{"id":14693,"date":"2025-04-23T16:21:02","date_gmt":"2025-04-23T16:21:02","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&#038;p=14693"},"modified":"2025-04-23T16:23:04","modified_gmt":"2025-04-23T16:23:04","slug":"rethinking-value-what-todays-consumers-want-from-cpg-brands","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/fr\/blog\/rethinking-value-what-todays-consumers-want-from-cpg-brands\/","title":{"rendered":"Repenser la valeur\u00a0: ce que les consommateurs d&#039;aujourd&#039;hui attendent des marques de biens de consommation courante"},"content":{"rendered":"<p>En 2025, <a href=\"https:\/\/www.kearney.com\/industry\/consumer-retail\/article\/grocery-will-feel-the-squeeze-as-consumers-prioritize-wants-and-optimize-needs\">85%<\/a> des consommateurs d\u00e9clarent ressentir la plus forte pression de la hausse des prix dans le secteur de l&#039;\u00e9picerie, pla\u00e7ant l&#039;inflation au c\u0153ur de leurs d\u00e9cisions quotidiennes. Cette pression financi\u00e8re ne pousse pas seulement les consommateurs \u00e0 r\u00e9duire leurs d\u00e9penses, elle les rend plus intentionnels. Les consommateurs r\u00e9\u00e9valuent leurs achats, leur fr\u00e9quence et leurs clients, privil\u00e9giant les achats offrant un \u00e9quilibre entre qualit\u00e9, fonctionnalit\u00e9 et prix abordable. Si la sensibilit\u00e9 au prix est \u00e9lev\u00e9e, les consommateurs ne sont pas uniquement motiv\u00e9s par le co\u00fbt\u00a0; ils accordent davantage d&#039;importance \u00e0 la valeur globale d&#039;un produit.<\/p>\n\n\n\n<p>Cette valeur est de plus en plus d\u00e9finie par quatre piliers fondamentaux\u00a0: la sant\u00e9, la praticit\u00e9, la personnalisation et la durabilit\u00e9. Les consommateurs d&#039;aujourd&#039;hui sont plus inform\u00e9s, soucieux de leur sant\u00e9 et de l&#039;environnement, et attendent des marques qu&#039;elles r\u00e9pondent \u00e0 leurs besoins uniques sans compromis. Alors que l&#039;inflation continue de fa\u00e7onner les habitudes de consommation, ces priorit\u00e9s agissent comme des filtres d\u00e9cisionnels, guidant ce qui finit dans le panier et ce qui n&#039;y arrive pas. Pour les entreprises de biens de grande consommation, cela signifie que la fid\u00e9lisation des consommateurs passe par la compr\u00e9hension de ces attentes en constante \u00e9volution et par la fourniture de solutions plus intelligentes et plus pertinentes \u00e0 chaque point de contact.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e, .wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e[data-kb-block=\"kb-adv-heading14693_5789c4-7e\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e[data-kb-block=\"kb-adv-heading14693_5789c4-7e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_5789c4-7e[data-kb-block=\"kb-adv-heading14693_5789c4-7e\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_5789c4-7e wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_5789c4-7e\"><strong>1. Innovation disruptive et passage \u00e0 la personnalisation<\/strong><\/h4>\n\n\n\n<p>Les approches traditionnelles de grande consommation ne suffisent plus. Les consommateurs d&#039;aujourd&#039;hui recherchent des produits adapt\u00e9s \u00e0 leurs besoins sp\u00e9cifiques, qu&#039;ils soient motiv\u00e9s par des objectifs de bien-\u00eatre, des valeurs de durabilit\u00e9 ou des pr\u00e9f\u00e9rences de style de vie. L&#039;innovation est devenue essentielle, non seulement pour se diff\u00e9rencier, mais aussi pour survivre.<\/p>\n\n\n\n<p>De plus en plus d\u2019entreprises de biens de consommation courante utilisent d\u00e9sormais l\u2019intelligence artificielle (IA) et <a href=\"https:\/\/ivymobility.com\/fr\/ivy-insights\/\">analyses avanc\u00e9es<\/a> Identifier les demandes de niche et proposer des produits hautement personnalis\u00e9s. Des solutions bien-\u00eatre sur mesure aux formules adapt\u00e9es \u00e0 des r\u00e9gimes alimentaires ou des pathologies sp\u00e9cifiques, l&#039;avenir r\u00e9side dans la personnalisation \u00e9volutive. Des cycles de d\u00e9veloppement produits rapides et des mod\u00e8les privil\u00e9giant le num\u00e9rique aident les marques \u00e0 r\u00e9pondre \u00e0 cette demande avec agilit\u00e9 et pr\u00e9cision.