{"id":4182,"date":"2022-02-04T16:18:00","date_gmt":"2022-02-04T15:18:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/when-big-brands-couple-consumer-trends-and-csr-commitments-the-case-of-female-hygiene-products\/"},"modified":"2025-03-15T18:43:58","modified_gmt":"2025-03-15T17:43:58","slug":"quand-les-grandes-enseignes-allient-nouvelles-tendances-de-consommation-et-engagement-rse-le-cas-des-protections-feminines","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/quand-les-grandes-enseignes-allient-nouvelles-tendances-de-consommation-et-engagement-rse-le-cas-des-protections-feminines\/","title":{"rendered":"Quand les grandes enseignes allient nouvelles tendances de consommation et engagement RSE : le cas des protections f\u00e9minines"},"content":{"rendered":"\n
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Aux clientes de choisir entre deux offres, en fonction de leurs besoins : 4 produits au choix pour 1,90\u20ac (offre de d\u00e9pannage pour une journ\u00e9e) ou 10 produits au choix pour 4,50\u20ac (correspondant \u00e0 la quantit\u00e9 moyenne de produits d\u2019une bo\u00eete de protections hygi\u00e9niques traditionnelle). Fava ? La marque fran\u00e7aise de produits hygi\u00e9niques bio et biod\u00e9gradables, n\u00e9e en mars 2019, avait de bons arguments pour encourager le groupe Casino \u00e0 la choisir pour ce projet in\u00e9dit. Le discours de la start-up, dans l\u2019air du temps et en phase avec la politique RSE du groupe, s\u2019adresse en effet \u00e0 des clientes soucieuses de respecter leur corps, en choisissant des produits biologiques, sans aucun produit chimique ni pesticide, et sensibles aux probl\u00e9matiques environnementales. Une association coh\u00e9rente, dont chaque partie saura sans doute tirer profit.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Un partenariat gagnant-gagnant <\/h2>\n
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Fava b\u00e9n\u00e9ficie du dispositif Casino Services for Equity. Le principe ? En contrepartie d\u2019une prise de participation, le groupe Casino aide les start-up du dispositif \u00e0 se d\u00e9velopper et \u00e0 acc\u00e9der \u00e0 de nouveaux march\u00e9s. Un soutien aux entrepreneurs d\u2019autant plus pr\u00e9cieux que la crise du Covid a ralenti le d\u00e9veloppement \u00e9conomique de nombreuses petites structures. S\u2019associer, c\u2019est saisir l\u2019opportunit\u00e9 de commercialisation plus large de ses produits, tandis que l\u2019enseigne s\u2019aventure prudemment dans un business en devenir.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Le vrac, une tendance de consommation en plein essor <\/h2>\n
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Proposer des protections f\u00e9minines en vrac est une premi\u00e8re, qui surfe sur une tendance de consommation en plein essor. D\u2019apr\u00e8s l\u2019enqu\u00eate men\u00e9e en d\u00e9cembre 2020 par de NielsenIQ avec R\u00e9seau vrac aupr\u00e8s de 9.900 foyers, \u00ab La crise sanitaire a ralenti les performances du vrac en 2020 mais il a continu\u00e9 sa progression : +8% l\u2019an dernier, \u00e0 1,3 Md\u20ac tous circuits (soit moins de 1% du total PGC-frais LS), contre +41% en 2019, \u00e0 1,2 Mds\u20ac. \u00bb<\/p>\n

Et la croissance continuera vraisemblablement dans les prochaines ann\u00e9es. Alors que le vrac \u00e9tait auparavant propos\u00e9 essentiellement par les magasins bio, pour les produits alimentaires, ce mode de consommation s\u2019est aujourd\u2019hui g\u00e9n\u00e9ralis\u00e9 \u00e0 d\u2019autres produits : hygi\u00e8ne personnelle et maison notamment. Les motivations ? \u00c9conomiques, \u00e9cologiques et sanitaires : on ach\u00e8te du vrac pour repartir avec la quantit\u00e9 dont on a besoin, r\u00e9duire ses d\u00e9chets d\u2019emballage, consommer des produits plus sains et naturels\u2026<\/p>\n

Une initiative qui s\u2019appuie \u00e9galement sur une th\u00e9matique dans l\u2019air du temps : le combat du \u00ab tabou des r\u00e8gles \u00bb. Se positionner en tant que marques et enseignes ? Un nouveau d\u00e9fi, sans doute vecteur de chiffres d\u2019affaires, qu\u2019elles semblent pr\u00eates \u00e0 relever. Mais cette initiative r\u00e9v\u00e8le surtout, de la part du groupe Casino, l\u2019importance donn\u00e9e \u00e0 l\u2019enjeu de la solidarit\u00e9, en totale ad\u00e9quation avec son engagement RSE. A chaque vente d\u2019un produit Fava, la marque fait en effet un don \u00e0 F\u00e9minit\u00e9 Sans Abri, une association partenaire qui aide les femmes en situation pr\u00e9caire. De plus, la logistique de l\u2019entreprise est assur\u00e9e par EBS Esp\u00e9rance, une filiale d\u2019Emma\u00fcs qui favorise la r\u00e9insertion professionnelle.<\/p>\n

 <\/p>\n

Laure Barillon, Altavia Nativ<\/em><\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Tampons, serviettes hygi\u00e9niques et prot\u00e8ge-slips, en vente en vrac. C\u2019est ce que proposent, depuis le 14 juin, 50 magasins Franprix et Monoprix, deux enseignes du groupe Casino, en partenariat avec la start-up Fava.<\/p>\n","protected":false},"author":10,"featured_media":3326,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[188],"class_list":["post-4182","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nRSE & Retail Protections F\u00e9minines en Magasin - Altavia<\/title>\n<meta name=\"description\" content=\"Exemple inspirant de grandes enseignes alliant tendances durables et innovations soci\u00e9tales avec les protections f\u00e9minines en rayon.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RSE & Retail Protections F\u00e9minines en Magasin - 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