Round-table on food consumption habits − “Consommateur alimentaire : qui commande?” (Food consumers: who’s in charge?) − a 1st at Euralimentaire Lille!

“In 2017, 64% of French people reported being very worried about the effects of food on their health, and 44% reported they had already changed their eating habits and would never look back” 12 March 2018, L’ADN magazine

New consumers – who’s in charge? ….The debate is only just starting

There is no longer any doubt: food consumers expect an offering that takes into account their considerations. According to Christophe Château* from Bonduelle, enjoyment, ease and naturalness are still priorities.
But that's not all! Caroline Valent* (SK 1994) from MyFavoreat, explains that consumers display anecdotal behaviour. Their choices oscillate, according to their context, constraints and wants, between enjoyment, practicality, their senses and their health. Each day they make decisions based on the time and money at their disposal and how easy it is to access the offering.

©copyright MyFavoreat

Consumers expect more transparency.
They want to be reassured and to know what they are eating. Auchan has understood this well. This leader in supermarket retailing has decided to focus on “healthy food”. Pierre-René Tchoukriel* presents the new policy they have implemented: Launch of the “la vie en bleu” product line (products with no additives, no GMOs, reduced sugar content…), employee training and awareness-raising to better serve consumers. Institut Pasteur is assisting Auchan with this experiment.

A revolution is under way.
“This is fine by us” says Bonduelle; “eating plant-based” is a fundamental trend. 70% of French people are flexitarians. This food manufacturer that generates 45% of its turnover in the USA adds that the phenomenon is worldwide.

It’s not that simple.
There is no doubt that consumers influence current product and distribution evolutions. But the answer to the question “who’s in charge?” isn’t so obvious. The contribution by Jurgen Engerisser* from Pleurette helped us to understand the complexity between serving a more demanding customer and offering an innovative product on store shelves. The young mushroom producer remains dependent upon a purchasing network that raises questions about the meeting point between the product and the consumer. The Pleurette product is a 100% eco-friendly mushroom. Pleurette has reinvented the mushroom. It grows them using recycled coffee grounds in zones that are naturally appropriate, such as old shipping containers or abandoned stone quarries. It is a new solution addressing the need to eat organic, local and fresh.

As for Stéphanie Rome* from Alterfoodie, she confirms that this meeting point between the product and its consumer is not easy. Even though in a year she has sold over a million jars of Les Petites Pousses, her plant-based yoghurts made from almond and coconut milk are still perceived as specialty products by retailers and by customers, who are used to a sweeter and more chemical taste.

So who’s in charge?
The answer to that question today – and it will no doubt change over the coming months and years – is: there is no definite answer!

Caroline Valent (SK 1994), an expert in consumer behaviour, challenges anyone to know what food consumption will be. There is cross-over between behavioural phenomena. And the “health food” element will increasingly influence consumer choices. Today in France, over 25 million people suffer from digestive disorders. And actually, the MyFavoreat application allows these people to have some control over their food by scanning products in supermarkets to see if they meet their requirements.

For the moment, we are in a transition phase...
That is according to Christophe Château from Bonduelle and Pierre-René Tchoukriel from Auchan. Consumers’ needs and wants are increasingly being heard, thanks to the rise of digital technology and social media in particular. But for all that, consumers are lost and still expect manufacturers, producers and distribution channels to bring them a concrete offering. Product marketing seems to be maintaining its supremacy for a while.

Caroline Valent (SK 1994), expert in consumer behaviour and creator of Myfavoreat.

This 1st round-table opens the debate. A number of topics deserve to be examined more closely and discussed between actors involved in the chain of services to consumers.  From the product at its source to the plate, follow our latest news to participate in our next events (view the SKEMA Alumni calendar of events here).
Come and feed your knowledge of this new consumer that is shaking up the food world.

Our thanks go to Caroline Valent, Isabelle Wisniewski, manager at EURALIMENTAIRE, and all round-table participants*!

*Caroline Valent, expert in consumer behaviours, practices and diet changes, and founder of MyFavoreat
Christophe Chateau, Director of PR, Corporate Marketing and Sustainable Development at Bonduelle
Pierre René Tchoukriel, Product Director and VP of Eurauchan Purchasing at Auchan
Jurgen Engerisser, founder of Pleurette
Stéphanie Rome, founder of Alterfoodie for the plant-based yoghurt brand Les Petites Pousses.