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  • Comment les Box Food ont remplacés les listes de courses

Comment les Box Food ont remplacés les listes de courses

Manon Bauce16 mai 202025 septembre 2022

De plus en plus, les Français ont envie de manger mieux, sainement, équilibré et varié. Cependant, cette tendance est difficile à respecter par la plupart qui ont un agenda souvent chargé et n’ont pas le temps ni de faire de longues pauses pour les repas, ni de faire leurs courses. Le manque d’inspiration peut aussi être un frein. De plus, le contexte sanitaire actuel rend encore plus difficile le moment de faire ses courses. En effet, certains ont peur d’être contaminés, d’autres ne trouvent pas les aliments qu’ils souhaitent à cause de ruptures de stock ou d’autres encore ne peuvent plus acheter des produits frais dans les marchés. Pour pallier ces problèmes, les box food représentent une vraie solution facile à adopter.

LE CONCEPT :

Le principe de la box consiste à souscrire à un abonnement mensuel, bi-mensuel ou autre afin de recevoir régulièrement une box contenant des produits surprises. Les plus connues sont les box beauté telles que Birchbox ou encore Biotyfull box mais les box alimentaires représentent également une part conséquente en France. En effet, selon le site ToutesLesBox, on recense 70 box food contre 36 box beauté. De plus, les box food se décomposent en plusieurs catégories notamment en box vins, box fromage, box diététique, et bien d’autres. Pour ce qui est des kits repas, le concept est simple, les abonnés se font livrer chez eux une box contenant des recettes ainsi que les ingrédients nécessaires pour cuisiner soi-même.

POURQUOI ÇA MARCHE ?

Tout d’abord, les Food box connaissent un grand succès car elles répondent à plusieurs demandes des consommateurs. En effet, les Français veulent de plus en plus cuisiner eux-mêmes, notamment avec la tendance du Do It Yourself, manger équilibré et profiter des temps de repas avec leur famille. Les box offrent une solution à tout cela en proposant des kits repas pour réaliser soi-même ses repas avec des produits de qualité et des recettes saines et équilibrées. De plus, les temps de préparation sont souvent courts ce qui permet de partager des moments avec ses proches. Par exemple, Qui Toque propose des recettes avec des ingrédients frais de saison pour réaliser des recettes équilibrées, variées et prêtes en seulement 30 minutes.

Une autre explication de la réussite des box est qu’elles jouent sur la surprise du consommateur. Il s’agit du commerce de découverte, le client paye pour être surpris, découvrir de nouveaux produits et changer leurs habitudes. En plus de créer une expérience de consommation inédite, cet effet de surprise joue également sur la nostalgie des consommateurs. En effet, vous souvenez-vous quand enfants vous vouliez à tout prix votre pochette surprise ? Ce souvenir se retrouve en achetant une box car on ne sait pas ce qu’il se trouve à l’intérieur.

La tendance des box joue aussi sur une autre tendance actuelle qui est l’environnement et le gaspillage. En effet, les box permettraient de réduire le gaspillage alimentaire de 22% selon HelloFresh. Pour cela, l’entreprise propose des portions mesurées et réduit les déchets alimentaires dans ses recettes.

Le succès de ces box repose également sur le packaging qui est souvent bien réfléchi, la disposition des produits à l’intérieur ainsi que le contenu additionnel tel que des magazines. La communication sur les réseaux sociaux notamment avec des influenceurs joue aussi un rôle très important dans la réussite de certaines box.

https://www.instagram.com/p/B0yck7on-A0/

Enfin, pour arriver à se démarquer des concurrents et pousser le consommateur à rester abonner à leur box, les entreprises se doivent de proposer des contenus originaux. Par exemple, Kitchen Trotter a adopté le concept de cuisine du monde en proposant des ingrédients difficiles à trouver à travers le monde.

————

Cependant, le business model des box alimentaires est éphémère et elles ont du mal à garder leurs clients abonnés qui se lassent facilement. De plus, il est nécessaire de proposer des produits de grandes qualités pour satisfaire les consommateurs qui sont en désir de manger sainement. Les box food sont-elles donc seulement un effet de mode ou s’agit-il d’un business pérenne ?

Découvrez plus d’articles Food sur notre blog !

 

box, cuisiner, Food

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