Nudge VS notre alimentation
Dur dur de s’attaquer à nos comportements alimentaires pour nous faire consommer mieux, moins, saisonnier, sans déchet…
Après la diffusion massive de messages nutritionnels sur différents média, nos comportements de consommation alimentaire n’ont pas vraiment changé, même si la question de la nutrition est davantage dans l’esprit des ménages.
Nous sommes conscients des nombreuses crises sanitaires et sociales autour de l’alimentation, mais pour autant, est-ce que nous adoptons une démarche respectueuse et saine au quotidien pour pallier ces troubles ? Pas vraiment…
C’est pour cela, qu’aujourd’hui les collectifs santé et certains industriels se lancent dans le « nudge », en adoptant une démarche impulsant le changement sans même que nous ayons conscience de la suggestion qui nous est faite lors de notre consommation ou de notre décision d’achat.
Une fois n’est pas de trop, petit rappel sur la définition du « nudge ».
C’est ce qu’on peut appeler une technique d’incitation ou d’influence qui va progressivement et avec des actions simples de mises en oeuvre, faire changer un comportement.
Ce « coup de pouce » est déclinable : il peut s’appliquer à divers sujets de société pour essayer d’orienter une décision. Vous avez pu voir différents domaines d’application à travers les articles de notre blog et aujourd’hui nous allons voir si l’alimentaire est « nudgable ».
Quand le « nudge » s’attaque à notre alimentation …
Pour bon nombre d’entre nous, manger est avant tout une histoire de plaisir, il est alors difficile de calmer certaines pulsions qui pourront apporter du réconfort, de la satisfaction ou de la délectation…
Alors, comment les marques mettent-elles en place un « nudge » capable de suggérer à notre inconscient un comportement raisonné tout en nous laissant notre libre arbitre ?
Pour y répondre nous allons décrypter quelques exemples de « nudge ».
La bonne portion avec Smarties…
Ahhh les sucreries…comment y résister et s’arrêter à temps pour ne pas en abuser ?
Beaucoup de personnes ne connaissent pas le juste milieu entre se faire plaisir et se goinfrer.
Parlons des sucreries en chocolat par exemple ; généralement on a envie d’en manger d’un seul coup puis on se plaint que le plaisir s’est évanoui trop vite une fois fini. Par conséquent, on en prend plus que de raison.
C’est pourquoi Smarties de NESTLÉ, conscient de cela, encourage les consommateurs à faire attention à la quantité ingérée sans les frustrer ou les forcer à stopper la consommation. Les recherches (Cornil et Chandon, 2014) ont montré que des petites quantités peuvent délivrer le même plaisir voire plus de satisfaction quand on déguste lentement et en conscience.
Le principe du « nudge » mis en place par Smarties est le suivant : Conditionner ses chocolats colorés en 3 petites portions de 15 pièces chacune pour 70 calories.
Ce principe suggère que la norme est de manger les Smarties en 3 fois et pas d’un seul coup.
Les résultats, après lancement du produit, ont montré que comparé à un produit standard, les consommateurs préfèrent ce nouveau pack et considèrent qu’il y a plus de satisfaction en mangeant les Smarties lentement du fait de la portion réduite.
Le plaisir raisonné avec l’En cas Caprice des Dieux
En France, le repas est un véritable rituel et pas question de lésiner sur la portion de fromage, de pain ou de vin.
Pour Caprice des Dieux, le défi était de guider les consommateurs à manger la juste portion de fromage par rapport à la quantité recommandée de lait et néanmoins suffisante pour se faire plaisir.
Le « nudge » repose encore une fois sur le packaging, puisque la marque a choisi de délimiter visuellement des portions de 15g (voir photo). Sachant que 2 portions (soit 30g) de ce fromage représentent 1/3 de l’apport journalier en lait recommandé par les nutritionnistes.
Résultats avec ce « nudge » (étude IN VIVO déc. 2016): réduction de 28% de la consommation moyenne en gramme du fromage sur 5 jours (104g contre 144g sans le « nudge »).
Un peu, beaucoup, à la folie, chaque portion est un caprice…
Un diner convivial avec Barilla
Selon, une étude réalisée aux États-Unis, 76% des individus interrogés considèrent que le repas du soir est le moment le plus important pour une famille car il favorise la réunion, la discussion et le partage. De plus, 72% des enfants se sentent plus proches de leurs parents lorsqu’ils ont un repas du soir ensemble.
Il reste toutefois 1 personne sur 4 qui ne considère pas ce moment comme convivial.
C’est pourquoi Barilla, avec ses racines italiennes, s’est donné pour mission de rassembler les familles autour de la table lors du souper. Le « nudge » établi repose sur des outils et astuces à destination des familles via une campagne numérique (site web, vidéo virale et projet éducatif).
Intitulé « Share the table », le projet consiste à créer des liens forts avec les ménages en faisant la promotion d’habitudes alimentaires saines. À travers le site consacré à cette action, la marque lance une campagne d’informations basée sur des suggestions, qui selon Barilla, sont les clés d’un repas en famille convivial (voir photo).
De plus, plusieurs outils amusants comme des napperons instructifs ou des livres de cuisine modernes ont été distribués pour impliquer les enfants. De quoi bien préparer la table et inviter les parents à la rejoindre pour y passer un bon moment en famille.
Nudge 3 – Glouton 0
On pourrait encore citer Danone et sa marque d’eau minérale « Font Vella » au design attractif pour les enfants et bien d’autres… Mais ce sera tout, pour le moment.
En tous cas, le « nudge » alimentaire devrait être de plus en plus présent dans les années à venir pour faire rimer les repas avec plaisir et santé.
Oui mais voilà…
Pour conclure cet article, le seul hic que nous pourrions soulever avec ces exemples, pourvus de bonnes intentions à première vue, serait que les marques alimentaires instaurants le nudge et par conséquent limitants les quantités consommées de leurs produits peuvent potentiellement augmenter les prix au kilo pour pouvoir compenser cette « réduction » de consommation…Pas si salutaire donc… Affaire à suivre…
Tu es arrivé(e) jusqu’à la fin ? Tu as bien aimé mon article ? Je te laisse découvrir mon premier post ici sur les packagings alimentaires bio
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