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L’alimentaire en France : Alicaments versus Tradition (Functional vs. Authentic food in France)

12/21/2010
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Malgré la multiplication de lancements de produits positionnés « santé », l’engouement semble s’estomper du coté des consommateurs français. Par exemple Danone a du retirer du marché son yaourt positionné Beauté, Essensis, en 2009. De même pour Taillfeine Calci + enrichi en calcium et en Vitamine D.

Parallèlement, la résurgence des produits authentiques et recettes artisanales a été renforcée par la crise économique puisque les consommateurs sont à la recherche de valeurs refuges et de retour aux sources. Des produits tels que « la cocotte du jour » de Charal (Octobre 2009) ont connu un réel succès, de même que l’essor des confitures fait maison, mais cela en défaveur des confitures industrielles.

2 segments de l’alimentaire montent donc en puissance. Les produits biologiques d’une part qui connaissent une croissance de 8 % en 2009, notamment pour les catégories telles que les produits laitiers, les soupes ou les sauces et condiments. Ces produits généralement plus chers ont bénéficié de la crise économique. D’autre part, les produits Halal, ont vu leurs ventes augmenter en France grâce à une croissance à 2 chiffres surtout dans la charcuterie ou les viandes mais aussi dans de nouvelles catégories telles que les bonbons ou la nourriture pour bébé

Les consommateurs français sont cependant encore prêts à accueillir des innovations dans le domaine des produits « santé », notamment si l’aspect naturel est inclus. Danone pourrait avoir identifié un de ces « produits du futur» en lançant Taillefine à la Stevia, édulcorant naturel, en Juillet 2010.

English Translation:

Second in a series of videocasts about Health & Wellness Food and Beverages in France, Euromonitor International’s analyst, Diane Bolelli, explores consumers’ scepticism about functional foods in France. The re-emergence of the natural and traditional trend in France is lead by the growth of organic and Halal products in packaged food in 2010.

The enthusiasm of French consumers for functional foods seems to have slowed recently and this was shown by the withdrawal of several functional products from the shelves such as Essensis from Danone and Taillfeine Calci +, fortified in calcium and Vitamin D. Both were pulled in 2009.

Concurrently, the economic crisis has allowed the renaissance of the natural trend as consumers are on a quest to find more authentic, traditional flavours and values. This is illustrated by the success of products such as the “Cocotte du jour” by Charal or the resurgence of homemade jams, which has actually undermined the growth of industrial jam in 2010.

Organic products have registered healthy growth of 8% in 2009 in France, especially for categories such as dairy, soups and sauces. The same applies to Halal products, which have registered sales of two-digit growth in France in 2009. Meat performed exceptionally well, but new Halal products, such as confectionery and baby food, also performed well.

However, French consumers are not that resilient to innovative functional foods, especially if the natural aspect is included. Danone has launched a product with great future potential – Taillefine with Stevia, a natural sweetener, launched in July 2010.

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