Retail in Belgium, Res-sense - Food2Market
Retail in Belgium, Res-sense - Food2Market
Retail in Belgium, Res-sense - Food2Market
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Belgian<br />
retail market
• Desk research:<br />
– Comeos<br />
– Unizo<br />
– GfK<br />
– Nielsen<br />
– OIVO<br />
– Market<strong>in</strong>g Map<br />
– FOD Economie<br />
Sources<br />
• Expert <strong>in</strong>terviews:<br />
– Key account managers<br />
• Dairy<br />
• Vegetables & fruit<br />
• Frozen food<br />
– <strong>Retail</strong> organisations<br />
• Comeos<br />
• Unizo
Who’s who <strong>in</strong> Belgian retail?
Market shares<br />
11,2% 4,6%<br />
The big 3:<br />
72,8% is <strong>in</strong><br />
the hands<br />
of 3 groups
Group Number of stores Surface Evolution<br />
Colruyt 601 580.000m2<br />
Delhaize 628 640.000m2<br />
Carrefour 702 900.000m2<br />
Aldi 464 301.600m2<br />
Lidl 299 203.320m2
Efficiency
Reputation
Appreciation
THE consumer doesn’t exist
Flexible consumer<br />
Consumer visits 4,7 retail brands/quarter and shops <strong>in</strong> 2,5 retail brands
Choice of a food store
Most visited stores
€<br />
Ticket size
Choice of a food product
The battle for the consumer<br />
(1) A shopp<strong>in</strong>g formula for<br />
each shopp<strong>in</strong>g behaviour
Discount
On the go
For the foodies
Neighborhood store
Bio-supermarket
For shopp<strong>in</strong>g lovers
e-tail
The battle for the consumer<br />
(2) <strong>Retail</strong> knows your consumer
The battle for the consumer<br />
(3) Price war
Food is more expensive <strong>in</strong> <strong>Belgium</strong><br />
Identical food products Processed food<br />
products<br />
Versus Netherlands 10,4% 12,5%<br />
Versus Germany 10,6% 7,5%<br />
Versus France 7,0% 8,6%
Price leader<br />
Sharp commitment<br />
Well function<strong>in</strong>g system Proven result
Quality leader becomes<br />
price challenger
Market leader from abroad
The battle for the consumer<br />
(4) Indispensable strong brands
Ratio private labels versus A-brands: 90% - 10%
The battle for the consumer<br />
(5) Susta<strong>in</strong>ability is an opportunity
Susta<strong>in</strong>ability as corporate strategy
Mak<strong>in</strong>g products more susta<strong>in</strong>able
Susta<strong>in</strong>ability expensive
What’s <strong>in</strong> it for you?
Bakery & Pastry<br />
Fruit & Vegetables<br />
Chocolate en Cookies<br />
Cheese<br />
Meat Products
• Why Belgians Buy Belgian Products…<br />
– Local/regional products<br />
– More ref<strong>in</strong>ed quality products<br />
– Solidarity/support to small producers<br />
– Ecology: unnecessary transport<br />
– Price<br />
– Authenticity
Quality First
Beyond The Product
Private Label by Country
Private Label per category<br />
Volume Value<br />
Frozen 65,4% 51,9%<br />
Pet food 59,6% 39,8%<br />
Dairy 53,2% 42,2%<br />
Pastry & Cookies 51,8% 41,3%<br />
Hot Beverages 48,6% 33,5%<br />
Dry Food 46,7% 32,7%<br />
House hold 38,3% 20,7%<br />
NAB 37,4% 22,3%<br />
Sweets 29,4% 19,3%<br />
Healt & Beauty 23,8% 10,3%<br />
AB 23,5% 16,0%<br />
Marc Soumillion 56
152%<br />
500 ml: 0,67 (1,34)<br />
16%<br />
500 ml: 1,67 (3,38)<br />
47%<br />
550 ml: 2,19 (3,93)<br />
720 ml: 4,15 (5,76)
Commodity = Private Label ?
Category: Rules of the Game
€ €<br />
€
Packag<strong>in</strong>g Design THE SILENT SALESMAN
Innovation
Packag<strong>in</strong>g, Design, Name, ….
B2B2C
Bus<strong>in</strong>ess Model
Shar<strong>in</strong>g<br />
Individual Led<br />
Degree of Complexity<br />
Number of Participants<br />
Open Innovation<br />
Organisational behaviour
Grow your<br />
bus<strong>in</strong>ess<br />
Strengthen<br />
your<br />
reputation<br />
Craft<strong>in</strong>g<br />
Invigorat<strong>in</strong>g<br />
concepts<br />
Make<br />
progress on<br />
susta<strong>in</strong>ability<br />
A No-Non<strong>sense</strong> Integrated Multi-discipl<strong>in</strong>ary Team<br />
of Brand and Innovation Strategists<br />
Gather clear<br />
stakeholder<br />
<strong>in</strong>sights
Relevant<br />
Innovation<br />
Sharp<br />
Commitment<br />
INTEGRATION<br />
Mean<strong>in</strong>gful<br />
Experience<br />
INVIGORATING CONCEPTS
• SWOT-analysis<br />
• Strategy<br />
• Market research<br />
• Market<strong>in</strong>gstudies<br />
• Feasability<br />
• Investment analysis<br />
• Communication strategy
marc.soumillion@res-<strong>sense</strong>.biz jan.arnaut@res-<strong>sense</strong>.biz<br />
+32 475 65 62 86 +32 475 85 84 61<br />
www.res-<strong>sense</strong>.biz
Thank You
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