{"id":18786,"date":"2017-05-05T06:41:00","date_gmt":"2017-05-05T06:41:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/avec-les-marques-tout-le-monde-est-gagnant\/"},"modified":"2017-05-05T06:41:00","modified_gmt":"2017-05-05T06:41:00","slug":"avec-les-marques-tout-le-monde-est-gagnant","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/avec-les-marques-tout-le-monde-est-gagnant\/","title":{"rendered":""Met A-merken in de winkel wint iedereen""},"content":{"rendered":"

Het private label-aanbod in de supermarkt blijft verder in opmars. Wat denkt Walter Gelens, ceo van de Belgilux Association of Branded products Manufacturers (BABM<\/strong>), daar allemaal van?<\/p>\n

<\/p>\n

\nAssortiment bepalen
\n\u00a0<\/h2>\n

Waaraan is de opgang van private label te danken?<\/em>
\nDat hangt van een samenspel van factoren af, en bovendien zijn er grote verschillen tussen de productcategorie\u00ebn. De opgang is zeker te danken aan een toename \u2013 maar vooral een steeds bredere positionering \u2013 van private label in meer categorie\u00ebn. De opmars is er eerst gekomen in categorie\u00ebn waar de merkenproducenten minder technologische voorsprong hadden, maar intussen zijn er in zowat alle categorie\u00ebn private label-alternatieven gekomen, niet zelden bovendien met verschillende prijspositioneringen.
\n\u00a0<\/p>\n

Hoe ver kan het aandeel van private label nog stijgen?<\/em>
\nWel, voor de merkenfabrikanten is het wat lastig dat de retailers een dubbele rol aannemen: als distributeur beslissen zij over wie in het assortiment mag, maar als producent hebben zij zelf een onderdeel van datzelfde assortiment in handen. Daardoor kunnen zij spelen met het bevoor- of benadelen van merken in bepaalde categorie\u00ebn, en de stijging van het eigen merk bewerkstelligen, terwijl het toch de merken zijn die voor innovatie en marktgroei zorgen. Een consument die zijn merk niet vindt, kiest soms een alternatief. \u00a0
\n\u00a0<\/p>\n

Nodig voor trafiek
\n\u00a0<\/h2>\n

Profiteert private label van stijgende voedingsprijzen?<\/em>
\nDat is geen specifiek Belgische aangelegenheid, aangezien de meeste prijzen intussen redelijk internationaal zijn. Bovendien zijn er ook hier weer verschillen tussen categorie\u00ebn en moet je rekening houden met ingredi\u00ebnten, samenstellingen… We zien wel dat de kloof tussen private label en merken in Belgi\u00eb groter is dan in andere landen. De retailer, die de consumentenprijs bepaalt, kan besluiten meer te gaan verdienen op een A-merk dan op private label, waardoor hij de consument ertoe beweegt om over te schakelen.
\n\u00a0<\/p>\n

Wordt die price gap met de merken stilaan onhoudbaar?<\/em>
\nIn Nederland is die gap alleszins veel kleiner! De hoge loonkost in Belgi\u00eb speelt natuurlijk een rol, maar er is toch sowieso een trade-off richting private label, die het gevolg is van de keuzes van de retailer. Daar kunnen de producenten in se niets aan doen, maar ze willen wel graag een faire kans krijgen. Uit het feit dat Aldi <\/strong>en Lidl <\/strong>merken in hun assortiment opnemen, maak ik alvast op dat ze de A-merken wel degelijk nodig hebben voor de trafiek. Wij merken duidelijk dat de kaart van de A-merken en innovatie trekken terug tot marktgroei kan leiden.
\n\u00a0<\/p>\n

Unieke positionering
\n\u00a0<\/h2>\n

Welke impact heeft het merkenaandeel bij Aldi en Lidl?<\/em>
\nLidl heeft het als formule de laatste jaren zeker niet slecht gedaan, dan is duidelijk, en daar zal de rol van de merken wellicht niet vreemd aan zijn. Dat Aldi reageert met ook merken op te nemen, is niet verwonderlijk: zij zien het succes en missen bepaalde consumenten die merken opzoeken. Het gaat bij hen uiteraard om een beperkt aantal merken: de discounters hebben niet een assortiment zoals de andere supermarktketens, maar dat kan nog veranderen. Een stuk onderscheid met de reguliere supermarkt gaat sowieso verloren.
\n\u00a0<\/p>\n

A-merkenretailer Colruyt <\/strong>zet in op Boni. Alarmerend?<\/em>
\nIedere retailer moet uiteraard zijn eigen strategie\u00ebn bepalen en Colruyt blijft hoe dan ook nog duidelijk een merkenstrategie hanteren, zoals recent nog bleek uit het “Merkenfestival” in de folder. Of was het een reactie op het risico om te ver door te slaan op de private label-route? Nu goed, alle categorie\u00ebn onder \u00e9\u00e9n huismerk brengen houdt bepaalde risico’s in en dat zal Colruyt ook wel beseffen. Aan hen om de evenwichtsoefening te doen van hoe Colruyt zijn unieke positionering tussen de discounters en de reguliere ketens kan behouden.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Het private label-aanbod in de supermarkt blijft verder in opmars. Wat denkt Walter Gelens, ceo van de Belgilux Association of Branded products Manufacturers (BABM), daar allemaal van? Assortiment bepalen \u00a0 Waaraan is de opgang van private label te danken? Dat hangt van een samenspel van factoren af, en bovendien zijn er grote verschillen tussen de […]<\/p>\n","protected":false},"author":1,"featured_media":18784,"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-18786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\n"Met A-merken in de winkel wint iedereen" - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Het private label-aanbod in de supermarkt blijft verder in opmars. 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