{"id":294209,"date":"2011-03-19T01:00:00","date_gmt":"2011-03-19T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-marche-des-complements-alimentaires-en-pleine-mutation"},"modified":"2011-03-19T01:00:00","modified_gmt":"2011-03-19T00:00:00","slug":"le-marche-des-complements-alimentaires-en-pleine-mutation","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-marche-des-complements-alimentaires-en-pleine-mutation","title":{"rendered":"Le march\u00e9 des compl\u00e9ments alimentaires en pleine mutation"},"content":{"rendered":"
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Entre 1997 et 2007, le march\u00e9 des compl\u00e9ments alimentaires en France a affich\u00e9 une progression \u00e0 2 chiffres<\/b>. Il conna\u00eet depuis 2008 un recul li\u00e9 \u00e0 la crise, ces produits n’\u00e9tant pas prioritaires pour les consommateurs. Les 3 grandes familles (vitamines et min\u00e9raux, phytoth\u00e9rapie et produits minceur) ont \u00e9t\u00e9 touch\u00e9s de fa\u00e7on diff\u00e9rentes. Ce sont les produits minceurs qui r\u00e9gressent le plus tandis que la phytoth\u00e9rapie progresse.
Il s’articule en 3 circuits de distribution principaux : les pharmacies (plus de 50% de part de march\u00e9), les magasins sp\u00e9cialis\u00e9s, la vente \u00e0 distance et les grandes surfaces.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Sur ce cr\u00e9neau de la nutrition et de la sant\u00e9, 3 grands groupes se partagent le g\u00e2teau \u00e0 85% :<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Juvamine Laboratoires, L\u00e9a Nature et laboratoires Vitarmonyl.
Le cr\u00e9neau offre un potentiel important. Le fran\u00e7ais consomme trois fois moins de ces produits que dans l’Europe du Nord. Il faut cependant une vraie strat\u00e9gie d’innovation de la part des industriels pour convaincre les consommateurs : r\u00e9\u00e9quilibrer l’offre (les produits minceurs \u00e9taient tr\u00e8s pr\u00e9sents) et communiquer les promesses de ces produits. Dans les GMS, la communication passe par une meilleure visibilit\u00e9 des diff\u00e9rentes familles et une caution scientifique. Les grandes marques investissent en termes de marketing et de publicit\u00e9 en PLV mais aussi dans les magazines sp\u00e9cialis\u00e9s surtout f\u00e9minins. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les magasins sp\u00e9cialis\u00e9s comme la franchise NATURHOUSE<\/a> apportent en plus un conseil de professionnels sur ce segment o\u00f9 le client a du mal \u00e0 choisir. Le vieillissement de la population, le besoin de palier les carences li\u00e9es \u00e0 l’alimentation incitent de plus en plus \u00e0 passer la porte d’un sp\u00e9cialiste. La franchise NATURHOUSE, sp\u00e9cialis\u00e9e dans la nutrition et la di\u00e9t\u00e9tique compte 1 800 centres de nutrition dans le monde. Elle a une exp\u00e9rience de plus de 15 ans et distribue ses produits exclusifs \u00e9labor\u00e9s dans ses laboratoires.
Le march\u00e9 est ouvert et chaque acteur a sa carte \u00e0 jouer mais fort est de constater que le consommateur devient m\u00e9fiant face \u00e0 des mises en garde des m\u00e9dias parfois contradictoires. Se tourner vers des enseignes qui ont pignon est une garantie de recevoir des conseils s\u00e9rieux et d’acheter des produits contr\u00f4l\u00e9s.<\/p>\n

Consultez notre rubrique \u00ab\u00a0actualit\u00e9 marketing<\/a>\u00a0\u00bb pour d’autres articles<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Entre 1997 et 2007, le march\u00e9 des compl\u00e9ments alimentaires en France a affich\u00e9 une progression \u00e0 2 chiffres. Il conna\u00eet depuis 2008 un recul li\u00e9 \u00e0 la crise, ces produits n’\u00e9tant pas prioritaires pour les consommateurs. Les 3 grandes familles (vitamines et min\u00e9raux, phytoth\u00e9rapie et produits minceur) ont \u00e9t\u00e9 touch\u00e9s de fa\u00e7on diff\u00e9rentes. Ce sont […]<\/p>\n","protected":false},"author":52,"featured_media":294210,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-294209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLe march\u00e9 des compl\u00e9ments alimentaires en pleine mutation<\/title>\n<meta name=\"description\" content=\"Entre 1997 et 2007, le march\u00e9 des compl\u00e9ments alimentaires en France a affich\u00e9 une progression \u00e0 2 chiffres. 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