{"id":22060,"date":"2020-03-31T00:00:00","date_gmt":"2020-03-31T00:00:00","guid":{"rendered":"https:\/\/www.emballagedigest.fr\/?p=22060"},"modified":"2020-04-07T08:28:55","modified_gmt":"2020-04-07T08:28:55","slug":"la-conserve-veut-renouveler-son-image","status":"publish","type":"post","link":"https:\/\/www.emballagedigest.fr\/en\/la-conserve-veut-renouveler-son-image\/","title":{"rendered":"La conserve veut renouveler son image"},"content":{"rendered":"Les acteurs de l\u2019industrie de la conserve d\u00e9plorent les id\u00e9es re\u00e7ues persistantes sur la conserve, consid\u00e9r\u00e9e comme pratique par les consommateurs mais peu valoris\u00e9e. Alors que les marques d\u00e9veloppent de nouvelles recettes, les fabricants s\u2019efforcent de renouveler les formats et de continuer \u00e0 am\u00e9liorer techniquement les bo\u00eetes.<\/p>\n
\u00c0 l\u2019Uppia (Union interprofessionnelle pour la promotion des industries de la conserve appertis\u00e9e), on estime que la conserve est victime d\u2019un d\u00e9calage entre la r\u00e9alit\u00e9 du produit et la perception des consommateurs. Les acteurs de cette industrie font campagne pour rappeler comment la conserve s\u2019inscrit dans l\u2019\u00e9conomie circulaire, notamment en termes de recyclage : en m\u00e9tal (acier ou aluminium), elle est en effet facile \u00e0 trier et recyclable \u00e0 l\u2019infini.
\nAvec ses diff\u00e9rents formats \u2013 de la portion individuelle \u00e0 la grosse boite familiale \u2013 et ses DLC longues, elle s\u2019inscrit \u00e9galement dans une politique anti-gaspillage alimentaire. \u00abSur la conserve, des id\u00e9es re\u00e7ues subsistent. Beaucoup de consommateurs pensent que la conserve contient des conservateurs, alors qu\u2019il n\u2019y en a jamais eu. C\u2019est un probl\u00e8me de s\u00e9mantique. Ou encore que les l\u00e9gumes en conserve contiendraient moins de vitamines que les l\u00e9gumes frais. Or il s\u2019\u00e9coule en moyenne quatre heures entre la cueillette des l\u00e9gumes \u2013 dont beaucoup sont d\u2019origine France \u2013 et leur mise en boite, ce qui garantit fra\u00eecheur et qualit\u00e9 nutritionnelle\u00bb, assure Julien Couaillier, d\u00e9l\u00e9gu\u00e9 g\u00e9n\u00e9ral de l’Uppia.<\/p>\n
![\"Texte](\"https:\/\/www.emballagedigest.fr\/dotclear\/images\/2020\/REVUE\/mars\/03_20_conserve2.jpg\")
En France en 2018, selon des chiffres Kantar World Panel, le march\u00e9 de la conserve atteignait 4 milliards d\u2019euros. Il r\u00e9siste en volume, avec une tr\u00e8s l\u00e9g\u00e8re baisse de 0,1% sur le premier trimestre 2019, tandis que sa valeur progresse de 1,5%. Cette tendance est stable depuis plusieurs semestres. Sur le march\u00e9 de la conserve, 83% des produits sont conditionn\u00e9s en bo\u00eete m\u00e9tal. Les familles sont les principales acheteuses. \u00abLes raisons d\u2019achat de ce produit sont surtout li\u00e9es \u00e0 la facilit\u00e9 de stockage, la praticit\u00e9, mais la conserve reste du d\u00e9pannage \u2013 alors qu\u2019elle se cuisine et peut favoriser la cr\u00e9ativit\u00e9\u00bb, souligne Julien Couaillier, qui met en place des actions \u00e0 destination des 18-34 ans \u2013 une population n\u2019ayant pas de repr\u00e9sentation particuli\u00e8re sur ce contenant. L\u2019Uppia a par exemple contact\u00e9 des influenceurs comme Benjamin Brillaud, le \u2018youtubeur historien\u2019 derri\u00e8re l\u2019\u00e9mission Nota Bene, qui compte 1 million d\u2019abonn\u00e9s. Il a eu carte blanche pour revisiter l\u2019histoire de la conserve \u2013 un \u00e9pisode totalisant plus de 260 000 vues.<\/p>\n
Le march\u00e9 de la conserve est tr\u00e8s segment\u00e9, mais le format leader reste la bo\u00eete de 400 g en acier \u2013 mat\u00e9riau majoritaire. L\u2019aluminium est plut\u00f4t utilis\u00e9 pour des boites fabriqu\u00e9es en deux pi\u00e8ces. Le format 800 g est appr\u00e9ci\u00e9 des familles. Les petits formats \u2013 en 80 g, 120 g, 140 g pour des l\u00e9gumes, du poisson, des produits tartinables \u2013 se d\u00e9veloppent fortement, r\u00e9pondant aux besoins de produits nomades et portions individuelles. Les plats cuisin\u00e9s en conserve \u00e0 base de l\u00e9gumes devraient \u00e9galement gagner des parts de march\u00e9 \u00e0 l\u2019avenir. \u00abOn sait peu que la conserve passe au micro-ondes. Les ondes ne p\u00e9n\u00e8trent pas le m\u00e9tal, donc pour un usage optimum, il est pr\u00e9f\u00e9rable de choisir une conserve basse et large comme celles utilis\u00e9es pour certains plats pr\u00e9par\u00e9s. Nous mettons en avant ce formataupr\u00e8s des remplisseurs dans l\u2019id\u00e9e qu\u2019ils puissent proposer des nouveaut\u00e9s aux consommateurs\u00bb, note Val\u00e9rie Bindschedler, directrice marketing du fabricant Massilly. L\u2019enjeu des marques aujourd\u2019hui est de continuer \u00e0 proposer de nouvelles recettes en conserve, en misant notamment sur la tendance du v\u00e9g\u00e9tal.<\/p>\n
Extrait de la revue n\u00b0 646 – Mars 2020. Reproduction interdite sauf accord \u00e9crit d’Emballage Digest ou mention du support<\/em><\/p>","protected":false},"excerpt":{"rendered":"Les acteurs de l\u2019industrie de la conserve d\u00e9plorent les id\u00e9es re\u00e7ues persistantes sur la conserve, consid\u00e9r\u00e9e comme pratique par les consommateurs mais peu valoris\u00e9e. Alors que les marques d\u00e9veloppent de nouvelles recettes, les fabricants s\u2019efforcent de renouveler les formats et de continuer \u00e0 am\u00e9liorer techniquement les bo\u00eetes.<\/p>","protected":false},"author":1,"featured_media":32060,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":0,"footnotes":""},"categories":[5,28],"tags":[],"class_list":["post-22060","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alimentaire","category-article-entier"],"acf":[],"yoast_head":"\n
La conserve veut renouveler son image - Emballage Digest<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emballagedigest.fr\/en\/la-conserve-veut-renouveler-son-image\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La conserve veut renouveler son image - Emballage Digest\" \/>\n<meta property=\"og:description\" content=\"Les acteurs de l\u2019industrie de la conserve d\u00e9plorent les id\u00e9es re\u00e7ues persistantes sur la conserve, consid\u00e9r\u00e9e comme pratique par les consommateurs mais peu valoris\u00e9e. 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