For manufacturers, these claims are growth and product enhancement factors.
“Vegetarian”, “ecological”, “local”, “organic”, “no added sugar (or salt)”, “HVE”, “natural”, “gluten-free”, “fair”, “respectful of well-being animal”… For fifteen years, these messages have spread on packaging. By giving the consumer the feeling that he can buy healthier for him or for the planet, these products labeled or displaying environmental, societal and nutritional promises have made a place for themselves on the shelves of supermarkets.
According to panelist Kantar WorldPanel, which groups these products under the “food transition” category, their turnover reached, in the first quarter of 2022, 22.8% of total consumer products (20.6% in 2019). . This represents a 14% growth in turnover in two years, in a consumer market which grew on average, before the Covid-19 pandemic, by 1% to 2%. Admittedly, in certain segments, such as organic or gluten-free, the trend is rather…
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