Plaisir sensoriel et marketing des portions alimentaires : quelles stratégies gagnant-gagnant pour le plaisir et la santé ?

Face à la crise d’obésité, les autorités publiques ont majoritairement préconisé des solutions fondées sur des messages sanitaires. En complément, d’autres solutions, axées sur une meilleure compréhension du plaisir alimentaire, sont aussi envisageables. Des recherches montrent en effet que les consommateurs qui valorisent les dimensions esthétiques et sensorielles de l’alimentation tendent à préférer des portions alimentaires plus modérées. De même, l « imagerie sensorielle » incite les consommateurs à choisir des portions plus restreintes. Une meilleure intégration du plaisir sensoriel dans le marketing alimentaire permettrait donc de concilier la santé des consommateurs et les impératifs économiques de l’industrie.

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