2021 TREND BOOK - Casino International Partnerships
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TOMORROW’S
INNOVATION
2021
BOOK
TREND
EDITORIAL TO BUILD TOGETHER A RICH AND QUALITATIVE OFFER,
CONSTANTLY RENEWED.
TREND BOOK 2021
CASINO GROUP
Innovation at the service of our customers is at the heart of the concerns of the Casino group’s
employees.
And because satisfying them is above all a matter of anticipation, each of them is committed to
understand the structural changes in consumption that lead to changes in behaviour, choices, the
preferences evolve but also economic changes - such as the Covid-19 pandemic - which can accelerate
certain trends in a matter of weeks. What we thought was emerging yesterday is necessary today.
We are proud to have always been pioneers in ground-breaking innovations carrying commitments
such as meat substitutes, the first animal welfare label, Julienne baskets which contain all the
ingredients for a recipe to be prepared at home, draught beer to be «drawn» in the shop, or bulk sales
of major brands.
The Casino group is a portfolio of brands with strong personalities. These differences are a source
of wealth. Each one learns a lot from its customers, but also from exchanges and observation of the
solutions presented by others in the Group.
We know that the next few years will bring further profound changes in the behaviour and uses of our
customers and therefore in the innovations that we will have to offer.
This is the ambition of this second edition of the Trend book : to share these changes with you, to
involve you in our objectives of building a rich, qualitative and constantly renewed offer to best meet
our customers and the trust they place in us by choosing our shops.
Corinne AUBRY LECOMTE
Innovation and Product Quality Director
21
SUMMARY
HEALTHY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
RESPONSIBLE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
Looking for the LOW PRICE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08
The « HOME-MADE » in major . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
The TASTE of pleasure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
USEFUL packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
The CONTACTLESS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
The National Agency
Healthy for Food Safety (ANSA),
TREND BOOK 2021
CASINO GROUP
aims to achieve a
The consumer will increasingly look for pro-
ducts with a short list of ingredients and no additives,
25 %
or even kits to prepare at home. reduction per day (i.e.
20g) of simple sugars
Céline DESANLIS
Own Brands Director
consumption.
Monoprix
IT’S
TRENDY We have to prove that our products are
healthy and that they respect the environment,
To respond to the growing concern of consumers
people and animals..
who increasingly understand that food can present
risks to their health and who want more transparency
Isabelle BARILLE
and clarity on the composition of products.
Head of Organic Products and Transversal Projects
04 Casino Group
FURTHER TOMORROW
ALREADY
Simple, few ingredients like home-made
The ultra-processing of food is nowadays decried as well as
HERE
long and complex ingredient lists. The consumer is looking
The Casino Agriplus
for simple, unprocessed recipes.
approach, range of products
without pesticide residues
Less sugar
The WHO recommends not exceeding 25g per day, i.e. 5% of
Monoprix range of ham made
the of the recommended calorie intake, but French people
from pigs raised without anti-
consume four times more, and even nearly six times more
biotic
among 3-6 year olds.
Organic natural kefir, at
Clean-Label
Naturalia
The «eat better» trend is intensifying: more than ever, consu-
mers are scrutinising the composition of their food, prefer-
ring them to be free of controversial additives.
The living
« Living » products include raw or lacto-fermented fruit and
vegetables, fermented products such as kefir and kombu-
cha, which are rich in ferments known for their benefits to
the microbiota.
Protection / preservation
Protecting oneself from external aggression, particularly
viruses, has become a major concern for consumers. Food
can play a role in prevention and health protection.
05
42 %
TREND BOOK 2021
CASINO GROUP In the short to medium term, all pro-
duct categories should offer at least one
plant-based alternative at least to the pro-
ducts on the shelf.
of French people say
Samuel GOLDERY to consume more local
Innovation mission Director
Casino Group
products
(Kantar 2020)
Responsible
IT’S
TRENDY
There is a growing ethical awareness Organic is a philosophy that addresses all
of consumers, which is leading to new the current expectations of consumers.
ecological and civic expectations.
Olivier ANDREOLETY
06 Grocery Purchasing Director
Casino Group
FURTHER
TOMORROW
Bio « increased »
ALREADY HERE The « organic » offer is segmented and enriched with other so-
cial, environmental and complementary added values that are
The Casino range range of local important to consumers. Tomorrows organic will also be local,
products clean label, ecological and « made in France ».
Ca vient d’ici
Local
What is close to the consumer is reassuring, more embodied
Breaded vegetable with local producers, more ethical because it creates jobs, more
patties, Monoprix ecological with a smaller carbon footprint.
The chocolate fondant Vegan sexy
partner of Long considered as a sad diet, the vegan offer has diversified
« l’œuf qui ne tue pas with gourmet recipes.
la poule », Franprix Vegan consumption attracts mostly younger people but is ex-
panding with more attractive pleasure values.
