{"id":21774,"date":"2018-05-15T09:30:17","date_gmt":"2018-05-15T07:30:17","guid":{"rendered":"http:\/\/gastronomicament.cat\/?p=21774"},"modified":"2022-04-07T11:10:15","modified_gmt":"2022-04-07T09:10:15","slug":"els-consumidors-valoren-la-seguretat-i-la-capacitat-per-complir-expectatives-de-les-marques-blanques","status":"publish","type":"post","link":"https:\/\/gastronomicament.cat\/ca\/els-consumidors-valoren-la-seguretat-i-la-capacitat-per-complir-expectatives-de-les-marques-blanques","title":{"rendered":"Els consumidors valoren la seguretat i la capacitat per complir expectatives de les marques blanques"},"content":{"rendered":"

S’acaba de publicar un informe sobre les marques de distribuci\u00f3 despr\u00e9s de la crisi econ\u00f2mica<\/em><\/p><\/blockquote>\n

Pablo J. Contreras Contreras i V\u00edctor Conde Salazar,d’EAE\u00a0Business\u00a0School<\/a>, han\u00a0publicat\u00a0l’informe ‘Estat de les\u00a0marques\u00a0de la distribuci\u00f3\u00a0despr\u00e9s de la\u00a0crisi\u00a0econ\u00f2mica’ en qu\u00e8\u00a0es revela que\u00a0les\u00a0marques\u00a0de distribuci\u00f3\u00a0(MDD)\u00a0–\u00a0popularment\u00a0conegudes\u00a0com a marques\u00a0blanques-\u00a0s\u00f3n\u00a0un fenomen\u00a0amb especial\u00a0implantaci\u00f3\u00a0a Europa\u00a0ja\u00a0que ocupa un\u00a031.4%\u00a0de quota\u00a0de mercat, mentre que el\u00a0global \u00e9s de\u00a016.7%,\u00a0a Am\u00e8rica del Nord\u00a0\u00e9s del\u00a017.7%, 8.3%\u00a0a Llatinoam\u00e8rica\u00a0i un\u00a04.2%\u00a0a \u00c0sia-Pac\u00edfic.<\/p>\n

It\u00e0lia \u00e9s el\u00a0pa\u00eds amb\u00a0menys\u00a0diferencial\u00a0de preu entre\u00a0les\u00a0marques\u00a0de distribuci\u00f3\u00a0i\u00a0les\u00a0marques\u00a0l\u00edders,\u00a0ja\u00a0que no arriba al\u00a020%.\u00a0El preu\u00a0mitj\u00e0\u00a0de les\u00a0MDD\u00a0al pa\u00eds\u00a0transalp\u00ed\u00a0suposa el81.9%\u00a0del preu\u00a0de la marca\u00a0l\u00edder.\u00a0A Espanya,\u00a0el diferencial\u00a0\u00e9s\u00a0el\u00a026.6%\u00a0de mitjana,\u00a0(\u00edndex del\u00a073.4%\u00a0de\u00a0MDD\u00a0respecte\u00a0a\u00a0marca\u00a0de fabricant\u00a0l\u00edder).\u00a0A Alemanya\u00a0i\u00a0Fran\u00e7a hi ha\u00a0una major\u00a0agressivitat\u00a0en preus\u00a0per part de les\u00a0marques\u00a0de distribuci\u00f3\u00a0els preus s\u00f3n, respectivament, el\u00a060.2%\u00a0i el\u00a058.8%\u00a0sobre les\u00a0marques\u00a0de fabricant\u00a0l\u00edder.<\/p>\n

A l’Estat\u00a0espanyol,\u00a0la\u00a0MDD\u00a0t\u00e9\u00a0una pres\u00e8ncia\u00a0m\u00e9s gran\u00a0i\u00a0resisteix\u00a0millor\u00a0davant de la\u00a0marca\u00a0de fabricant\u00a0en comparaci\u00f3\u00a0a\u00a0Europa.\u00a0El percentatge\u00a0de l’assortiment\u00a0de la\u00a0MDD, a Espanya, \u00e9s del\u00a037.9%\u00a0amb\u00a0una lleugera\u00a0caiguda\u00a0de\u00a00,3\u00a0punts.\u00a0Xifres que\u00a0contrasten\u00a0amb la mitjana europea\u00a0que t\u00e9 un\u00a0percentatge\u00a0d’assortiment de\u00a0MDD\u00a0del 26,7%.\u00a0La pres\u00e8nciade\u00a0MDD\u00a0per\u00a0ensenya\u00a0\u00e9s de\u00a044%\u00a0a Mercadona,\u00a016%\u00a0a\u00a0Dia,\u00a011%\u00a0a\u00a0Lidl, 7%\u00a0a Carrefour, 5%\u00a0a Eroski, 2%\u00a0a Grup\u00a0Auchan\u00a0i 15% a la resta.<\/p>\n

A Espanya, la MDD va experimentar un creixement de participaci\u00f3 important durant la crisi econ\u00f2mica, des del 2007 al 2014, de 12.2 punts, que va tenir una in\u00e8rcia en aquesta din\u00e0mica fins a 2015, moment en qu\u00e8 s’inicia un estancament i cert retroc\u00e9s.\u00a0En aquest sentit, l’estudi revela que les previsions del pes de la MDD en el mercat dels productes de gran consum es mantindr\u00e0 o creixer\u00e0 a ritmes moderats.\u00a0A m\u00e9s de la recuperaci\u00f3 econ\u00f2mica, l’estudi apunta tamb\u00e9 a l’augment de preus de la marca de distribuci\u00f3 i la innovaci\u00f3 de les marques de fabricant.<\/p>\n

