{"id":73118,"date":"2023-02-28T11:09:56","date_gmt":"2023-02-28T10:09:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=73118"},"modified":"2023-02-28T11:16:10","modified_gmt":"2023-02-28T10:16:10","slug":"les-marques-de-distributeur-battent-des-records-grace-a-linflation","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-marques-de-distributeur-battent-des-records-grace-a-linflation\/","title":{"rendered":"Les marques de distributeur battent des records, gr\u00e2ce \u00e0 l’inflation"},"content":{"rendered":"\n

Selon de nouveaux chiffres, l’inflation \u00e9lev\u00e9e incite les consommateurs europ\u00e9ens \u00e0 acheter beaucoup plus de marques de distributeur. Cela a tout \u00e0 voir avec l’\u00e9cart de prix grandissant entre les marques nationales et les mdd.<\/p>\n\n\n\n

Ventes record<\/h2>\n\n\n\n

En pleine crise du corona, les marques nationales ont r\u00e9ussi \u00e0 renforcer leur position sur le march\u00e9 : les consommateurs avaient besoin de confiance en temps incertains. Mais sous l’influence de l’inflation \u00e9lev\u00e9e de l’ann\u00e9e derni\u00e8re, le comportement d’achat des clients des supermarch\u00e9s a de nouveau chang\u00e9 radicalement : les consommateurs mettent \u00e0 nouveau davantage de marques de distributeur \u00e0 bas prix dans leur caddie, car le budget familial est sous pression.<\/p>\n\n\n\n

Cette tendance se poursuit dans toute l’Europe, selon la derni\u00e8re \u00e9dition de l’International Private Label Yearbook, une publication de la PLMA (l’association des fabricants de marques de distributeur) et du cabinet d’\u00e9tudes NielsenIQ. Les ventes totales de marques de distributeur ont augment\u00e9 de pas moins de 25 milliards d’euros pour atteindre 302 milliards l’ann\u00e9e derni\u00e8re.<\/p>\n\n\n\n

Nettement moins chers<\/h2>\n\n\n\n

Il n’y a qu’une seule exception : en Suisse, la part des marques de distributeur a l\u00e9g\u00e8rement diminu\u00e9. Mais dans ce pays, les marques de distributeur repr\u00e9sentent d\u00e9sormais 51,6 % des ventes, soit la part la plus \u00e9lev\u00e9e de la r\u00e9gion europ\u00e9enne. Et l’ensemble du march\u00e9 alimentaire y a recul\u00e9 en 2022. Dans les 16 autres pays \u00e9tudi\u00e9s, on constate une augmentation de la part des ventes. Les fortes hausses relev\u00e9es par l’\u00e9tude concernent la R\u00e9publique tch\u00e8que (+3,5%), le Portugal (+2,9%), l’Espagne (+2,2%) et la Hongrie (+2,2%).<\/p>\n\n\n\n

Aux Pays-Bas, les marques priv\u00e9es repr\u00e9sentent d\u00e9j\u00e0 44% des ventes des supermarch\u00e9s. En Espagne, elle est de 43,3%, au Royaume-Uni de 42,7%. En Belgique, o\u00f9 la part en volume atteint 55,2%, les marques de distributeur repr\u00e9sentent 37,8% des ventes, ce qui indique que ces marques de distributeur y sont nettement moins ch\u00e8res que les grandes marques.<\/p>\n\n\n\n

L’\u00e9cart de prix se creuse<\/h2>\n\n\n\n

Ces chiffres ne sont pas une grande surprise : depuis plus d’un an, les marques de distributeur appliquent de fortes hausses de prix pour faire face \u00e0 la forte augmentation des co\u00fbts. Ce faisant, elles se heurtent aux cha\u00eenes de supermarch\u00e9s, qui veulent maintenir des prix bas. Bien que les marques de distributeur r\u00e9percutent \u00e9galement la hausse des co\u00fbts – souvent m\u00eame davantage en pourcentage que les marques A – l’\u00e9cart de prix continue de se creuser. Ces diff\u00e9rences sont tr\u00e8s visibles pour les consommateurs dans les rayons des supermarch\u00e9s.<\/p>\n\n\n\n

De plus en plus de multinationales de produits de grande consommation signalent aujourd’hui qu’elles constatent une baisse des volumes vendus en raison de ces hausses de prix : les consommateurs sont de plus en plus nombreux \u00e0 rechercher des alternatives moins ch\u00e8res en p\u00e9riode d’inflation \u00e9lev\u00e9e, et les supermarch\u00e9s en tirent habilement parti en mettant en avant leurs marques de distributeur moins ch\u00e8res : pensez aux \u2018Prijsfavorieten\u2019 chez Albert Heijn<\/strong>, aux P\u2019tits Lions chez Delhaize<\/strong> ou aux actions pouvoir d’achat de Carrefour<\/strong>. Mais les marques n’ont d’autre choix que d’augmenter les prix pour ne pas mettre en p\u00e9ril leur rentabilit\u00e9. En 2023 \u00e9galement, la plupart des marques alimentaires appliqueront de nouvelles hausses de prix.<\/p>\n\n\n\n

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

Selon de nouveaux chiffres, l’inflation \u00e9lev\u00e9e incite les consommateurs europ\u00e9ens \u00e0 acheter beaucoup plus de marques de distributeur. <\/p>\n","protected":false},"author":3,"featured_media":58171,"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":[275],"region":[91],"class_list":["post-73118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","topic-analyse","region-europa"],"acf":[],"yoast_head":"\nLes marques de distributeur battent des records, gr\u00e2ce \u00e0 l'inflation - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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