{"id":2119,"date":"2025-06-17T17:52:49","date_gmt":"2025-06-17T15:52:49","guid":{"rendered":"https:\/\/lepetitjournaldemapharmacie.fr\/?p=2119"},"modified":"2025-06-17T17:54:31","modified_gmt":"2025-06-17T15:54:31","slug":"leaders-daujourdhui-champions-de-demain","status":"publish","type":"post","link":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/2025\/06\/17\/leaders-daujourdhui-champions-de-demain\/","title":{"rendered":"Leaders d\u2019aujourd\u2019hui, champions de demain ?"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Ce que r\u00e9v\u00e8le l\u2019analyse crois\u00e9e des dynamiques de march\u00e9 officinal Non-remboursable, et si demain ne ressemblait pas \u00e0 hier ?<\/h3>\n\n\n\n<p>Une cartographie pr\u00e9cieuse pour comprendre ce qui structure (ou bouscule) les rayons officinaux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83e\udded Une lecture en deux temps : PDM vs dynamique<\/h2>\n\n\n\n<p>Dans notre double lecture \u201c<strong>leaders d\u2019aujourd\u2019hui<\/strong>\u201d et \u201c<strong>leaders de demain<\/strong>\u201d, on distingue :<\/p>\n\n\n\n<ul>\n<li>Les <strong>march\u00e9s dominants qui continuent de cro\u00eetre<\/strong><\/li>\n\n\n\n<li>Ceux <strong>qui reculent<\/strong> malgr\u00e9 une pr\u00e9sence massive<\/li>\n\n\n\n<li>Et <strong>ceux qui \u00e9mergent doucement<\/strong>, mais pourraient bien renverser la table\u2026<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83c\udf1f Les poids lourds qui confirment<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\udd47 Compl\u00e9ments alimentaires sant\u00e9<\/h3>\n\n\n\n<p>D\u00e9j\u00e0 <strong>1er march\u00e9 en volume et en valeur<\/strong>, il poursuit sa progression avec <strong>+0,4 point de PDM<\/strong> en quantit\u00e9 vendue.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\ud83d\udc8a Immunit\u00e9, stress, \u00e9nergie, sommeil\u2026 ce segment reste une valeur refuge, mais aussi un terrain d\u2019innovation.<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udca7 Hygi\u00e8ne corporelle &amp; Douleur<\/h3>\n\n\n\n<p>Ces deux segments, bien ancr\u00e9s dans le quotidien officinal, confirment leur r\u00f4le de pilier, avec des volumes solides et une croissance mesur\u00e9e mais constante.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\ude80 Les march\u00e9s \u00e9mergents \u00e0 surveiller de pr\u00e8s<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83c\udf1e Soleil &amp; \u00c9t\u00e9<\/h3>\n\n\n\n<p>Longtemps cantonn\u00e9 \u00e0 la saison estivale, ce sous-march\u00e9 progresse en parts de march\u00e9 <strong>m\u00eame hors saison<\/strong> :<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><em>Soins post-exposition, taches pigmentaires, photodermatoses : le solaire devient dermo-cosm\u00e9tique.<\/em><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\uddf4 Soins du corps, du visage, des pieds<\/h3>\n\n\n\n<p>Encore modestes en PdM, ces cat\u00e9gories montrent une <strong>croissance continue<\/strong>, port\u00e9e par des marques expertes et des routines peau qui s\u2019ancrent dans les usages.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\ud83d\udca1 \u00c0 valoriser en rayon, avec du conseil.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">\u26a0\ufe0f Les leaders fragilis\u00e9s<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udc43 ORL<\/h3>\n\n\n\n<p>Tr\u00e8s pr\u00e9sent dans les lin\u00e9aires, mais en <strong>recul de PDM (\u20130,2 pt)<\/strong>. Pourquoi ?<\/p>\n\n\n\n<ul>\n<li>Saturation des formats classiques<\/li>\n\n\n\n<li>Moins de saisonnalit\u00e9 (hiver doux)<\/li>\n\n\n\n<li>\u00c9mergence de solutions alternatives (sprays, huiles essentielles\u2026)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udc8a Digestion \/ Hom\u00e9opathie<\/h3>\n\n\n\n<p>Autres segments en d\u00e9clin, ils perdent en volume et en vitesse. Le reflux du remboursement, la baisse de visibilit\u00e9 et l\u2019essor des m\u00e9decines int\u00e9gratives y jouent probablement un r\u00f4le.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udccc Ce qu\u2019il faut retenir<\/h2>\n\n\n\n<p>\u2705 Les <strong>grands march\u00e9s restent solides<\/strong>, mais <strong>leur croissance n\u2019est plus automatique<\/strong>.<br>\ud83e\udde0 Les <strong>march\u00e9s \u00e0 potentiel se d\u00e9placent<\/strong> : vers le soin quotidien, les routines peau, la pr\u00e9vention.