{"id":157694,"date":"2026-10-23T15:02:09","date_gmt":"2026-10-23T13:02:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=157694"},"modified":"2026-10-23T15:02:10","modified_gmt":"2026-10-23T13:02:10","slug":"heineken-met-en-garde-les-produits-amaigrissants-menacent-les-ventes-de-biere","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/heineken-met-en-garde-les-produits-amaigrissants-menacent-les-ventes-de-biere\/","title":{"rendered":"Heineken met en garde : les produits amaigrissants menacent les ventes de bi\u00e8re"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">L&rsquo;essor des m\u00e9dicaments amaigrissants tels que l&rsquo;Ozempic et le Wegovy a un impact croissant sur le secteur de la bi\u00e8re. <strong>Heineken <\/strong>met en garde<strong> <\/strong>les exploitants de bars et de restaurants britanniques contre la baisse de la consommation d&rsquo;alcool et les encourage \u00e0 adapter leur offre. Des \u00e9tudes confirment que ces m\u00e9dicaments peuvent r\u00e9duire consid\u00e9rablement la consommation d&rsquo;alcool.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins de pintes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dans une pr\u00e9sentation interne destin\u00e9e aux restaurateurs britanniques, \u00e0 laquelle l\u2019agence de presse Reuters a pu avoir acc\u00e8s, Heineken reconna\u00eet que la popularit\u00e9 des m\u00e9dicaments amaigrissants constitue un risque pour les ventes de bi\u00e8re. Les m\u00e9dicaments de la famille dite des GLP-1 ne se contentent pas de r\u00e9duire l\u2019app\u00e9tit, ils peuvent \u00e9galement mod\u00e9rer le besoin d\u2019alcool. De plus, les utilisateurs se sentent rassasi\u00e9s plus rapidement, ce qui les am\u00e8ne \u00e0 boire de plus petites quantit\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le brasseur n\u00e9erlandais, deuxi\u00e8me au monde derri\u00e8re <strong>AB InBev<\/strong>, conseille donc aux pubs et aux bars de promouvoir <a href=\"https:\/\/www.reuters.com\/legal\/litigation\/heineken-document-reveals-worries-over-weight-loss-drugs-beer-sales-2026-10-23\/\">des verres \u00e0 bi\u00e8re plus petits, des alternatives sans alcool ou \u00e0 faible teneur en alcool<\/a>, ainsi que des associations avec des petits plats. Selon Heineken, les sorties traditionnelles au caf\u00e9, au cours desquelles les clients boivent plusieurs bi\u00e8res, deviendront moins courantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019institut d\u2019\u00e9tudes de march\u00e9 Circana a suivi, entre 2024 et 2026, des foyers am\u00e9ricains comptant au moins une personne sous traitement au GLP-1. Au bout de deux ans, ces familles d\u00e9pensaient en moyenne 7 % de moins par mois en alcool que les foyers sans utilisateurs. Pour la bi\u00e8re, la diff\u00e9rence atteignait m\u00eame 13,5 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;essor des boissons sans alcool<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Heineken souligne que les utilisateurs de m\u00e9dicaments amaigrissants ne renoncent pas n\u00e9cessairement compl\u00e8tement \u00e0 l\u2019alcool. Ils optent plus souvent pour des portions plus petites, des boissons moins alcoolis\u00e9es et des produits haut de gamme. Le brasseur y voit \u00e9galement des opportunit\u00e9s commerciales. \u00ab Nous constatons quelques changements dans le comportement de consommation des utilisateurs de GLP-1 et continuons \u00e0 suivre l\u2019\u00e9volution de ce comportement en 2027 \u00bb, explique Heineken \u00e0 Reuters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019autres producteurs de boissons se montrent pour l\u2019instant plus r\u00e9serv\u00e9s. <strong>Diageo<\/strong>, connu pour ses marques Johnnie Walker et Guinness, s\u2019attend \u00e0 ce que l\u2019impact reste g\u00e9rable. Son concurrent <strong>Carlsberg <\/strong>estime quant \u00e0 lui qu\u2019il est encore trop t\u00f4t pour d\u00e9signer les produits amaigrissants comme une cause \u00e9vidente de la baisse de la consommation de bi\u00e8re.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour l\u2019industrie de l\u2019alcool, ce nouveau d\u00e9fi s\u2019ajoute \u00e0 une tendance plus g\u00e9n\u00e9rale \u00e0 la mod\u00e9ration. Sur plusieurs march\u00e9s importants, les consommateurs boivent d\u00e9j\u00e0 moins depuis un certain temps en raison d\u2019une prise de conscience des questions de sant\u00e9 et de l\u2019incertitude \u00e9conomique. La popularit\u00e9 croissante des m\u00e9dicaments amaigrissants pourrait encore acc\u00e9l\u00e9rer cette \u00e9volution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;essor des m\u00e9dicaments amaigrissants tels que l&rsquo;Ozempic et le Wegovy a un impact croissant sur le secteur de la bi\u00e8re. Heineken met en garde les exploitants de bars et de restaurants britanniques contre la baisse de la consommation d&rsquo;alcool et les encourage \u00e0 adapter leur offre en cons\u00e9quence. Des \u00e9tudes confirment que ces m\u00e9dicaments peuvent r\u00e9duire consid\u00e9rablement la consommation d&rsquo;alcool.<\/p>\n","protected":false},"author":5,"featured_media":157695,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[736,780],"people":[],"extra":[43],"company":[130],"topic":[386],"region":[381],"class_list":["post-157694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-bier","tag-biere","extra-plus","company-heineken","topic-fmcg","region-royaume-uni"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Heineken met en garde : les produits amaigrissants menacent les ventes de bi\u00e8re - 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\/heineken-met-en-garde-les-produits-amaigrissants-menacent-les-ventes-de-biere\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heineken met en garde : les produits amaigrissants menacent les ventes de bi\u00e8re - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"L&#039;essor des m\u00e9dicaments amaigrissants tels que l&#039;Ozempic et le Wegovy a un impact croissant sur le secteur de la bi\u00e8re. 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