{"id":17802,"date":"2023-10-06T14:07:18","date_gmt":"2023-10-06T12:07:18","guid":{"rendered":"https:\/\/sagaciresearch.com\/shrinkflation-in-africa-the-smaller-the-better-profits\/"},"modified":"2025-02-10T15:45:50","modified_gmt":"2025-02-10T14:45:50","slug":"shrinkflation-in-africa-the-smaller-the-better-profits","status":"publish","type":"post","link":"https:\/\/sagaciresearch.com\/fr\/shrinkflation-in-africa-the-smaller-the-better-profits\/","title":{"rendered":"Shrinkflation en Afrique: plus c&rsquo;est petit, mieux c&rsquo;est ?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sagaciresearch.com\/fr\/shrinkflation-in-africa-the-smaller-the-better-profits\/#La_shrinkflation_en_Afrique_reduction_de_la_taille_augmentation_des_ventes\" >La shrinkflation en Afrique: r\u00e9duction de la taille, augmentation des ventes ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sagaciresearch.com\/fr\/shrinkflation-in-africa-the-smaller-the-better-profits\/#Le_comportement_des_consommateurs_africains_face_a_la_shrinkflation\" >Le comportement des consommateurs africains face \u00e0 la shrinkflation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sagaciresearch.com\/fr\/shrinkflation-in-africa-the-smaller-the-better-profits\/#Les_limites_de_la_shrinkflation_en_Afrique\" >Les limites de la shrinkflation en Afrique<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>La &lsquo;shrinkflation&rsquo; en Afrique (comme ailleurs) consiste \u00e0 r\u00e9duire le volume (en grammes, litres ou unit\u00e9s) d&rsquo;un produit tout en conservant le m\u00eame prix, parfois en changeant l&#8217;emballage, ce qui est parfois \u00e0 peine perceptible. Elle tend \u00e0 \u00eatre plus fr\u00e9quente en p\u00e9riode d&rsquo;inflation, comme celle que nous connaissons depuis ces derniers mois sur le continent et \u00e0 travers le monde.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_shrinkflation_en_Afrique_reduction_de_la_taille_augmentation_des_ventes\"><\/span><strong>La shrinkflation en Afrique: r\u00e9duction de la taille, augmentation des ventes ?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&rsquo;Afrique n&rsquo;est pas \u00e9trang\u00e8re \u00e0 cette pratique, quelle qu&rsquo;en soit la raison: lutte contre l&rsquo;augmentation des prix, r\u00e9duction des co\u00fbts ou p\u00e9nurie d&rsquo;approvisionnement.<\/p>\n\n\n\n<p>C&rsquo;est un ph\u00e9nom\u00e8ne que notre \u00e9quipe de Retail a observ\u00e9 au cours des 18 derniers mois. Par exemple, au Kenya, la marque de <a href=\"http:\/\/www.miksi.com.gh\/\" target=\"_blank\" rel=\"noreferrer noopener\">produits laitiers Miksi <\/a>a chang\u00e9 un grand nombre de ses produits. Par exemple un sachet de lait en poudre est pass\u00e9 de 500 g \u00e0 450 g. Cela s&rsquo;est ainsi traduit par une augmentation de 11 % du prix par gramme, alors que le prix du paquet est rest\u00e9 inchang\u00e9.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"643\" src=\"https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-10-154654-1024x643.png\" alt=\"\" class=\"wp-image-17834\" style=\"width:832px;height:520px\" srcset=\"https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-10-154654-1024x643.png 1024w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-10-154654-300x188.png 300w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-10-154654-768x482.png 768w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-10-154654-900x565.png 900w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-10-154654.png 1097w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>La shrinkflation en Afrique &#8211; l&rsquo;exemple du lait en poudre Miksi au Kenya<\/em><\/figcaption><\/figure><\/div>\n\n\n<p>Un autre exmple de r\u00e9duction de la taille de packaging, cette fois au Ghana dans la cat\u00e9gorie des bouillons. Par exemple nous avons observ\u00e9 que les cubes d&rsquo;assaisonnement <a href=\"http:\/\/www.onga.com.gh\/\" target=\"_blank\" rel=\"noreferrer noopener\">Onga<\/a> sont pass\u00e9s de 12 \u00e0 11 grammes tout en maintenant un prix assez similaire.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"500\" src=\"https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Francais-1.png\" alt=\"\" class=\"wp-image-17814\" style=\"width:864px;height:540px\" srcset=\"https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Francais-1.png 800w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Francais-1-300x188.png 300w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2023\/10\/Francais-1-768x480.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>La shrinkflation en Afrique &#8211; l&rsquo;exemple des bouillons Onga au Ghana<\/em><\/figcaption><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le_comportement_des_consommateurs_africains_face_a_la_shrinkflation\"><\/span><strong>Le comportement des consommateurs africains face \u00e0 la shrinkflation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&rsquo;Afrique, qui est d\u00e9j\u00e0 un march\u00e9 de \u00ab\u00a0sachets\u00a0\u00bb, pourrait le devenir encore plus. L&rsquo;achat en grandes quantit\u00e9s, avec des formats familiaux et des portions multiples, c\u00e8de progressivement la place aux petit formats. Aux entreprises qui seront assez avis\u00e9es pour prendre ce virage devraient en tirer les b\u00e9n\u00e9fices.