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1                      2                          3  L’importance      L’expérience consommateur,   Les appellations issue...
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
Le consommateur face au linéaire en 2012_juin2012
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Le consommateur face au linéaire en 2012_juin2012

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Le goût, valeur en hausse
des critères d’achat de produits alimentaires

Résultats de l’étude Le Consommateur face au linéaire en 2012

Dans le cadre du partenariat de TV Magazine et des Saveurs de l’Année, FigaroMedias lance un baromètre sur les critères d’achat de produits alimentaires, mesurés sur 10 rayons différents : fruits et légumes, produits laitiers, alcools, plats cuisinés, viandes, poissons, biscuits, conserves, boissons sans alcool et surgelés.

Si le prix et la qualité restent deux éléments déterminants du choix face au linéaire, l’étude révèle que la recherche du goût devient centrale pour une majorité de français. La recherche du meilleur goût est classée premier critère d’achat pour 7 des 10 secteurs étudiés, ce qui traduit le sentiment que les produits alimentaires ont de moins en moins de goût.
Une tendance forte sur les produits frais mais qui l’est aussi pour les produits alimentaires manufacturés.

Ces choix face aux linéaires dépendent beaucoup des attitudes des consommateurs par rapport à l’alimentaire. Entre pragmatisme ou recherche de plaisir, entre besoin de réassurance ou besoin de découverte, on compte quatre typologies de consommateurs : Les Inconditionnels, Les Papillonneurs, Les Utilitaristes, Les Hédonistes.

L’étude fait enfin le point sur les points de contact les plus influents dans l’acte d’achat en GMS.
Le packaging (92% des citations) et l’avis des consommateurs cité par 7 consommateurs sur 10 (72%) sont les plus cités. Ils dépassent notamment la publicité (62% des citations), les mises en avant des distributeurs (66%) et les articles de presse (69%).
A l’instar d’autres secteurs de la consommation, la recherche d’avis sur Internet pour des produits alimentaires est aujourd’hui une méthode utilisée par 13% des personnes interrogées.

Publié dans : Business
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Le consommateur face au linéaire en 2012_juin2012

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  4. 4. 1 2 3 L’importance L’expérience consommateur, Les appellations issuesconfirmée du goût recherchée et partagée des consommateurs, des catalyseurs d’attitude positive

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