Avec la crise de la covid-19, la situation écologique actuelle de plus en plus préoccupante, mais aussi la baisse du pouvoir d’achat, les Français se voient davantage préoccupés par leur consommation et cherchent à l’optimiser de la meilleure façon possible. Pour consommer de façon plus responsable, les consommateurs sont de plus en plus séduits par le vrac qui apparaît comme une pratique plus vertueuse. Cependant, cette offre reste encore mineure en France mais tend à s’implanter sur différents niveaux.
Qu’est-ce que le vrac et qu’est-ce que cela représente ?
Tout d’abord, il est important de définir ce qu’est le vrac. En effet, selon le Code de la consommation, l’article L. 120-1, le vrac se définit comme étant « la vente aux consommateurs de produits présentés sans emballage primaire, en quantité choisie par le consommateur, dans des contenants réemployables ou réutilisables. La vente en vrac est proposée en libre-service ou en service assisté dans les points de vente ambulants ».
D’après une enquête de l’ADEME, les principales motivations à l’achat en vrac se trouve d’une part sur une volonté de réduire ses déchets, notamment les emballages mais aussi une réduction alimentaire, puisque le vrac permet d’acheter uniquement la quantité souhaitée et donc de lutter contre le gaspillage alimentaire.
Toujours selon l’ADEME, on constate une forte croissance du chiffre d’affaires du marché du vrac depuis 2013, tous circuits confondus. Malgré la covid, cela représentait en 2020, 1,3 milliards d’euros et en 2022 c’est une estimation à 3,2 milliards d’euros. Cette forte croissance est notamment soutenue par la législation, puisque en effet, selon la loi climat et résilience d’août 2021, au 1er janvier 2030, les commerces de plus de 400m2 seront obligés de proposer à la vente des produits sans emballage primaire.
On compte plus de 140 épiceries spécialisées dans la vente en vrac, ce qui fait de la France le leader mondial du secteur, dont les 3 principaux sont : les grandes et moyennes surfaces, les magasins spécialisés BIO et les magasins spécialisés en VRAC.
Aujourd’hui, le principal distributeur reste le réseau Day by Day avec 59 magasins, mais on note le développement de nouveaux circuits de distribution, notamment les pharmacies, les magasins de beauté, les drives et sites e-commerce.
L’avantage du vrac
Tout d’abord, l’un des avantages principaux du vrac est qu’il permet de réduire significativement les emballages jetés par les ménages. Effectivement, des études montrent que 85% des emballages jetées par les ménages sont des emballages alimentaires. Or, tous les emballages ont un impact sur l’environnement, même s’ils sont réutilisables. Limiter les emballages c’est donc limiter l’impact de son ménage sur l’environnement.
D’autre part, acheter de cette façon permet aux ménages de faire des économies.
Au-delà de la diminution des emballages, faire ses courses dans un magasin de vrac est un véritable levier pour réaliser des économies. En effet, grâce à ce concept, vous achetez uniquement la quantité dont vous avez besoin. L’absence d’emballage, les produits en vrac sont généralement moins chers. En effet, ils coûtent entre 10 et 15% de moins que les produits emballés. De ce fait, les produits de base comme le riz et les pâtes sont souvent beaucoup moins chers, à l’inverse de certains produits comme le miel par exemple, qui sont souvent issus de circuits courts, bios et de meilleure qualité et qui sont alors plus chers.
Finalement, on constate aussi une diversification au niveau des produits proposés, puisque en 2020, ce sont majoritairement des produits vendus en épicerie sèche type pâtes, riz, amandes, oléagineux, céréales, graines, légumineuses ou encore les produits vendus à la coupe type fromage, viande, charcuterie et plus récemment on a vu apparaître de la vente en vrac sur des produits du quotidien type produits d’entretiens, huiles, vinaigres ou encore les produits cosmétiques.
Cependant, certains produits pour des raisons de santé publique ne peuvent pas être vendus en vrac et sont même interdits. C’est le cas pour le lait, les produits alimentaires infantiles, les produits surgelés ou encore les compléments alimentaires.
Les différents systèmes de distribution
Qui consomme du vrac ?
Selon une étude réalisée en octobre 2020 par le Réseau Vrac et Nielsen, 4 foyers sur 10 achètent en vrac.
Concernant le profil des consommateurs, on constate une majorité de cadre qui résident en zone urbaine et les foyers composés d’une personne d’au moins 35 ans.
Les consommateurs convaincus par le vrac, citent comme avantage le fait de pouvoir choisir de la quantité voulue et donc de pouvoir mieux gérer sa consommation. Le fait de pouvoir réduire les emballages et le fait que le vrac apporte la garantie d’un produit de qualité.
Parmi les freins évoqués on note l’hygiène, le manque d’information sur les produits et la praticité.
Le marché du vrac pèse aujourd’hui 1,3 milliards d’euros alors qu’il dépassait à peine les 100 millions en 2013 (toujours selon l’étude Nielsen). Malgré la crise covid, la croissance du vrac était de +8% et le nombre de magasins équipés de silos de distribution en libre-service dépasse aujourd’hui les 400, avec une croissance de +60%
L’évolution du vrac, un moyen d’avoir la main sur sa consommation
Finalement, avec l’augmentation prévue du nombre de magasins proposant du vrac d’ici 2030, le consommateur va se retrouver de plus en plus confronté à cette nouvelle pratique de consommation. Pour faire sa place dans cette industrie, les marques cherchent à innover en proposant davantage d’alternatives de consommation sans emballage, à prix malins. C’est le cas notamment avec les produits solides. De nombreuses marques se développent et proposent des alternatives innovantes pour garder la main sur sa consommation et être plus responsable.
Mais qui dit produits solides, dit produits sans conservateurs et donc des produits qui offrent une meilleure alternative face aux risques que l’on peut rencontrer dans la composition des produits liquides. On se concentre principalement sur l’essentiel et les produits solides permettent d’afficher une composition des plus transparentes possibles.
Les produits solides ce sont aussi des économies en termes de durée de vie d’un produit, en effet à titre d’exemple « un shampoing solide de 70g c’est l’équivalent de 3 bouteilles de shampoings liquide de 200ml ». Alors, certes au premier achat ils semblent plus onéreux que les produits classiques mais finalement ils sont très vite rentabilisés !
En conclusion, le vrac de part ses nombreuses facettes et la place qu’il se fait au sein des différentes enseignes tend bien à se démocratiser davantage dans les prochaines années. Alors toi, jeune étudiant qui pense ne pas en avoir pour ton argent en consommant du vrac, ou qui pense encore que c’est une pratique essentiellement « bobo chic » essaie-le, tu serais surpris de voir que l’on fait de belles économies sur le long terme !
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