{"id":13432,"date":"2016-05-20T15:01:55","date_gmt":"2016-05-20T15:01:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/food-retail-changing-what-name-brands-should-do\/"},"modified":"2016-05-20T15:01:55","modified_gmt":"2016-05-20T15:01:55","slug":"food-retail-changing-what-name-brands-should-do","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/food-retail-changing-what-name-brands-should-do\/","title":{"rendered":"Foodretail kantelt: Dit is wat A-merken moeten doen"},"content":{"rendered":"<p>Europese foodretailers kampen met drie ingrijpende veranderingen: hypermarkten staan onder druk, prijsspelers komen op, de groei van e-commerce versnelt. A-merken moeten nu snel handelen om hun toekomst te vrijwaren, stelt een rapport van <strong>Bain &amp; Company<\/strong>.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Online wordt onderschat<\/h2>\n<p>De moeilijkheden voor de zogenaamde \u2018big box stores\u2019 (hypermarkten van 5.000 m\u00b2 of meer) zijn gekend. Demografische evoluties spelen een rol: kleinere gezinnen, vergrijzing, verstedelijking\u2026 Dalende omzetten in combinatie met een toenemende prijsdruk houden deze winkels in de tang. De kosten moeten omlaag, maar saneringen leiden tot minder service, slecht aangevulde schappen en voorraadonderbrekingen. Gevolg: nog meer shoppers lopen naar de concurrentie.\u00a0<\/p>\n<p>\nZowel harddiscounters (<strong>Aldi<\/strong>, <strong>Lidl<\/strong>) als softdiscounters (<strong>Colruyt<\/strong>, <strong>Mercadona<\/strong>) kenden de afgelopen decennia een sterke groei. Value for money blijkt een succesformule. Het betekent wel dat de gemiddelde prijzen in voeding gedaald zijn. Ook bij traditionele retailers, die hun positie verdedigen met prijsoorlogen.\u00a0<\/p>\n<p>\nOnline is in voeding nog klein, maar groeit sterk. Veel FMCG-spelers onderschatten de impact van e-commerce in hun categorie\u00ebn, onder andere omdat de paneldata waarop ze vertrouwen onvoldoende rekening houden met online aankopen. In luiers, babyvoeding, petfood en cosmetica ligt het marktaandeel van online nu al boven de 5% en dat zal snel verdubbelen. Met de nodige gevolgen voor de rentabiliteit van retailers \u00e9n merken.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Vijf adviezen<\/h2>\n<p>De trends zijn niet nieuw, maar wat te weinig FMCG-managers beseffen, is dat ze elkaar onderling versterken. Als discounters groeien, dan doen ze dat ten koste van de hypermarkten, en de opkomst van e-commerce raakt zowel de discounters als de super- en hypermarkten.\u00a0<\/p>\n<p>\nSimulaties van Bain &amp; Company wijzen uit dat het foodretaillandschap in Europa tegen 2025 significant zal veranderd zijn. Het marktaandeel van supermarkten en hypermarkten daalt verder, terwijl discount, convenience en online de markt overnemen. De gemiddelde oppervlakte van een supermarkt zal met minstens 10% dalen en bij de hypermarkten nog meer. Het aantal referenties zal met 15% tot 25% afnemen. De marges krimpen met 20%. En dat zijn de voorzichtige prognoses, want in een worstcasescenario mag je de cijfers verdubbelen\u2026<\/p>\n<p>\nTot nu toe konden de meeste merken deze trends in retail vrij goed opvangen en gezonde marges behouden. Maar dat wordt alsmaar minder een optie naarmate de groei verder vertraagt in opkomende markten en retailers hardere tijden tegemoet gaan. Wat te doen? <a href=\"http:\/\/www.bain.com\/publications\/articles\/how-brands-can-prepare-for-european-retailings-tectonic-shifts.aspx\" target=\"_blank\" rel=\"noopener\">In een recent rapport <\/a>formuleert Bain &amp; Company vijf adviezen.<\/p>\n<p>\u00a0<\/p>\n<h2>1. Zet middelen slim in<\/h2>\n<p>Veel FMCG-organisaties zijn nog hoofdzakelijk gericht op het bedienen van het krimpende hyper- en supermarktmodel. Discount en convenience vergen een andere bevoorradingsketen, met kleinere omverpakkingen, gemengde paletten, andere activatiemodellen, enzovoort.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>2. Vereenvoudig je merkportfolio<\/h2>\n<p>Als de beschikbare schapruimte afneemt, zal de concurrentie tussen merken onderling toenemen. Dat dwingt FMCG-fabrikanten om te focussen op hun bestverkopende merken, vooraleer de retailers dat in hun plaats doen. Een nieuwe visie op innovatie is nodig, met minder maar betere introducties die de topmerken versterken, relevant zijn voor shoppers en marge bieden aan de retailers.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>3. \u00a0Herbekijk samenwerking<\/h2>\n<p>Merkfabrikanten doen er goed aan te focussen op de winnaars in de foodretailsector, met een gedifferentieerd aanbod. Consolidatie bij retailers zal leiden tot nog scherpere condities. Een focus op kostenbesparingen is onvermijdelijk.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>4. Zet in op groeiende kanalen<\/h2>\n<p>Lang hebben merken de discount- en conveniencespelers op afstand gehouden, of puur opportunistisch benaderd. Nu is het tijd voor aangepaste strategie\u00ebn met aandacht voor de juiste prijs, het juiste aanbod. Ook loont het om alternatieve kanalen te ontwikkelen: speciaalzaken, drugstores, of directe online verkoop aan de consument.<\/p>\n<p>\u00a0<\/p>\n<h2>5. Investeer in digitale transformatie<\/h2>\n<p>E-commerce vergt andere samenwerkingsvormen, met nieuwe partners als <strong>Amazon<\/strong> of <strong>Alibaba<\/strong>. Digitale media zijn onontbeerlijk om de consument te bereiken. En shopperinzichten bereik je door een doorgedreven analyse van big data.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Europese foodretailers kampen met drie ingrijpende veranderingen: hypermarkten staan onder druk, prijsspelers komen op, de groei van e-commerce versnelt. A-merken moeten nu snel handelen om hun toekomst te vrijwaren, stelt een rapport van Bain &amp; Company.\u00a0 \u00a0 Online wordt onderschat De moeilijkheden voor de zogenaamde \u2018big box stores\u2019 (hypermarkten van 5.000 m\u00b2 of meer) zijn [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[],"company":[],"topic":[],"region":[],"class_list":["post-13432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Foodretail kantelt: Dit is wat A-merken moeten doen - 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\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/food-retail-changing-what-name-brands-should-do\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Foodretail kantelt: Dit is wat A-merken moeten doen - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Europese foodretailers kampen met drie ingrijpende veranderingen: hypermarkten staan onder druk, prijsspelers komen op, de groei van e-commerce versnelt. 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