{"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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 L\u2019IA acc\u00e9l\u00e8re la demande d\u2019\u00e9lectricit\u00e9 et ouvre une nouvelle \u00e8re de transformation des r\u00e9seaux, red\u00e9finissant les priorit\u00e9s d\u2019investissement\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/lia-accelere-la-demande-delectricite-et-ouvre-une-nouvelle-ere-de-transformation-des-reseaux-redefinissant-les-priorites-dinvestissement\/\" 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\">L\u2019IA acc\u00e9l\u00e8re la demande d\u2019\u00e9lectricit\u00e9 et ouvre une nouvelle \u00e8re de transformation des r\u00e9seaux, red\u00e9finissant les priorit\u00e9s d\u2019investissement<\/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>juin 25, 2026<\/span>\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\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t<a class=\"link-download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/06\/2025_06_25_-Capgemini_AI-meets-the-grid-report_-communique-de-presse.pdf\" aria-label=\"T\u00e9l\u00e9charger le communiqu\u00e9 de presse\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t<span>T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/span>\n\t\t\t\t\t\t\t<span>166 KB PDF<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite L\u2019IA acc\u00e9l\u00e8re la demande d\u2019\u00e9lectricit\u00e9 et ouvre une nouvelle \u00e8re de transformation des r\u00e9seaux, red\u00e9finissant les priorit\u00e9s d\u2019investissement\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/lia-accelere-la-demande-delectricite-et-ouvre-une-nouvelle-ere-de-transformation-des-reseaux-redefinissant-les-priorites-dinvestissement\/\">Lire la suite<\/a>\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><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 Le nombre de millionnaires dans le monde a augment\u00e9 de pr\u00e8s de 2\u202fmillions en 2025, port\u00e9 par la forte performance des march\u00e9s boursiers\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/le-nombre-de-millionnaires-dans-le-monde-a-augmente-de-pres-de-2-millions-en-2025-porte-par-la-forte-performance-des-marches-boursiers\/\" 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\">Le nombre de millionnaires dans le monde a augment\u00e9 de pr\u00e8s de 2\u202fmillions en 2025, port\u00e9 par la forte performance des march\u00e9s boursiers<\/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>juin 4, 2026<\/span>\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\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t<a class=\"link-download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/06\/06_04_Capgemini-Press-release_World-Wealth-Report-2026_FR.pdf\" aria-label=\"T\u00e9l\u00e9charger le communiqu\u00e9 de presse\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t<span>T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/span>\n\t\t\t\t\t\t\t<span>216 KB PDF<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite Le nombre de millionnaires dans le monde a augment\u00e9 de pr\u00e8s de 2\u202fmillions en 2025, port\u00e9 par la forte performance des march\u00e9s boursiers\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/le-nombre-de-millionnaires-dans-le-monde-a-augmente-de-pres-de-2-millions-en-2025-porte-par-la-forte-performance-des-marches-boursiers\/\">Lire la suite<\/a>\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><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 Le moment de v\u00e9rit\u00e9 de l\u2019IA pour l\u2019Assurance dommages : les pionniers affichent une croissance de revenus sup\u00e9rieure de 21 %, tandis que le reste du secteur peine \u00e0 suivre\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/le-moment-de-verite-de-lia-pour-lassurance-dommages-les-pionniers-affichent-une-croissance-de-revenus-superieure-de-21-tandis-que-le-reste-du-secteur-peine-a-suivre\/\" 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\">Le moment de v\u00e9rit\u00e9 de l\u2019IA pour l\u2019Assurance dommages : les pionniers affichent une croissance de revenus sup\u00e9rieure de 21 %, tandis que le reste du secteur peine \u00e0 suivre<\/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>mai 5, 2026<\/span>\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\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t<a class=\"link-download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/05\/2026_05_05_FR_Capgemini-Press-Release_WPCIR.pdf\" aria-label=\"T\u00e9l\u00e9charger le communiqu\u00e9 de presse\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t<span>T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/span>\n\t\t\t\t\t\t\t<span>166 KB PDF<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite Le moment de v\u00e9rit\u00e9 de l\u2019IA pour l\u2019Assurance dommages : les pionniers affichent une croissance de revenus sup\u00e9rieure de 21 %, tandis que le reste du secteur peine \u00e0 suivre\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/le-moment-de-verite-de-lia-pour-lassurance-dommages-les-pionniers-affichent-une-croissance-de-revenus-superieure-de-21-tandis-que-le-reste-du-secteur-peine-a-suivre\/\">Lire la suite<\/a>\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><\/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 is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - 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