Understanding the changing society - Pascale HEBEL 10th of May 2017
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Understanding the changing society Pascale HEBEL 10th of May 2017
Understanding the changing society
The effects of generations on the values
… and the behaviours
www.credoc.fr
2
The generations live different events and
have different values
Rationing Refrigerator Electrical robot Hypermarket
1917 to 1926 1927 to1936 1937 to 1946 1947 to 1956
89 to 98 years 79 to 88 years 69 to 78 ans 59 to 68 ans
20 years in 1942 20 years in 1952 20 years in 1962 20 years in 1972
Food services Low Cost Meat trails Nomades Génération
?
1957 to 1966 1967 to 1976 1977 to 1986 1987 to 1996 1997 to 2006
49 to 58 years 39 to 48 years 29 to 38 ans 19 to 28 years 9 to 18 years
20 years en 1982 20 years en 1992 20 years en 20 years en 2012 20 years en 2022
2002
New generations are considerably more
environmentally sensitive
Proportion of people citing the environment as one of their two main concerns
25 % Generation Low
Generation Nomade Cost
(1987 -1996) (1967 -1976)
Generation food -service
(1957 -1966)
20
Generation Hypermarket
(1947 -1956)
Generation
Meat trails
15 (1977 -1986)
Generation Electrical Robots
2008 (Grenelle) (1937 -1946)
Generation Rationing
(1917 -1926)
10 Generation
Refrigerators
(1927 -1936)
1978
5
-
0
18-22 23-27 28-32 33-37 38-42 43-47 48-52 53-57 58-62 63-67 68-72 73-77 78-82 83-87 88 ans
ans ans ans ans ans ans ans ans ans ans ans ans ans ans et plus
Source : CREDOC, Enquête Conditions de vie et aspirations
www.credoc.fr
4 4
Different cultural views
Philosophy of the Enlightenment
Protestantism
Catholicism
The man is above nature Man is part of nature
The pleasure / gluttony is accepted
Report sanctuarized Utilitarian Report
Man protects a pure nature without Man uses nature as a reserve of
taking into account the shaping of raw material. It exploits it to the
human activities on them max of its possibilities
Ethical correction Ecological l Correction
Sustainable
Social Concerns development Environmental Concerns
Protestant Cultures : Animal Welfare,
Welfare, Catholic Cultures: Chemicals for worries
Top concerns in members states (on the basis of 17 food related risks)
Source :www.credoc.fr
Eurobaromètre Spécial 354 « Risques liés aux aliments », 2010
6
Last two crisis: Escherichia Coli and horsgate
Media crisis
Dates Events
Food risks back in 2nd position
1978 Rapeseed after road accidents and to
pollution and nuclear accidents
1976 Colorants and additives
1987 Listeria in the Swiss Vacherin
1988 Veals and hornones
1989 Broken glass in baby food
1990 Benzen un Perrier water
1992-1993 Listeria (pork tongue in jelly, potted meat, cheese
and charcuterie to cut)
1996 Mad cow crisis
2005 Influenza poultry
Juin 2011 Escherichia Coli
Mars 2013 Horsegate
Since www.credoc.fr
2012 Food bashing (first Cash Investigation in 2012)
7
« Pesticides” is the word quoted
for fruits
What are the main causes of
concern for fruit?
Source : CCAF 2016, CREDOC et CERTOP (ISTHIA, Jean Pierre POULAIN)
www.credoc.fr
CREDOC / 30 mai 2017
8
Between 2003 and 2007, net increase nutritional speech. While
only 22% of the French describe the "eat well" as "eat healthy" in
2003, they are 36% in 2007.
« For you, what to eat? » %
Taste
DietBalance
Balance 36%
22%
Variety
Satieted
Relaxation
www.credoc.fr
Source : CRÉDOC, Enquêtes CCAF 2004 et 2007
9
Between 2007 and 2010, a balanced diet is losing ground, the
emphasis on taste rose sharply
« For you, what to eat? » %
34%
Taste 26%
33%
Balance 36%
Varied
Satieted
Relaxation
www.credoc.fr
Source : CRÉDOC, Enquêtes CCAF 2004, 2007 et 2010
… and Naturalness grew strongly
between 2007 and 2010
10in 2015, Idealization:
Idealization: THE ORGANIC
PRODUCT
Open question: If I say "quality food", what are the words that come to mind ...?
2007
2000
2015
Source : Enquêtes « Tendances de la Consommation »
www.credoc.fr
11Millennials: are born with Nutrition, Balance, Gastronomy and
Cheap products
Open question: If I say "quality food", what are the words that come to mind ...?
18-24 ans 25-34 ans 35-44 ans
65 ans et plus
45-54 ans 55-64 ans
www.credoc.fr
Source : Enquêtes « Tendances de la Consommation », CREDOC
12Understanding the changing society
The effects of generations on the values
… and the behaviours
www.credoc.fr
13Negative Generation effect (8% for Internet
generation against 20% for shortage generation)
Weight of food expenditure in total consumption, generation effect
30%
25%
25% Génération Pénurie
(1907-1916)
Génération Robot Génération Rationnement
20% électrique (1937-1946) (1917-1926)
20%
1979 1984
Génération Low Cost (1957- 1989 1995
2001 2006
15% 1966)
15%
2011
Génération Réfrigérateur (1927-1936)
10%
10%
Génération Hypermarché
Génération (1947-1956)
5%5% Plateaux Repas
Génération Internet (1967-1976)
(1977-1986)
0%0%
18
13-22 23
18-27 28
23-32 33
28-37 38
33-42 38-4743 43-5248 48-5753 53-62 58 58-67 6363-72 6868-77 73
73-82 78
78-87 83
83-92 88
d’après enquêtes INSEE – Budget des familles (1979, 1984, 1989, 1995, 2000, 2006, 2011)
www.credoc.fr
14High generational effect on soft drinks
consumption
Age and generation effects on soft drinks (CDS, juice) consumption
g/d Generation
350,0 Nomads More and more soft drinks and less
(between 1987 and1996)
Generation
Meals trays
alcohool
300,0
2003 (between 1977 and1986) Less and less fruits, vegetables, meat
2010 … but more and more pizzas,
250,0
sandwiches
2013
2007 Generation
Low Cost
200,0 1999 (between 1967 and1976)
Generation food services (1957
-1966)
150,0 Génération Rationing
(1917-1926)
Generation Hypermarket
(1947-1956) Generation Refrigerator
100,0
(1927-1936)
50,0
Génération Electrical
Robot (1937 -1946)
,0
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
Âge
For adults, diet varied (in descending order
www.credoc.fr
Source : CREDOC - Surveys INCA 1999, CCAF 2003, 2010 et 2013
of importance) according to sex, age,
household size and social status
15 15Preserving health capital for younger generations
Increased expectations of reassurance after food crises: BIO, healthy, natural, animal welfare, origin
Concerns about food are stabilizing, strong increase in risk pesticides, but also antibiotics
Natural, healthy is highest: we want less additives, dyes
Reconciliation between pleasure and health, the consumer is less guilty
The taste still food choices head
HEALTH BUT BACK, health capital are highest while HE DOING PLEASURE
Individualized health will grow
www.credoc.fr
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