{"id":15805,"date":"2026-04-11T07:54:46","date_gmt":"2026-04-11T05:54:46","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=15805"},"modified":"2026-04-02T22:25:16","modified_gmt":"2026-04-02T20:25:16","slug":"lagro-alimentaire-au-regime","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/lagro-alimentaire-au-regime\/","title":{"rendered":"L\u2019agro-alimentaire au r\u00e9gime ?"},"content":{"rendered":"

L\u2019\u00e9conomie agroalimentaire mondiale a entam\u00e9 un r\u00e9gime : exit le calcul d\u00e9pass\u00e9 des calories, bienvenue \u00e0 l\u2019arithm\u00e9tique des volumes.\u00a0<\/span><\/span><\/strong><\/p>\n

Depuis 2024, l\u2019alimentation et les boissons non alcoolis\u00e9es repr\u00e9sentent 14 % du budget moyen des m\u00e9nages. Un chiffre stable mais trompeur : le ventre du march\u00e9 se vide doucement, pendant que sa valeur se muscle.\u00a0<\/span><\/span><\/p>\n

Ces chiffres pr\u00e9figurent un changement de m\u00e9tabolisme : la sati\u00e9t\u00e9 devient un indicateur \u00e9conomique. Le \u00ab plein \u00bb perd sa gloire et la pr\u00e9cision prend le pouvoir. Les m\u00e9dicaments GLP-1 comme Ozempic ou Mounjaro utilis\u00e9s comme outils de lutte contre l\u2019ob\u00e9sit\u00e9 renforcent cette tendance au moins mais mieux, malgr\u00e9 leurs effets ind\u00e9sirables.\u00a0<\/span><\/span><\/p>\n

Les cuisines sont en chemin vers la semi-professionnalisation : le Thermomix gagne encore des ventes en Europe, tandis que De\u2019Longhi vit une croissance soutenue sur ses machines \u00e0 expresso haut de gamme. La maison s\u2019\u00e9quipe comme un barista, la mousse se calibre, l\u2019ar\u00f4me s\u2019optimise : la performance est pass\u00e9e du supermarch\u00e9 \u00e0 la cuisine.\u00a0<\/span><\/span><\/p>\n

Le ph\u00e9nom\u00e8ne d\u00e9passe la simple premiumisation. Les nouvelles technologies et l\u2019IA domestique installent une logique de pr\u00e9cision : les outils connect\u00e9s permettraient d\u00e9j\u00e0 de r\u00e9duire jusqu\u2019\u00e0 un tiers du gaspillage alimentaire.<\/span><\/p>\n

Ces changements structurent les routines alimentaires : ils remplacent les placards d\u00e9bordants comme signe de sant\u00e9 financi\u00e8re par les quantit\u00e9s contr\u00f4l\u00e9es comme signe de discipline et de conscience.\u00a0 <\/span>Le r\u00e9flexe de \u00ab faire le plein \u00bb devient celui de \u00ab faire juste \u00bb.\u00a0<\/span><\/span><\/p>\n

En clair, la question qui se pose n\u2019est plus le besoin mais l\u2019envie. Dans cette \u00e9conomie sp\u00e9cifique, les marques se red\u00e9ploient.<\/span><\/p>\n

Foodbag, marque belge, par exemple, illustre cette transition : les menus se pr\u00e9voient \u00e0 la semaine et la cuisine devient un outil logistique quasi professionnel. Les quantit\u00e9s ma\u00eetris\u00e9es, la poubelle aussi.\u00a0<\/span><\/span><\/p>\n

Mais tous ne mangent pas \u00e0 la m\u00eame table. En Belgique, un m\u00e9nage sur six reste concern\u00e9 par la pr\u00e9carit\u00e9 alimentaire.\u00a0<\/span><\/span><\/p>\n

\n

\u00ab Pendant que certains optimisent leur <\/i><\/span>batch-cooking<\/i><\/span>, d\u2019autres comptent leurs <\/i><\/span>courses<\/i><\/span> au <\/i><\/span>centime<\/i><\/span> pr\u00e8s \u00bb<\/i><\/span><\/p>\n<\/blockquote>\n

Pendant que certains peaufinent leur latte ou optimisent leur batch-cooking, d\u2019autres comptent leurs courses au centime pr\u00e8s. De fa\u00e7on tr\u00e8s logique, les m\u00e9nages \u00e0 plus faibles revenus consacrent une part plus \u00e9lev\u00e9e de leur budget \u00e0 l\u2019alimentation que les m\u00e9nages ais\u00e9s: proportionnellement, plus vos revenus sont confortables, moins vous devez consacrer d\u2019argent \u00e0 vos besoins de base.\u00a0<\/span><\/span><\/p>\n

Ce \u00ab moins mais mieux \u00bb n\u2019est donc pas encore un progr\u00e8s collectif: il r\u00e9v\u00e8le la fracture entre ceux qui choisissent leur sobri\u00e9t\u00e9 et ceux qui la subissent.\u00a0<\/span><\/span><\/p>\n

C\u2019est peut-\u00eatre cela, la vraie m\u00e9tamorphose: une \u00e9conomie qui troque la croissance quantitative contre une forme de lucidit\u00e9.<\/span><\/p>\n

On croirait entendre le proverbe marocain qui dit: la t\u00eate a commenc\u00e9 \u00e0 chanter lorsque le ventre s\u2019est rempli.\u00a0<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019\u00e9conomie agroalimentaire mondiale a entam\u00e9 un r\u00e9gime : exit le calcul d\u00e9pass\u00e9 des calories, bienvenue \u00e0 l\u2019arithm\u00e9tique des volumes.\u00a0 Depuis 2024, l\u2019alimentation et les boissons non alcoolis\u00e9es repr\u00e9sentent 14 % du budget moyen des m\u00e9nages. Un chiffre stable mais trompeur : le ventre du march\u00e9 se vide doucement, pendant que sa valeur se muscle.\u00a0 Ces […]<\/p>\n","protected":false},"author":18,"featured_media":15806,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-15805","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualite"],"acf":[],"_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":null,"auteur_traducteur":"","yoast_head":"\nL\u2019agro-alimentaire au r\u00e9gime ? | Forbes Belgique<\/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:\/\/www.forbes.be\/fr\/lagro-alimentaire-au-regime\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019agro-alimentaire au r\u00e9gime ? | Forbes Belgique\" \/>\n<meta property=\"og:description\" content=\"L\u2019\u00e9conomie agroalimentaire mondiale a entam\u00e9 un r\u00e9gime : exit le calcul d\u00e9pass\u00e9 des calories, bienvenue \u00e0 l\u2019arithm\u00e9tique des volumes.\u00a0 Depuis 2024, l\u2019alimentation et les boissons non alcoolis\u00e9es repr\u00e9sentent 14 % du budget moyen des m\u00e9nages. 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