Food in our plates…

Consumer habits are becoming digital. The domino effect is forcing the entire industry to accelerate its digital transformation.

Digital is definitely on their plates, or rather on the plates of consumers. Applications for eating better, new ways of shopping, sharing or consulting opinions or recipes online… today’s customers are connected. Numerous blogs, websites offer you TOP 10 of the best restaurants or the best applications to get food delivered…
But how does it work, eating well in the digital age and the collaborative economy? Instructions for use for manufacturers in the agri-food chain… and others.

The images sublimate the dishes and directly impact the buying behaviour. In France, 20% of Instagram users say they like, see, and share food and drink related content. The number of images tagged with #foodporn is considerable.

But new tools also mean different ways of getting hold of them. Digital, like food, is a social phenomenon. Internet users get massive amounts of information online to consume better: recommendations from restaurants or shops, recipes rated like Marmiton where users rate dishes and give advice.

Marmiton is the leading cooking website in France with 12.8 million visitors in France, listing more than 71,890 recipes. Members of the site, in which registration is free, can comment on the recipes present and propose their own recipes. And it’s very popular !

Transparency: the selling argument put forward by the producers. With digital technology comes the possibility of disintermediation of production and distribution chains, which today rely on the omnipotence of supermarkets.
However, producers, who have long lost out in the game, are seeking to use digital technology to get their share of the pie. With initiatives such as La Ruche Qui Dit Oui, they are now addressing consumers directly, through online showcases promising them the freshness of a product that has gone straight from the farm to the plate.