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b, .wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b[data-kb-block=\"kb-adv-heading14693_d89b25-9b\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b[data-kb-block=\"kb-adv-heading14693_d89b25-9b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_d89b25-9b[data-kb-block=\"kb-adv-heading14693_d89b25-9b\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_d89b25-9b wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_d89b25-9b\"><strong>2. Le consommateur z\u00e9ro et les attentes omnicanales<\/strong><\/h4>\n\n\n\n<p>Les consommateurs d&#039;aujourd&#039;hui s&#039;attendent \u00e0 des exp\u00e9riences fluides, \u00e0 tout moment et en tout lieu. Connus sous le nom de \u00ab\u00a0consommateurs z\u00e9ro\u00a0\u00bb, ils ne font preuve d&#039;aucune fid\u00e9lit\u00e9, d&#039;aucune patience et d&#039;aucune limite. Ils peuvent naviguer en ligne, commander via une application, r\u00e9cup\u00e9rer leurs achats en magasin ou s&#039;attendre \u00e0 une livraison le jour m\u00eame sur plusieurs plateformes.<\/p>\n\n\n\n<p>Pour r\u00e9pondre \u00e0 ces attentes, les entreprises de biens de grande consommation investissent dans des cha\u00eenes d&#039;approvisionnement agiles, des plateformes de gestion des stocks localis\u00e9es et des mod\u00e8les de traitement des commandes ind\u00e9pendants des canaux de distribution. Certaines utilisent des jumeaux num\u00e9riques pour simuler des sc\u00e9narios de production et de logistique, identifiant ainsi les perturbations avant qu&#039;elles ne surviennent. D&#039;autres mettent en \u0153uvre des strat\u00e9gies de pr\u00e9vision et de r\u00e9approvisionnement bas\u00e9es sur l&#039;IA avec des partenaires distributeurs afin de garantir une disponibilit\u00e9 quasi parfaite des produits en point de vente.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-1024x576.jpg\" alt=\"\" class=\"wp-image-14695\" srcset=\"https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-1024x576.jpg 1024w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-300x169.jpg 300w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-768x432.jpg 768w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale-18x10.jpg 18w, https:\/\/ivymobility.com\/wp-content\/uploads\/rethale.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8, .wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8[data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8[data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_b9ab2e-a8[data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_b9ab2e-a8 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_b9ab2e-a8\"><strong>3. L&#039;IA comme bouclier contre les pressions inflationnistes<\/strong><\/h4>\n\n\n\n<p>L&#039;inflation, les chocs sur les cha\u00eenes d&#039;approvisionnement et les incertitudes commerciales mondiales poussent les entreprises de biens de consommation \u00e0 optimiser chaque aspect de leurs op\u00e9rations. Face \u00e0 une sensibilit\u00e9 croissante des consommateurs aux prix, l&#039;accent est mis sur les strat\u00e9gies de croissance ax\u00e9es sur les volumes plut\u00f4t que sur les prix.