{"id":46814,"date":"2021-02-23T08:27:50","date_gmt":"2021-02-23T08:27:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/analysis-why-colruyt-lost-market-share-again\/"},"modified":"2021-02-23T08:27:50","modified_gmt":"2021-02-23T08:27:50","slug":"analysis-why-colruyt-lost-market-share-again","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/analysis-why-colruyt-lost-market-share-again\/","title":{"rendered":"Analyse: Waarom Colruyt alweer marktaandeel verloor"},"content":{"rendered":"<p>Ook in het belangrijke vierde kwartaal van 2020 moest marktleider <strong>Colruyt <\/strong>opnieuw terrein prijsgeven. De winnaars heten <strong>Delhaize<\/strong>, <strong>Carrefour<\/strong> en <strong>Lidl<\/strong>. Een gevolg van de coronapandemie, of is er meer aan de hand?<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Verschuivende machtsverhoudingen<\/h2>\n<p>Afgelopen week meldden zowel Carrefour als Delhaize dat ze in 2020 marktaandeel wonnen op de Belgische markt. Carrefour be\u00ebindigde het coronajaar naar eigen zeggen met een marktaandeel van 18,2 procent, een vooruitgang met 0,4 procentpunt. Delhaize klokte af op 24,41, een groei met 0,41 procentpunt. In het voor foodretailers zo belangrijke vierde kwartaal zou\u00a0Delhaize wel 80 basispunten zou hebben gewonnen.<br \/>\n\u00a0<\/p>\n<p>Maar wat deed marktleider Colruyt? Die publiceert normaal pas half juni een update, maar De Standaard achterhaalde <a href=\"https:\/\/www.standaard.be\/cnt\/dmf20210222_98002205\">dat de marktleider opnieuw 1,1 procentpunt aandeel verloor<\/a> tijdens de eindejaarsperiode. Over het gehele kalenderjaar \u2013 dat niet samenvalt met het gebroken boekjaar \u2013 moest Colruyt zowat 1 procentpunt prijsgeven. Ook Lidl zou terrein winnen, terwijl <strong>Aldi <\/strong>het moeilijk heeft. Over <strong>Albert Heijn<\/strong> zijn geen cijfers bekend, maar gezien de sterke expansie kan die speler enkel winnen. Langzaam maar zeker verschuiven dus de machtsverhoudingen, al blijft de nummer \u00e9\u00e9n nog wel stevig in het zadel zitten.<\/p>\n<p>\u00a0<\/p>\n<h2>Gedragsverandering<\/h2>\n<p>Er zijn verschillende verklaringen voor dat marktkaandeelverlies van Colruyt. Sinds de lockdowns is het koopgedrag van consumenten vrij ingrijpend gewijzigd: ze winkelen vaker in de buurt, onder andere door het feit dat ze thuiswerken en dus niet op weg van het werk naar huis langs de (grote) supermarkt rijden. Retailers als Carrefour en Delhaize staan erg sterk in dat buurtwinkelsegment, terwijl ook de discounters zich in zekere zin profileren als buurtwinkels. <strong>Spar<\/strong> en <strong>OKay<\/strong>, de buurtwinkelmerken van Colruyt Group, doen het goed maar zijn in verhouding kleine spelers.<br \/>\n\u00a0<\/p>\n<p>De sluiting van de horeca en het verenigingsleven bracht bovendien met zich mee dat professionele klanten wegbleven bij Colruyt. De prijsperceptie kreeg deuken door het tijdelijke promotieverbod \u2013 al zette de marktleider <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/analyse-colruyt-vergroot-prijskloof-met-concurrentie\">dat euvel intussen wel meer dan recht<\/a>. De grote vraag is, of consumenten vanaf deze zomer weer gewoon hun oude koopgedrag opnieuw gaan opnemen. Of is de gedragsverandering toch duurzaam?<\/p>\n<p>\u00a0<\/p>\n<h2>Jaren van de waarheid<\/h2>\n<p>Dat laatste zou slecht nieuws zijn voor Colruyt. In een markt met steeds meer concurrenten staat de omzet per vierkante meter sowieso onder druk. En productiviteit is een essenti\u00eble parameter voor de kostenbewuste retailer. Men kan zich afvragen of Colruyt met zijn winkelconcept, dat sterk gericht is op grote inkopen en volumekortingen, de groeiende groep singles en kleine gezinnen niet links laat liggen. De concurrenten lijken ook sneller in te spelen op trends als gezondheid, bio en vegan \u2013 het zal wel geen toeval zijn dat Colruyt <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/colruyt-en-garden-gourmet-steunen-veggiechallenge\">nu de Veggie Challenge sponsort<\/a>: er valt een achterstand in te halen.<br \/>\n\u00a0<\/p>\n<p>Tot nu toe gaf Colruyt Group geen krimp: de financi\u00eble resultaten waren keer op keer indrukwekkend. Maar de vraag is hoe lang dat zo blijft. De komende twee jaren worden jaren van de waarheid voor Colruyt \u2013 en bij uitbreiding voor de hele Belgische foodretail.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ook in het belangrijke vierde kwartaal van 2020 moest marktleider Colruyt opnieuw terrein prijsgeven. De winnaars heten Delhaize, Carrefour en Lidl. Een gevolg van de coronapandemie, of is er meer aan de hand? \u00a0 Verschuivende machtsverhoudingen Afgelopen week meldden zowel Carrefour als Delhaize dat ze in 2020 marktaandeel wonnen op de Belgische markt. Carrefour be\u00ebindigde [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":46812,"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":[],"topic":[],"region":[],"class_list":["post-46814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Analyse: Waarom Colruyt alweer marktaandeel verloor - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ook in het belangrijke vierde kwartaal van 2020 moest marktleider Colruyt opnieuw terrein prijsgeven. De winnaars heten Delhaize, Carrefour en Lidl. 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