Que ce soit dans les rayons, sur les marchés ou dans nos assiettes, aujourd’hui, les produits alimentaires BIO sont partout. Véritable enjeu pour l’écologie et la santé publique, la part du bio ne cesse de croître depuis les années 2000. Selon le rapport dédié aux chiffres clés de l’agriculture biologique en 2017, publié par l’Agence Bio, le marché (en valeur) des achats consacrés aux produits bio a doublé en 5 ans, passant de 4,2 à 8,4 millions d’euros. On observe également, selon cette même étude, que les GMS (grandes et moyennes surfaces) concentrent pratiquement la moitié des ventes, tout comme les magasins spécialisés bio. Par conséquent, depuis quelques années, nous pouvons noter que l’offre bio évolue, en terme de packaging, pour s’adapter à ces deux circuits de distribution.
Des codes bousculés
Alors que nous associons le bio à la couleur verte, cet esprit « nature » se voit, aujourd’hui, modernisé en linéaire. Les couleurs, la vitalité, l’humour remplacent, petit à petit, les packs transparents et symboles de feuilles.
Terminé les packagings neutres qui devaient permettre aux consommateurs d’identifier les gammes bio pour se déculpabiliser d’une alimentation malsaine. On assiste, maintenant, au phénomène hédoniste de l’individu, où celui-ci veut avant tout se faire plaisir en mangeant sainement. Les codes graphiques et les systèmes narratifs doivent ainsi, refléter les valeurs du produit mais aussi transmettre le côté gourmand de l’aliment, tout en procurant des émotions. Les créatifs s’en donnent à coeur joie et l’originalité fait mouche dans un secteur jusqu’alors conventionnel.
Nous sommes ainsi capables d’identifier dans les rayons différents territoires de consommation bio. Gnitekram met en lumière 8 catégories de packagings pour véhiculer l’allégation bio.
Le traditionnel bio
La difficulté du bio a longtemps été de prouver l’origine de ses aliments sains. Pour ce faire, au début, c’est à l’aide d’emballage en papier recyclé ou transparent que les producteurs et marques y arrivaient…
Militant dans l’âme
Signe d’engagement contre le système de production alimentaire, dans les années 90, le bio était communiqué avec une typographie forte, une valorisation du « sans » et un packaging transparent pour montrer le produit et, simplement le produit.
Le naturel et puis c’est tout !
Au début du 21ème siècle, le bio doit être une évidence et doit se reconnaître. C’est pour cela que la couleur verte, l’élément graphique de la feuille et les matières brutes telles que le kraft sont utilisés. Il faut pouvoir visualiser le coté sains, éthique, environnemental plutôt que la gourmandise. En 2018, cette pureté sur les packs existe toujours mais on note un renouveau : rafraichissement du vert et une finesse dans la typo.
Une histoire d’authenticité
Le « bio-authentique » s’attache à communiquer sur les saveurs à l’ancienne. Ici, les recettes traditionnelles de nos grands-mères sont à l’honneur. Bien souvent, on identifie ce bio à l’aide d’une typographie de style classique, une image authentique de champs agricoles, d’élevages ou encore un symbole orthodoxe dans le but de rassurer les consommateurs.
Les éleveurs d’abord !
La filière bio prend de l’ampleur depuis 2010, et l’élément de la proximité devient essentiel. Il faut valoriser le savoir-faire, l’origine, les méthodes de production, les espèces et le circuit court. On joue, dans cette catégorie, sur l’affectif du consommateur pour qu’il favorise l’humain et le partage plutôt que la production industrielle.
Les petits nouveaux
L’originalité débarque dans les rayons ou magasins spécialisés bio et, on ose utiliser d’autres axes de communication pour transmettre les valeurs de ce secteur.
Une affaire de plaisir
Sur les packs, on insiste davantage sur l’aspect gourmand du produit. Un zoom sur les aliments, ou des photos de recettes alléchantes réalisées avec ceux-ci, on flirte même avec les sensations procurées en les dégustant. Certains parlent de foodporn (photographier sa nourriture puis la partager sur les réseaux sociaux) où chaque ingrédient est mis en lumière par ses courbes, formes et textures pour évoquer la sensualité et le plaisir gustatif.
