{"id":91593,"date":"2024-01-25T13:00:20","date_gmt":"2024-01-25T12:00:20","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=91593"},"modified":"2024-01-25T17:31:36","modified_gmt":"2024-01-25T16:31:36","slug":"penny-teste-les-vrais-prix-lincitation-par-les-prix-ca-marche","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/penny-teste-les-vrais-prix-lincitation-par-les-prix-ca-marche\/","title":{"rendered":"Penny teste les \u00ab\u00a0vrais prix\u00a0\u00bb : l&rsquo;incitation par les prix, \u00e7a marche"},"content":{"rendered":"\n<p>L&rsquo;ann\u00e9e derni\u00e8re, le discounter <strong>Penny <\/strong>a tent\u00e9 un coup audacieux : la cha\u00eene allemande a demand\u00e9 le \u00ab\u00a0vrai prix\u00a0\u00bb des produits, y compris leur impact sur l&rsquo;environnement et la sant\u00e9. Tout \u00e0 coup, les produits peu durables devenaient peu attrayants.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le double du prix<\/h2>\n\n\n\n<p>En ao\u00fbt de l&rsquo;ann\u00e9e derni\u00e8re, la mozzarella du supermarch\u00e9 discount Penny \u00e9tait soudainement trois quarts plus ch\u00e8re, le fromage Maasdam et la saucisse viennoise avaient presque doubl\u00e9 de prix. Pendant une semaine, la cha\u00eene a pratiqu\u00e9 des \u00ab\u00a0prix r\u00e9els\u00a0\u00bb pour neuf produits dans ses 2150 points de vente en Allemagne. Avec cette campagne de sensibilisation, le d\u00e9taillant souhaitait mettre en \u00e9vidence l&rsquo;impact de l&rsquo;alimentation sur le climat, l&rsquo;eau, le sol et la sant\u00e9.<\/p>\n\n\n\n<p>La cha\u00eene pr\u00e9sente maintenant les r\u00e9sultats de cette action. Les chiffres de vente n&rsquo;ont pas \u00e9t\u00e9 les seuls \u00e0 \u00eatre analys\u00e9s, plus de 2 000 consommateurs ont \u00e9t\u00e9 sond\u00e9s, rapporte le Lebensmittel Zeitung. La baisse des ventes est flagrante : les chiffres de vente de huit produits sur neuf ont chut\u00e9. La mozzarella ordinaire, par exemple, a \u00e9t\u00e9 achet\u00e9e 43 % de moins, la mozzarella biologique 29 % de moins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nettement plus conscients<\/h2>\n\n\n\n<p>L&rsquo;argument du prix est incontestable : 85 % des clients qui n&rsquo;ont pas achet\u00e9 les produits les trouvaient trop chers. Seuls 46 % ont r\u00e9pondu que les aspects environnementaux ne leur importaient pas. Le seul produit qui s&rsquo;est vendu davantage est un substitut de viande : son prix n&rsquo;avait augment\u00e9 que de 5 %. Plus la charge environnementale \u00e9tait \u00e9lev\u00e9e, plus la baisse de la demande \u00e9tait importante, ont-ils constat\u00e9 chez Penny.<\/p>\n\n\n\n<p>En d&rsquo;autres termes, l&rsquo;incitation (nudging) par les prix fonctionne, explique Antoine Geerinckx de CO2Logic : \u00ab\u00a0Les gens ne sont pas pr\u00eats \u00e0 d\u00e9penser plus d&rsquo;argent pour des produits qui sont mauvais pour la sant\u00e9 ou qui ont une forte empreinte environnementale. Si le co\u00fbt r\u00e9el \u00e9tait r\u00e9percut\u00e9, les consommateurs seraient pouss\u00e9s vers des produits plus durables.\u00a0\u00bb<\/p>\n\n\n\n<p>La campagne a donc manifestement \u00e9t\u00e9 un succ\u00e8s : 53 % des personnes sond\u00e9es ont d\u00e9clar\u00e9 que la campagne les avait sensibilis\u00e9es au co\u00fbt r\u00e9el des denr\u00e9es alimentaires, tandis que 38 % ont estim\u00e9 qu&rsquo;elle avait suscit\u00e9 un d\u00e9bat politique. Toutefois, ce d\u00e9bat n&rsquo;a pas toujours tourn\u00e9 \u00e0 l&rsquo;avantage de Penny : 46 % ont qualifi\u00e9 la campagne d&rsquo;\u00e9coblanchiment. Les critiques reprochaient que tous les co\u00fbts n&rsquo;avaient pas \u00e9t\u00e9 pris en compte et que la cha\u00eene de supermarch\u00e9s continuait \u00e0 proposer des prix (trop) bas pour d&rsquo;autres produits. Une campagne similaire d&rsquo;<strong>Albert Heijn<\/strong> sur le prix r\u00e9el du caf\u00e9 a \u00e9galement \u00e9t\u00e9 critiqu\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le discounter Penny a tent\u00e9 un coup audacieux : la cha\u00eene allemande a demand\u00e9 le \u00ab\u00a0vrai prix\u00a0\u00bb des produits, y compris leur impact sur l&rsquo;environnement et la sant\u00e9. Tout \u00e0 coup, les produits peu durables devenaient peu attrayants.<\/p>\n","protected":false},"author":5,"featured_media":81902,"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":[1297],"topic":[373],"region":[470],"class_list":["post-91593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-penny","topic-durabilite","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Penny teste les &quot;vrais prix&quot; : l&#039;incitation par les prix, \u00e7a marche - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"(mis \u00e0 jour) L&#039;ann\u00e9e derni\u00e8re, le 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