Aujourd’hui, la moitié de l’humanité est consommatrice d’insectes de façon plus ou moins régulière. Vous vous en doutez, la France ne fait pas partie de cette proportion. Nous considérons ces petites bêtes non comestibles, mauvaises pour la santé, dégoûtantes (il y a beaucoup de chances pour que ce soit votre cas). Pourtant, si vous ne le saviez pas, 1900 insectes à travers le monde sont comestibles. Sur ce blog, nous avions déjà parlé des insectes dans un article dédié à cela. Le secteur a beaucoup évolué, laissez moi donc développer ce sujet aujourd’hui.
A travers l’Afrique, beaucoup de plats sont faits à partir de chenilles et de termites. Au Mexique, on a l’habitude d’accompagner ses tortillas avec des petits insectes frits bien croquants et appétissants (Je sais, ça a l’air délicieux). Et ce ne sont pas les seules populations qui consomment les insectes. En Asie du Sud-Est, on fait bouillir les scorpions d’eau, rôtir certaines espèces d’araignées, on fait même d’excellentes purées avec des punaises (plus naturelles que les purées de vos supermarchés).
Que ce soit, les vers, les grillons, les cafards, les chrysalides, les araignées, on peut les bouillir, les cuire, les frire, on a donc un panel de possibilités pour manger ces bêtes. Historiquement, dans les cultures asiatiques et africaines, il est bon de manger des insectes. Ils sont pauvres en graisse, peu énergivores, riches en protéines et en nutriments.
Manger des insectes en Europe ?
En Europe, l’entomophagie était pratiquée jusqu’à la Renaissance. Nos ancêtres ont abandonné cette habitude avec l’essor de l’urbanisation et l’industrialisation. Nous avons perdu l’habitude de vivre avec les insectes (et de les manger). Pourtant, c’est avec l’insuffisance de la production animale, l’impact environnemental de ces exploitations que certains consommateurs commencent à changer les habitudes, et ils sont plus proches qu’on ne le pense.
Depuis le premier Mai 2017 et c’est unique en Europe, la Suisse autorise les insectes à être vendus dans ses supermarchés. Par exemple, la marque Essento vend des “steaks” d’insectes concoctés à partir de vers de farine, des barres de protéines faites à base de criquets, accessibles à tous les foyers de l’Helvétie, achetables en magasin. Les insectes sont donc bons pour la santé, c’est un mode alternatif de consommation, bon pour la planète. Mais, évidemment, dans l’imaginaire collectif, on va avoir du mal à faire rentrer ces petites bêtes dans la bouche des français. Quelle est donc la solution ? C’est là que le Marketing entre en jeu.
Comment faire accepter les insectes dans nos assiettes ?
Si nous écoutons Coop et Manor, les deux distributeurs majeurs d’insectes comestibles en Suisse, pour avoir un impact sur les mentalités, il faut utiliser le pouvoir des influenceurs et ambassadeurs pour déclencher un déclic dans l’esprit des jeunes consommateurs. Car ce sont véritablement les jeunes adultes qui sont visés par ce nouveau mode de consommation venu des autres continents. Voilà pourquoi Essento nous vend des steaks de vers de farine pour faire d’excellents burgers. C’est un pari risqué quand on sait que seulement 1 suisse sur 10 est prêt à manger des grillons (étude réalisée par la Haute école spécialisée Bernoise).
En fait, ceux qui sont prêts à faire le pas sont des personnes disposant d’un niveau de formation élevé avec une haute connaissance sur l’alimentation, ayant comme priorité le côté “healthy” de l’alimentation. Cette tranche de la population suisse aime par exemple consommer des sushis, des fruits de mer. Cette proportion est celle qui a le plus d’enfants. C’est donc peut-être une bonne idée pour les marques de faire le pas, dans une stratégie de niche, en s’adressant à cette partie de la population qui a des moyens financiers et des enfants (plus de bouches à nourrir, plus d’achats).
