bread consumption promotion & scientific...
TRANSCRIPT
Bread Consumption
Promotion & scientific knowledge: The French case
Antalya (Turkey), March 2018
CIFAP
Bread consumption in 2016
94,4g /capita per day (more than 3 years old)
103,3g /capita per day (more than 20 years old)
♂ 108,6g
♀ 80g
♂ 122,9g
♀ 85,6g
Promoting bread consumption: a
challenge for everyday
More than 15 years of promoting Health & Nutrition
2001: Energy, diet... and fighting against ready-made ideas
With a follow-up in 2002
2003-2004: Energy through TV spots
2006 - Providing people with consumption ideas & criteria
Completed by relevant
scientific background on
the nutritional intake of
all French breads
2007 - Bringing answers to issues
2010 - Approaching the students
2011-2013 Bread & Women: je t’aime moi non plus
Partnership with « Marie-Claire »
2014-2015: « Hi! You’ve got bread? »
A public advertising campaign
To catch occasional consumers’ attention To transform them into daily consumers
12
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
2014-2015: « Hi! You’ve got bread? »
13
An advertising campaign in the street
Posters in the streets of 130 cities of more than 20 000 habitants
Tags on a sidewalks Advertising campaign in bakeries
(Posters in bakeries & bread bags)
A Radio advertising campaign A campaign on social networks
2014-2015: « Hi! You’ve got bread? »
14
General appreciation
83% = 42 million adult French people
Spontaneous memorisation
40% = 20,4 million adult French people
Assisted memorisation
36% = 18 million adult French people
Impact on purchases
71% = 36 million adult French people
2014-2015: « Hi! You’ve got bread? »
Since 2015: a social network + Print = Mixed Media
+ + +
> A PROGRESSIVE PRESENCE ON SOCIAL NETWORKS
Social network: a public influence strategy
• Followed by 1 856 people / + 232 followers since July • More than 12 000 visits and + 292 000 views over the period • A media that targets Opinion Leaders (nutrition, agro, supply chain, etc.)
• Already 3 billions of video views early 2018 • Around 70 000 views from 17 December to 15 January • 24 200 subscribers and more than 1 000 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
Improving the scientific knowledge about bread
25 years of improving
scientific knowledge
Studies commissioned to improve scientific knowledge about bread
Bread and its composition Ex: Study on the glycaemic index & insulin index of bread
2001 2004
Evolution of consumption Ex: barometer TNS Sofres
2001 2005
Nutritional qualities of bread at breakfast Pr Janine Louis Sylvestre
Since 1993
Nutrition Studies Consumption Studies
Bread & Health Ex: Study on the reduction of salt content in bread
2005 2007 2011
Nutritional Composition of French breads 1st identity card of breads
2006 2007
Consumption behaviours Ex: Study CCAF 2007-2010-2013-2016
2007 2010 2013 2016
Aquanup Programme Fibers & glycaemic index of French breads
Bread and satiety 2008
2007 2009
The economics of bread Ex: Perception of bread prices
2009
Studies commissioned to improve scientific knowledge about bread
Nutrition Studies Consumption Studies
Sociology of bread Ex: Study on the evolution of the relationships between French people and their
food
2013 2014
2012
2009 2010
Bread & the restrictive diets
The role of bread at breakfast Two surveys carried by Credoc and the Occurrence Institut
2014 2015
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 »
2013 The French people and bread
Ifop Survey
Studies commissioned to improve scientific knowledge about bread
Consumption Studies
Barofibers & Cerefibers Acceptability of fibers in cereal products
2017 2021
2017 2019
2015 2018
Building food criteria in childhood and what role for bread?
GlutN Determining the hypersensibility to gluten Project of the National Institut for Agronomic Research
Studies commissioned to improve scientific knowledge about bread
Consumption Studies
And Gluten?
CIFAP
Monthly number of queries estimated at 33 700 on « gluten » (vs. 6 600 monthly queries on lactose)
Trendy issues: gluten versus lactose
And gluten?
1. The figures o Coeliac disease: 1 to 2% in Europe* o Food allergies: estimated at 0,3 % to 1% or more according to sources** o 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 »
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
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)
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
Our actions as «Initiative Gluten »
Information
Website
Initiativegluten.com Twitter Account
@InitiativGluten
Newsletter
Initiative Gluten
Scientific knowledge
Launching studies to improve intelligence and contribute to the general discussion with a Community of experts
Forthcoming bread campaign initiative NL-BE
Teşekkür ederim!
www.flourmillers.eu