Factors clau per a l’\u00e8xit de la marca de distribuci\u00f3<\/strong>
\nEls factors d’\u00e8xit de la MDD s\u00f3n la\u00a0relaci\u00f3 qualitat-preu<\/strong>, un 35 o 40% m\u00e9s barat que les equivalents a la marca del fabricant;\u00a0l’aposta de la\u00a0distribuci\u00f3\u00a0<\/strong>per les seves marques, la quota de producte MDD \u00e9s del 37,9% sobre assortiment total;\u00a0la\u00a0democratitzaci\u00f3 de productes<\/strong>, especialment en categories considerades de preu elevat com cosm\u00e8tica i aliments org\u00e0nics;\u00a0l’ampliaci\u00f3 de l’oferta<\/strong>\u00a0disponible de MDD, des de 2001 hi ha hagut un creixement del 73% del nombre de productes disponibles;\u00a0i el reposicionament del concepte de marca de distribuci\u00f3 ja que ha evolucionat de la idea ‘d’ajustar el pressupost de compra’ a ‘compra intel\u00b7ligent’.<\/p>\n

El 100% de les llars espanyoles compren MDD una mitjana de 89 vegades a l’any i el pressupost de compra anual destinat a aix\u00f2 \u00e9s de 797 \u20ac.
\nAix\u00ed mateix, hi ha una bona imatge general de la relaci\u00f3 qualitat preu dels productes de MDD (76% a Europa) i de com ha millorat en el temps (74%).\u00a0A m\u00e9s, un 75% d’europeus considera que s\u00f3n bones alternatives a les marques de fabricant, i un 63% es considera intel\u00b7ligent quan compra MDD.\u00a0Aix\u00f2 reflecteix clarament la idea que la compra de l’MDD ha evolucionat d’un concepte merament de compra per estalvi, a un concepte en el qual l’adquisici\u00f3 es relaciona amb una bona decisi\u00f3 de compra, que pondera cost i valor obtingut.<\/p>\n

Aspectes com la seguretat del producte (83%) i la capacitat per complir expectatives del consumidor (80%) de la MDD s\u00f3n a la base de la seva bona valoraci\u00f3 general per part dels compradors.<\/strong>\u00a0S\u00f3n aspectes \u00edntimament vinculats a la confian\u00e7a que aquests productes han aconseguit generar, fruit d’una experi\u00e8ncia d’\u00fas i de consum d’acord amb les expectatives del comprador.<\/p>\n

En el cas espanyol, crida l’atenci\u00f3 que el factor preu \u00e9s menys esmentat que en la mitjana general com el principal motiu de compra de la MDD, nom\u00e9s un 53% que es compara amb un 71% global.\u00a0La MDD inspira al comprador espanyol m\u00e9s confian\u00e7a que la mitjana analitzat, un 79% sobre un 68% global.\u00a0Les marques de distribuci\u00f3 a Espanya s’han beneficiat de la confian\u00e7a que els van brindar els consumidors en els anys de m\u00e9s intensitat de la crisi, etapa en qu\u00e8 van experimentar el seu m\u00e0xim creixement, principalment per la seva menor cost.<\/p>\n

Pel que fa als punts febles de la MDD, la menor imatge d’innovaci\u00f3 \u00e9s un d’ells (69%), com tamb\u00e9 l’embalatge menys atractiu (62%).\u00a0La percepci\u00f3 de qualitat quan es compara amb les marques l\u00edders de fabricant \u00e9s tamb\u00e9 baixa (11%), si b\u00e9 a Espanya la MDD surt molt ben parada, amb un 22% de persones que considera que t\u00e9 m\u00e9s qualitat que les marques de refer\u00e8ncia en\u00a0el mercat.<\/p>\n

Consultau l’estudi complet aqu\u00ed.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

S’acaba de publicar un informe sobre les marques de distribuci\u00f3 despr\u00e9s de la crisi econ\u00f2mica<\/p>\n","protected":false},"author":1,"featured_media":21775,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"_acf_changed":false,"_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"footnotes":""},"categories":[692,955],"tags":[],"coauthors":[],"class_list":["post-21774","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-actualitat","category-reportatges-i-novetats","post_format-post-format-gallery"],"acf":{"gallery":null,"home_date":{"home_begin_date":null,"home_end_date":null}},"yoast_head":"\nEls consumidors valoren la seguretat i la capacitat per complir expectatives de les marques blanques - Gastron\u00f2micament<\/title>\n<meta name=\"description\" content=\"Els consumidors valoren la seguretat i la capacitat per complir expectatives de les marques blanques Actualitat, Reportatges i novetats S'acaba de publicar un informe sobre les marques de distribuci\u00f3 despr\u00e9s de la crisi econ\u00f2mica\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gastronomicament.cat\/ca\/els-consumidors-valoren-la-seguretat-i-la-capacitat-per-complir-expectatives-de-les-marques-blanques\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Els consumidors valoren la seguretat i la capacitat per complir expectatives de les marques blanques - 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