{"id":1131,"date":"2026-02-04T17:18:06","date_gmt":"2026-02-04T16:18:06","guid":{"rendered":"https:\/\/tamsamsom.com\/europa-ist-wahrscheinlich-der-fragmentierteste-fmcg-markt-der-welt\/"},"modified":"2026-02-04T19:15:28","modified_gmt":"2026-02-04T18:15:28","slug":"europa-ist-wahrscheinlich-der-fragmentierteste-fmcg-markt-der-welt","status":"publish","type":"post","link":"https:\/\/tamsamsom.com\/de\/europa-ist-wahrscheinlich-der-fragmentierteste-fmcg-markt-der-welt\/","title":{"rendered":"Europa ist wahrscheinlich der fragmentierteste FMCG-Markt der Welt."},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-8xf6p-ac5c41841cd568fd8d6b35c07f132d1a main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1131'><div class='entry-content-wrapper clearfix'>\n<div  class='avia-slideshow av-mkcijlvx-babd7068c17fe157dc977aae51594f31 avia-slideshow-featured_large av_slideshow avia-slide-slider  avia-builder-el-1  el_before_av_heading  avia-builder-el-first  av-slideshow-ui av-control-default av-slideshow-manual av-loop-once av-loop-manual-endless av-default-height-applied avia-slideshow-1' data-slideshow-options=\"{&quot;animation&quot;:&quot;slide&quot;,&quot;autoplay&quot;:false,&quot;loop_autoplay&quot;:&quot;once&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 54.6875%;'><li  class='avia-slideshow-slide av-mkcijlvx-babd7068c17fe157dc977aae51594f31__0  av-single-slide slide-1 slide-odd'><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-1113 avia-img-lazy-loading-not-1113\"  src=\"https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/Fast-Moving-Consumer-Goods-FMCG-Market_tss-1152x630.jpg\" width=\"1152\" height=\"630\" title='Fast Moving Consumer Goods FMCG Market_tss' alt='Fast Moving Consumer Goods FMCG Market'  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><\/ul><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mkc50a84-0ec518e7c503665a9ae3464b5eddd312\">\n#top .av-special-heading.av-mkc50a84-0ec518e7c503665a9ae3464b5eddd312{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mkc50a84-0ec518e7c503665a9ae3464b5eddd312 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mkc50a84-0ec518e7c503665a9ae3464b5eddd312 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mkc50a84-0ec518e7c503665a9ae3464b5eddd312 av-special-heading-h1 blockquote modern-quote  avia-builder-el-2  el_after_av_slideshow  el_before_av_textblock '><div class='av-subheading av-subheading_above'><p>Wer dies ignoriert, zahlt eine t\u00e4gliche Regalgeb\u00fchr<\/p>\n<\/div><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Europa ist kein Markt \u2013 Europa besteht aus 47 Mikrom\u00e4rkten<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-mkc52n49-ec47adad8802e9bad92b31e38afe8b72 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Hinweis: Dieser interessante Artikel wurde von dem Autor <a href=\"https:\/\/www.linkedin.com\/in\/timo-smartspotter?miniProfileUrn=urn%3Ali%3Afsd_profile%3AACoAAEe5omQBuZ5RneS0oBOkPgNGW__zlbVoeuo&amp;lipi=urn%3Ali%3Apage%3Ad_flagship3_detail_base%3Bn01i4VQxSwacmEu86ZCHMw%3D%3D\" target=\"_self\" aria-label=\"View: Timo Szczesny Premium \u2022 Following Under construction \ud83c\udfd7\" data-test-app-aware-link=\"\" data-ntt-old-href=\"https:\/\/www.linkedin.com\/in\/timo-smartspotter?miniProfileUrn=urn%3Ali%3Afsd_profile%3AACoAAEe5omQBuZ5RneS0oBOkPgNGW__zlbVoeuo\" data-artdeco-is-focused=\"true\"><span dir=\"ltr\"><span aria-hidden=\"true\">Timo Szczesny<\/span><\/span><\/a> von Linked-In verfasst und ins Englische \u00fcbersetzt.<\/p>\n<p><strong>Europa ist wahrscheinlich der fragmentierteste FMCG-Markt der Welt.<\/strong><br \/>\n<strong> Und genau das macht die Arbeit mit Regalen und Marken hier so schwierig.<\/strong><\/p>\n<p>In Australien oder den USA k\u00f6nnen Sie mit nur wenigen gro\u00dfen Akteuren skalieren.<br \/>\nIn Europa ist das anders:<\/p>\n<p>\u2022 Unterschiedliche Einzelhandelsstrukturen in jedem Land<br \/>\n\u2022 Unterschiedliche Sprachen, unterschiedliche Kulturen<br \/>\n\u2022 Manchmal v\u00f6llig unterschiedliches K\u00e4uferverhalten nach nur wenigen Autostunden<\/p>\n<p>Carrefour in Frankreich ist nicht Carrefour in Belgien.<br \/>\nLidl in Deutschland ist nicht Lidl in Spanien.<br \/>\nJeder passt seine Produktsortimente, Werbeaktionen und Verkaufsfl\u00e4chen an.