{"id":53809,"date":"2024-12-22T09:00:00","date_gmt":"2024-12-22T08:00:00","guid":{"rendered":"https:\/\/blog.urbanitae.com\/?p=53809"},"modified":"2024-12-22T00:00:46","modified_gmt":"2024-12-21T23:00:46","slug":"cles-du-marche-des-supermarches-2024","status":"publish","type":"post","link":"https:\/\/blog.urbanitae.com\/fr\/2024\/12\/22\/cles-du-marche-des-supermarches-2024\/","title":{"rendered":"Cl\u00e9s du march\u00e9 des supermarch\u00e9s 2024"},"content":{"rendered":"\n<p>Le march\u00e9 des supermarch\u00e9s en Espagne a connu des transformations importantes ces derni\u00e8res ann\u00e9es, aliment\u00e9es par la technologie et les changements dans les habitudes de consommation. De <strong>l\u2019augmentation de la demande pour des produits biologiques et des marques distributeurs \u00e0 l\u2019utilisation de l\u2019intelligence artificielle<\/strong> dans la gestion des stocks, le secteur fait face \u00e0 de nouveaux besoins et \u00e0 des avanc\u00e9es.<\/p>\n\n\n\n<p>Le panorama des supermarch\u00e9s en Espagne en 2024 pr\u00e9voit l\u2019<strong>expansion des grandes cha\u00eenes,<\/strong> soutenue par des strat\u00e9gies omnicanal, tandis que l\u2019attrait pour les investisseurs demeure en raison du profil d\u00e9fensif de ces actifs. Ci-dessous, nous analyserons les principales tendances et cl\u00e9s de croissance du secteur pour cette ann\u00e9e.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Expansion des marques de distributeur et nouvelles pr\u00e9f\u00e9rences des consommateurs<\/strong><\/h2>\n\n\n\n<p>Les marques de distributeur ont gagn\u00e9 du terrain en Espagne, ce qui d\u00e9montre une <strong>tendance de consommation motiv\u00e9e par le d\u00e9sir d\u2019\u00e9conomiser.<\/strong> Les promotions et les r\u00e9ductions ont augment\u00e9 pour capter un consommateur de plus en plus soucieux de ses d\u00e9penses. \u00c0 cet \u00e9gard, la pr\u00e9sence des marques de distributeur dans les supermarch\u00e9s <a href=\"https:\/\/www.eleconomista.es\/retail-consumo\/noticias\/12947853\/08\/24\/los-fabricantes-lideres-de-alimentacion-solo-producen-un-54-de-las-marcas-blancas-en-espana.html\" target=\"_blank\" rel=\"noreferrer noopener\">repr\u00e9sente 81,9 % du total chez Lidl<\/a>, et 74,5 % de l\u2019activit\u00e9 de Mercadona via sa marque Hacendado, ces deux enseignes capturant un tiers du march\u00e9 en Espagne. Ce mod\u00e8le est \u00e9galement essentiel chez Aldi, avec une part de 61,1 % de marques de distributeur, et chez Dia, o\u00f9 elle atteint 56,3 %.<\/p>\n\n\n\n<p>D\u2019un autre c\u00f4t\u00e9, les produits biologiques, bien que plus chers, ont montr\u00e9 une r\u00e9silience surprenante, ce qui indique que les consommateurs accordent de la valeur \u00e0 la durabilit\u00e9 m\u00eame face \u00e0 la hausse des prix. De plus, l\u2019omnicanalit\u00e9 s\u2019est consolid\u00e9e dans le secteur, les supermarch\u00e9s offrant des options <strong>\u00e0 la fois physiques et num\u00e9riques.<\/strong> Les m\u00e9thodes de paiement se sont \u00e9galement diversifi\u00e9es : les paiements diff\u00e9r\u00e9s, de plus en plus populaires, permettent aux consommateurs de mieux g\u00e9rer leur budget et de faciliter l\u2019acc\u00e8s \u00e0 des produits de premi\u00e8re n\u00e9cessit\u00e9 sans compromettre la liquidit\u00e9 imm\u00e9diate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Innovation et technologie : IA et distribution efficace<\/strong><\/h2>\n\n\n\n<p>Selon les donn\u00e9es recueillies par Savills, <a href=\"https:\/\/www.savills.es\/research_articles\/264033\/366928-0\" target=\"_blank\" rel=\"noreferrer noopener\">l\u2019intelligence artificielle<\/a> transforme les op\u00e9rations internes des supermarch\u00e9s, <strong>optimisant la gestion des stocks et am\u00e9liorant la personnalisation des offres<\/strong> pour r\u00e9pondre aux pr\u00e9f\u00e9rences individuelles. L\u2019utilisation de l\u2019IA permet de pr\u00e9voir la demande et d\u2019ajuster les stocks en temps r\u00e9el, minimisant ainsi les gaspillages et r\u00e9duisant les co\u00fbts op\u00e9rationnels.<\/p>\n\n\n\n<p>Parall\u00e8lement, les magasins physiques sont utilis\u00e9s comme points de collecte pour les commandes en ligne, et <strong>les services de livraison collaborative gagnent en importance.<\/strong> Cette combinaison de strat\u00e9gies am\u00e9liore non seulement l\u2019efficacit\u00e9 logistique, mais contribue \u00e9galement \u00e0 r\u00e9duire l\u2019empreinte carbone du secteur.