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B U S I N E S S A N D S U S T A I N A B L E D E V E L O P M E N T R E P O R T 2010 NEW-AGE CONSUMERS Globalized trade and the spread of the Internet have led to convergence of cultures, though not to any real uniformity. Local culinary habits persist, even alongside counter-current trends. A RADICALLY CHANGING WORLD Cultures around the world today are tending to cross-fertilize and influence each other. The opposing currents of an emerging global culture and continued attachment to tradition are giving rise to new consumer attitudes. In many developing countries, this is seen in the growth of a new middle class with a desire to ‘catch up’, side-by-side with a counter-current of resistance to hyper consumption. The Internet, a vehicle for all these trends, serves as a platform for exchange, which also results in a well-informed consumer. THE SOCIALLY CONCERNED SHOPPER Socially concerned shoppers are adopting a more responsible and rational approach to the act of buying, and tend to choose more durable, quality products. Aware of the need to reduce their ecological footprint, consumers now also take into account the power consumption and recyclability of products. Thus, the energy-efficiency classification labels familiar on white goods, will be extended to vacuum cleaners in the future. milk-based desserts, and even homemade ice cream. Fresh-food preparation is also part of this scenario, explaining the demand for food processors, liquidizers and slicer-graters, with the return to raw vegetables, soups and smoothies... Moreover, home cooking has its own prestige, and helps to pass on gastronomic heritage and family values. ETHNIC COOKING Through globalization, we are seeing the spread of Western eating habits around the world – often associated with famous chefs – while, on the other hand, people in the West are drawn to exotic dishes that offer them a new savoury experience. Take for instance the current sushi vogue in France, and the popularity of the French baguette in Tokyo. Rice, which is a staple food of truly global dimensions, is another example. While rice consumption is falling in its traditional Asian territories, it is on the rise in Western countries where demand has traditionally been low, but where ethnic food is now increasingly popular. Indeed, there are more than 40,000 varieties of rice worldwide, and almost as many modes of preparation, depending on the local culture. HUMAN ACTIVITIES WORLDWIDE PRODUCE ABOUT 10 MILLION TONNES Of WASTE DAILY NUTRITION: A SOCIAL ISSUE An increasing number of people, including young people, suffer from obesity. This worrying trend is taken very seriously by doctors, and is the subject of public-awareness campaigns, for example, to encourage the eating of fruit and vegetables. So, more consumers are aware of the need for a healthy and balanced diet, and this has stimulated interest in home cooking – which can mean light and tasty steam-cooked food, minimal use of oil, or plancha grilling, as well as making homemade bread, yogurt, ANNUAL RICE CONSUMPTION PER HEAD VARIES BETWEEN 10 KG IN EUROPE, AND OVER 100 KG IN CHINA
O P E R A T I O N S 24-25 T R E N D S MORE THAN 90% Of UNDER 30s IN DEVELOPED COUNTRIES BELONG TO A SOCIAL NETWORK THE INfLUENCE Of SOCIAL NETWORKS Social networks, which cater for a need to meet other people on the Internet and belong to a community, are enjoying exponential growth. These networks are, for more and more consumers, a source of information to help them choose a product and compare notes on product use. People now expect brands to join in discussions on these networks. Indeed, brands tend to have their own ‘fans’ who are ready to speak well of them. This also brings a new dimension to advertising, which becomes a community affair, no longer just confined to the TV commercial. 47% Of ADULTS IN fRANCE, AND 67% IN THE UNITED STATES ARE CONSIDERED OVERWEIGHT OR OBESE AN INfORMED DECISION TO BUY A visit to a point of sale does not always lead to a purchase. Today, it has become important to be closer to the customer. Promotional exercises, the availability and advice of sales staff, detailed product information, merchandising – or, better still, the actual experience of the product – all have a bearing on the decision to buy. Thus, in China, 6,000 demonstrators promote Supor products. Today’s dominant retail formats, such as food hypermarkets, are losing customers to local stores and websites. The attraction of the Internet is also the large extent of the offer, the chance to compare products and know what other users think, and even find the best price. IN fRANCE, MORE THAN 27 MILLION PEOPLE BUY REGULARLY ON THE INTERNET
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ACKNOWLEDGMENTS This document was p
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