<\/p>\n<p>Wer dann eine \u201eEinheitskampagne\u201c von Lissabon aus auch auf Lyon, Lausanne und Leipzig anwenden m\u00f6chte, wird verlieren bei:<\/p>\n<p>\u2022 Physischer Verf\u00fcgbarkeit (falsche Platzierungen, falsche Listungen)<br \/>\n\u2022 Mentaler Verf\u00fcgbarkeit (Botschaft passt nicht, Marke bleibt blass)<br \/>\n\u2022 Ums\u00e4tzen, weil die Konkurrenz n\u00e4her am lokalen Alltag ist<\/p>\n<p><strong>Der Trick besteht darin:<\/strong><br \/>\n<strong> Gleiche Markengrundlage, gleiche Assets &#8230; aber lokale Besonderheiten.<\/strong><\/p>\n<p>Also:<\/p>\n<p>\u2022 Global klar bleiben<br \/>\n\u2022 Lokal anpassen<br \/>\n\u2022 Am POS konsequent pr\u00fcfen: Ist die Idee wirklich im Regal angekommen?<\/p>\n<p>Hier hilft Cultural Fitness:<br \/>\nNicht nur zu wissen, was sich verkauft, sondern WARUM es lokal funktioniert.<br \/>\nUnd dann kleine, intelligente Anpassungen vornehmen, anstatt alles zu kopieren.<\/p>\n<p>Europa belohnt Marken, die global denken, aber lokal handeln.<br \/>\nAlle anderen zahlen weiterhin Regalplatzstrafen &#8230; jeden Tag, leise und still.<\/p>\n<p>Wie lokal ist Ihre europ\u00e4ische Strategie wirklich&#8230; oder klingt sie \u00fcberall gleich?<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mkcilesu-b8eccc08ab023d0aee0c7be8b1a8ddb7\">\n#top .hr.hr-invisible.av-mkcilesu-b8eccc08ab023d0aee0c7be8b1a8ddb7{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-mkcilesu-b8eccc08ab023d0aee0c7be8b1a8ddb7 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src=\"https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss.jpg\" alt='FMCG Market' title='FMCG Market_tss'  height=\"768\" width=\"768\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss.jpg 768w, https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss-300x300.jpg 300w, https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss-80x80.jpg 80w, https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss-36x36.jpg 36w, https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss-180x180.jpg 180w, https:\/\/tamsamsom.com\/wp-content\/uploads\/2026\/02\/FMCG-Market_tss-705x705.jpg 705w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-27269y-b0e28b0282be7dbc5e06fb70804ada5e\">\n#top .hr.hr-invisible.av-27269y-b0e28b0282be7dbc5e06fb70804ada5e{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-27269y-b0e28b0282be7dbc5e06fb70804ada5e hr-invisible  avia-builder-el-6  el_after_av_image  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='avia-button-wrap av-mkcimlkw-9b1b575d21ec5776d33f2fd7576c65a5-wrap avia-button-left  avia-builder-el-7  el_after_av_hr  avia-builder-el-last '><a href='https:\/\/tamsamsom.com\/de\/home\/#news'  class='avia-button av-mkcimlkw-9b1b575d21ec5776d33f2fd7576c65a5 av-link-btn avia-icon_select-no avia-size-large avia-position-left avia-color-theme-color'   aria-label=\"Zur\u00fcck zur Startseite\"><span class='avia_iconbox_title' >Zur\u00fcck zur Startseite<\/span><\/a><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>FMCG: Europa ist kein einheitlicher Markt. Europa besteht aus 47 Mikrom\u00e4rkten. Wer diese Tatsache ignoriert, zahlt t\u00e4glich mit Regalplatzstrafen.<\/p>\n","protected":false},"author":1,"featured_media":1113,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","footnotes":""},"categories":[21,28],"tags":[30,31,29],"class_list":["post-1131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nachrichten","category-nicht-kategorisiert","tag-fmcg","tag-lokale-strategien-fmcg","tag-schnelllebige-konsumguter"],"_links":{"self":[{"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/posts\/1131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/comments?post=1131"}],"version-history":[{"count":22,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/posts\/1131\/revisions"}],"predecessor-version":[{"id":1180,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/posts\/1131\/revisions\/1180"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/media\/1113"}],"wp:attachment":[{"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/media?parent=1131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/categories?post=1131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tamsamsom.com\/de\/wp-json\/wp\/v2\/tags?post=1131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}