Would the consumer be the Multifacial God of the series? Game of thrones ? The question arises from reading the latest study by the Institute for Research and Innovation (IRI), unveiled in mid-October, during the 4e Meatlab Charal edition, on “the consumer and his plate “. A relationship full of paradoxes.
The multi-faced consumer wants to eat “healthy” (61% against 35% in 2017) while saving money (40% against 22% before the Covid-19). The arguments of “price” (38.7%) and “good for health” (32.3%) come far ahead of “good for the planet” (7%). « Buying organic food is motivated by a health criterion which continues to rise “ , recalled Éric Birlouez, agricultural engineer and sociologist of agriculture and food.
The consumer torn between his words and his actions
But the consumer is torn between his words and his actions. He takes care of his health but consumes sweets (+ 38% chocolate during confinement), he wants to be flexitarian (38% of the French) but makes animal protein the “ top 3 essential departments “, according to IRI. “The biggest consumers of meat products are 18-24 year olds, who also place the environment, climate change and reducing meat consumption at the forefront of their concerns …”
Other paradoxes: the French cooked more during confinement but upon leaving 61% of them revise their ambitions downwards due to lack of time. They have discovered direct sales but are in favor of mass distribution (70% of sales) for “Choice and promotions” .
If the health crisis has called into question the concept of a single food model, “The world after confinement is not that different from the world before” , concluded Arnaud Cocaul, nutritionist doctor.
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