{"id":12001,"date":"2016-02-02T10:22:39","date_gmt":"2016-02-02T10:22:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/pourquoi-les-marques-food-lancent-elles-de-plus-petites-portions\/"},"modified":"2016-02-02T10:22:39","modified_gmt":"2016-02-02T10:22:39","slug":"pourquoi-les-marques-food-lancent-elles-de-plus-petites-portions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-les-marques-food-lancent-elles-de-plus-petites-portions\/","title":{"rendered":"Pourquoi les marques food lancent-elles de plus petites portions ?"},"content":{"rendered":"

Vous l\u2019aurez certainement remarqu\u00e9 : les grandes marques de sodas, de cr\u00e8mes glac\u00e9es ou encore de confiseries, proposent des emballages plus petits. L\u2019objectif vis\u00e9 est double : diminuer les calories et am\u00e9liorer les marges.<\/p>\n

<\/p>\n

Bouteilles de sodas de plus petits formats\u00a0<\/h2>\n

R\u00e9cemment le Wall Street Journal<\/strong> indiquait que les ventes de grands formats de Coca-Cola <\/strong>et Pepsi<\/strong> aux Etats-Unis diminuaient. Les consommateurs ach\u00e8tent souvent de plus petits emballages, bien qu\u2019ils soient plus chers au litre. Coca-Cola, par exemple, a fait \u00e9tat d\u2019une hausse de 15% des ventes de plus petits formats aux USA. Et chez nous plus de la moiti\u00e9 du volume de vente de Coca-Cola est constitu\u00e9 d\u2019emballages inf\u00e9rieurs \u00e0 50 cl, pr\u00e9cise Coca-Cola Belgium sur son site web.<\/p>\n

\nLa commodit\u00e9 et les \u00e9volutions d\u00e9mographiques expliquent en partie cette tendance, mais il y a d\u2019autres raisons. Les consommateurs consid\u00e8rent les plus petites bouteilles comme une fa\u00e7on de contr\u00f4ler leurs portions. Ils peuvent ainsi continuer \u00e0 boire leurs boissons pr\u00e9f\u00e9r\u00e9es sans trop se culpabiliser.<\/p>\n

\nLimiter le nombre de calories<\/h2>\n

On constate une tendance similaire dans le segment des cr\u00e8mes glac\u00e9es par exemple. Au Royaume-Uni Unilever<\/strong> a l\u2019intention de limiter la quantit\u00e9 de calories de tous les emballages portionn\u00e9s pour adultes \u00e0 250 kilocalories. Le groupe avait d\u00e9j\u00e0 introduit une limite de 110 kilocalories pour les glaces pour enfants, et ce \u00e9galement dans notre pays. Aider les consommateurs \u00e0 mener une vie plus saine fait partie du Sustainable Living Plan d\u2019Unilever.<\/p>\n

\nNe voulant en aucun cas modifi\u00e9 le go\u00fbt ou la qualit\u00e9 de ses produits, Unilever a donc choisi d\u2019adapter les portions. Ainsi le Magnum Almond <\/strong>passe de 110 ml \u00e0 100 ml, le Magnum Classic <\/strong>de 120 ml \u00e0 110 ml, les portions de Ben & Jerry\u2019s <\/strong>diminuent de 150 ml \u00e0 100 ml. Du moins en Grande-Bretagne.<\/p>\n

\u00a0<\/p>\n

Pour l\u2019instant le groupe n\u2019annonce pas encore de modifications similaires au Benelux. Toutefois le porte-parole Freek Bracke indique que le Magnum Double<\/strong>, qui sera relanc\u00e9 cette ann\u00e9e,\u00a0 aura un plus petit format (88 ml) qu\u2019un Magnum Classic, en raison des deux couches de chocolat et de la sauce entre les deux. Cette nouveaut\u00e9, gr\u00e2ce \u00e0 son plus petit format, se situe en-dessous de 250 kcal.<\/p>\n

