{"id":1128,"date":"2026-02-04T17:18:06","date_gmt":"2026-02-04T16:18:06","guid":{"rendered":"https:\/\/tamsamsom.com\/europa-is-waarschijnlijk-de-meest-gefragmenteerde-fmcg-markt-ter-wereld\/"},"modified":"2026-02-04T19:15:28","modified_gmt":"2026-02-04T18:15:28","slug":"europa-is-waarschijnlijk-de-meest-gefragmenteerde-fmcg-markt-ter-wereld","status":"publish","type":"post","link":"https:\/\/tamsamsom.com\/nl\/europa-is-waarschijnlijk-de-meest-gefragmenteerde-fmcg-markt-ter-wereld\/","title":{"rendered":"Europa is waarschijnlijk de meest gefragmenteerde FMCG-markt ter wereld"},"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-1128'><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-1112 avia-img-lazy-loading-not-1112\"  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-mkc50a84-2085d84bd5262cd3242677000c45fd69\">\n#top .av-special-heading.av-mkc50a84-2085d84bd5262cd3242677000c45fd69{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mkc50a84-2085d84bd5262cd3242677000c45fd69 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mkc50a84-2085d84bd5262cd3242677000c45fd69 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mkc50a84-2085d84bd5262cd3242677000c45fd69 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>Iedereen die dit negeert, betaalt een dagelijkse schappenaltyvergoeding<\/p>\n<\/div><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Europa is geen markt &#8211; Europa bestaat uit 47 micromarkten<\/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>Opmerking: Dit interessante artikel is geschreven door de auteur <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> van LinkedIn en vertaald naar het Engels<\/p>\n<p><strong>Europa is waarschijnlijk de meest gefragmenteerde FMCG-markt ter wereld.<\/strong><br \/>\n<strong>  En dat is precies wat schappen- en merkwerk hier zo lastig maakt.<\/strong><\/p>\n<p>In Australi\u00eb of de VS kunt u schalen met slechts een paar grote spelers.<br \/>\nIn Europa is het anders:<\/p>\n<p>\u2022 Verschillende retailstructuren in elk land<br \/>\n\u2022 Verschillende talen, verschillende culturen<br \/>\n\u2022 Soms compleet ander winkelgedrag na slechts een paar uur rijden<\/p>\n<p>Carrefour in Frankrijk is niet Carrefour in Belgi\u00eb.<br \/>\nLidl in Duitsland is niet Lidl in Spanje.<br \/>\nIedereen past hun productassortiment, promoties en vloeroppervlak aan.<\/p>\n<p>Iedereen die vervolgens een &#8220;one size fits all&#8221;-campagne uit Lissabon wil gebruiken om ook Lyon, Lausanne en Leipzig te targeten, zal het volgende mislopen:<\/p>\n<p>\u2022 Fysieke beschikbaarheid (onjuiste facings, onjuiste listings)<br \/>\n\u2022 Mentale beschikbaarheid (boodschap past niet, merk blijft flauw)<br \/>\n\u2022 Verkoop omdat de concurrentie dichter bij het dagelijkse lokale leven staat<\/p>\n<p><strong>De truc is:<\/strong><br \/>\n<strong>  Dezelfde merkbasis, dezelfde middelen&#8230; maar lokale kenmerken.<\/strong><\/p>\n<p>Dus:<\/p>\n<p>\u2022 Blijf globaal helder<br \/>\n\u2022 Pas lokaal aan<br \/>\n\u2022 Controleer consistent op het verkooppunt: Is het idee echt op de schappen terechtgekomen?<\/p>\n<p>Hier helpt culturele fitness:<br \/>\nNiet alleen weten wat verkoopt, maar WAAROM het lokaal werkt.<br \/>\nEn dan kleine, slimme aanpassingen maken in plaats van alles te kopi\u00ebren.<\/p>\n<p>Europa beloont merken die globaal denken maar lokaal handelen.<br \/>\nAlle anderen blijven schapruimteboetes betalen&#8230; elke dag, stil en zwijgend.<\/p>\n<p>Hoe lokaal is uw Europese strategie werkelijk&#8230; of klinkt deze overal hetzelfde?<\/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 hr-invisible  avia-builder-el-4  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ml87vl2u-5699238cfc52b2633d0e11ce20f8b012\">\n.avia-image-container.av-ml87vl2u-5699238cfc52b2633d0e11ce20f8b012 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ml87vl2u-5699238cfc52b2633d0e11ce20f8b012 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ml87vl2u-5699238cfc52b2633d0e11ce20f8b012 av-styling- avia-align-left  avia-builder-el-5  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-1124 avia-img-lazy-loading-not-1124 avia_image ' 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-38a3e415001c1727d0cbeda1c88ef681-wrap avia-button-left  avia-builder-el-7  el_after_av_hr  avia-builder-el-last '><a href='https:\/\/tamsamsom.com\/nl\/start\/#news'  class='avia-button av-mkcimlkw-38a3e415001c1727d0cbeda1c88ef681 av-link-btn avia-icon_select-no avia-size-large avia-position-left avia-color-theme-color'   aria-label=\"Terug naar homepage\"><span class='avia_iconbox_title' >Terug naar homepage<\/span><\/a><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>FMCG: Europa is geen enkele markt. Europa bestaat uit 47 micromarkten. Degenen die dit feit negeren, betalen dagelijks boetes voor schapruimte.  <\/p>\n","protected":false},"author":1,"featured_media":1112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","footnotes":""},"categories":[20,6],"tags":[25,26,27],"class_list":["post-1128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nieuws","category-ongecategoriseerd","tag-fast-moving-consumer-goods","tag-fmcg","tag-lokale-fmcg-strategieen"],"_links":{"self":[{"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/posts\/1128","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/comments?post=1128"}],"version-history":[{"count":22,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/posts\/1128\/revisions"}],"predecessor-version":[{"id":1179,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/posts\/1128\/revisions\/1179"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/media\/1112"}],"wp:attachment":[{"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/media?parent=1128"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/categories?post=1128"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tamsamsom.com\/nl\/wp-json\/wp\/v2\/tags?post=1128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}