{"id":54301,"date":"2021-05-21T18:26:32","date_gmt":"2021-05-21T16:26:32","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=54301"},"modified":"2026-10-21T11:56:01","modified_gmt":"2026-10-21T09:56:01","slug":"le-vrac-modele-de-consommation-de-demain","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/le-vrac-modele-de-consommation-de-demain\/","title":{"rendered":"Le vrac, mod\u00e8le de consommation de demain ?"},"content":{"rendered":"<p><strong>Pourra-t-on bient\u00f4t retrouver tous nos produits en vrac dans nos supermarch\u00e9s ? C\u2019est le souhait de l\u2019Assembl\u00e9e Nationale qui d\u00e9bat actuellement sur le projet de loi Climat et R\u00e9silience. La loi pr\u00e9voit d\u2019imposer un minimum de 20% de vrac dans les grandes surfaces d\u2019ici 2030. Cette nouvelle loi, coupl\u00e9e \u00e0 une conscience \u00e9cologique de plus en plus forte chez les Fran\u00e7ais, impose aux marques de s\u2019adapter afin de proposer \u00e0 leur clients une nouvelle exp\u00e9rience d\u2019achat plus responsable.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>D\u00e9couvrons l\u2019opinion d\u2019un \u00e9chantillon repr\u00e9sentatif de 1000 personnes sur leur consommation du vrac ainsi que sur des exemples de dispositifs mis en place par les marques.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Le vrac, mode de consommation adopt\u00e9 par les 2\/3 des jeunes, infuse petit \u00e0 petit<\/strong><\/h4>\n<p>Autrefois per\u00e7ue comme une tendance de niche, la vente en vrac s\u2019est petit \u00e0 petit d\u00e9velopp\u00e9e pour toucher une cible plus large. Aujourd\u2019hui, plus d\u20191 fran\u00e7ais interrog\u00e9 sur 2 indique acheter des produits en vrac (56% pour \u00eatre pr\u00e9cis).<\/p>\n<p>&nbsp;<\/p>\n<p>Les acheteurs viennent de toutes zones g\u00e9ographiques, avec des profils socio-\u00e9conomiques vari\u00e9s&nbsp;: le mode de consommation infuse donc aupr\u00e8s de toute la population fran\u00e7aise. Les jeunes de 18 \u00e0 34 ans, plus sensibles aux probl\u00e9matiques environnementales, sont les premiers acheteurs de la cat\u00e9gorie (65%).<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Les motivations pour acheter en vrac sont d\u2019abord d\u2019ordre \u00e9cologique<\/strong><\/h4>\n<p>Le comportement d\u2019achat du vrac est d\u2019abord motiv\u00e9 par des consid\u00e9rations \u00e9cologiques comme \u00ab utiliser moins d\u2019emballages \u00bb et \u00ab choisir la bonne quantit\u00e9 pour \u00e9viter le gaspillage \u00bb. De mani\u00e8re plus marginale, elles sont aussi \u00e9conomiques \u00ab pour payer moins cher \u00bb et d\u00e9notent une volont\u00e9 de mieux consommer \u00e0 travers leur choix d\u2019acheter en vrac&nbsp;: bio, fran\u00e7ais, et solidaire.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-54302\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2021\/05\/210505-Infographie-motivations-pour-acheter-en-vrac.png\" alt=\"210505 Infographie motivations pour acheter en vrac\" width=\"914\" height=\"531\"><\/p>\n<h4><strong>Les dispositifs vracs qui proposent des produits \u00ab&nbsp;secs&nbsp;\u00bb s\u00e9duisent les Fran\u00e7ais<\/strong><\/h4>\n<p>Les marques qui proposent des produits secs comme le bar \u00e0 c\u00e9r\u00e9ales lanc\u00e9 par Kellogg\u2019s et le caf\u00e9 en grain propos\u00e9 par Nescaf\u00e9 sont celles qui remportent le plus d\u2019approbation. Ces types de produits \u00e9tant parmi les premiers \u00e0 avoir fait leurs marques dans le vrac, semblent plus habituels et accept\u00e9s. Les produits m\u00e9nagers, quant \u00e0 eux, semblent aussi \u00eatre un secteur attractif pour les marques.<\/p>\n<p>&nbsp;<\/p>\n<p>D\u2019autres secteurs doivent encore faire leurs preuves pour convaincre les acheteurs, comme en t\u00e9moigne l\u2019enthousiasme relativement plus limit\u00e9 suscit\u00e9 par le distributeur de bi\u00e8res pression de Heineken et Gallia.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-54303\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2021\/05\/210504-Infographie-dispositifs-Vrac.png\" alt=\"210504 Infographie dispositifs Vrac\" width=\"741\" height=\"895\"><\/p>\n<p>&nbsp;<\/p>\n<p>Certains commentaires mettent en avant des pr\u00e9occupations pratiques&nbsp;: l\u2019id\u00e9e est bonne si \u00ab&nbsp;<em>on arrive \u00e0 verser plus de bi\u00e8re que de mousse<\/em>&nbsp;\u00bb. De m\u00eame, <em>\u00ab&nbsp;la conservation et la fermeture [leur] semble risqu\u00e9<\/em>&nbsp;\u00bb. D\u2019autres soulignent la difficult\u00e9 \u00ab&nbsp;<em>d&rsquo;avoir un contenant facile pour la consommation imm\u00e9diate&nbsp;<\/em>\u00bb. Il ne faut pas non plus n\u00e9gliger les probl\u00e8mes de sant\u00e9 publique&nbsp;: \u00ab&nbsp;<em>je suis perplexe quant \u00e0 la s\u00e9curit\u00e9 de la consommation d&rsquo;alcool. Qui peut contr\u00f4ler si c&rsquo;est quelqu&rsquo;un de mineur ou de majeur qui ach\u00e8te&nbsp;?<\/em>&nbsp;\u00bb.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Le vrac est sans nul doute un mode de consommation qui va progresser au fil de l\u2019\u00e9volution vers une soci\u00e9t\u00e9 plus \u00e9coresponsable, port\u00e9 par la l\u00e9gislation et l\u2019engouement de la jeunesse. Avant de se lancer sur une distribution vrac \u00e0 grande \u00e9chelle, il est important de tester diff\u00e9rentes configurations et de lever les \u00e9ventuels freins \u00e0 l\u2019achat.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>D\u00e9couvrez l&rsquo;article d&rsquo;E-marketing <a href=\"https:\/\/www.e-marketing.fr\/Thematique\/retail-1095\/etude-barometre-2205\/Breves\/Fran-ais-ont-adopte-vrac-comme-mode-consommation-360762.htm\">ici&nbsp;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrons l\u2019opinion d\u2019un \u00e9chantillon repr\u00e9sentatif de 1000 personnes sur leur consommation du vrac ainsi que sur des exemples de dispositifs mis en place par les marques.<\/p>","protected":false},"author":2,"featured_media":54304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[],"class_list":["post-54301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le vrac, mod\u00e8le de consommation de demain ? 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