{"id":48815,"date":"2026-08-31T14:28:27","date_gmt":"2026-08-31T12:28:27","guid":{"rendered":"https:\/\/www.emballagedigest.fr\/?p=48815"},"modified":"2026-09-03T14:30:59","modified_gmt":"2026-09-03T12:30:59","slug":"consigne-pour-reemploi-premier-bilan-pour-linitiative-reuse","status":"publish","type":"post","link":"https:\/\/www.emballagedigest.fr\/en\/consigne-pour-reemploi-premier-bilan-pour-linitiative-reuse\/","title":{"rendered":"Consigne pour r\u00e9emploi\u00a0: premier bilan pour l\u2019initiative ReUse"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>Le 12 juin 2025, Citeo lan\u00e7ait\u00a0ReUse, la plus vaste exp\u00e9rimentation de consigne pour r\u00e9emploi jamais men\u00e9e en France. Quatre r\u00e9gions ont \u00e9t\u00e9 concern\u00e9es (Bretagne, Pays de la Loire, Normandie, Hauts-de-France) avec 362 magasins actifs pour six enseignes partenaires et 52 marques participantes. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un an plus tard, l\u2019\u00e9co-organisme \u2013 qui a engag\u00e9 plus de 175 M\u20ac sur trois ans en faveur du r\u00e9emploi \u2013 dresse le bilan de cette initiative. C\u00f4t\u00e9 chiffres, ce sont 518 000\u00a0produits qui ont \u00e9t\u00e9 vendus, sur 663 000 emballages r\u00e9employables mis sur le march\u00e9, soit 78% de produits vendus. Les ventes mensuelles ont \u00e9t\u00e9 multipli\u00e9es par 13\u00a0: de 5 000 en juin 2025 \u00e0 67 000 en mai 2026. 108 000\u00a0bouteilles ont \u00e9t\u00e9 retourn\u00e9es, soit\u00a024% de taux de retour moyen, atteignant 60% sur certains produits. 12,7 millions\u00a0d\u2019emballages standardis\u00e9s R-C\u0153ur ont \u00e9t\u00e9 produits.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pens\u00e9e comme une phase d\u2019apprentissage, l\u2019exp\u00e9rimentation a \u00e9t\u00e9 \u00e9valu\u00e9e en continu :\u00a0une \u00e9tude quantitative men\u00e9e avec Ipsos bva aupr\u00e8s de 1 670 consommateurs en magasin,\u00a0une analyse des donn\u00e9es de vente et de retour et\u00a0un suivi de foyers pendant six mois. Les premiers points valid\u00e9s sont\u00a0:<br>\u2022 Le prix, premi\u00e8re condition du fonctionnement et de l\u2019adoption.\u00a0\u00c0 parit\u00e9 de tarif avec son \u00e9quivalent \u00e0 usage unique, un produit r\u00e9employable capte vite 30 \u00e0 40% des ventes de sa cat\u00e9gorie, comme l\u2019ont montr\u00e9 La Goudale ou le jus de pomme U bio.<br>\u2022 La visibilit\u00e9 fait le geste.\u00a0Un produit bien identifi\u00e9 en rayon atteint 48% de taux de retour, contre 19% quand il se rep\u00e8re mal, et une pr\u00e9sence en t\u00eate de gondole comme en fond de rayon ajoute encore des ventes.<br>\u2022 L\u2019engagement du magasin change tout.\u00a0 L\u00e0 o\u00f9 les \u00e9quipes sont les plus impliqu\u00e9es, animations et pr\u00e9sence terrain \u00e0 l\u2019appui, les ventes progressent nettement, comme l\u2019illustrent le Super U Nantes Dalby ou la r\u00e9gion Pays de la Loire.<br>Pour Citeo, l\u2019exp\u00e9rience a convaincu.\u00a0Les utilisateurs ont not\u00e9 le dispositif 8,6 sur 10, et \u00e0 peine 1% des consommateurs y ont vu un frein \u00e0 l\u2019achat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prochaines \u00e9tapes : faire grandir la notori\u00e9t\u00e9 de l\u2019initiative, \u00e9largir l\u2019offre pour r\u00e9pondre \u00e0 une demande r\u00e9elle et g\u00e9n\u00e9raliser les meilleures pratiques afin de faire changer d\u2019\u00e9chelle le r\u00e9emploi. Sur le terrain, le violet s\u2019est impos\u00e9 comme le rep\u00e8re du dispositif,\u00a0deux tiers des foyers qui l\u2019ont test\u00e9 sont pr\u00eats \u00e0 continuer, et 79% des Fran\u00e7ais disent vouloir davantage d\u2019emballages r\u00e9employables en magasin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9sormais, l\u2019exp\u00e9rimentation entre dans une nouvelle phase, avec une offre \u00e9largie, une deuxi\u00e8me vague de magasins et de drives, et une animation terrain renforc\u00e9e.\u00a0En parall\u00e8le, Citeo engage \u00e0 une\u00a0concertation avec l\u2019ensemble de\u00a0l\u2019\u00e9cosyst\u00e8me (industriels, distributeurs, op\u00e9rateurs et pouvoirs publics) pour fixer les conditions du d\u00e9ploiement national, du mod\u00e8le \u00e9conomique au sch\u00e9ma logistique jusqu\u2019\u00e0 la trajectoire de mont\u00e9e en puissance.<\/p>","protected":false},"excerpt":{"rendered":"<p>Le 12 juin 2025, Citeo lan\u00e7ait\u00a0ReUse, la plus vaste exp\u00e9rimentation de consigne pour r\u00e9emploi jamais men\u00e9e en France. Quatre r\u00e9gions ont \u00e9t\u00e9 concern\u00e9es (Bretagne, Pays de la Loire, Normandie, Hauts-de-France) avec 362 magasins actifs pour six enseignes partenaires et 52 marques participantes. Un an plus tard, l\u2019\u00e9co-organisme \u2013 qui a engag\u00e9 plus de 175 M\u20ac [&hellip;]<\/p>","protected":false},"author":2,"featured_media":48817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":2,"footnotes":""},"categories":[5,28,26,81,65],"tags":[],"class_list":["post-48815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alimentaire","category-article-entier","category-laterale","category-packaging","category-vu-dans-le-mag"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consigne pour r\u00e9emploi\u00a0: premier bilan pour l\u2019initiative ReUse - 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\/consigne-pour-reemploi-premier-bilan-pour-linitiative-reuse\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consigne pour r\u00e9emploi\u00a0: premier bilan pour l\u2019initiative ReUse - Emballage Digest\" \/>\n<meta property=\"og:description\" content=\"Le 12 juin 2025, Citeo lan\u00e7ait\u00a0ReUse, la plus vaste exp\u00e9rimentation de consigne pour r\u00e9emploi jamais men\u00e9e en France. Quatre r\u00e9gions ont \u00e9t\u00e9 concern\u00e9es (Bretagne, Pays de la Loire, Normandie, Hauts-de-France) avec 362 magasins actifs pour six enseignes partenaires et 52 marques participantes. 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