{"id":85408,"date":"2023-10-11T10:15:52","date_gmt":"2023-10-11T08:15:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=85408"},"modified":"2023-10-12T09:47:57","modified_gmt":"2023-10-12T07:47:57","slug":"waarom-merken-prijsstijgingen-counteren-met-promoties","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/waarom-merken-prijsstijgingen-counteren-met-promoties\/","title":{"rendered":"Waarom merken prijsstijgingen counteren met promoties"},"content":{"rendered":"\n

Europese merkfabrikanten slagen er niet in hun kostenstijgingen volledig door te rekenen aan de retailers, die de consumentenprijzen nochtans wel verhogen. Ze investeren in promoties om hun producten toegankelijk te houden.<\/p>\n\n\n\n

Hogere kosten geabsorbeerd<\/h2>\n\n\n\n

72% van de Europese merkfabrikanten kampt vandaag met bevoorradingsproblemen, waardoor ze de productie moeten terugschroeven of bijsturen, blijkt uit de jaarlijkse barometer van de Europese merkenassociatie AIM bij 900 fabrikanten uit de consumptiegoederenindustrie in 28 landen in Europa. Dat percentage ligt slechts 3% lager dan vorig jaar<\/a>.<\/p>\n\n\n\n

Daarnaast blijft de impact van de kosteninflatie groot: 99% van de bedrijven had de afgelopen twaalf maanden met enige vorm van inflatie te maken en meer dan de helft zag een inflatie van meer dan 50%. Die hogere kosten moesten ze voor een groot deel zelf absorberen: minder dan de helft van de fabrikanten kon 60% of meer van hun hogere productiekosten doorrekenen aan de retailers. 22% heeft meer dan 80% van de hogere kosten geabsorbeerd, en kon dus minder dan 20% van de stijging doorberekenen.<\/p>\n\n\n\n

Investeren in promoties<\/h2>\n\n\n\n

Toch zegt 96% van de fabrikanten dat retailers de consumentenprijs van hun producten hebben verhoogd. 28% zegt dat de consumentenprijs voor hun producten sterker is gestegen dan de tariefverhoging aan de retailers.<\/p>\n\n\n\n

Fabrikanten bepalen de verkoopprijzen niet \u2013 dat doen de retailers \u2013 maar ze blijven gezinnen ondersteunen door het absorberen van hogere kosten en met promoties, zegt Michelle Gibbons, directeur-generaal van AIM: \u201cDat is een belangrijk mechanisme dat we als fabrikanten hebben: we betalen voor en leveren promoties aan retailers, zodat huishoudens die onder druk staan, kunnen blijven genieten van de merken waar ze van houden\u201d.<\/p>\n\n\n\n

26% van de ondervraagde merkfabrikanten zag afgelopen jaar de omzet dalen, 55% zag de winst krimpen en 42% verloor marktaandeel. Daardoor zien deze bedrijven zich genoodzaakt om een rem te zetten op de tewerkstelling en de investeringen.<\/p>\n","protected":false},"excerpt":{"rendered":"

Europese merkfabrikanten slagen er niet in hun kostenstijgingen volledig door te rekenen aan de retailers, die de consumentenprijzen nochtans wel verhogen. Ze investeren in promoties om hun producten toegankelijk te houden. <\/p>\n","protected":false},"author":3,"featured_media":83113,"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":[985],"topic":[334,683],"region":[],"class_list":["post-85408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-aim","topic-inflatie","topic-toeleveringsketen"],"acf":[],"yoast_head":"\nWaarom merken prijsstijgingen counteren met promoties - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Europese merkfabrikanten slagen er niet in kostenstijgingen volledig door te rekenen aan de retailers, die de consumentenprijzen nochtans verhogen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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