La vie en bio
Évocation d’une belle journée ensoleillée, de la nature qui se réveille ou des instants de la vie pour inscrire le produit dans les moments de consommation des individus. Ici on mise sur le bonheur au quotidien et parfois les marques vont jusqu’à la personnalisation.
Avoir du peps
Ici on parle d’un style illustratif qui exprime la nature de manière poétique et/ou dynamique. Le but est de montrer le mouvement vers un bon bio en utilisant la fraîcheur et la vitalité des couleurs et icônes.
L’autodérision ça change tout !
L’humour est également, de plus en plus utilisé sur les emballages de produits bio. Si jusqu’ici on n’osait pas rigoler avec l’alimentation et d’autant plus biologique, aujourd’hui cette pratique se démocratise. On voit les produits avec un aspect ludique, qui nous parlent simplement et/ou avec humour et par conséquent un lien se forme avec le consommateur.
Plaisir esthétique et gustatif, comme quoi l’habit peut faire le bio et nous séduire !
Et vous, quel packaging bio préférez-vous ?
Marion FOURET-
Super article, très intéressant, merci
À diffuser sans modération ! mais l important est ce le packaging ou le contenu et surtout la qualité de ce que nous mangeons….un rôle de l emballage peut être trop important par rapport à nos habitudes de consommation !
Article trés bien rédigé, solide argumention, bonne présentation. Bravo, envie de BIO.
Article bien conçu, très intéressant. Belle présentation.
Bon travail ,articles joyeux qui donnent envie,une réussite….Merci….Gilbert.Monier
Bravo Marion pour cet article,
Et tous mes encouragements pour ce blog ou golb devrais-je dire.
J’ajouterai un point de vue complémentaire à ton analyse :
Tu décris différentes façons utilisées par les acteurs du bio pour se différencier graphiquement car effectivement l’offre bio s’est élargie.
il y a quelques années il suffisait d’indIquer la mention bio pour se distinguer de l’offre classique, c’est la voie prise par les MDD notamment.
Bio était alors un adjectif qualificatif.
Aujourd’hui c’est un marché constitué d’une variété de produits aux niveaux d’engagements assez variables, on range dans cette famille des produits artisanaux comme des produits d’industriels (ce n’est pas un gros mot), on trouve des produits locaux comme du bio exotique, du bio équitable ? éthique? solidaire ? du bio premium comme du bio access…
Bref la variété des graphismes n’est pas uniquement dûe à une volonté d’émerger dans un univers bio mais plutôt d’exprimer de réelles différences .
D’un univers niche on est passé à un marché plus grand public et on retrouve des problématiques liées à la concurrence qui donne tout son sens au marketing ! Il ne s’agit pas selon moi d’une question graphique mais bien de marketing, de branding, comment par le packaging exprimer sa singularité, son identité ?
Si le graphisme ne repose pas sur une différence produit/entreprise réelle ce sera creux, gratuit et donc pas durable.
La filière bio s’est enrichie et est devenue une famille si grande qu’il devient nécessaire de distinguer les niveaux d’engagement de marque et la création graphique est un bel outil pour cela à condition d’associer créativité et stratégie de marque.
Je vous invite à lire plusieurs articles sur ce sujet sur direction-marketing.fr
Et longue vie à Gnitekram !
Un article très intéressant et complet qui met aussi en lumière le rôle du marketing et du packaging dans notre façon de consommer. Quand c est pour une bonne cause c est l idéal!
Félicitations Marion!
A la lecture de cet article on a envie d’acheter encore + de produits BIO afin de manger de + en + sainement, bonnes explications et belle présentation.
En tant que conseiller municipal de la Ville de Gardanne, avec la délégation Economie, Emploi, Formation et Insertion, je trouve que ce dossier est très bien construit.
Je suis impliqué dans la gestion des cantines de la ville où nous utilisons de nombreux produits bio ainsi qu’en circuit court.
Sujet très intéressant, abordé d’une manière réfléchie et très professionnelle.
À méditer…
Article très intéressant, belle présentation
J’achète les petites de smarties pour mes petits-enfants, le but étant en effet de limiter la consommation mais effectivement, le coût est plus important.
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