<br>\ud83d\udcc9 Et certains bastions historiques m\u00e9ritent d\u2019\u00eatre <strong>r\u00e9interrog\u00e9s<\/strong> dans les assortiments et les recommandations.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"500\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-aujourdhui-1024x500.png\" alt=\"\" class=\"wp-image-2120\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-aujourdhui-1024x500.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-aujourdhui-300x146.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-aujourdhui-768x375.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-aujourdhui-1536x750.png 1536w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-aujourdhui.png 1807w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"521\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-1024x521.png\" alt=\"\" class=\"wp-image-2121\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-1024x521.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-300x153.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-768x391.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-1536x782.png 1536w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain.png 1748w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>March\u00e9s pharmacie : les leaders d\u2019aujourd\u2019hui ne seront pas toujours ceux de demain<\/p>\n<p>Alors que certains segments s\u2019ancrent durablement (compl\u00e9ments sant\u00e9, soins visage), d\u2019autres montrent un essoufflement inqui\u00e9tant (ORL, hom\u00e9opathie).<br \/>\nGr\u00e2ce \u00e0 notre module \u201cDynamique de march\u00e9\u201d, nous avons crois\u00e9 les positions actuelles avec les tendances \u00e9mergentes pour d\u00e9tecter les bons leviers d\u2019action par cat\u00e9gorie.<\/p>\n","protected":false},"author":8,"featured_media":2121,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58,1],"tags":[],"acf":[],"rttpg_featured_image_url":{"full":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain.png",1748,890,false],"landscape":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain.png",1748,890,false],"portraits":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain.png",1748,890,false],"thumbnail":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-150x150.png",150,150,true],"medium":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-300x153.png",300,153,true],"large":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-1024x521.png",910,463,true],"1536x1536":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-1536x782.png",1536,782,true],"2048x2048":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain.png",1748,890,false],"post-thumbnail":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-1360x765.png",1360,765,true],"donovan-list-post":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2025\/06\/leader-demain-600x450.png",600,450,true]},"rttpg_author":{"display_name":"Emma APPERT","author_link":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/author\/emma-appertoffisante-fr\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/category\/pharmacie\/\" rel=\"category tag\">Pharmacie<\/a> <a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/category\/uncategorized\/\" rel=\"category tag\">Uncategorized<\/a>","rttpg_excerpt":"March\u00e9s pharmacie : les leaders d\u2019aujourd\u2019hui ne seront pas toujours ceux de demain Alors que certains segments s\u2019ancrent durablement (compl\u00e9ments sant\u00e9, soins visage), d\u2019autres montrent un essoufflement inqui\u00e9tant (ORL, hom\u00e9opathie). Gr\u00e2ce \u00e0 notre module \u201cDynamique de march\u00e9\u201d, nous avons crois\u00e9 les positions actuelles avec les tendances \u00e9mergentes pour d\u00e9tecter les bons leviers d\u2019action par cat\u00e9gorie.","_links":{"self":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts\/2119"}],"collection":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/comments?post=2119"}],"version-history":[{"count":1,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts\/2119\/revisions"}],"predecessor-version":[{"id":2122,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts\/2119\/revisions\/2122"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/media\/2121"}],"wp:attachment":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/media?parent=2119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/categories?post=2119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/tags?post=2119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}