« Meat Like », « Fish like », « Cheese like »
A new generation of plant-based products is emerging with the
ambition of imitating real meat, fish or cheese as closely as pos-
sible in terms of texture, taste and appearance to seduce the
flexitarians.
07
TREND BOOK 2021
CASINO GROUP
In search of 71 %
the low Price of French people
want to be able
to afford
« small luxuries »
for moments
The low price will always be an important
of pleasure
(Kantar 2020)
factor for the consumer when making a decision
to buy.
Sébastien LÉVY
Director of supply and purchasing
Naturalia
IT’S
TRENDY
The search for sobriety and small pleasures
that remain simple and economical. A
maximum pleasure/price ratio for a sobriety
undergone or chosen. The Covid-19 crisis has
08 accelerated this trend.
Because the lasting health crisis will
trigger a long, hard and brutal economic cri-
sis.
Corinne AUBRY-LECOMTE
Director of Innovation and Quality
ALREADY HERE Casino Group
Products sold in bulk for the
FURTHER
right amount and control of
your budget TOMORROW
Premium ranges Healthy and affordable food
Casino Délices and Mono- No, healthy food does not have to be more expensive.
prix Gourmet offer access Consumers are looking for healthy products, natu-
to exceptional products at ral, good for the health that are still very affordable in
controlled prices terms of price.
Anti-waste
Wasting is wasting money because it means spen-
ding unnecessarily. There are many ways to optimise
products to waste less: the right dose, the protective
packaging, the possibility of consuming the product
longer...
The little inexpensive pleasure
In a difficult economic context, food is sometimes the
only source of small pleasures that we can afford from
time to time: a product that could be an exception wit-
hout putting a strain on your budget.
09
TREND BOOK 2021
CASINO GROUP
The + 38 %
« home-made » for the flour in
2020*
in major
Consumers have gotten used to and want to to cook
more themselves, but always with a demand for efficiency and
optimisation of their time.
IT’S
Romy TAIEB TRENDY
Product Innovation Manager
Franprix Cooking at home was already a strong
trend. The Covid-19 crisis has boosted it.
The lockdown and telework, involving the
preparation of two family meals a day have
created new needs and uses.
The consumer expects to be facilitated with
prepared, pre-cooked pre-cut, etc., products
that allow them to do it themselves, to keep
the benefits of home cooking (pleasure, safety,
savings with infinitely less time to devote to it.
10
*Nielsen - cumulative year-to-date as of 3 January 2021, all supermarket channelsFURTHER
TOMORROW
ALREADY HERE
Do It Yourself kit and assembly
Kit proposals to help and encourage the prepa-
ration of dishes and recipes alone or with the Proposed meal solutions
family. All-in-one product or assembly of pro- at Monoprix: all the ingredients needed
ducts from different categories in the same to make the recipe of the moment
place of the store.
Pre-cut frozen pieces of butternut
Glamorization of meals squash, Casino
New ingredients or condiments, original and/
or playful, that promote personalization and
decoration on the plate in a chef’s style to en-
hance home-made dishes.
« Help me to do well »
Products that allow you to cook yourself
more quickly because the tedious and/or
time-consuming tasks are already done.
25
With the evolution of telework, we have more meals
at home, more opportunities to cook and more desire to not eat
the same thing all the time!
+ %
Hélène DENNER
Market Manager for Fine Groceries and Local Products for dessert bars in
Monoprix
2020* 1148 % The Taste
TREND BOOK 2021
CASINO GROUP
of pleasure
of new
food products
launched in France
in 2020 display
a promise
of pleasure Proximity, locality with taste and pleasure in the center,
(source ProtéinesXTC - Inspire Database) the first signs of the quality of a food product.
Claire LUQUET
Brand Director
Casino
IT’S
TRENDY
Eating is above all a matter of pleasure. Never will
this truth have been so evident as during the
Covid-19 crisis.
The conviviality of the meal, comfort food and
sensory experiences remain key.
12FURTHER
TOMORROW ALREADY HERE
More intense tastes
New, stronger and more intense tastes often Summer truffle burrata,
conveyed by ingredients (such as ginger, truffles) Monoprix
or natural manufacturing processes (IPA beer, ma-
tured meat, etc.). New sensory experiences for a The iced mochis
daily life rich in taste emotions vanilla, mango, coconut
and cherry blossom,
The time of comfort Monoprix
Food breaks are a source of comfort, all the more so
comfort, especially in a context of crisis that can be Dark chocolate florentines,
anxiety-provoking. These small sweet or salty plea- Franprix
sures that we allow ourselves from time to time to
«do ourselves good» even if it means sometimes Mango filled cream cheese
even if it means breaking the rules of good nutrition. balls,
Casino
Aperitif « pimpé »
The aperitif is a moment of conviviality and sha-
ring. More and more often for dining, it brings
together products of all types (meat, dairy, vege-
tables, etc.). Consumers are looking for a variety
of senses, originality and even a certain daring to
satisfy and amaze their guests. The aperitif, a moment of conviviality
that always requires more variety, surprises
and pleasure.
