One is not at the idiots. The consumer is in search of a "happiness apophatic", with the family in "apex of the values", signs of a "found reliance", observes Remi Sansaloni, thinker house at TNS Media Intelligence. Behind these obscure Formula Ones nothing niche the figure "not-consumer". And, finally, it is rather well seen by this team, which has a true expertise as regards evolution of the behaviors in great consumption (1). The assessment over ten years, drawn up yesterday, has what to make quiver industrial and agencies media, customers of TNS Media Intelligence and its bible, Marketing Book (2).

Good plans. Finished the consumer society? "the consumer shows a pragmatic disenchantment", explains Remi Sansaloni. One knew Homo oeconomicus giving the priority to the low prices and his savings. All the reverse of the hyperconsommator, patient of fever purchaser. From now on, under the envelope "not-consumer", nest of the profiles with varied tonality: thereticent ones (especially at the women and oldest), alterconsommateurs (set on equitable trade), smartshoppers (with the mounting of the good plans and prices), even the "conso-hitchkikers" (who boycott the usual circuits). But, let us not exaggerate, the néo-not-consumer buys him too. Just "what he wants, when he wants and as he wants", note Remi Sansaloni. "the marks, now, it of fout", overbids, a bit provoc, Babette Leforestier, director of the pole marketing.

To support these strong thoughts, there are figures. Only one lights all: between 2000 and 2004, the share of the purchases in hardware discount increased by 64 %. With, in background, a total fall of the volume of consumption. And which morfle? They are the national marks. "the euro effect was apocalyptic for them, underlines Babette Leforestier, the price became a requirement has minimum." In addition, because of technological progress, the products resemble each other. "Between a Nivea deodorant and a Obao deodorant, there is no difference, they are victims of their excellence", notes the same one. And it is not the extension of the ranges which encourages to buy. "Take LU and Taillefine, there is too much of it, the mark loses its personality." On the other hand, at the hardware discounter Aldi, the customer will find only "30 sweetened biscuit references, against 420 in hypermarket" . Far from making flee, the limited offer will be privileged: less temptations.

Obesity. The industrialists did not decipher the message yet. Thus those of agroalimentary fight nozzle and nails to make cancel a European directive which seeks to limit the often untrue promises health. However, they should be questioned: the purchases of bars cereals for children, for example, dropped by 26 % in two years. Sign that the campaigns antiobesity start to bear their fruits. Proof also of the emergence of a riper and responsible consumer. But from there so that the consumer society becomes that of not-consumption...

(1) With the means in particular of a panel of 12 000 hearths which scannent all their purchases.
(2) the edition 2005 has just appeared, sold 2 100 euros.