&rsquo;est 87,1%. Les nouveaux mod\u00e8les \u00e9conomiques sont populaires : streaming en direct, achats group\u00e9s, \u2018online-to-offline\u2019&#8230;<\/p>\n\n\n\n<p>Le taux de p\u00e9n\u00e9tration en Europe est beaucoup plus faible (35,2%) et semble stagner. Les acheteurs plus \u00e2g\u00e9s en particulier, qui ont \u00e9t\u00e9 contraints d&rsquo;aller en ligne en 2020, renoncent \u00e0 nouveau. Les Europ\u00e9ens sont \u00e9galement plus lents \u00e0 adopter de nouveaux mod\u00e8les tels que le quick commerce ou le commerce social. Les services de livraison rapide, par exemple, sont principalement utilis\u00e9s pour commander des repas, pas (encore) pour faire des achats. En France, le Drive conserve une part de march\u00e9 en ligne de 32%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ralentissement de la croissance<\/h2>\n\n\n\n<p>Kantar constate toutefois que les consommateurs, o\u00f9 qu&rsquo;ils soient, font plus fr\u00e9quemment des achats en ligne : le nombre moyen de commandes en ligne est pass\u00e9 de 8,7 en 2020 \u00e0 10,4 en 2021. Cette croissance va se poursuivre. La croissance en ligne continuera donc \u00e0 \u00eatre plus rapide que celle des autres canaux alimentaires dans les ann\u00e9es \u00e0 venir et gagnera environ 0,5 % de part chaque ann\u00e9e. Cela signifie qu&rsquo;\u00e0 la fin de cette ann\u00e9e, la part des achats en ligne sera de 7,7 %, et que d&rsquo;ici quatre ans, elle d\u00e9passera les 9 %. Les hypermarch\u00e9s et les supermarch\u00e9s continuent de perdre des parts, mais \u00e0 un rythme un peu plus lent que ces derni\u00e8res ann\u00e9es. \u00c0 la fin de 2025, leur part sera encore l\u00e9g\u00e8rement sup\u00e9rieure \u00e0 50 %.<\/p>\n\n\n\n<p>Le grand point d&rsquo;interrogation est de savoir comment les acheteurs en ligne et hors ligne vont r\u00e9agir \u00e0 la crise actuelle. Kantar pr\u00e9voit un ralentissement g\u00e9n\u00e9ral : le march\u00e9 total des produits de grande consommation cro\u00eetrait de 1,3 % cette ann\u00e9e. La part des promotions augmentera \u00e0 nouveau. La croissance du commerce \u00e9lectronique devra en partie provenir de l&rsquo;innovation. \u00c0 cet \u00e9gard, l&rsquo;Occident peut apprendre beaucoup de ce qui se passe en Asie.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"892\" height=\"625\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1.jpg\" alt=\"\" class=\"wp-image-56705\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1.jpg 892w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1-300x210.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1-768x538.jpg 768w\" sizes=\"auto, (max-width: 892px) 100vw, 892px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Les supermarch\u00e9s voient leur part des ventes diminuer en raison de la forte \u00e9mergence du e-commerce pour les produits de grande consommation. En Europe, la croissance est plus lente : l&rsquo;Asie montre la voie avec des concepts innovants. Quel sera l&rsquo;impact de la crise actuelle ? Le supermarch\u00e9 sous pression Alors que le march\u00e9 total [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":56707,"comment_status":"open","ping_status":"open","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":[198,386],"region":[388,243],"class_list":["post-56710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","topic-e-commerce","topic-fmcg","region-asie","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les achats en ligne p\u00e8sent d\u00e9sormais 7,2 % du march\u00e9 des PGC - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les supermarch\u00e9s voient leur part des 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