{"id":14355,"date":"2016-08-02T15:06:08","date_gmt":"2016-08-02T15:06:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/how-price-war-clips-innovations-wings\/"},"modified":"2016-08-02T15:06:08","modified_gmt":"2016-08-02T15:06:08","slug":"how-price-war-clips-innovations-wings","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/how-price-war-clips-innovations-wings\/","title":{"rendered":"Hoe een prijsoorlog innovatie fnuikt"},"content":{"rendered":"<p>Prijsoorlogen leiden tot een beperkter assortiment in de supermarkt, een terugval van het aantal productlanceringen, een krimp van de innovatiebudgetten en dalende omzetten. Dat heeft onderzoeksbureau <strong>IRI<\/strong> berekend voor het VK.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Negatieve spiraal<\/h2>\n<p>In Groot-Brittanni\u00eb woedt al enige tijd een prijzenslag die flink wat heviger is dan wat we kennen op de Belgische of Nederlandse markt. De grote supermarktketens trachten er de opkomst van discounters <strong>Aldi <\/strong>en <strong>Lidl<\/strong> te beantwoorden met een opbod van prijsverlagingen. Maar of dat echt helpt? Welnee, het leidt enkel tot een negatieve spiraal\u2026\u00a0<\/p>\n<p>\nIRI <a href=\"http:\/\/www.iriworldwide.com\/IRI\/media\/IRI-Clients\/IRI-articlePDF\/new_product_study_wp_july16-Final.pdf\" target=\"_blank\" rel=\"noopener\">onderzocht het aanbod in de Britse supermarkten <\/a>tussen januari 2013 en december 2015. Het gemiddeld aantal referenties in de winkel ging achteruit met 6,3%, of zo\u2019n 1.000 sku\u2019s. Tegelijk daalde ook het aantal productlanceringen: in 2015 zagen 13% minder nieuwe merkproducten het licht vergeleken met 2013. Het aantal private labellanceringen daalde zelfs met 26%. Retailers \u2013 <strong>Tesco<\/strong> op kop \u2013 reduceren het assortiment uit besparingsoverwegingen. Hierdoor wordt het moeilijker voor fabrikanten om hun innovaties in de rekken te krijgen.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Minder ondersteuning<\/h2>\n<p>Het onderzoeksbureau berekende dat de omzetbijdrage van nieuwe producten (minder dan \u00e9\u00e9n jaar op de markt) tussen 2011 en 2015 daalde van 3,4% naar 2,1%. Voor foodproducten was er een daling van 2,9% naar 1,7%, voor non-food van 4,9% naar 3,2%. De grootste daling was er voor de categorie personal care: van 7,7% naar 3,1%.\u00a0<\/p>\n<p>\nDit is slecht nieuws voor de foodretailsector, stelt het rapport. Nieuwe producten zijn immers \u201chet levensbloed van de industrie\u201d. Ze vergroten de aantrekkingskracht van hun categorie en cre\u00ebren waarde door hogere verkoopprijzen. De prijs van nieuwe producten lag in 2015 zo\u2019n 53% boven het sectorgemiddelde, terwijl dat in 2011 nog 41% was. Innovaties worden steeds hoger gepositioneerd, blijkbaar.\u00a0<\/p>\n<p>\nMaar tegelijk krijgen innovaties steeds minder ondersteuning (de budgetten staan onder druk) en worden ze steeds sneller uit de rekken gehaald wanneer de verkoopcijfers tegenvallen (al vanaf 36 weken na de lancering).\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Snijden in eigen vlees<\/h2>\n<p>Het is een opmerkelijke vaststelling: in hun pogingen om te concurreren met de discounters snijden de Britse supermarktketens in hun eigen vlees. Ze besparen juist op \u00e9\u00e9n van de factoren waarmee ze zich zouden kunnen onderscheiden van Aldi en Lidl \u2013 namelijk productinnovatie.\u00a0<\/p>\n<p>\nHet rapport besluit met enkele tips aan fabrikanten. Het is raadzaam om innovatiebudgetten te concentreren op de beste idee\u00ebn. Misschien kan testmarketing opnieuw een standaardpraktijk worden? Men moet erover waken dat het hogere prijsniveau van nieuwe producten verantwoord blijft, en de verkoopargumenten goed communiceren.<\/p>\n<p>\u00a0<\/p>\n<p>Lanceringsaanbiedingen gaan best niet te diep, om te vermijden dat de consument schrikt van de reguliere verkoopprijs. Tot slot blijft sampling een dure maar effici\u00ebnte tactiek.\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prijsoorlogen leiden tot een beperkter assortiment in de supermarkt, een terugval van het aantal productlanceringen, een krimp van de innovatiebudgetten en dalende omzetten. Dat heeft onderzoeksbureau IRI berekend voor het VK.\u00a0 \u00a0 Negatieve spiraal In Groot-Brittanni\u00eb woedt al enige tijd een prijzenslag die flink wat heviger is dan wat we kennen op de Belgische of [&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-14355","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>Hoe een prijsoorlog innovatie fnuikt - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Onderzoek van IRI in 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