{"id":80543,"date":"2023-06-28T17:51:33","date_gmt":"2023-06-28T15:51:33","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=80543"},"modified":"2023-06-28T17:51:37","modified_gmt":"2023-06-28T15:51:37","slug":"interview-tom-smidts-unilever-des-temps-stimulants-pour-les-specialistes-du-marketing","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-tom-smidts-unilever-des-temps-stimulants-pour-les-specialistes-du-marketing\/","title":{"rendered":"[Interview] Tom Smidts (Unilever) : \u00ab\u00a0Des temps stimulants pour les sp\u00e9cialistes du marketing\u00a0\u00bb"},"content":{"rendered":"\n

Ne vous attendez pas \u00e0 ce que les fabricants de marques n\u00e9gocient des baisses de prix maintenant, d\u00e9clare Tom Smidts d’Unilever<\/strong>. Les prix des mati\u00e8res premi\u00e8res restent volatils et, en outre, une alimentation saine et responsable a un prix. \u00ab Et nous voulons continuer \u00e0 investir dans nos marques pour l’innovation et la cr\u00e9ation de valeur. \u00bb<\/p>\n\n\n\n

Des marges sous pression<\/h2>\n\n\n\n

Comment les prix des denr\u00e9es alimentaires vont-ils continuer \u00e0 \u00e9voluer dans les mois et les ann\u00e9es \u00e0 venir ? Les d\u00e9taillants et les hommes politiques font pression pour que les prix baissent, mais ce n’est pas tr\u00e8s r\u00e9aliste, pense Tom Smidts, qui dirige Unilever Belgique depuis un an. \u00ab Il y a surtout beaucoup de variabilit\u00e9 : il se peut qu’un ingr\u00e9dient baisse de prix, mais qu’un autre augmente \u00e0 nouveau. Dans la cha\u00eene alimentaire, nous avons toujours d\u00fb faire face \u00e0 des co\u00fbts d’intrants variables. On l’a bien vu lors de la pand\u00e9mie de grippe aviaire et de la crise \u00e9nerg\u00e9tique, mais dans l’alimentation, il y a aussi l’impact de la s\u00e9cheresse, des fluctuations de temp\u00e9rature et d’autres ph\u00e9nom\u00e8nes m\u00e9t\u00e9orologiques….. Cela a un impact sur les prix. Cela a un impact sur les prix \u00bb.<\/p>\n\n\n\n

M\u00eame les prix qui sont peut-\u00eatre en train de se stabiliser restent nettement plus \u00e9lev\u00e9s qu’il y a un an. En Belgique, une lasagne de taxes s’ajoute \u00e0 l’indexation des salaires. \u00ab En outre, en raison de la forte concurrence sur le march\u00e9 belge, nous ne parvenons toujours pas \u00e0 pr\u00e9server nos marges aujourd’hui. Or, celles-ci sont n\u00e9cessaires pour continuer \u00e0 investir dans nos marques, \u00e0 innover et \u00e0 maintenir une activit\u00e9 saine dans le secteur des produits de grande consommation et de la vente au d\u00e9tail en Belgique. \u00bb<\/p>\n\n\n\n

Responsabilit\u00e9 partag\u00e9e<\/h2>\n\n\n\n

Le message vient d’une voix de premier plan : en tant que l’une des plus grandes entreprises au monde et troisi\u00e8me acteur des produits de grande consommation en Belgique, Unilever veut faire du d\u00e9veloppement durable son quotidien. \u00ab Nous voulons contribuer \u00e0 la transition de la cha\u00eene alimentaire, avec autant de pertinence locale que possible. Mais si, en tant que cr\u00e9ateur de marque, nous voulons offrir des aliments sains cultiv\u00e9s de mani\u00e8re responsable, cela a un prix. Pour y parvenir, nous devons repenser l’\u00e9cosyst\u00e8me en fonction de crit\u00e8res tels que la sant\u00e9 et la protection de la plan\u00e8te. Comparez cela au mod\u00e8le fast-fashion dans la mode, qui doit lui aussi \u00eatre repens\u00e9 \u00bb.<\/p>\n\n\n\n

Dans le domaine de l’alimentation, Unilever met l’accent sur la nutrition \u00e0 base de plantes, la pr\u00e9vention des pertes et des d\u00e9chets alimentaires, la limitation des calories, du sucre, du sel et des graisses satur\u00e9es, ainsi que sur l’agriculture r\u00e9g\u00e9n\u00e9ratrice. Mais la durabilit\u00e9 est une responsabilit\u00e9 partag\u00e9e, affirme M. Smidts : \u00ab Il est de notre responsabilit\u00e9 d’offrir aux consommateurs la possibilit\u00e9 d’acheter des produits sains et \u00e9cologiques, mais nous ne pouvons pas forcer qui que ce soit \u00e0 manger plus d’aliments \u00e0 base de plantes ou \u00e0 consommer moins de sucre. Nous ne pouvons que guider et orienter. Les consommateurs ont une responsabilit\u00e9, tout comme les gouvernements et les d\u00e9taillants \u00bb.<\/p>\n\n\n\n

Le pouvoir des marques<\/h2>\n\n\n\n

Les consommateurs se tournent vers les produits de base et les marques de distributeur lorsque le budget des m\u00e9nages est sous pression. Les marques peuvent-elles reprendre des parts de march\u00e9 aux marques de distributeurs lorsque le pouvoir d’achat des m\u00e9nages s’am\u00e9liore \u00e0 nouveau ? Cela d\u00e9pend de la cat\u00e9gorie et de la force de la marque, pense-t-il. \u00ab Une situation comme celle d’aujourd’hui est tr\u00e8s stimulante et int\u00e9ressante pour un sp\u00e9cialiste du marketing. Les marques qui pers\u00e9v\u00e8rent et perdurent sont souvent celles qui ont investi de mani\u00e8re coh\u00e9rente et qui ont un pouvoir de marque \u00e9lev\u00e9. Si vous avez ce pouvoir de marque, vous perdurerez \u00bb.<\/p>\n\n\n\n

C’est le cas d’Axe dans le domaine des soins personnels, par exemple, ou de Magnum et Ben & Jerry’s dans la cat\u00e9gorie des cr\u00e8mes glac\u00e9es. \u00ab Nos glaces sont de purs produits de plaisir. Lorsqu’il fait beau, les gens deviennent moins sensibles aux prix et veulent savourer de vraies cr\u00e8mes glac\u00e9es Magnum ou Ben & Jerry’s. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Ne vous attendez pas \u00e0 ce que les fabricants de marques n\u00e9gocient des baisses de prix maintenant, d\u00e9clare Tom Smidts d’Unilever. Les prix des mati\u00e8res premi\u00e8res restent volatils et, en outre, une alimentation saine et responsable a un prix. \u00ab Et nous voulons continuer \u00e0 investir dans nos marques pour l’innovation et la cr\u00e9ation de valeur. \u00bb<\/p>\n","protected":false},"author":3,"featured_media":80540,"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":[260],"topic":[373,336,488],"region":[],"class_list":["post-80543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-unilever","topic-durabilite","topic-inflation","topic-marketing"],"acf":[],"yoast_head":"\n[Interview] Tom Smidts (Unilever) : \u00ab\u00a0Des temps stimulants pour les sp\u00e9cialistes du marketing\u00a0\u00bb - RetailDetail 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