Emmanuel GABRIOT
Liquid and Frozen Food Market Manager
Monoprix
13TREND BOOK 2021
CASINO GROUP IT’S
The search for food safety and protection
TRENDY
in stores has slowed the trend of plastic bashing
related to the Covid-19 pandemic.
The dream of « zero packaging » is long gone. It is
giving way to a logic of useful, practical and ever more
Fabrice THIBORD
ecological.
Head of Fresh Produce PGC LS
Monoprix
The packaging
useful
58 of French
%
consumers prefer
to buy products
with less packaging
or recyclable
packaging
(Kantar 2020)
14FURTHER ALREADY HERE
TOMORROW
The protective packaging Sesame seeds toasted in an
The Covid-19 crisis has generated new fears of contamina- ecological bag optimized to im-
tion and an increased need for safety and protection and prove its recyclability, Casino bio
has, in fact, favored the choice of certain packaged food pro-
ducts. However, the search for more sustainable solutions Franprix tests major brands in
and materials remains a priority for the consumer bulk
Recycled / recyclable / compostable
Increasingly sensitive to environmental considerations,
consumers are concerned about the ecological conse-
quences of their purchases. Packaging discarded immedia-
tely after purchase or consumption thus remains a source of
dissatisfaction. Recyclable, recycled material, compostable
are the new added values of packaging to limit this dissatis-
faction.
Material reduction
Less packaging also means less material (plastic, cardboard,
glass) used per package.
Bulk
Bulk distribution appeals to consumers, particularly for its
ecological benefits. However, there is a desire for additional It is necessary to help the consumer, in particular
information on the origin of the products - usually conveyed thanks to the packaging, to limit its waste and to waste
by the packaging - more practical and more hygienic systems less.
and the possibility of finding one’s favourite brands. usually
conveyed by the packaging - more practical and more hygienic Serge MARGARIDENC
Director of innovation and food development
Casino group
15TREND BOOK 2021
CASINO GROUP
E-commerce is a fundamental trend that will develop in
parallel with other forms of commerce. The physical store will
remain a place of contact and services.
Sabrina NEBATI
Direction of the offer
Monoprix Plus
The
contactless
+ 42 %
is the evolution in
value of
online commerce
in 2020* Contactless tends to become even more important
considering the health situation we are going through since 2020.
Latifatou ABOUDOU
Head of Product/Service Innovation and Partnerships,
16 Franprix
*Nielsen 2020IT’S FURTHER
TRENDY TOMORROW
For the Drive alone, 1.2 million additional households « on line » subscriptions
tried this practical form of distribution during the first The possibility to shop online (drive or delivery) is now
week of lockdown last year, including nearly 500,000 appreciated by more and more consumers. New for-
retirees, according to Nielsen France. Almost in spite of mulas such as « subscriptions » will take different
themselves, many consumers have discovered the vir- forms: weekly subscriptions delivering basic products,
tues of online or contactless sales: no time constraints, delivery according to stock at home thanks to connec-
time savings, no or little travel, etc. ted objects (refrigerator, cupboard).
The automatic supermarket
100% « autonomous » stores, 24 hours a day, 7 days a
week, without staff, that allow you to do your «essen-
tial» shopping quickly and when you want.
Online product packaging
Consumers do not behave the same way when they
choose their products on site in the aisle or in front
of a screen. The product packs presented online on
a screen (computer or smartphone) will be diffe-
rent from the classic packs, designed to capture
the attention of the consumer on site in a crowded
aisle. Creation and provision of new tools/services
to help and facilitate consumers’ online choice.
ALREADY HERE
The « 100% autonomous » store
in front of the Monoprix
headquarters.
17What the experts
say ?
The discovery or rediscovery
More room for plants, but not of the kitchen during lockdown. We There is a real awareness of
ultra-processed plants. With a price should start with a “basic ingrdients” collective ethics, especially among
that remains accessible. type offer. For beauty, all the basic the younger generations.
“Do It Yourself” products will work.
Alice OLIVERO Cam Linh HOANG Sophie MERLE
Market manager Responsible for supply and purchasing Responsible for the Convenience networ
groceries and maintenance Le Drugstore Parisien
offer
Monoprix Monoprix
Less transportation, improved
carbon footprint, respect for
After the period of health seasonality, reassurance about
and economic crisis, pleasure for The consumer wants taste, production and producers,
oneself and for others will be a pleasure and simple food. development of the blockchain.
strong axis.
Valérie DUMORTIER Pauline GLAZIOU
Pierre-Yves HUMBERT Quality Director Director of Food Purchasing
Directeur des marchandises PGC FI Casino group National Brands
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Trend book 2021 has been realized in
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