<\/p>\n\n\n\n<p>La raret\u00e9 des ressources, l&rsquo;inflation, etc. seraient alors une b\u00e9n\u00e9diction d\u00e9guis\u00e9e. Ou potentiellement une occasion unique pour les entreprises qui souhaitent ou doivent se conformer aux habitudes changeantes d&rsquo;aujourd&rsquo;hui.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Les_limites_de_la_shrinkflation_en_Afrique\"><\/span><strong>Les limites de la shrinkflation en Afrique<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cependant, \u00e0 mesure que cette pratique de r\u00e9duction de la taille des produits se g\u00e9n\u00e9ralise, on peut s&rsquo;interroger sur ses limites. Les fabricants peuvent absorber l&rsquo;augmentation des co\u00fbts de production jusqu&rsquo;\u00e0 un certain point. La p\u00e9nurie des ressources les plus essentielles et les plus courantes (par exemple le bl\u00e9) doit finir par se r\u00e9percuter sur les prix (ou les tailles) des biens de consommation. Ceci conduit \u00e0 des arbitrages en faveur du maintien des marges.<\/p>\n\n\n\n<p>\u00c0 l&rsquo;avenir, moins de ressources seront disponibles pour fabriquer moins de produits ou moins de quantit\u00e9s. Le d\u00e9fi consistera alors \u00e0 trouver un moyen de faire face et de maintenir les parts de march\u00e9. Mais jusqu&rsquo;o\u00f9 les entreprises de produits de grande consommation seront-elles pr\u00eates \u00e0 aller pour rester comp\u00e9titives ? Pour \u00e9viter des augmentations de prix impopulaires, nous avons que certains ont r\u00e9duit la taille de leurs emballages. D&rsquo;autres pourraient \u00eatre tent\u00e9s de r\u00e9duire la qualit\u00e9 ou les ressources de production (en augmentant la pression sur la cha\u00eene d&rsquo;approvisionnement notamment), etc. Mais jusqu&rsquo;o\u00f9 cette spirale peut-elle aller ? Jusqu&rsquo;\u00e0 ce qu&rsquo;elle porte gravement atteinte \u00e0 l&rsquo;image de la marque, poussant les consommateurs \u00e0 se tourner vers des alternatives locales moins ch\u00e8res. Ou aller plus loin et finalement reconsid\u00e9rer la composition de leur panier d&rsquo;achat ?<\/p>\n\n\n\n<p>L&rsquo;un des r\u00e9sultats possibles pourrait \u00eatre l&rsquo;int\u00e9r\u00eat accru des fabricants pour le d\u00e9veloppement de cha\u00eenes d&rsquo;approvisionnement locales et donc potentiellement plus abordables, dans la mesure du possible. Au b\u00e9n\u00e9fice de l&rsquo;\u00e9conomie locale et du pouvoir d&rsquo;achat des consommateurs.&nbsp;&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Retail audits pour surveiller les tendances du commerce de d\u00e9tail<\/strong><\/h3>\n\n\n\n<p>Pour conclure, ces exemples sont tir\u00e9s de nos donn\u00e9es sur le commerce de d\u00e9tail, saisies chaque mois par notre \u00e9quipe sur le terrain. Si vous souhaitez en savoir plus sur les Retail audits en Afrique ou sur le <a href=\"https:\/\/sagaciresearch.com\/fr\/products\/sagatracker\/\" target=\"_blank\" rel=\"noreferrer noopener\">SagaTracker<\/a>, tracker des produits de grande consommation, envoyez un e-mail \u00e0 <a href=\"mailto:contact@sagaciresearch.com\" target=\"_blank\" rel=\"noreferrer noopener\">contact@sagaciresearch.com<\/a> ou cliquez ci-dessous.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/sagaciresearch.com\/fr\/contact\/?show=contact&amp;source=Contact%20Shrinkflation%20Oct23%20FR\" target=\"_blank\" rel=\"noreferrer noopener\">Nous contacter <\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La &lsquo;shrinkflation&rsquo; en Afrique (comme ailleurs) consiste \u00e0 r\u00e9duire le volume (en grammes, litres ou unit\u00e9s) d&rsquo;un produit tout en conservant le m\u00eame prix, parfois en changeant l&#8217;emballage, ce qui est parfois \u00e0 peine perceptible. Elle tend \u00e0 \u00eatre plus fr\u00e9quente en p\u00e9riode d&rsquo;inflation, comme celle que nous connaissons depuis ces derniers mois sur le<\/p>\n","protected":false},"author":12,"featured_media":17749,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[690,763,647,656,748,718],"tags":[653,814,815,817,799,816],"class_list":["post-17802","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biens-de-consommation","category-ghana-fr","category-kenya-fr","category-pays","category-sagatracker-fr","category-vente-au-detail","tag-afrique","tag-commerce-de-detail","tag-linflation","tag-la-tarification","tag-shrinkflation","tag-shrinkflation-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Shrinkflation en Afrique: plus c&#039;est petit, mieux c&#039;est ? 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