{"id":799783,"date":"2026-01-06T16:15:56","date_gmt":"2026-01-06T15:15:56","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=press-release&#038;p=799783"},"modified":"2026-01-06T16:15:58","modified_gmt":"2026-01-06T15:15:58","slug":"les-consommateurs-equilibrent-leurs-depenses-entre-les-produits-essentiels-et-de-petits-plaisirs-qui-procurent-un-reconfort-emotionnel","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/consumers\/","title":{"rendered":"Les consommateurs \u00e9quilibrent leurs d\u00e9penses entre les produits essentiels et de petits plaisirs qui procurent un r\u00e9confort \u00e9motionnel"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tLes consommateurs \u00e9quilibrent leurs d\u00e9penses entre les produits essentiels et de petits plaisirs qui procurent un r\u00e9confort \u00e9motionnel\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p><\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>janv. 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"hero-press-release-downloads\">\n\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/01_06_Capgemini-news-alert_Consumer-Trends-report-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">T\u00e9l\u00e9charger le communiqu\u00e9 de presse en anglais <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">145 KB  pdf<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/Final-Infographic-Consumer-Trends-2026_50e508.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">T\u00e9l\u00e9charger l&#039;infographie<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">728 KB  pdf<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>En 2026, l\u2019\u00e9quit\u00e9 devient la base de la valeur per\u00e7ue par les consommateurs, selon le rapport annuel mondial sur les tendances de consommation du <a href=\"https:\/\/www.capgemini.com\/insights\/research-institute\/\">Capgemini Research Institute<\/a> &#8220;<a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/what-matters-to-todays-consumer-2026\/?utm_source=pr&amp;utm_medium=referral&amp;utm_content=cprd_none_none_pressrelease_none&amp;utm_campaign=CPRD_consumer_trends\">What matters to today\u2019s consumer 2026: How AI is transforming value perception<\/a>&#8220;. Face \u00e0 la baisse du pouvoir d\u2019achat, ils exigent transparence et honn\u00eatet\u00e9 : 74 % changeraient de marque pour un prix r\u00e9gulier plus bas et 71 % en cas de <em>shrinkflation <\/em>non signal\u00e9e. La majorit\u00e9 pr\u00e9f\u00e8re une hausse explicite des prix plut\u00f4t qu\u2019une r\u00e9duction discr\u00e8te des formats. Malgr\u00e9 ces contraintes, la recherche d\u2019\u00e9motions reste importante : 7 consommateurs sur 10 s\u2019offrent de petites indulgences pour compenser le stress financier, illustrant que la valeur est \u00e0 la fois rationnelle et \u00e9motionnelle.<\/p>\n\n\n\n<p>L\u2019IA s\u2019impose comme un conseiller de confiance, offrant recommandations personnalis\u00e9es et assistance en temps r\u00e9el. Un quart des consommateurs ont d\u00e9j\u00e0 utilis\u00e9 des outils d\u2019IA g\u00e9n\u00e9rative pour leurs achats et 31 % pr\u00e9voient de le faire, mais la transparence des donn\u00e9es reste cruciale : 71 % s\u2019inqui\u00e8tent de l\u2019usage de leurs informations personnelles et deux tiers veulent comprendre les recommandations. Les marques qui combinent rapidit\u00e9, personnalisation et interaction humaine, tout en garantissant la clart\u00e9 et la protection des donn\u00e9es, renforceront leur cr\u00e9dibilit\u00e9 et fid\u00e9liseront leurs clients.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<div class=\"wp-block-cg-blocks-cg-block-related-content\"><section class=\"relatedContentBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"related-content-heading\">Autres publications<\/h2><\/div><\/div><div class=\"row relatedContent\"><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Lire la suite La r\u00e9industrialisation entre dans une phase plus s\u00e9lective et strat\u00e9gique en Europe et aux \u00c9tats Unis\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/la-reindustrialisation-entre-dans-une-phase-plus-selective-et-strategique-en-europe-et-aux-etats-unis\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Publications<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">La r\u00e9industrialisation entre dans une phase plus s\u00e9lective et strat\u00e9gique en Europe et aux \u00c9tats Unis<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Apr 20, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; href=&quot;https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/2026_04_20_Capgemini_Reindustrialisation-of-Europe-and-the-US-report_3rd-edition_press-release_FR.pdf&quot; aria-label=&quot;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;163 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite La r\u00e9industrialisation entre dans une phase plus s\u00e9lective et strat\u00e9gique en Europe et aux \u00c9tats Unis\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/la-reindustrialisation-entre-dans-une-phase-plus-selective-et-strategique-en-europe-et-aux-etats-unis\/\">Lire la suite<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Lire la suite Deux tiers des organisations consid\u00e8rent l\u2019IA physique comme une priorit\u00e9 majeure pour les trois \u00e0 cinq prochaines ann\u00e9es\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/deux-tiers-des-organisations-considerent-lia-physique-comme-une-priorite-majeure-pour-les-trois-a-cinq-prochaines-annees\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Publications<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">Deux tiers des organisations consid\u00e8rent l\u2019IA physique comme une priorit\u00e9 majeure pour les trois \u00e0 cinq prochaines ann\u00e9es<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Apr 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; href=&quot;https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/04_16_Physical-AI-CRI-report-press-release-FR.pdf&quot; aria-label=&quot;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;196 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite Deux tiers des organisations consid\u00e8rent l\u2019IA physique comme une priorit\u00e9 majeure pour les trois \u00e0 cinq prochaines ann\u00e9es\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/deux-tiers-des-organisations-considerent-lia-physique-comme-une-priorite-majeure-pour-les-trois-a-cinq-prochaines-annees\/\">Lire la suite<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Lire la suite 85 % des entreprises clientes de banques pr\u00e9voient de faire appel \u00e0 une institution financi\u00e8re non bancaire dans l\u2019ann\u00e9e \u00e0 venir, alors que la concurrence avec les capitaux priv\u00e9s s\u2019intensifie\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/85-des-entreprises-clientes-de-banques-prevoient-de-faire-appel-a-une-institution-financiere-non-bancaire-dans-lannee-a-venir-alors-que-la-concurrence-avec-les-capitaux-prives-sint\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Publications<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">85 % des entreprises clientes de banques pr\u00e9voient de faire appel \u00e0 une institution financi\u00e8re non bancaire dans l\u2019ann\u00e9e \u00e0 venir, alors que la concurrence avec les capitaux priv\u00e9s s\u2019intensifie<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Mar 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; href=&quot;https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/03\/03_16_WCIBR-Press-Release_FR.pdf&quot; aria-label=&quot;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;142 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite 85 % des entreprises clientes de banques pr\u00e9voient de faire appel \u00e0 une institution financi\u00e8re non bancaire dans l\u2019ann\u00e9e \u00e0 venir, alors que la concurrence avec les capitaux priv\u00e9s s\u2019intensifie\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/85-des-entreprises-clientes-de-banques-prevoient-de-faire-appel-a-une-institution-financiere-non-bancaire-dans-lannee-a-venir-alors-que-la-concurrence-avec-les-capitaux-prives-sint\/\">Lire la suite<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><\/div><\/div><\/section><\/div>","protected":false},"excerpt":{"rendered":"<p>En 2026, les consommateurs exigent transparence et \u00e9quit\u00e9, quitte \u00e0 changer de marque pour \u00e9viter la shrinkflation. L\u2019IA devient un alli\u00e9 cl\u00e9, mais la protection des donn\u00e9es reste indispensable pour instaurer la confiance.<\/p>\n","protected":false},"author":208,"featured_media":0,"template":"","meta":{"cg_dt_proposed_to":[21,46,41],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/01_06_Capgemini-news-alert_Consumer-Trends-report-1.pdf","related_resource_id":1184805,"related_resource_size":"145 KB","related_resource_type":"pdf","cg_author":0,"featured_focal_points":""},"tags":[193],"press-release-type":[87],"brand":[],"class_list":["post-799783","press-release","type-press-release","status-publish","hentry","tag-customer-experience","press-release-type-publications"],"yoast_head":"<!-- This site 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