{"id":31808,"date":"2023-02-17T13:07:55","date_gmt":"2023-02-17T18:07:55","guid":{"rendered":"https:\/\/quebecorexpertisemedia.com\/?p=31808"},"modified":"2023-03-28T16:28:15","modified_gmt":"2023-03-28T20:28:15","slug":"les-50-nuances-de-la-consommation","status":"publish","type":"post","link":"https:\/\/quebecorexpertisemedia.com\/fr\/les-50-nuances-de-la-consommation","title":{"rendered":"Les 50\u00a0nuances de la consommation"},"content":{"rendered":"\t\t
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Pouvoir d\u2019achat<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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En 2022, 73\u00a0%<\/strong> des Qu\u00e9b\u00e9cois pr\u00e9voyaient couper dans leurs d\u00e9penses. Toutefois, lorsqu\u2019il s\u2019agit de revoir son budget, les priorit\u00e9s et les strat\u00e9gies diff\u00e8rent beaucoup selon les consommateurs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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La nature des pr\u00e9occupations varie selon le niveau de revenu des m\u00e9nages...\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sources : Numerator Canada, <\/span>Monthly Consumer Sentiment Study<\/span>, janvier 2023\/Vividata, sondage automne 2022, Canada 18+, revenus inf\u00e9rieurs : foyers dont les revenus annuels sont inf\u00e9rieur \u00e0 60 000 $<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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...\u00e0 l'instar des strat\u00e9gies privil\u00e9gi\u00e9es pour r\u00e9aliser des \u00e9conomies\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sources : Vividata, Qu\u00e9bec, 18+, Chef\/cheffe de famille, individus fortement en accord avec les \u00e9nonc\u00e9s<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00c0 chacun sa d\u00e9finition du bien essentiel <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Alors que les budgets se resserrent, des strat\u00e9gies de consommation hybrides \u00e9mergent. Et certaines peuvent surprendre. Ainsi, la consommation de produits de luxe a bondi chez les personnes de la g\u00e9n\u00e9ration Z et les mill\u00e9niaux, plus particuli\u00e8rement parmi ceux contraints de renoncer au r\u00eave immobilier, et vivant chez leurs parents.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Les profils parfois atypiques des consommateurs de produits premium<\/i>\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Source : Vividata, sondage automne 2022, Qu\u00e9bec 14+, voir la fin de l’article pour la pr\u00e9cision des trois cibles<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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En temps de crise, certaines marques, positionn\u00e9es sur des cr\u00e9neaux pourtant similaires, connaissent des destins oppos\u00e9s. Les Fermes Lufa demeurent f\u00e9d\u00e9ratrices gr\u00e2ce \u00e0 leur mod\u00e8le d\u2019agriculture urbaine, tandis que les entreprises de repas pr\u00eats-\u00e0-cuisiner (Goodfood, HelloFresh) subissent directement les effets coupes de budg\u00e9taires des m\u00e9nages.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Le milieu de gamme passe \u00e0 la trappe<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Si le march\u00e9 du luxe enregistre des performances records, la croissance est aussi au rendez-vous \u00e0 l\u2019autre bout du spectre,\u00a0chez les sp\u00e9cialistes des tr\u00e8s bas prix.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Le raz-de-mar\u00e9e Dollarama au Qu\u00e9bec<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Source : Donn\u00e9es NielsenIQ relay\u00e9es par La Presse, Nos infid\u00e9lit\u00e9s profitent \u00e0 Dollarama, f\u00e9vrier 2023<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pour certains d\u00e9taillants, le repositionnement strat\u00e9gique est tout trac\u00e9\u00a0: Loblaws a ainsi annonc\u00e9 la conversion de plusieurs Provigo en Maxi. Mais pour la majorit\u00e9 des commer\u00e7ants, la t\u00e2che s\u2019av\u00e8re plus compliqu\u00e9e. Du c\u00f4t\u00e9 des entreprises du secteur de la mode notamment, il n\u2019est pas toujours pas facile de trouver sa place entre Shein et Chanel.<\/p>

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Sources additionnelles\u00a0: Journal de Qu\u00e9bec, De nombreuses tactiques utilis\u00e9es pour contrer l\u2019inflation<\/em>, mai 2022\/Business Insider, Gen Z and Millennials are Driving Growth in the Luxury-goods Market, Study Shows<\/em>, novembre 2022<\/p>

Pr\u00e9cision des cibles du visuel 3 Les profils parfois atypiques des consommateurs de produits premium<\/em>\u00a0:<\/p>

  • Adeptes d’alimentation premium et responsable<\/u>: individus qui d\u00e9clarent que cela vaut la peine de payer plus cher pour des aliments bio<\/em> OU individus qui essayent d\u2019utiliser des l\u00e9gumes biologiques et sans pesticides<\/em> ET individus qui ach\u00e8tent des aliments issus de l\u2019\u00e9levage d\u2019animaux en libert\u00e9 quand ils le peuvent<\/em> OU qui pr\u00e9f\u00e8rent les aliments v\u00e9g\u00e9taliens<\/em> ET foyers dont les d\u00e9penses hebdomadaires en \u00e9picerie sont sup\u00e9rieures \u00e0 150\u00a0$.<\/li>
  • Consommateurs de produits de beaut\u00e9 haut de gamme<\/u>: individus ayant d\u00e9pens\u00e9 100\u00a0$ et plus en cosm\u00e9tiques\/maquillage OU 100\u00a0$ et plus en soins pour le visage\/pour la peau ET individus qui d\u00e9clarent prendre grand plaisir \u00e0 soigner leur apparence<\/em>.<\/li>
  • Passionn\u00e9s de voyages \u00e0 l’\u00e9tranger<\/u>: individus qui se d\u00e9clarent passionn\u00e9s de voyages<\/em> ET qui ont voyag\u00e9 \u00e0 l\u2019\u00e9tranger \u00e0 deux reprises ou plus au cours des 12\u00a0derniers mois.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Pouvoir d\u2019achat En 2022, 73\u00a0% des Qu\u00e9b\u00e9cois pr\u00e9voyaient couper dans leurs d\u00e9penses. Toutefois, lorsqu\u2019il s\u2019agit de revoir son budget, les priorit\u00e9s et les strat\u00e9gies diff\u00e8rent beaucoup selon les consommateurs. La nature des pr\u00e9occupations varie selon le niveau de revenu des m\u00e9nages… Sources : Numerator Canada, Monthly Consumer Sentiment Study, janvier 2023\/Vividata, sondage automne 2022, Canada […]<\/p>\n","protected":false},"author":1,"featured_media":31774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[104],"tags":[],"class_list":["post-31808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industries-et-consommateurs"],"acf":[],"_links":{"self":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/posts\/31808","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/comments?post=31808"}],"version-history":[{"count":0,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/posts\/31808\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/media\/31774"}],"wp:attachment":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/media?parent=31808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/categories?post=31808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/tags?post=31808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}