{"id":841,"date":"2019-05-09T16:07:50","date_gmt":"2019-05-09T14:07:50","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=841"},"modified":"2019-05-10T16:10:44","modified_gmt":"2019-05-10T14:10:44","slug":"quand-les-shoppers-mettent-la-pression","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/quand-les-shoppers-mettent-la-pression\/","title":{"rendered":"Quand les shoppers mettent la pression"},"content":{"rendered":"

Quand les shoppers mettent la pression aux marques et enseignes\u2026<\/h2>\n

L\u2019argument prix est-il en passe de perdre sa premi\u00e8re place parmi les principaux crit\u00e8res d\u2019achat de produits alimentaires ?<\/p>\n

La promesse de qualit\u00e9 semble en effet, d\u00e9sormais consid\u00e9r\u00e9e comme d\u00e9terminante<\/strong> par 54% des consommateurs fran\u00e7ais*.<\/div>\n

Signe des temps, les enseignes et les marques sont plac\u00e9es sous la haute surveillance de consommateurs de plus en plus avertis. Pour preuve le succ\u00e8s de ces applications, d\u00e9di\u00e9es au mieux manger.<\/p>\n

    \n
  • Yuka<\/strong> et ses 7 millions de t\u00e9l\u00e9chargements, qui en un clin d\u2019\u0153il vous renseigne sur les qualit\u00e9s nutritionnelles de plus de 500 000 r\u00e9f\u00e9rences.<\/li>\n
  • Buyornot<\/strong> qui trace la responsabilit\u00e9 environnementale de l\u2019industrie agro-alimentaire.<\/li>\n
  • mais \u00e9galement Shopwise<\/strong>, Etiquettable<\/strong>, \u2026<\/li>\n<\/ul>\n

    La grande distribution suit le mouvement avec \u00ab Y a quoi dedans \u00bb, application lanc\u00e9e par Syst\u00e8me U<\/strong> qui s\u2019appuie comme Yuka sur la base de donn\u00e9es Open Food Fact ou encore Carrefour et son manifeste de transition alimentaire \u00ab Act for food \u00bb<\/strong>.<\/p>\n

    Qualit\u00e9, tra\u00e7abilit\u00e9, transparence\u2026 L\u2019exigence client drive le march\u00e9 de l\u2019alimentaire !<\/strong><\/div>\n

    De Shopper \u00e0 influenceur, il n\u2019y a qu\u2019un post !<\/h2>\n

    La prise de conscience collective augment\u00e9e de la d\u00e9fiance des consommateurs envers les marques, bouleverse consid\u00e9rablement les mauvaises habitudes de l\u2019industrie agro-alimentaire.<\/p>\n

    Si l\u2019on prend en consid\u00e9ration le fait que 75% des Fran\u00e7ais d\u00e9clarent boycotter les marques qui ne tiennent pas leur promesse en mati\u00e8re de qualit\u00e9*, le rapport de force est en train de s\u2019inverser et le pouvoir change clairement de camp !
    \nD\u2019autant qu\u2019un influenceur potentiel sommeille d\u00e9sormais en chaque shopper et qu\u2019un shopper d\u00e9\u00e7u ne fait pas toujours la diff\u00e9rence entre le produit incrimin\u00e9 et la marque.<\/p>\n

    Ils sont donc 77% de consommateurs \u00e0 donner un mauvais avis sur la marque suite \u00e0 une d\u00e9ception<\/strong>*.<\/p>\n

    Shopper Power !<\/h2>\n

    Pour exemple, la lutte contre l\u2019utilisation de l\u2019huile de palme n\u2019\u00e9tait, il y a quelques ann\u00e9es encore, que le fait de quelques ONG en pointe sur le sujet. Sous la pression des consommateurs et de l\u2019opinion publique, la labellisation \u00ab sans huile de palme \u00bb a gagn\u00e9 sa place dans les lin\u00e9aires et devient un argumentaire commercial de poids, que de plus en plus de marques ont int\u00e9gr\u00e9 dans leur territoire de communication.<\/p>\n

    La trajectoire de l\u2019offre bio est sensiblement la m\u00eame.<\/strong>
    \nLes consommateurs donnent le ton et la distribution suit.<\/p>\n

    La GSA qui a tard\u00e9 \u00e0 prendre conscience de l\u2019\u00e9volution des comportements d\u2019achat sur le bio a laiss\u00e9 \u00e9merger de nouveaux acteurs, distributeurs sp\u00e9cialis\u00e9s, qui se partagent d\u00e9sormais plus de 36% du march\u00e9***.<\/p>\n

    La lutte entre GSA et acteurs de la distribution s\u00e9lective sur le march\u00e9 du mieux manger risque d\u2019\u00eatre f\u00e9roce et les diff\u00e9rentes strat\u00e9gies \u00e0 court et moyen termes, int\u00e9ressantes \u00e0 suivre.<\/p>\n

    Les shoppers devraient en sortir gagnants et, conscients de leur pouvoir, continuer \u00e0 mettre la pression sur les diff\u00e9rents acteurs de la cha\u00eene alimentaire.<\/strong><\/div>\n

    \u00a0<\/p>\n

    *Sondage Opinionway pour Veeva<\/em>
    \n**Etude Havas \u2013 Paris Retail Week 2018<\/em>
    \n*** LSA \u2013 f\u00e9vrier 2019<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Quand les shoppers mettent la pression aux marques et enseignes\u2026 L\u2019argument prix est-il en passe de perdre sa premi\u00e8re place parmi les principaux crit\u00e8res d\u2019achat de produits alimentaires ? La…<\/div>\n","protected":false},"author":4,"featured_media":858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[63,64,62,65,32,66,38,51],"powerkit_post_featured":[],"class_list":{"0":"post-841","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-client","8":"tag-application-mobile","9":"tag-attentes-client","10":"tag-consommateurs","11":"tag-distribution","12":"tag-experience-client","13":"tag-magasin-de-proxiimte","14":"tag-relation-client","15":"tag-shopper"},"acf":[],"yoast_head":"\nQuand les shoppers mettent la pression - inside-shopper<\/title>\n<meta name=\"description\" content=\"Qualit\u00e9, tra\u00e7abilit\u00e9, transparence\u2026 L\u2019exigence client drive le march\u00e9 de l\u2019alimentaire ! 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