{"id":127335,"date":"2025-09-04T12:27:20","date_gmt":"2025-09-04T10:27:20","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=127335"},"modified":"2025-09-04T16:55:11","modified_gmt":"2025-09-04T14:55:11","slug":"coca-cola-sterkste-fmcg-merk-in-belgie-lays-op-een-in-nederland","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/coca-cola-sterkste-fmcg-merk-in-belgie-lays-op-een-in-nederland\/","title":{"rendered":"Coca-Cola sterkste FMCG-merk in Belgi\u00eb, Lay\u2019s op \u00e9\u00e9n in Nederland"},"content":{"rendered":"\n<p>De helft van de A-merken groeide vorig jaar in waarde, en onder hen niet enkel de verwachte namen. Europese consumenten komen minder vaak naar de supermarkt en blijven prijsgevoelig, waardoor discounters en huismerken in verschillende markten vooruitgaan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Helft van de merken groeit<\/h2>\n\n\n\n<p>Al dertien jaar publiceert onderzoeksbureau Kantar in samenwerking met YouGov de \u201cBrand Footprint\u201d, een wereldwijd onderzoek naar de sterkste FMCG-merken. Die rangschikking biedt een inzicht in de voorkeuren van shoppers en toont de merken die het vaakst in individuele winkelmandjes terecht zijn gekomen. De onderzoeksbureaus hanteren een score op basis van zogenoemde Consumer Reach Points (CRP), die bevolkingsaantal, penetratie en consumentenkeuze combineert. E\u00e9n CRP staat voor \u00e9\u00e9n keuze en geeft de sterkte van een merk weer op basis van het aantal keren dat het door shoppers wordt gekozen.<\/p>\n\n\n\n<p>Meer dan de helft van de FMCG-merken in Europa groeide in waarde, zegt het nieuwe rapport. Dat succes was niet voorbehouden aan de grootste spelers: 53% van de grote, 52% van de middelgrote en 51% van de kleine merken zagen hun Consumer Reach Points stijgen. Van de merken die groeiden, deed 84% dat door hun penetratie te vergroten door meer huishoudens te bereiken \u00e9n door vaker gekozen te worden. Lokale en regionale merken waren goed voor 63% van de totale uitgaven in Europa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Minder winkelbezoeken<\/h2>\n\n\n\n<p>Een opvallende trend: de studie ziet een afname in winkelbezoeken. Consumenten kwamen minder vaak in de winkel, wat betekende dat merken ook minder vaak de kans hadden om op het beslissende moment op te vallen. Wanneer er gewinkeld werd, zat het winkelmandje wel voller. Discountwinkels bleven marktaandeel winnen. In markten als Nederland, Duitsland en Denemarken stond de merkvoorkeur in 2024 onder druk. Huismerken wonnen er terrein dankzij hun sterke prijs-kwaliteitverhouding. Slechts 33% van de Europese shoppers gaf aan bereid te zijn meer te betalen voor een A-merkartikel.<\/p>\n\n\n\n<p>Op wereldvlak staat Coca-Cola al dertien jaar onafgebroken op de eerste plaats in deze hitparade, maar hoe zit dat in de Benelux? In de Belgische top tien speelt Coca-Cola haasje-over met Lay\u2019s in de strijd om de eerste plaats. Dr. Oetker wint twee plaatsen, terwijl Knorr er twee verliest. In Nederland wipt Lay\u2019s over Campina naar de eerste plaats. Arla klimt vijf plaatsen en Bolletje zakt er drie.<\/p>\n\n\n\n<p><strong>Vaakst gekozen FMCG-merken<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Belgi\u00eb<\/strong><\/td><td><strong>Nederland<\/strong><\/td><\/tr><tr><td>1 Coca-Cola<\/td><td>1 Lay\u2019s<\/td><\/tr><tr><td>2 Lay\u2019s<\/td><td>2 Campina<\/td><\/tr><tr><td>3 Lotus<\/td><td>3 Unox<\/td><\/tr><tr><td>4 La Lorraine<\/td><td>4 Coca-Cola<\/td><\/tr><tr><td>5 C\u00f4te d\u2019Or<\/td><td>5 Dr. Oetker<\/td><\/tr><tr><td>6 Spa<\/td><td>6 Optimel<\/td><\/tr><tr><td>7 Alpro<\/td><td>7 Honig<\/td><\/tr><tr><td>8 Dr. Oetker<\/td><td>8 Melkunie<\/td><\/tr><tr><td>9 Devos Lemmens<\/td><td>9 Arla<\/td><\/tr><tr><td>10 Knorr<\/td><td>10 Bolletje<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><em>(Bron\u00a0: YouGov\/Kantar Brand Footprint Europe Report)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De helft van de A-merken groeide vorig jaar in waarde: onder hen niet enkel de verwachte namen. Europese consumenten komen minder vaak naar de supermarkt en blijven prijsgevoelig, waardoor discounters en huismerken in verschillende markten vooruitgaan.<\/p>\n","protected":false},"author":3,"featured_media":127338,"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":[18],"tags":[],"people":[],"extra":[43],"company":[222,235],"topic":[488],"region":[324],"class_list":["post-127335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-coca-cola","company-pepsico","topic-marketing","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola sterkste FMCG-merk in Belgi\u00eb, Lay\u2019s op \u00e9\u00e9n in Nederland - 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