{"id":4269,"date":"2022-10-03T17:36:00","date_gmt":"2022-10-03T16:36:00","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=4269"},"modified":"2025-03-16T17:40:39","modified_gmt":"2025-03-16T16:40:39","slug":"halloween-un-moment-fort-pour-le-retail-en-france","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/halloween-un-moment-fort-pour-le-retail-en-france\/","title":{"rendered":"Halloween : un moment fort pour le retail en France"},"content":{"rendered":"
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Chaque ann\u00e9e Halloween est attendue avec impatience par les fran\u00e7ais.es. C\u2019est leur f\u00eate pr\u00e9f\u00e9r\u00e9e pour 57 % d\u2019entre eux (Nielsen) ! Cependant, l\u2019inflation et la crise \u00e9nerg\u00e9tique sont des facteurs cl\u00e9s \u00e0 prendre en compte dans la consommation de confiserie des m\u00e9nages. Alors comment ne pas g\u00e2cher la f\u00eate dans ce contexte si particulier ?<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Halloween \u201cpour les grands et les petits\u201d ! <\/h2>\n
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Halloween gagne r\u00e9ellement en popularit\u00e9 en France \u00e0 partir des ann\u00e9es 1990, soit relativement tard par rapport \u00e0 l\u2019engouement que cette f\u00eate suscite aux usa depuis des d\u00e9cennies.<\/p>\n

A l\u2019aff\u00fbt des opportunit\u00e9s commerciales, les grandes enseignes fran\u00e7aises se sont rapidement empar\u00e9es du ph\u00e9nom\u00e8ne.<\/p>\n

All Hallows\u2019 Eve, est devenu au fil des ann\u00e9es en France un v\u00e9ritable succ\u00e8s tant du c\u00f4t\u00e9 de la population que des retailers. C\u2019est en effet un moment phare pour le retail, \u00e9tant la seule f\u00eate commerciale entre la rentr\u00e9e des classes et la p\u00e9riode de No\u00ebl.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n La France conna\u00eet-elle une baisse d\u2019engouement autour de cet \u00e9v\u00e9nement ? <\/h2>\n
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Apr\u00e8s une f\u00eate d\u2019Halloween confin\u00e9e, une forte baisse du chiffre d\u2019affaires s\u2019est faite ressentir en 2020. Mais cette frayeur a \u00e9t\u00e9 de courte dur\u00e9e pour les acteurs du march\u00e9. En effet, l\u2019\u00e9dition 2021 a connu un record historique avec 94 millions d\u2019euros de chiffre d\u2019affaires selon Nielsen. Un rebond bienvenu dans un secteur tr\u00e8s affect\u00e9 par la crise sanitaire.<\/p>\n

Alors \u00e0 quoi pouvons-nous nous attendre pour l\u2019\u00e9dition 2022 ? Les chiffres promettent d\u2019\u00eatre tout aussi bons que l\u2019ann\u00e9e pr\u00e9c\u00e9dente, gr\u00e2ce notamment \u00e0 l\u2019engouement de la g\u00e9n\u00e9ration Z cette saison. Les marques se sont mises en ordre de bataille : on constate de multiples op\u00e9rations commerciales, des jeux concours sur les r\u00e9seaux sociaux, des escapes games, etc. L\u2019objectif \u00e9tant de multiplier les points de contact avec les familles et la jeune g\u00e9n\u00e9ration.<\/p>\n

Sur les r\u00e9seaux sociaux, et plus particuli\u00e8rement sur TikTok la f\u00eate est tr\u00e8s populaire avec des trends (vid\u00e9os tendances) autour du th\u00e8me d\u2019Halloween, massivement reproduits par les utilisateurs et re-post\u00e9s en masse.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Un bonbon ou un sort ? <\/h2>\n
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Qui dit Halloween dit confiseries, mais le covid et l\u2019inflation n\u2019ont pas aid\u00e9 et peu de secteurs alimentaires parviennent \u00e0 en tirer profit. En France, seuls les bonbons et chocolats, r\u00e9ussissent \u00e0 tirer leur \u00e9pingle du jeu.
\nLe secteur de la confiserie est par ailleurs ce que l\u2019on appelle un secteur \u201crefuge\u201d, faiblement impact\u00e9 par les crises. Autre particularit\u00e9, l\u2019industrie r\u00e9alise 25 % de son chiffre d\u2019affaires annuel sur la p\u00e9riode d\u2019Halloween (Nielsen).<\/p>\n

Halloween est donc un moment strat\u00e9gique pour le retail fran\u00e7ais. Cependant, de nouvelles probl\u00e9matiques ont \u00e9merg\u00e9es et se sont additionn\u00e9es. N\u00e9anmoins, les ventes de bonbons en grande distribution ont enregistr\u00e9 une hausse de 5,4% sur la deuxi\u00e8me quinzaine d\u2019octobre par rapport \u00e0 la m\u00eame p\u00e9riode l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Pr\u00e8s de 65 millions d\u2019euros de bonbons avaient \u00e9t\u00e9 vendus sur les deux derni\u00e8res semaines d\u2019octobre en 2021.<\/p>\n

Cette ann\u00e9e, c\u2019est plus de 68,2 millions d\u2019euros de bonbons qui ont \u00e9t\u00e9 vendus selon les premi\u00e8res donn\u00e9es du pan\u00e9liste NielsenIQ arr\u00eat\u00e9es au dimanche 30 octobre 2022. Halloween reste donc un v\u00e9ritable succ\u00e8s cette ann\u00e9e malgr\u00e9 l\u2019inflation.<\/p><\/blockquote>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Halloween : un moment fort pour le retail en France<\/p>\n","protected":false},"author":10,"featured_media":4270,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[196],"class_list":["post-4269","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nHalloween - Opportunit\u00e9 Retail en France - Altavia<\/title>\n<meta name=\"description\" content=\"Halloween gagne en importance dans le retail fran\u00e7ais. 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