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Espaces physiques : moins de points de vente, plus de superficie<\/strong><\/h2>\n\n\n\n<p>Le secteur a ajust\u00e9 son mod\u00e8le commercial physique : bien que la surface totale d\u00e9di\u00e9e \u00e0 l\u2019alimentation ait augment\u00e9 de 7 % par rapport \u00e0 2019, <strong>le nombre de magasins <a href=\"https:\/\/www.savills.es\/research_articles\/264033\/366928-0\" target=\"_blank\" rel=\"noreferrer noopener\">a diminu\u00e9 de 4 %<\/a>.<\/strong> Cela r\u00e9pond \u00e0 une optimisation de l\u2019espace, concentrant une plus grande vari\u00e9t\u00e9 de produits dans des magasins de plus grande taille plut\u00f4t que de multiplier les points de vente. Actuellement, la densit\u00e9 moyenne des supermarch\u00e9s en Espagne est de 358 m\u00b2 pour 1 000 habitants et cinq magasins pour chaque 10 000 personnes.<\/p>\n\n\n\n<p>Les emplacements dans des zones \u00e0 forte affluence touristique ou dans des zones \u00e0 fort pouvoir d\u2019achat peuvent atteindre des loyers allant jusqu\u2019\u00e0 18 \u20ac\/m\u00b2 par mois, tandis que la moyenne reste autour de 9 \u20ac\/m\u00b2. <strong>Ces loyers attractifs constituent un autre incitatif pour les investisseurs \u00e0 maintenir leur int\u00e9r\u00eat pour ce segment,<\/strong> qui b\u00e9n\u00e9ficie d\u2019une grande stabilit\u00e9 et d\u2019une demande forte.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Expansion des grandes cha\u00eenes et opportunit\u00e9s d\u2019investissement<\/h2>\n\n\n\n<p><strong>Mercadona continue de dominer le march\u00e9, avec une part de 29 % des ventes,<\/strong> et a orient\u00e9 ses projets d\u2019expansion vers le Portugal tout en modernisant ses magasins en Espagne. De plus, de grandes cha\u00eenes investissent pour ouvrir de nouveaux magasins ou acqu\u00e9rir des portefeuilles de supermarch\u00e9s, bien que la faible disponibilit\u00e9 de portefeuilles \u00e0 vendre ait ralenti certaines op\u00e9rations.<\/p>\n\n\n\n<p>Ces actifs restent attractifs pour les investisseurs. En effet, dans de nombreux cas, ils offrent des rendements sup\u00e9rieurs \u00e0 ceux fournis par l\u2019investissement immobilier r\u00e9sidentiel. Le portail immobilier <a href=\"https:\/\/www.idealista.com\/news\/inmobiliario\/vivienda\/2024\/01\/08\/810239-la-rentabilidad-de-la-vivienda-se-reduce-minimamente-hasta-el-7-1-en-2023\" target=\"_blank\" rel=\"noreferrer noopener\">Idealista<\/a> estime que les locaux commerciaux sont <strong>l\u2019actif le plus rentable dans presque toutes les capitales espagnoles, avec un <a href=\"https:\/\/blog.urbanitae.com\/fr\/2024\/04\/16\/supermarches-le-segment-de-vente-au-detail-prefere-des-investisseurs\/?utm_source=blog_fr&amp;utm_medium=organic&amp;utm_campaign=urbanitae_blog_1224&amp;utm_term=rendement_moyen&amp;utm_content=fr_mercado_supermercados_2024\" target=\"_blank\" rel=\"noreferrer noopener\">rendement moyen de 9,9 %<\/a>,<\/strong> contre 7,1 % pour les logements.<\/p>\n\n\n\n<p>En conclusion, le march\u00e9 des supermarch\u00e9s en 2024 refl\u00e8te une <strong>adaptation continue aux changements des consommateurs et aux opportunit\u00e9s technologiques,<\/strong> consolidant ainsi sa pertinence en tant qu\u2019opportunit\u00e9 d\u2019investissement. Avec l\u2019expansion des marques de distributeur, l\u2019omnicanalit\u00e9 et l\u2019utilisation de l\u2019IA, les supermarch\u00e9s red\u00e9finissent leur mod\u00e8le op\u00e9rationnel pour rester comp\u00e9titifs et align\u00e9s sur les nouvelles attentes. Pour les investisseurs, le secteur offre un profil de risque mod\u00e9r\u00e9 et promet une stabilit\u00e9, ce qui en fait une alternative id\u00e9ale dans un environnement \u00e9conomique favorable \u00e0 la recherche d\u2019actifs \u00e0 faible volatilit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le paysage des supermarch\u00e9s en Espagne en 2024 pr\u00e9voit l&rsquo;expansion des grandes cha\u00eenes, soutenue par des strat\u00e9gies de croissance omnicanale.<\/p>\n","protected":false},"author":1,"featured_media":54030,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1686,1026],"tags":[],"class_list":["post-53809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-immobilieninvestition-de","category-investissement-immobilier-fr"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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