{"id":85410,"date":"2023-10-11T10:17:42","date_gmt":"2023-10-11T08:17:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=85410"},"modified":"2023-10-11T10:17:44","modified_gmt":"2023-10-11T08:17:44","slug":"pourquoi-les-marques-contrent-les-hausses-de-prix-par-des-promotions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-les-marques-contrent-les-hausses-de-prix-par-des-promotions\/","title":{"rendered":"Pourquoi les marques contrent les hausses de prix par des promotions"},"content":{"rendered":"\n

Les fabricants europ\u00e9ens de produits de marque ne parviennent pas \u00e0 r\u00e9percuter pleinement leurs hausses de co\u00fbts sur les d\u00e9taillants, qui augmentent n\u00e9anmoins les prix \u00e0 la consommation. Ils investissent dans des promotions pour que leurs produits restent accessibles.<\/p>\n\n\n\n

Des co\u00fbts plus \u00e9lev\u00e9s absorb\u00e9s<\/h2>\n\n\n\n

Selon le barom\u00e8tre annuel de l’association europ\u00e9enne des marques AIM, qui porte sur 900 fabricants de biens de consommation dans 28 pays d’Europe, 72 % des fabricants europ\u00e9ens de marques sont aujourd’hui confront\u00e9s \u00e0 des probl\u00e8mes d’approvisionnement qui les obligent \u00e0 r\u00e9duire ou \u00e0 ajuster leur production. Ce pourcentage n’est inf\u00e9rieur que de 3 % \u00e0 celui de l’ann\u00e9e derni\u00e8re<\/a>.<\/p>\n\n\n\n

En outre, l’impact de l’inflation des co\u00fbts reste \u00e9lev\u00e9 : 99 % des entreprises ont \u00e9t\u00e9 confront\u00e9es \u00e0 une forme ou une autre d’inflation au cours des 12 derniers mois et plus de la moiti\u00e9 d’entre elles ont connu une inflation sup\u00e9rieure \u00e0 50 %. Elles ont d\u00fb absorber elles-m\u00eames une grande partie de ces co\u00fbts plus \u00e9lev\u00e9s : moins de la moiti\u00e9 des fabricants ont pu r\u00e9percuter 60 % ou plus de leurs co\u00fbts de production plus \u00e9lev\u00e9s sur les d\u00e9taillants. 22 % ont absorb\u00e9 plus de 80 % de la hausse des co\u00fbts et ont donc pu r\u00e9percuter moins de 20 % de l’augmentation.<\/p>\n\n\n\n

Investir dans les promotions<\/h2>\n\n\n\n

Pourtant, 96 % des fabricants affirment que les d\u00e9taillants ont augment\u00e9 le prix \u00e0 la consommation de leurs produits. 28 % ont d\u00e9clar\u00e9 que l’augmentation du prix de vente de leurs produits \u00e9tait sup\u00e9rieure \u00e0 l’augmentation du taux qu’ils ont factur\u00e9 aux d\u00e9taillants.<\/p>\n\n\n\n

Les fabricants ne fixent pas les prix de vente – ce sont les d\u00e9taillants qui le font – mais ils continuent \u00e0 soutenir les m\u00e9nages en absorbant les co\u00fbts plus \u00e9lev\u00e9s et en proposant des promotions, explique Michelle Gibbons, directrice g\u00e9n\u00e9rale de l’AIM : \u00ab C’est un m\u00e9canisme important dont nous disposons en tant que fabricants : nous payons et proposons des promotions aux d\u00e9taillants afin que les m\u00e9nages sous pression puissent continuer \u00e0 profiter des marques qu’ils aiment \u00bb.<\/p>\n\n\n\n

26 % des fabricants de produits de marque interrog\u00e9s ont vu leurs ventes baisser l’ann\u00e9e derni\u00e8re, 55 % ont vu leurs b\u00e9n\u00e9fices diminuer et 42 % ont perdu des parts de march\u00e9. En cons\u00e9quence, ces entreprises sont contraintes de freiner l’emploi et l’investissement.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les fabricants europ\u00e9ens de produits de marque ne parviennent pas \u00e0 r\u00e9percuter pleinement leurs hausses de co\u00fbts sur les d\u00e9taillants, qui augmentent n\u00e9anmoins les prix \u00e0 la consommation. Ils investissent dans des promotions pour que leurs produits restent accessibles. <\/p>\n","protected":false},"author":3,"featured_media":83114,"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":[985],"topic":[242,336],"region":[],"class_list":["post-85410","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-aim","topic-chaine-dapprovisionnement","topic-inflation"],"acf":[],"yoast_head":"\nPourquoi les marques contrent les hausses de prix par des promotions - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les fabricants europ\u00e9ens de produits de marque ne parviennent pas \u00e0 r\u00e9percuter pleinement leurs hausses de co\u00fbts sur les d\u00e9taillants.\" \/>\n<meta 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