Bread Consumption Promotion & scientific knowledge: The French case

Transcription

1 Bread Consumption Promotion & scientific knowledge: The French case Antalya (Turkey), March 2018 CIFAP

2 Bread consumption in ,4g /capita per day (more than 3 years old) 108,6g 80g 103,3g /capita per day (more than 20 years old) 122,9g 85,6g

3 Promoting bread consumption: a challenge for everyday More than 15 years of promoting Health & Nutrition

4 2001: Energy, diet... and fighting against ready-made ideas

5 With a follow-up in 2002

6 : Energy through TV spots

7 Providing people with consumption ideas & criteria Completed by relevant scientific background on the nutritional intake of all French breads

8 Bringing answers to issues

9 Approaching the students

10 Bread & Women: je t aime moi non plus Partnership with «Marie-Claire»

11 : «Hi! You ve got bread?» A public advertising campaign To catch occasional consumers attention To transform them into daily consumers

12 : «Hi! You ve got bread?» Press Conference for the set up of a 140m² large poster on the front of the Palace of Congress building in Paris Celebrities testimonials on bread: selfies posted on Facebook to create a community around bread and its values 12

13 : «Hi! You ve got bread?» An advertising campaign in the street Posters in the streets of 130 cities of more than habitants Tags on a sidewalks Advertising campaign in bakeries (Posters in bakeries & bread bags) A Radio advertising campaign A campaign on social networks 13

14 : «Hi! You ve got bread?» Spontaneous memorisation 40% = 20,4 million adult French people Assisted memorisation 36% = 18 million adult French people General appreciation 83% = 42 million adult French people Impact on purchases 71% = 36 million adult French people 14

15 Since 2015: a social network + Print = Mixed Media + + +

16 Social network: a public influence strategy > A PROGRESSIVE PRESENCE ON SOCIAL NETWORKS Followed by people / followers since July More than visits and views over the period A media that targets Opinion Leaders (nutrition, agro, supply chain, etc.) Already 3 billions of video views early 2018 Around views from 17 December to 15 January subscribers and more than video shared since July More than 900 people following the Page «Croqueurs de Pain», most from the bakery sector A COMMUNITY OF FOLLOWERS READY TO MOBILISE THEMSELVES

17 Improving the scientific knowledge about bread 25 years of improving scientific knowledge

18 Studies commissioned to improve scientific knowledge about bread Since 1993 Nutritional qualities of bread at breakfast Pr Janine Louis Sylvestre Bread and its composition Ex: Study on the glycaemic index & insulin index of bread Evolution of consumption Ex: barometer TNS Sofres Bread & Health Ex: Study on the reduction of salt content in bread Nutrition Studies Consumption Studies

19 Studies commissioned to improve scientific knowledge about bread Nutrition Studies Consumption Studies Nutritional Composition of French breads 1st identity card of breads Aquanup Programme Fibers & glycaemic index of French breads Bread and satiety Consumption behaviours Ex: Study CCAF The economics of bread Ex: Perception of bread prices

20 Studies commissioned to improve scientific knowledge about bread Sociology of bread Ex: Study on the evolution of the relationships between French people and their food Bread & the restrictive diets The role of bread at breakfast Two surveys carried by Credoc and the Occurrence Institut The French people and bread Ifop Survey On-going Perception of gluten by consumers and health professionals - Perception of fibers by consumers Surveys carried jointly in the framework of «Pôle d accessibilité des céréales et produits céréaliers» Consumption Studies

21 Studies commissioned to improve scientific knowledge about bread Barofibers & Cerefibers Acceptability of fibers in cereal products Building food criteria in childhood and what role for bread? GlutN Determining the hypersensibility to gluten Project of the National Institut for Agronomic Research Consumption Studies

22 And Gluten? CIFAP

23 Trendy issues: gluten versus lactose Monthly number of queries estimated at on «gluten» (vs monthly queries on lactose)

24 And gluten? 1. The figures o o o Coeliac disease: 1 to 2% in Europe* Food allergies: estimated at 0,3 % to 1% or more according to sources** Intolerances: estimated at 2 to 3 % (no scientific consensus, no evaluation of gluten intolerance) 2. The number of press articles on gluten exploded in media The public ignorance + the absence of scientific consensus favour the development of ready-made ideas and fears linked to gluten 3. Flour millers & bakers are worrying about the gluten issue In 2014, 34 % of bakers declared that gluten is a worrying issue for their customers (19 % in May 2013) 4. The food industry is to a large extent developing the «gluten free» offer representing a market opportunity The development of the «free» market favours the «anti-gluten» trend 5. Bakers are also developing an offer «without gluten / gluten-free»

25 And gluten? Gluten, a complex issue raising multiple questions (agronomy, technology, health) to which it remains difficult to bring a global/coherent/single answer A very persistant issue in the medias (Lots of powerful players in place, with different interests) of which it is difficult to emerge

26 And gluten? What did we do so far? Symposium From the Observatoire du Pain to the doctors (January 2013) Publication of a dedicated dossier in Les nouvelles de la Boulangerie Raise the issue within the inter-professional organisation Intercéréales to sensibilise all the players of the grain chain The actions Survey to measure the sensitivity and knowledge of consumers and health professionals regarding gluten in 2015 Creation of an information tool: Q&A or ad-hoc vocable & arguments (= what we can say and what we can t say - Show the limits & inconvenients of the without gluten formula for the flour millers and the bakers)

27 And gluten? What we believe Get a global approach by creating a «gluten» platform including all concerned sectors (bread, pasta, biscuits, cereals + research + public authorities) Launch study(ies) to improve intelligence and contribute to the general discussion Give a measured speech Take part to the debate by raising doubts Invite the Public Authorities in the debate Development of allied strategy

28 Our actions as «Initiative Gluten» Scientific knowledge Launching studies to improve intelligence and contribute to the general discussion with a Community of experts Information Website Initiativegluten.com Twitter Newsletter Initiative Gluten

29 Forthcoming bread campaign initiative NL-BE

30 Teşekkür ederim!