times are tough for the giants of the agri-food sector. Large-scale crises (horse meat, baby milk, palm oil, etc.) have damaged the confidence of consumers. If the trend runs through all sectors, sausage, biscuits and soft drinks are among the most criticized. "Consumers say they do not have may be no reason to delegate their power to the industry and question the mass consumption," says David Garbous, director of strategic marketing at Fleury Michon. The success of the app, Yuka, who scans the receipts of the products for flushing out bad additives, is a reflection of this.

To make matters worse, the distributors have used the major brands to engage in a price war. According to Nielsen, the prices of food products fell by 6.1% in average from 2013 to 2018. "This deflation, they are more than 5 billion euros of the shortfall over the last five years," says Richard Girardot, president of ...