{"id":32946,"date":"2019-04-29T15:15:31","date_gmt":"2019-04-29T15:15:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/lincredible-burger-doit-favoriser-la-percee-des-substituts-de-viande-2\/"},"modified":"2019-04-29T15:15:31","modified_gmt":"2019-04-29T15:15:31","slug":"lincredible-burger-doit-favoriser-la-percee-des-substituts-de-viande-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/lincredible-burger-doit-favoriser-la-percee-des-substituts-de-viande-2\/","title":{"rendered":"L\u2019Incredible Burger doit favoriser la perc\u00e9e des substituts de viande"},"content":{"rendered":"<p>Les alternatives v\u00e9g\u00e9tales s\u2019appr\u00eatent \u00e0 faire leur perc\u00e9e, affirme <strong>Nestl\u00e9<\/strong>. Deux innovations sous la marque <strong>Garden Gourmet <\/strong>doivent convaincre le grand public d\u2019opter pour le flexitarisme. L\u2019ambition : une croissance \u00e0 deux chiffres.<\/p>\n<p><!--break--><\/p>\n<h2>\nFaible p\u00e9n\u00e9tration<\/h2>\n<p>\u00ab La tendance de l\u2019alimentation v\u00e9g\u00e9tale n\u2019est pas une mode, mais une v\u00e9ritable transformation sur le long terme \u00bb, estime Quentin Clermont<em> (photo), <\/em>qui dirige la division food de Nestl\u00e9. \u00ab Cette \u00e9volution correspond parfaitement \u00e0 la mission de Nestl\u00e9, qui place la nutrition, la sant\u00e9 &amp; le bien-\u00eatre au c\u0153ur de sa d\u00e9marche. Et avec Garden Gourmet nous avons une marque experte en alimentation v\u00e9g\u00e9tale. \u00bb<\/p>\n<p>\nLanc\u00e9e sur le march\u00e9 belge en 2013, cette marque en six ans de temps est devenue leader du march\u00e9 avec une part de march\u00e9 de 21%. Durant cette m\u00eame p\u00e9riode la consommation de produits v\u00e9g\u00e9taux a augment\u00e9 de 67% (Nielsen 2018 vs. 2012). Pourtant ces derni\u00e8res ann\u00e9es le march\u00e9 des alternatives \u00e0 la viande n\u2019a plus connu de croissance \u00e0 deux chiffres : en 2017 les ventes ont progress\u00e9 de 8% et en 2018 de 4%. En Belgique le chiffre d\u2019affaires de la cat\u00e9gorie s\u2019\u00e9l\u00e8ve actuellement \u00e0 40 millions d\u2019euros, nettement moins que celle de la charcuterie par exemple, qui repr\u00e9sente 840 millions d\u2019euros. La p\u00e9n\u00e9tration s\u2019\u00e9l\u00e8ve \u00e0 50%. Seul un consommateur sur cinq ach\u00e8te fr\u00e9quemment ces produits. La consommation est nettement sup\u00e9rieure en r\u00e9gion urbaine et aupr\u00e8s des femmes.<\/p>\n<h2>\nBesoin d\u2019alternatives faciles<\/h2>\n<p>Il y a deux obstacles, explique le marketing manager Matthias Broeckhove : les gens n\u2019y pensent pas lorsqu\u2019ils sont au supermarch\u00e9 et souvent ils ne savent pas suffisamment comment utiliser les produits. Pour y rem\u00e9dier il faut des investissements marketing et des innovations. Il faut des alternatives faciles, que l\u2019on peut pr\u00e9parer comme de la viande, par exemple. \u00ab C\u2019est l\u00e0 pr\u00e9cis\u00e9ment l\u2019atout des produits Garden Gourmet : ils sont d\u00e9licieux et faciles \u00e0 pr\u00e9parer. \u00bb<\/p>\n<p>\nAujourd\u2019hui les produits les plus populaires au sein de la gamme Garden Gourmet sont les boulettes de l\u00e9gumes et le Burger de Luxe. A noter que sur ce march\u00e9 les consommateurs sont \u00e0 la fois ouverts aux cr\u00e9ations \u00e0 base de l\u00e9gumes et aux imitations de viande. Conform\u00e9ment \u00e0 ces deux axes Garden Gourmet lance deux nouveaut\u00e9s. D\u2019une part une gamme \u2018Veggie Sensations\u2019, une nouvelle g\u00e9n\u00e9ration de produits veggie cr\u00e9atifs, remplis de l\u00e9gumes, inspir\u00e9e par la cuisine sicilienne et grecque. Et d\u2019autre part l\u2019Incredible Burger qui vise \u00e0 convaincre les hommes. Il se positionne comme alternative au burger de viande classique : un burger juteux brun \u00e0 l\u2019ext\u00e9rieur et saignant et ros\u00e9 \u00e0 l\u2019int\u00e9rieur, qui cr\u00e9pite lors de la cuisson. Ces lancements devraient permettre \u00e0 la marque de cro\u00eetre 15% par an, indique Quentin Clermont. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-%E2%80%98beyond-burger%E2%80%99-disponible-au-rayon-viande-chez-delhaize-et-albert-heijn\" target=\"_blank\" rel=\"noopener\">Le fait que d\u2019autres fabricants lancent eux aussi des innovations <\/a>ne peut que profiter \u00e0 la cat\u00e9gorie dans son ensemble.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les alternatives v\u00e9g\u00e9tales s\u2019appr\u00eatent \u00e0 faire leur perc\u00e9e, affirme Nestl\u00e9. Deux innovations sous la marque Garden Gourmet doivent convaincre le grand public d\u2019opter pour le flexitarisme. L\u2019ambition : une croissance \u00e0 deux chiffres. Faible p\u00e9n\u00e9tration \u00ab La tendance de l\u2019alimentation v\u00e9g\u00e9tale n\u2019est pas une mode, mais une v\u00e9ritable transformation sur le long terme \u00bb, estime [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32943,"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-32946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019Incredible Burger doit favoriser la perc\u00e9e des substituts de viande - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les alternatives v\u00e9g\u00e9tales s\u2019appr\u00eatent \u00e0 faire leur perc\u00e9e, affirme Nestl\u00e9. 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