Les années 2022 et 2023 ont été marquées par une véritable crise du bio. En effet, bon nombre d’enseignes bio, comme Biocoop ou Bio c bon ont disparu. Les consommateurs achètent de moins en moins bio. Comment expliquer cet effondrement du marché bio alors que les Français se tournent vers une consommation éco-responsable ?
L’inflation et la crise économique changent le comportement d’achat des consommateurs
La crise inflationniste est le premier élément de réponse dans la chute du secteur.
En 2022, l’inflation moyenne était de 5,8%, cependant dans les domaines de l’alimentation et des produits de première nécessité, il a pu dépasser les 20% pour certains produits du quotidien comme les pâtes (+26%) ou encore la viande bovine (+16%). De ce fait, le pouvoir d’achat des Français a très largement reculé. Les Français ont dépensé plus pour consommer moins. Cette baisse inédite de la consommation des ménages s’est répercutée sur le marché du bio.
D’après une étude de Nielsen IQ, même si l’inflation a moins touché l’agriculture biologique que l’agriculture conventionnelle (6% d’inflation pour le bio contre 15% en moyenne pour l’agriculture conventionnelle), les produits bio restent 30% plus chers. De ce fait, les consommateurs plus modestes et les familles délaissent de plus en plus ces produits pour compenser avec une perte de pouvoir d’achat. En 2022, les foyers français ont diminué leur consommation de produits bio de 6% (contre 6,4% l’année précédente). Les Français portent moins attention au logo AB (Agriculture Biologique) au moment de choisir un produit alimentaire d’après l’Agence Bio.
L’inflation a donc eu comme effet de modifier les comportements des ménages qui ont moins de pouvoir d’achat et ne peuvent plus consacrer une partie de leur budget à des achats bio devenus trop chers.
Bio c Bon, Biocoop : les fermetures de magasin bio accélèrent la crise du bio
Bon nombre de magasins spécialisés dans le bio ont fermé leurs portes entre 2022 et 2023. L’enseigne Biocoop a fermé plus de 40 de ses points de vente en hexagone. Le groupe Carrefour a remplacé les magasins Bio c bon par des Carrefour City à Paris, Amiens, Lille ou encore à Valencienne. Au total, on estime que plus de 240 magasins bio ont fermé leurs portes entre 2022 et 2023 (source : le Monde ). En 2022, le recul du circuit bio a été accéléré par les fermetures de magasins et les disparitions d’enseignes. 3 086 points de vente bio étaient recensés par Biolinéaires fin 2022 contre 3 258 fin 2021, soit un recul de 5,3 %.(source : Agence bio)
La fermeture des magasins bio a le plus contribué à la récession du marché. Cependant, la grande distribution tire aussi fortement le secteur à la baisse. Les grandes enseignes comme Auchan ou Carrefour sont responsables d’une baisse de 4,6% du nombre de références bio. Ces chutes peuvent s’expliquer par un désintéressement du bio en super et hypermarché. Ce désintéressement s’est fait au profit de la vente directe du producteur au consommateur qui a gagné 3,9%. Enfin, le hard discount profite également d’une hausse de leur fréquentation et d’un élargissement de leur gamme bio. Cependant ces hausses du hard discount et de la vente directe ne compensent pas la chute de tous les circuits de vente de la filière bio.
Nutriscore, Label Rouge, CosméBio : de nouveaux labels alimentaires qui ajoutent de la confusion au consommateur
Nutriscore, Label Rouge, AB, Ecocert, IGP, AOP, Produit de l’année, Zéro résidu de pesticides etc. La liste des nouveaux labels est encore longue et c’est difficile de faire le tri. Tout cela s’ajoute à la crise du bio, car ils créent de la confusion. D’autant plus que les produits labellisés sont généralement plus chers que les produits non labellisés. Pour le consommateur en quête de sens et de produits sains, les labels peuvent être un gage de qualité. C’est le cas par exemple du respect et bien-être animal, des circuits courts, des produits régionaux… Cependant tous ces labels et ces allégations viennent concurrencer le bio et ajouter de la confusion au consommateur. D’après Bertrand Pérot, de l’enseigne Le Grand panier bio : « Zéro résidu de pesticides, local, haute valeur environnementale (HVE)… les consommateurs sont un peu embrouillés. Ils se disent qu’un produit HVE ou local, c’est quasiment un produit bio ! ».
Attention cependant, il n’existe que 5 labels reconnus par l’État : Label Rouge, Appellation d’Origine Contrôlée (AOC), Spécialité Traditionnelle Garantie (STG), Agriculture Biologique (AB), Indication Géographique Protégée (IGP). Tous les autres “labels” sont en réalité des allégations et des promesses commerciales faites par les marques. Sur internet il existe des comparateurs entre les allégations commerciales et les labels reconnus par l’État. Mais une fois en magasin, difficile de faire le tri. De ce fait, tous ces labels, les allégations et le Nutriscore ajoutent de la confusion au consommateur. D’autant plus que 73% des personnes arrêtant d’acheter des produits biologiques se dirigent vers d’autres offres labellisées (source : agence bio).
Perturbateurs endocriniens, bactéries neurotoxiques : crise du bio et perte confiance des consommateurs
Enfin cette crise du bio s’explique par une perte de confiance des consommateurs. Le label Agriculture Biologique n’est plus un label exempt de toutes critiques. Car des études ont montré que les agriculteurs utilisent des perturbateurs endocriniens et des pesticides naturelles nocives pour la santé humaine.
L’association 60 millions de consommateurs a mené une enquête démontrant la présence de perturbateurs endocriniens dans la viande et le lait bio en 2018. Outre les différents scandales, l’agriculture biologique utilise des substances naturelles dangereuses. Ces substances permettent d’éviter les pesticides utilisés dans l’agriculture conventionnelle. Cependant ces substances naturelles peuvent être dangereuses pour la santé humaine. On y retrouve : le sulfate de cuivre, très toxique pour les micro-organismes présents dans le sol, ou encore l’huile de neem, un perturbateur endocrinien reconnu et des bactéries neurotoxiques comme le spinosad.
Ces études ont été confirmées en 2023 par de nouvelles enquêtes de cash investigation. Elles montrent la présence de pesticides naturels dangereux pour la santé dans les fruits et les légumes. L’enquête se concentre en particulier sur le spinosad, un neurotoxique et perturbateur endocrinien ayant des effets sur la thyroïde.
Conclusion : où va le bio en 2024 ?
L’avenir de l’agriculture biologique reste incertain et nécessite un changement profond du mode de production de l’industrie agroalimentaire. Les syndicats réclament plus de soutien de la part des pouvoirs publics pour soutenir la filière. D’après les prévisions économiques de Xerfi, le secteur pourrait repartir à la hausse en 2024 si les acteurs adaptent leur stratégie.
Si le thème du bio vous intéresse, lisez notre article : Cosmétiques bio et naturels : quelles sont les différences ?
Voir d’autres articles de la même autrice :
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