{"id":64766,"date":"2022-10-14T09:03:45","date_gmt":"2022-10-14T07:03:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=64766"},"modified":"2022-10-18T11:18:59","modified_gmt":"2022-10-18T09:18:59","slug":"retailers-et-fabricants-surestiment-la-perception-du-prix-pour-les-produits-durables","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/retailers-et-fabricants-surestiment-la-perception-du-prix-pour-les-produits-durables\/","title":{"rendered":"\u00ab\u00a0Retailers et fabricants surestiment la perception du prix pour les produits durables\u00a0\u00bb"},"content":{"rendered":"\n<p>Une inflation \u00e9lev\u00e9e favorise les marques de distributeurs et les discounters, mais cela ne signifie pas que le prix devienne le seul crit\u00e8re de choix des consommateurs, constate GfK&nbsp;: \u00e0 long terme, la durabilit\u00e9 reste une question importante tant pour les marques que pour les retailers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Creux temporaire<\/h2>\n\n\n\n<p>Un cocktail d\u2019explosion des prix de l\u2019\u00e9nergie et de hausse des cours des denr\u00e9es alimentaires cr\u00e9e une situation particuli\u00e8re, reconna\u00eet Davy Van Raemdonck, directeur du bureau de recherches GfK. Une situation in\u00e9dite en vingt ans. La facture de gaz et d\u2019\u00e9lectricit\u00e9 d\u00e9passe d\u00e9sormais le budget total des FMCG, de 5 700&nbsp;euros par an en moyenne. Environ 40% des consommateurs sont inquiets pour leur situation financi\u00e8re&nbsp;: ils sont oblig\u00e9s de faire des choix et ont tendance \u00e0 diff\u00e9rer leurs achats. Ils comparent davantage les prix, privil\u00e9gient les promotions, se tournent vers des produits et des retailers moins chers&#8230;&nbsp;\u00bb<\/p>\n\n\n\n<p>La gestion des d\u00e9penses familiales est d\u00e9sormais leur pr\u00e9occupation premi\u00e8re. Mais la durabilit\u00e9 reste un point d\u2019attention majeur&nbsp;: le changement climatique occupe toujours la troisi\u00e8me place dans leurs priorit\u00e9s. \u00ab&nbsp;Nous observons un creux temporaire&nbsp;: aujourd\u2019hui, le budget familial est la principale pr\u00e9occupation des consommateurs, mais nous nous attendons \u00e0 retrouver un enthousiasme croissant pour le climat et la durabilit\u00e9 \u00e0 terme. Ce th\u00e8me reste important pour les entreprises.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Volumes sous pression<\/h2>\n\n\n\n<p>\u00c0 noter&nbsp;: les analyses de GfK r\u00e9v\u00e8lent un \u00e9cart consid\u00e9rable entre les attentes des consommateurs et des entreprises. \u00ab&nbsp;L\u2019industrie surestime la perception du prix des produits durables. Il n\u2019y a aucune raison de se laisser acculer ou de multiplier les promos. Bien s\u00fbr, le prix est important, mais pas autant que les retailers et les fabricants le pensent.&nbsp;\u00bb Une partie des consommateurs est \u00e9galement tr\u00e8s r\u00e9sistante aux crises.<\/p>\n\n\n\n<p>Quel comportement GfK observe-t-il dans le secteur des FMCG\u2009? \u00ab&nbsp;La fr\u00e9quence des visites reste inf\u00e9rieure aux niveaux d\u2019avant la crise sanitaire, et la valeur du caddie moyen est toujours en l\u00e9g\u00e8re hausse. Mais l\u2019augmentation des d\u00e9penses par client est d\u00e9sormais plus imputable \u00e0 l\u2019inflation qu\u2019\u00e0 l\u2019augmentation des volumes, qui sont sous pression.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Grande marque ou marque de distributeur\u2009?<\/h2>\n\n\n\n<p>Davy Van Raemdonck donnera plus de d\u00e9tails sur l\u2019\u00e9volution du comportement des consommateurs en p\u00e9riode de crise, y compris son impact sur les diff\u00e9rents groupes cibles et l\u2019\u00e9volution des parts de march\u00e9 des marques A et de marques de distributeurs <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-supermarches-declarent-la-guerre-aux-marques\/\">que les d\u00e9taillants mettent plus que jamais en avant<\/a> le 20 octobre, \u00e0 l\u2019occasion du Trade &amp; Shopper Marketing Congress organis\u00e9 par RetailDetail et LD&amp;Co \u00e0 Anvers.<\/p>\n\n\n\n<p>\u00c9galement \u00e0 l\u2019affiche&nbsp;: des business cases inspirants d\u2019Aldi, des Sauses Pauwels, de Pietercil Delby\u2019s et de StepUp. Par ailleurs, Luc Desmedt (LD&amp;Co) pr\u00e9sentera les r\u00e9sultats d\u2019une \u00e9tude exclusive sur la coop\u00e9ration strat\u00e9gique entre fournisseurs et retailers en p\u00e9riode d\u2019inflation et de conflits sur les prix. Un th\u00e8me particuli\u00e8rement d\u2019actualit\u00e9&#8230; R\u00e9servez vite votre billet\u2009!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/trade-shopper-marketing-congress-fr\/ \">Je participe au Trade &amp; Shopper Marketing Congress de RetailDetail<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Une inflation \u00e9lev\u00e9e favorise les marques de distributeurs et les discounters, mais cela ne signifie pas que le prix devienne le seul crit\u00e8re de choix des consommateurs, constate GfK\u00a0: \u00e0 long terme, la durabilit\u00e9 reste une question importante tant pour les marques que pour les retailers.<\/p>\n","protected":false},"author":3,"featured_media":64625,"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":[667],"topic":[336,872],"region":[],"class_list":["post-64766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-gfk","topic-inflation","topic-trade-shopper-marketing-congress"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab\u00a0Retailers et fabricants surestiment la perception du prix pour les produits durables\u00a0\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L&#039;inflation favorise les mdd et les discounters, mais cela ne signifie pas que 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