{"id":13583,"date":"2016-05-31T10:15:10","date_gmt":"2016-05-31T10:15:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/increased-fresh-bread-presence-online\/"},"modified":"2016-05-31T10:15:10","modified_gmt":"2016-05-31T10:15:10","slug":"increased-fresh-bread-presence-online","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/increased-fresh-bread-presence-online\/","title":{"rendered":"Vers brood komt steeds vaker in online assortiment"},"content":{"rendered":"

Brood zal steeds vaker online worden aangeboden. De opkomst van de online broodverkoop heeft gevolgen voor supermarkten, industri\u00eble bakkerijen en de consument, stelt Rabobank in het rapport Online Bakery: Browsing for Bread.<\/p>\n

\u00a0<\/p>\n

<\/p>\n

Categorie groeit snel<\/h2>\n

Vers brood is een van de snelst groeiende categorie\u00ebn in de online supermarkt. Momenteel worden er in Nederland online ongeveer 275 verschillende broodproducten aangeboden, en dat aantal zal snel gaan groeien.\u00a0De opkomst van de online broodverkoop heeft ingrijpende gevolgen voor de supermarkten, de industri\u00eble bakkerijen en de consument. Industri\u00eble bakkers zullen moeten inspelen op online om hun marktaandeel te behouden.<\/p>\n

\u00a0<\/p>\n

“Voor alle industri\u00eble bakkers, van klein tot groot, geldt dat ze vroeg of laat met online verkoop aan de slag moeten. De bakkerijen van de toekomst zullen opnieuw moeten kijken naar hun assortiment, hun marketing en de logistiek rondom hun product”, licht Cyrille Filott, global strategist Consumer Foods bij Rabobank toe. “Met het oog op het delen van kennis en ervaringen met betrekking tot de wensen van de consument ligt nauwer samenwerken met supermarkten voor de hand.”
\n\u00a0<\/p>\n

Herkenbare, vindbare en onderscheidende broodproducten<\/h2>\n

Hoewel de online verkoop van brood nog geen gemeengoed is, leert de praktijk dat producten herkenbaar, vindbaar en in het juiste onderscheidende assortiment in de online supermarkt verkrijgbaar moeten zijn.<\/p>\n

\u00a0<\/p>\n

Bakkerijen moeten inzetten op een meer dynamische marketing om de aandacht van de online consument te trekken. Het online kanaal biedt ook mogelijkheden voor nieuwe producten en concepten zoals diepvriesbrood of \u2018bake-to-order\u2019 versgebakken brood.\u00a0
\n\u00a0<\/p>\n

Broodcultuur verschilt <\/strong>
\n<\/h2>\n

De opkomst van online broodverkoop verschilt evenwel per land. De klant heeft in het Verenigd Koninkrijk in de online supermarkt een keuze uit zo\u2019n 850 verschillende broodproducten. In Frankrijk, een van de koplopers in online boodschappen doen, gaat het broodassortiment veelal niet verder dan 150 artikelen. De Franse consument koopt zijn brood vooralsnog liever bij de ambachtelijke bakker.<\/p>\n

\nOndanks dat het consumentengedrag verschilt per land, wint online winkelen wel overal\u00a0snel terrein. In 2030 koopt de West-Europese consument 20 tot 25 procent van zijn kruidenierswaren online, verwacht Rabobank in het rapport.<\/p>\n","protected":false},"excerpt":{"rendered":"

Brood zal steeds vaker online worden aangeboden. De opkomst van de online broodverkoop heeft gevolgen voor supermarkten, industri\u00eble bakkerijen en de consument, stelt Rabobank in het rapport Online Bakery: Browsing for Bread. \u00a0 Categorie groeit snel Vers brood is een van de snelst groeiende categorie\u00ebn in de online supermarkt. Momenteel worden er in Nederland online […]<\/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-13583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nVers brood komt steeds vaker in online assortiment - 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\/increased-fresh-bread-presence-online\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vers brood komt steeds vaker in online assortiment - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Brood zal steeds vaker online worden aangeboden. 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