\nContr\u00f4le des portions<\/h2>\n

Mais pourquoi cette d\u00e9marche ? Depuis qu\u2019en 2015 l\u2019Organisation mondiale de la Sant\u00e9 a recommand\u00e9 de ramener l\u2019apport en sucres libres de la ration quotidienne de calories \u00e0 maximum 10% et de pr\u00e9f\u00e9rence \u00e0 moins de 5%, tous les regards sont fix\u00e9s sur l\u2019industrie alimentaire : celle-ci\u00a0 doit prendre ses responsabilit\u00e9s et est cens\u00e9e nous aider \u00e0 manger plus sainement.<\/p>\n

\nLes fabricants de sodas et de confiseries sont les premiers \u00e0 \u00eatre vis\u00e9s. Dans un nouveau rapport l\u2019Organisation mondiale de la Sant\u00e9 plaide m\u00eame pour l\u2019introduction d\u2019une taxe sur le sucre<\/a>. Cette taxe tr\u00e8s controvers\u00e9e existe non seulement chez nous, mais a \u00e9galement \u00e9t\u00e9 instaur\u00e9e (et parfois \u00e0 nouveau supprim\u00e9e) notamment en Californie, au Mexique, en Hongrie, en France, en Finlande, au Danemark \u2026. Et la Grande-Bretagne l\u2019envisage.<\/p>\n

\nLes fabricants doivent agir, mais tout cela n\u2019est pas \u00e9vident. Les consommateurs n\u2019ach\u00e8tent que ce qu\u2019ils aiment. Moins de sucre et de graisse signifie moins de go\u00fbt et les \u00e9dulcorants synth\u00e9tiques sont tout aussi controvers\u00e9s. La solution est donc de manger moins de friandises et les emballages plus petits peuvent nous y aider, tout comme de plus petites assiettes am\u00e8nent \u00e0 une moindre consommation de calories.<\/p>\n

\nHausses des prix<\/h2>\n

Ou d\u2019autres facteurs entrent-ils en jeu ? Par le pass\u00e9 des fabricants de chocolat ont \u00e9t\u00e9 accus\u00e9s de \u2018shrinkflation\u2019. Il y a effectivement un effet secondaire int\u00e9ressant pour l\u2019industrie : les prix ne baissent pas proportionnellement aux portions. Aux USA par exemple les prix moyens des sodas ont augment\u00e9 de 2 \u00e0 3% en 2015, \u00e9tant donn\u00e9 que les plus petits formats impliquent un prix plus \u00e9lev\u00e9 au litre. Et alors que la portion de Ben & Jerry\u2019s a diminu\u00e9 de 33%, le prix n\u2019a baiss\u00e9 que de 26%, selon les calculs de notre coll\u00e8gues britannique The Grocer<\/strong>. Lorsqu\u2019il y a quelques ann\u00e9es Twix <\/strong>et Snickers <\/strong>ont r\u00e9duit leurs portions, le prix est rest\u00e9 inchang\u00e9.<\/p>\n

\nLes fabricants de marques gagnent donc davantage avec des quantit\u00e9s moindres de produits.\u00a0 Mais malgr\u00e9 ces hausses de prix, les consommateurs ne d\u00e9laissent par leurs marques favorites. Au contraire, ils consid\u00e8rent les plus petites portions comme une bonne alternative afin de limiter leur consommation. Bref, un sc\u00e9nario gagnant-gagnant.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Vous l\u2019aurez certainement remarqu\u00e9 : les grandes marques de sodas, de cr\u00e8mes glac\u00e9es ou encore de confiseries, proposent des emballages plus petits. L\u2019objectif vis\u00e9 est double : diminuer les calories et am\u00e9liorer les marges. Bouteilles de sodas de plus petits formats\u00a0 R\u00e9cemment le Wall Street Journal indiquait que les ventes de grands formats de Coca-Cola […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nPourquoi les marques food lancent-elles de plus petites portions ? - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-les-marques-food-lancent-elles-de-plus-petites-portions\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pourquoi les marques food lancent-elles de plus petites portions ? - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Vous l\u2019aurez certainement remarqu\u00e9 : les grandes marques de sodas, de cr\u00e8mes glac\u00e9es ou encore de confiseries, proposent des emballages plus petits. 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