Des insectes au curry, ça vous tente ?
Les véritables résultats de ces premières études de consommation, les premières expériences faites en rayon de la grande distribution, nous disent une chose : Indéniablement, l’acceptation de l’entomophagie passe obligatoirement par une transformation du produit pour en masquer la reconnaissance. la FAO (Food and Agriculture Organization) a mené une étude qualitative sous forme de tables rondes et d’entretiens individuels pour juger le goût perçu de certains produits, ainsi que la reconnaissance des insectes à l’intérieur.
Un élément intéressant de cette étude est que si les insectes comestibles sont associés à des épices et sauces (curry, barbecue) ou qu’ils sont consommés à travers des éléments familiers (farine, friandise) le produit n’est plus considéré comme non comestible. Quand on mange un gâteau au chocolat dont la farine est réalisée à base d’insectes, si on a pas connaissance du détail de la préparation, on ne fait pas la différence. En revanche, la perception du goût est complètement différente si on a l’information.
L’enjeu des marques qui ont, ou auront la volonté de vendre des aliments à base d’insectes, est de faire l’équilibre entre le fait de vendre des aliments à base d’insectes, en voulant toucher les consommateurs volontaires (donc communiquer dessus) et également toucher ceux qui ressentent du dégoût (déguiser la présence d’insectes).
Comment manger des insectes en France ?
En France, il est interdit aux grands distributeurs de vendre des insectes dans n’importe lequel de ses produits. En revanche, sur internet, cela n’a jamais été interdit. Prenons l’exemple du site insectescomestibles.fr. C’est le premier site e-commerce français vendant des insectes comestibles (depuis 2009). Sa cible est assez large, de l’enfant au trentenaire, de l’amateur de sensation au sportif qui désire avoir une alimentation riche en protéine et peu volumineuse.
Elle vend par exemple la gamme Kinjao, des produits à base de farine d’insectes destinés aux sportifs de haut niveau. La marque respecte nos préconisations, elle s’inspire des bienfaits nutritifs des insectes tout en supprimant le frein à l’achat principal : le dégoût lié à la vision d’un insecte.
Micronutris.com, marque commerciale française spécialisée dans l’élevage et la vente d’insectes, nous vend de délicieux insectes comestibles, des grillons et des ténébrions aromatisés, à déguster “au moment de l’apéritif ou lorsque vous avez un petit creux”. En parlant de ténébrions, on peut les retrouver dans des crackers parfumés au chili. En analysant la communication de la marque (packagings, description des produits, message de la marque), Micronutris insiste sur le côté naturel et sportif. Les illustrations utilisées représentent des sportifs, des dessins d’insectes stylisés pour les rendre plus appétissants avec des couleurs vives en adéquation avec les saveurs présentées (Tex Mex, Curry, Piment).
Le site propose même des recettes de cuisine. Au menu, des linguines à la bolognaise d’insectes pimentées ou des tuiles aux insectes caramélisés. Le but est donc de faire accepter la consommation d’insectes aux plus curieux et aux grands sportifs. La marque joue donc sur la création de contenus originaux pour accompagner ses ventes.
Conclusion ?
Personnellement, même avec l’impact écologique massif de la surexploitation animale, les conditions d’élevage déplorables des bovins, des porcs et de la volaille, il sera difficile selon d’accoutumer les français à la consommation d’insectes comestibles, qu’ils soient parfumés, épicés, frits, sucrés, salés. Nous avons des racines culturelles profondes qui nous dégoûtent naturellement des petites bêtes, nous sommes de grands carnivores et ce n’est pas la majorité de la population qui pourrait consommer des insectes (même de façon unique).
En revanche, de plus en plus d’entreprises de vente d’insectes comestibles en ligne se lancent dans ce business de niche, ils y voient une opportunité de s’adresser à une cible limitée mais suffisante pour avoir un vrai marché à conquérir.
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