<\/p>\n\n\n\n<p><a href=\"https:\/\/ivymobility.com\/fr\/ebooks\/the-future-of-cpg-excellence-harnessing-ai-for-growth-and-efficiency\/\">IA et analyse pr\u00e9dictive<\/a> permettent des d\u00e9cisions plus \u00e9clair\u00e9es en mati\u00e8re d&#039;approvisionnement, de tarification, de promotions et de mix produits. En anticipant les tendances des mati\u00e8res premi\u00e8res et en comprenant la r\u00e9action des consommateurs aux variations de prix, les entreprises peuvent concilier croissance du chiffre d&#039;affaires et protection des marges. L&#039;automatisation intelligente permet \u00e9galement d&#039;identifier de nouvelles efficacit\u00e9s dans l&#039;approvisionnement, la production et la distribution.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0, .wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0[data-kb-block=\"kb-adv-heading14693_2399ca-e0\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0[data-kb-block=\"kb-adv-heading14693_2399ca-e0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_2399ca-e0[data-kb-block=\"kb-adv-heading14693_2399ca-e0\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_2399ca-e0 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_2399ca-e0\"><strong>4. La durabilit\u00e9 passe du statut d&#039;initiative \u00e0 celui d&#039;imp\u00e9ratif<\/strong><\/h4>\n\n\n\n<p>Avec des r\u00e9glementations telles que le r\u00e8glement de l&#039;UE sur la d\u00e9forestation (EUDR), la directive sur les rapports de durabilit\u00e9 des entreprises (CSRD) et l&#039;initiative sur les objectifs fond\u00e9s sur la science (SBTi) occupant une place centrale, la durabilit\u00e9 est devenue une priorit\u00e9 essentielle pour les entreprises.<\/p>\n\n\n\n<p>Les entreprises de biens de consommation repensent leurs cha\u00eenes de valeur pour r\u00e9duire leurs \u00e9missions, garantir un approvisionnement \u00e9thique et promouvoir des solutions circulaires. Des emballages recyclables et des ingr\u00e9dients respectueux du climat \u00e0 l&#039;agriculture r\u00e9g\u00e9n\u00e9ratrice et aux cadres de reporting ESG, <a href=\"https:\/\/ivymobility.com\/fr\/ebooks\/building-a-sustainable-future-insights-into-environmental-and-ethical-practices\/\">durabilit\u00e9<\/a> est d\u00e9sormais profond\u00e9ment ancr\u00e9 dans les mod\u00e8les commerciaux, non seulement pour des raisons de conformit\u00e9, mais aussi comme facteur de diff\u00e9renciation concurrentiel.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e, .wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e[data-kb-block=\"kb-adv-heading14693_666e4c-2e\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e[data-kb-block=\"kb-adv-heading14693_666e4c-2e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_666e4c-2e[data-kb-block=\"kb-adv-heading14693_666e4c-2e\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_666e4c-2e wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_666e4c-2e\"><strong>5. Hyperlocalisation pilot\u00e9e par les donn\u00e9es<\/strong><\/h4>\n\n\n\n<p>Comprendre les consommateurs au plus pr\u00e8s est essentiel pour r\u00e9ussir sur des march\u00e9s diversifi\u00e9s. L&#039;IA et le machine learning permettent aux marques d&#039;obtenir des informations ultra-locales sur les habitudes de consommation, la sensibilit\u00e9 aux prix et les formats d&#039;emballage pr\u00e9f\u00e9r\u00e9s.<\/p>\n\n\n\n<p>Les entreprises avant-gardistes int\u00e8grent leurs plateformes B2B et D2C \u00e0 des r\u00e9seaux de commerce num\u00e9rique plus vastes pour atteindre des march\u00e9s mal desservis et proposer des exp\u00e9riences personnalis\u00e9es \u00e0 grande \u00e9chelle. Ces efforts am\u00e9liorent non seulement l&#039;accessibilit\u00e9, mais renforcent \u00e9galement la pertinence de la marque dans les contextes locaux.