Healthyfood et arguments marketing pour vendre !
On observe ces dernières années un décollage de la tendance « healthy » et des marques qui prônent ces produits sains qui font maigrir et qui sont plus respectueux de l’environnement. Les consommateurs s’intéressent de plus en plus à la nutrition, à la provenance de leurs produits, aux labels et sont à la recherche de produits « sans » : le sans sucre, le sans gluten, sans OGM qui viennent concurrencer les autres produits industriels. Mais cette tendance envers le « healthy » entraine des dérives marketing pour vendre. Les consommateurs sont bien souvent trompés par les étiquettes qu’ils lisent, car on ne leur dit pas tout ! Voici 5 pratiques et arguments marketing qu’il faut considérer avec un peu de recul !
- Le « sans sucres », « allégé en sucres »
Nous sommes nombreux à tomber dans le piège et à penser qu’un aliment « allégé en sucre » / « light » ou même « sans sucres » est meilleur pour la santé, qu’il ne favorise pas la prise de poids. Mais les produits « sans sucres » ou « allégés », anciennement recommandés lors de régimes minceurs, sont aujourd’hui bannis des régimes. Les édulcorants qui remplacent le sucre, bien qu’ils soient sans calories, agissent sur le taux de sucre dans votre sang et augmentent votre sensation de faim. Quand vous consommez de l’aspartame par exemple, votre cerveau réagit comme lorsque vous consommez du sucre sans que la sensation de satiété vienne s’installer. Par conséquent vous aurez envie de manger pour combler le sentiment de faim et de gourmandises… Envie de plus de sucre, plus de gras, et de manger plus !
N’avez-vous pas souvent entendu aussi « c’est sans sucres ou réduit en sucres donc je peux en consommer plus ! » ? Moins de sucres = moins de calories ? Ce n’est pas toujours le cas puisque ces produits allégés peuvent être riche en lipides et mauvaises graisses donc riche en calories et favoriser la prise de poids ! Alors un conseil pour ne pas vous laisser berner, lisez toujours les étiquettes des produits, les ingrédients, la part d’acide gras saturés, de sucre, de fibre (plus il y en a et mieux c’est !).
2. Le « sans huile de palme »
L’huile de palme est l’huile ennemie publique numéro 1 à cause de ses impacts sur l’environnement et la santé. Mais la question se pose : les produits sans huile de palme sont-ils forcément moins gras ? Et bien non puisque les industriels doivent mettre plus de matières grasses pour reproduire le coté onctueux que procure l’huile de palme. Il est important de vérifier la quantité d’acides gras saturés présents dans le produit car il pourrait être tout aussi nocif et plus gras ! Mais ces étiquettes « sans huile de palme » sont très vendeurs, les consommateurs n’y sont pas insensibles ! D’ailleurs certains industriels labélisent leurs produits alors même qu’ils n’ont jamais contenu d’huile de palme !!
3. Le label « Bio »
Près des ¾ des français consomment du bio régulièrement[1]. Le label « bio » est perçu comme gage de qualité pour les consommateurs qui ont l’impression de « bien manger ». Ils sont de plus en plus nombreux à se tourner vers ces produits aujourd’hui.
Mais l’erreur des consommateurs est de croire que les produits à label « bio » ne contiennent pas de pesticides. Saviez-vous que 106 types de pesticides sont homologués en France pour l’agriculture biologique[2] ? Cela représente un pesticide sur 5 ! Ils sont certes de source naturelle et donc meilleurs en général, mais ne sont pas pour autant tous sans danger !
J’attire votre attention également sur le fait qu’un produit « bio » n’est pas forcément bon pour la santé ou la ligne (« healthy ») car il peut être riche en sucres ou en graisses. Donc pensez à trier les « bons » produits bios (healthy) des « mauvais » !
4. Le Label « poules élevées en plein air »
Vous êtes dans le rayon des œufs au supermarché et il y a 10 marques différentes sous vos yeux, différents labels, différents packagings et différents prix. Quelle boîte d’œuf choisir ? De plus en plus de français accordent de l’importance aux labels bios et « poules élevées en plein air » et sont prêts à dépenser plus pour de la meilleure qualité… Alors, arnaque ou réalité ?
Même s’il est vrai que les producteurs ne peuvent pas mentir sur les étiquettes au risque d’être sanctionné, le label « poules élevées en plein air » cache certaines vérités. Pour délivrer ce label la législation impose que les poules « aient accès en journée à un parcours extérieur en majeure partie recouvert de végétation ». Traduction ? En réalité ces poules sont le plus souvent élevées en hangars, les unes sur les autres et ont accès à l’extérieur à travers une petite porte ou fenêtre. Cela suffit pour remplir les conditions ! Mais ce n’est pas tout. Les poussins sont nés en hangars fermés et n’ont jamais vue la lumière du jour. Lorsqu’ils grandissent ils ont peur de sortir à l’extérieur ! Par conséquent il est possible que vous mangiez tous les jours des œufs de poules « élevées en plein air » qui n’ont jamais vu la lumière du jour ! Ça fait cher payés les œufs, non ?
Attention, je ne diabolise pas ici le label « poules élevées en plein air ». Il est certes meilleur de manger des œufs de catégorie 0 (bios) et 1 (élevées en plein air) mais privilégiez au maximum les petits producteurs et circuits courts !
5. Le « 100% pur jus », bon pour la ligne ?
Dans la catégorie jus de fruits, on est encore très attentif aux mentions. Le « 100% pur jus de fruits », un argument vendeur n’est-ce pas ? Vous vous dites sûrement que ce sont des fruits et que c’est bon pour votre ligne et votre santé ? Mais c’est encore faux ! Ces jus de fruits industriels sont en vérité des sucres concentrés à assimilation rapide qui font grimper votre taux de sucre dans le sang (et donc favorise la prise de poids) puisqu’ils ne contiennent plus de fibres ! Idéal pour provoquer des fringales vers 10h au boulot lorsque vous en consommez le matin !
« Mais c’est aussi écrit que c’est riche en vitamines et antioxydants, c’est bon pour la santé non » ? Encore faux ! Avec les procédés de fabrication et de conservation, il ne reste plus grand-chose de bénéfique pour vous dans ces jus industriels … Juste une bonne dose de sucre et l’impression de bien se nourrir ! Alors si vous souhaitez rester « healthy » et « faire attention », privilégiez au maximum le « fait maison » … Le gout sera meilleur et les effets bénéfiques !
[1] Selon l’Agence Française pour le Développement et la Promotion de l’Agriculture Biologique
[2] Source : ITAB, Institut Technique de l’Agriculture Biologique
Thanks Marie for all the valuable informations.
C’est un bon article. Pour ma part je suis vegan fait toujours mon sport à jeun ( course, vtt, natation etc ) et pratique la méthode Wim Hoff ! Avec beaucoup de jus fait a l’extracteur ! Thierry Casasnovas fait de superbes vidéos sur YouTube a propos de ça! 😃
Tres intéressant.
Merci Marie pour ces infos
Superbe article
Et que dire du packaging des barquettes de viande ? la viande a mauvaise presse ? alors trouvons des slogans proche de la nature … Plasticienne engagée, j’ai réalisé une série de dessins intitulée « Pouvoir d’achat ». Absurdité et cynisme des mots utilisés pour l’étiquetage des barquettes de viandes. Cette série de dessins aux crayons de couleur reprend mot pour mot les étiquettes des communicants de l’agroalimentaire. Affligeant comment les slogans font avaler n’importe quoi …
A découvrir : https://1011-art.blogspot.fr/p/dessein.html
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