Le groupe Ferrero, bien connu pour leur pâte à tartiner Nutella, utilise différents leviers pour continuer à séduire petits et grands. Malgré de nombreuses controverses autour du produit, le groupe tente de faire face à ses détracteurs. Depuis deux ans, on peut voir une campagne de communication basée sur la transparence de leurs pratiques. Ces derniers jours, les efforts de la marque ont été jugés par un acteur incontournable de l’écologie. La communication de Nutella autour de cette polémique a-t-elle portée ses fruits ?
Une série de polémiques, y compris sur l’huile de palme
En 2012 déjà, Nutella passait un communiqué exprimant qu’ils « se retrouvaient de façon injuste au cœur d’un débat sur l’huile de palme ». En tant que lecteur de cet article et potentiel dégustateur de Nutella, vous connaissez sans aucuns doutes les effets néfastes de la production d’huile de palme sur notre environnement tel que la production de gaz à effet de serre ou le bouleversement de l’écosystème directement lié à la déforestation. Consommée avec modération, l’huile de palme n’est pas à proscrire dans notre alimentation. Seulement, elle reste une bête noire dans la perception de qualité du produit par la majorité des consommateurs.
Mais l’huile de palme n’est pas le seul sujet controversé pour la célèbre pâte à tartiner : accusation de travail sur mineurs pour la récolte des noisettes, boycott de la marque lancé par Ségolène Royal en 2015, grève dans leur usine française l’année dernière, émeutes dans les Intermarché avec des réductions de -70% … Les exemples sont nombreux et placent ainsi le géant du secteur dans une situation inconfortable.
Une campagne basée sur la transparence lancée en 2018
Mais alors comment le groupe numéro un se défend vis-à-vis de ses reproches globaux ?
En 2018, grâce à un spot publicitaire « On ne va pas tourner autour du pot », Nutella se veut rassurer les consommateurs quant à l’utilisation de l’huile de palme dans la conception de leur produit. Ecoresponsabilité, pas de colorants ni de conservateurs, les arguments répétés sont nombreux.
Epinglé par l’association de consommateurs UFC Que Choisir, Nutella est notamment accusé de détourner l’attention de ce qui fâche : les problèmes nutritionnels notamment. Plus globalement, lors de sa sortie, la campagne fait grincer des dents. « Sans rire, Nutella vante ses qualités nutritionnelles dans un spot de pub ! » titre le magazine Capital.
L’ensemble de la campagne « Parlons Qualité » qui a débuté en 2018 sur les écrans TV, en encart presse et via une plateforme digitale répond à la volonté croissante des consommateurs d’une transparence totale des marques et de leur produit. La plateforme lancée pour l’occasion veut ouvrir la discussion vers son public qui lui tourne le dos et ainsi réduire par des efforts affichés de communication de Nutella sur la polémique.
Et aujourd’hui, où en est Nutella ?
La marque alimentaire préférée des français subit donc une situation de crise ces dernières années sur différents sujets. Cela semble bénéficier au secteur des pâtes à tartiner, où de nombreuses marques biologiques ou artisanales prennent le dessus avec des marques de niches. Les concurrents lancent alors l’offensive, Nocciolata, numéro deux du marché français de la pâte à tartiner se lance en communication TV dès début 2020.
L’année dernière, le magazine Capital annonce que la part de marché de Nutella a reculé de 10 points ces cinq dernières années. Le manque à gagner est donc réel et le produit semble perdre du terrain. Si la communication transparente de Nutella autour de la polémique n’est pas suffisament convaincante, les ventes continueront de chuter.
Pourtant, il y a quelques jours, l’association WWF classait Nutella premier dans sa gestion de l’huile de palme. Grâce à une note attribuée de 21.5/22, le Groupe Ferrero pointe en haut du classement avec des efforts notés sur la non-déforestation et la gestion durable des parcelles de palmiers à huile. Voilà de quoi appuyer un peu plus sur la transparence de leur communication. Le rapport WWF y voit donc un « signal encourageant au reste du secteur : une huile de palme durable qui ne participe pas à la déforestation est un objectif atteignable. ». De grands noms de la presse Française tels que le Figaro ou Ouest France se sont exprimés il y a quelques jours sur la nouvelle, renforçant ainsi les retombées auprès des consommateurs.
Cette actualité est encourageante pour Ferrero sur ses efforts menés et la situation de crise semble se désamorcer. Peut-on dire que le pari est réussi ? Si WWF est convaincu par la position de Nutella, l’avenir nous dira si les consommateurs perçoivent les engagements pris par la marque.
Quels seront les prochains rebondissements de la saga Nutella ? Affaire à suivre !
Emmanuelle Mandon
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