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76, .wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76[data-kb-block=\"kb-adv-heading14693_8c923f-76\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76[data-kb-block=\"kb-adv-heading14693_8c923f-76\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_8c923f-76[data-kb-block=\"kb-adv-heading14693_8c923f-76\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_8c923f-76 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_8c923f-76\"><strong>6. Nouveaux mod\u00e8les commerciaux et partenariats strat\u00e9giques<\/strong><\/h4>\n\n\n\n<p>Pour cr\u00e9er de nouvelles sources de revenus et renforcer l&#039;engagement envers la marque, les entreprises de biens de grande consommation explorent des mod\u00e8les \u00e9conomiques collaboratifs. Les partenariats permettant le partage d&#039;infrastructures ou l&#039;extension de portefeuille sont de plus en plus courants.<\/p>\n\n\n\n<p>Par exemple, les marques co-d\u00e9veloppent des offres inter-cat\u00e9gories ou exploitent les r\u00e9seaux de cha\u00eene du froid existants pour \u00e9tendre leurs activit\u00e9s \u00e0 des gammes de produits adjacentes. Ces jeux d&#039;\u00e9cosyst\u00e8mes aident les entreprises \u00e0 rester flexibles et r\u00e9actives tout en \u00e9largissant leur port\u00e9e commerciale.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab, .wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab[data-kb-block=\"kb-adv-heading14693_e09e36-ab\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab[data-kb-block=\"kb-adv-heading14693_e09e36-ab\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading14693_e09e36-ab[data-kb-block=\"kb-adv-heading14693_e09e36-ab\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h4 class=\"kt-adv-heading14693_e09e36-ab wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading14693_e09e36-ab\"><strong>Derni\u00e8res pens\u00e9es<\/strong><\/h4>\n\n\n\n<p>En 2025, le paysage des biens de grande consommation exige bien plus que des produits d&#039;excellence\u00a0; il exige des informations en temps r\u00e9el, une ex\u00e9cution flexible et une attention constante port\u00e9e au consommateur. En adoptant la transformation num\u00e9rique, des d\u00e9cisions bas\u00e9es sur les donn\u00e9es et des op\u00e9rations durables, les entreprises peuvent r\u00e9pondre aux attentes croissantes et renforcer leur r\u00e9silience \u00e0 long terme. Que ce soit par l&#039;innovation agile, la gestion omnicanale des commandes ou la planification de la demande pilot\u00e9e par l&#039;IA, la voie \u00e0 suivre est claire\u00a0: privil\u00e9gier le consommateur, rester \u00e0 l&#039;\u00e9coute des technologies et \u00eatre pr\u00eat \u00e0 s&#039;adapter.<\/p>\n\n\n\n<p>Chez Ivy Mobility, nous \u00e9quipons les marques de biens de grande consommation d&#039;outils intelligents pour optimiser <a href=\"https:\/\/ivymobility.com\/fr\/retail-execution\/\">ex\u00e9cution au d\u00e9tail<\/a>, automatiser les flux de travail et am\u00e9liorer la prise de d\u00e9cision en temps r\u00e9el, leur permettant ainsi de rester leaders dans un monde en constante \u00e9volution. D\u00e9couvrez comment Ivy Mobility peut vous aider \u00e0 garder une longueur d&#039;avance. <a href=\"https:\/\/ivymobility.com\/fr\/request-demo\/\">Demander une d\u00e9mo<\/a> aujourd&#039;hui.<\/p>","protected":false},"featured_media":14696,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[],"class_list":["post-14693","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rethinking Value: What Today\u2019s Consumers Want from CPG Brands - Ivy Mobility<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivymobility.com\/fr\/blog\/rethinking-value-what-todays-consumers-want-from-cpg-brands\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rethinking Value: What Today\u2019s Consumers Want from CPG Brands - Ivy Mobility\" \/>\n<meta property=\"og:description\" content=\"In 2025, 85% of consumers report feeling the most pressure from rising prices in the grocery category, placing inflation at the forefront of everyday decision-making. This financial strain isn\u2019t just causing shoppers to cut back, it\u2019s making them more intentional. 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