{"id":104289,"date":"2015-02-15T08:53:00","date_gmt":"2015-02-15T08:53:00","guid":{"rendered":"https:\/\/ac-franchise.com\/article\/le-marche-des-produits-alimentaires-bio-a-lhorizon-2018-9051"},"modified":"2015-02-15T08:53:00","modified_gmt":"2015-02-15T08:53:00","slug":"le-marche-des-produits-alimentaires-bio-a-lhorizon-2018-9051","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/le-marche-des-produits-alimentaires-bio-a-lhorizon-2018-9051","title":{"rendered":"Le march\u00e9 des produits alimentaires bio \u00e0 l\u2019horizon 2018"},"content":{"rendered":"
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En France, le march\u00e9 des produits bio a connu une croissance de 187% entre 2005 et 2013 et repr\u00e9sente d\u00e9sormais 4,5 mds d\u2019\u20ac. Une progression qui s\u2019installe dans la dur\u00e9e et qui mutualise de plus de consommateurs<\/b> avec une offre de plus en plus diversifi\u00e9e.

Sous le titre\u00a0 La distribution de produits biologiques \u2013 Proximit\u00e9, num\u00e9rique et strat\u00e9gies de marques : les nouveaux enjeux d\u2019un march\u00e9 prometteur \u00bb<\/i> le cabinet Precepta (division du groupe Xerfi) a publi\u00e9 une \u00e9tude de prospective sur ce march\u00e9 en \u00e9volution constante. De plus en plus de consommateurs veulent manger sain tout en respectant l\u2019environnement. <\/p>\n

Avec une communication allant dans ce sens et des prix de plus en plus abordables, ce secteur s\u2019est fortement d\u00e9mocratis\u00e9. \u00a0Toutes les fili\u00e8res du commerce alimentaire allant des hypermarch\u00e9s aux magasins sp\u00e9cialis\u00e9s dont certains en franchise l\u2019ont investi. Une tendance de fond qui s\u2019inscrira dans la dur\u00e9e\u00a0? Comment ce march\u00e9 va-t-il \u00e9voluer\u00a0et quels sont les principaux acteurs? <\/b>Les experts de Precepta ont \u00e9tabli des scenarii possibles de progression \u00e0 l\u2019horizon 2018 \u2013de \u00a0plus 3,1% annuel\u00a0 (fourchette basse) \u00e0 plus 11, 2% (fourchette haute).<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Dans ce contexte de progression du march\u00e9, de nouvelles strat\u00e9gies \u00e0 d\u00e9velopper<\/h2>\n

Le march\u00e9 est domin\u00e9 d\u2019un c\u00f4t\u00e9 par la grande distribution et de l\u2019autre par des magasins sp\u00e9cialis\u00e9s chacun n\u2019ayant pas la m\u00eame approche<\/b>. Les GMS veulent accroitre leur part de march\u00e9 via leur MMD bio et les autres s\u2019appuient sur une d\u00e9marche plus \u00e9colo (le conseil et les labels d\u2019origine en plus). Il faut cependant remarquer que les grandes enseignes comme Carrefour et Auchan d\u00e9veloppent leur propre enseigne afin de cr\u00e9dibiliser leur offre.

Il faudra donc que les magasins sp\u00e9cialis\u00e9s aient une vraie politique de diff\u00e9rentiation pour continuer \u00e0 acqu\u00e9rir des parts du g\u00e2teau <\/b>d\u2019autant que ces magasins ont des fili\u00e8res d\u2019approvisionnement pas toujours assez performantes pour r\u00e9pondre \u00e0 la demande\u00a0; \u00a0d\u2019o\u00f9 la co-cr\u00e9ation de fili\u00e8res Amont\/aval comme le fait Syst\u00e8me U et Biocoop aupr\u00e8s de Biolait. Ceci afin de garantir \u00e0 la fois l\u2019approvisionnement et la stabilit\u00e9 des prix des mati\u00e8res premi\u00e8res.<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Le num\u00e9rique est pass\u00e9 par l\u00e0 <\/h2>\n

Entre les sites des GMS et l\u2019\u00e9mergence de boutiques en ligne<\/b> (Greenweez, Mademoiselle Bio) et aussi de nouveaux mod\u00e8les (Com\u20193pom ou paysans.fr) avec des plateformes de commande en ligne et de livraison \u00e0 domicile, l\u2019offre s\u2019\u00e9largit<\/b>. <\/p>\n

Affirmer son identit\u00e9 Bio notamment sur les r\u00e9seaux sociaux devient incontournable pour cr\u00e9dibiliser le concep<\/b>t et la marque<\/b>. Or, les acteurs historiques du bio sont assez peu pr\u00e9sents sur ces r\u00e9seaux sociaux qui repr\u00e9sentent une image valorisante du bio et sont des vecteurs importants de communication.\u00a0 A l\u2019exception d\u2019une enseigne qui a su prendre le virage\u00a0: La Ruche qui dit oui\u00a0! cr\u00e9\u00e9e en 2011, elle est tr\u00e8s pr\u00e9sente sur Facebook (3 fois plus de fans que le r\u00e9seau Biocoop<\/a>) et a su capitaliser autour d\u2019une identit\u00e9 forte et d\u00e9velopper sa client\u00e8le via les r\u00e9seaux. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

En France, le march\u00e9 des produits bio a connu une croissance de 187% entre 2005 et 2013 et repr\u00e9sente d\u00e9sormais 4,5 mds d\u2019\u20ac. Une progression qui s\u2019installe dans la dur\u00e9e et qui mutualise de plus de consommateurs avec une offre de plus en plus diversifi\u00e9e. Sous le titre\u00a0 La distribution de produits biologiques \u2013 Proximit\u00e9, […]<\/p>\n","protected":false},"author":42,"featured_media":103329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[1839],"class_list":["post-104289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nZoom sur le march\u00e9 des produits alimentaires bio \u00e0 l\u2019horizon 2018<\/title>\n<meta name=\"description\" content=\"En France, le march\u00e9 des produits bio a connu une croissance de 187% entre 2005 et 2013 et repr\u00e9sente d\u00e9sormais 4,5 mds d\u2019\u20ac. 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