Depuis le 2 septembre dernier, le supermarché allemand Penny (filiale discount de Rewe et créée en 1973) a instauré dans l’une de ses enseignes une politique de prix assez étonnante. Pour sensibiliser ses clients à l’impact environnemental de la production de certains produits, elle a mis en place une expérience inédite qui est celle d’appliquer deux prix différents pour un même produit.
Quel est le principe cette expérience ?
L’enseigne allemande a tout simplement présenté deux étiquettes de prix différents dans une sélection de produits :
- Un prix de couleur rouge : représentant le prix initial du produit (ce que le client va payer en caisse).
- Un prix de couleur verte : représentant le prix que le client devrait payer car il inclut, en plus du prix initial, un coût environnemental lié à la production.
L’étiquette verte n’affiche évidemment qu’un prix à titre indicatif afin de « rendre visible les coûts consécutifs de notre consommation » précise Stefan Magel directeur des opérations chez Penny.
Ce supermarché a débuté cette action dans une enseigne de la capitale allemande, reste à savoir si il compte étendre cette nouvelle politique de prix dans la majorité des enseignes du pays.
Pour mettre en place cette action « double prix », le discounter a fait équipe avec des scientifiques de l’institut MRM et ont pris en compte les facteurs principaux de ce prix environnemental lié à la production. On y trouve l’impact des gaz à effet de serre, l’azote, l’énergie, et le changement d’affectation des sols (directs ou indirects).
Quels produits du supermarché sont concernés ?
On trouve ces deux étiquettes de prix dans plusieurs catégories de produits de l’enseigne :
- Les pommes
- Les pommes de terre
- Les bananes
- Les tomates
- La mozzarella
- Le gouda
- Le lait
- La viande
En moyenne, l’augmentation entre le prix normal et le prix environnemental est de 62% soit une augmentation moyenne des prix de 2,30€ par kilogramme par rapport au prix de vente actuel.
Mais certains produits sont plus touchés que d’autres, notamment la viande rouge, qui, elle connait une augmentation de plus de 170%, ainsi que le lait avec une augmentation de 122%.
Ces deux derniers produits ont un prix environnemental bien plus important que le prix initial (20,38€ au lieu de 9€ le kilogramme pour la viande rouge et 1,75€ au lieu de 0,79€ le litre de lait).
Ces différences ont pour but de faire prendre conscience aux consommateurs que certains produits ont un autre coût « caché » et ainsi l’inscription du prix dans l’étiquette permettra au client d’être informé et sensibilisé directement de cet impact environnemental.
Voici le tableau communiqué par le groupe Rewe où se trouve le reste des produits et les différents écarts :
Crédits : Rewe (communiqué de presse)
L’étude a également été faite pour certains produits biologiques : à titre de comparaison, les produits biologiques, par rapport aux produits conventionnels ont un surcoût de 35% soit 2,28€ de plus par kilogramme).
Quel est le but de cette expérience « double prix » ?
e Avec cette expérience, le supermarché cherche à sensibiliser ses clients. Crédits : Photo de Artem Beliaikin provenant de Pexels
Sensibiliser le consommateur, insiste le directeur du groupe Rewe : « Nous avons souvent discuté par le passé, et fréquemment d’ailleurs de manière controversée, du vrai prix des produits alimentaires. Il est important de montrer aux consommateurs les conséquences de leur choix. C’est la seule manière de faire les bons choix dans les rayons » Stephan Magel, directeur général du groupe Rewe.
L’enseigne cherche à mettre à disposition du consommateur toutes les informations nécessaires pour l’aider à prendre ses décisions et à lui faire prendre conscience de l’impact environnemental de certains produits.Avec ces deux étiquettes de prix, l’enseigne espère sensibiliser ses clients et les responsabiliser dans leur comportement d’achat.
Finalement, l’enseigne essaye d’amener ses consommateurs vers une décision d’achat « plus consciente » et s’assure qu’ils achètent un produit en toute connaissance de cause.
Pour conclure, ce projet aura-t-il le succès nécessaire pour l’étendre à d’autres produits ?Aussi, aura-t-il le souffle suffisant pour prolonger l’expérience à moyen et long terme ? Affaire à suivre !
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