All laboratories are now working with nutritionists

A person died, four in a coma, nine other hospitalized: revealed a few days ago, the balance of a cure thinness issued by a doctor endocrinologist and a Paris pharmacy gave the warning at the beginning of spring and rekindled debate about abusive marketing plans, dear chestnut to the women's press. "This brutal News said two things, says Nathalie Rastoin, Executive Director of Ogilvy. First, it can no longer separate the concept of the health plan. Then, we must now make the difference between obesity, real pathology disorders, and the need for some to lose two or three kilos to feel better in their bodies and their heads.

Yet, nothing. All years, the return of the beautiful days, the envy is the same: "the consumer is ambivalent." It is grown throughout the year on food balance and forget his rationality to the approach of the summer by jumping on the powder of Stardust. She hopes to find the miraculous recipe. As the latter does not exist, the satisfaction is never! ", continues the leader. And because the dissatisfaction remains, the market acceptance limits products. "It is not we who create the demand." The women want to get thinner. "Each time regimes numbers are jacking up sales", defending Geneviève Murat, Deputy Chief Editor of "current woman."

If coverage of women's magazines still hold the readers with the same rengaine, the speech indoors however radically changed, reflecting awareness. "It is the women's press who now teaches readers to the famous BMI, body mass index, noted Nathalie Rastoin.". It is less in the diktat and self-esteem, defending the idea that the ideal system is that you will well.

Female"current", Geneviève Murat defended propose miracle recipes, and accompanies them always advice of nutritionists doctors, while seeking to renew the kind. 22 Will be a special weight loss with recipes inspired by the time Renaissance surfing on the release of the film "The Da Vinci Code": "women have want of novelty." "They seek a regime that they have not already tried and excites them," said the journalist.

Debate on obesity and the program national nutrition health (PNNS) led by the State are not foreign to this inflection in the positioning of the players. Never has the weight of the nutritional messages was also important. The speech marks adaptability now advocating health and matching their offer of behavioural tracking with nutritionists. Thus, Weight Watchers and Protéika. "We have never communicated the fact to offer products of regime, said Corinne Pollier, Executive Director of Weight Watchers France, even the heart of the business remains the treatment of weight loss which brings 40.000 people per week in our meetings.

Train doctors

On Protéika, laboratory of medical dietetics bought by Nestlé Nutrition in July 2005 in the 3i investment fund, he has to attach his new regime protein of a book written by three nutritionists and edited in Marabout "thin... I Fund and it lasts." "A book because the protein diet is criticised and it vehicle the worst as the best defending Gabrielle Cordier, Director of Protéika marketing." All laboratories are now working with nutritionists. And we talk more about scheme but a weight can be shaped. We are coaching the patient and the training of doctors in psychology because it is the word that works the best.

It provides without water to the mill of detractors: the psychs leave war against regimes such as Gérard Apfeldorfer, physician, psychiatrist and Vice-Chairman of the group for research on obesity and overweight (wholesale) which publishes these days here in Odile Jacob, with his fellow physician, nutritionist and psychotherapist Jean-Philippe Zermati, "Dictatorship regimes, attention!". "". The proliferation of nutritional messages increases the perplexity of the eaters and their questions about the right way to eat, find the psychiatrist. He thus denounced the PNNS which "offers a food on a reflective mode", binding the eater to learn continuously and actors to add in this area. Hence his willingness to put the debate in other words: "should eat with his head or his senses."

What give material to the brands of food products and distributors to position itself as good seems, by playing the range of the nutritional balance to the compelling need to know to be fun. "Will the President Camembert who boasts to be"a good product for health"television candy offering moments of pleasure or moments of tenderness, to a mark such as Nutella that associates it with pictures of children running outdoor while we know that they spend more time before a computer screen only to allowed to trundle along the fields".note Nicolas Chomette, patron of the design agency and prospective B & G.

Products in the spotlight

In this society which bans any form of restriction, is whether apply to a consumer who dreams of succumb while managing his guilt. Where the tip of the alibi which use the brands who want to talk about balance. "In this agreement that the consumer operates with himself, two types of excuses work:"I know it's bad but I have a compelling need,"to which respond messages that enhance comfort, or"is not very good for me but this is exceptional", which refers to the packs offering moments of conviviality", analysis Nicolas Chomette.

It notes that Lindt has increased 50 its sales in three years making chocolate product required and reserved to connoisseurs. Not counting those who are positioned on food health even better than an alibi such as Activia, Actimel and Danacol of Danone products, which trustent 20 of the turnover of the dairy products industry. Indeed, the relieved suffer the competition of health food. The stakes are enormous: a study of the European Office of consumers (BEUC) reveals that 70 of consumers rely on what is written on the packaging!

This accumulation of messages finally create a true obsession among consumers. "The notion of regime are more interested in that one-third of the French against a good half ten years ago, notes Sylvie Tadic at Sociovision Cofremca." The French are particularly looking to better manage their food. "Result: a total loss of carelessness, is open to the excesses of any kind. Thus was born a new Pathology: the orthorexie, which is to follow a single religion food and leads to some rigidities. Goodwill to help sort become suddenly a new lever marketing for some consumers who pay in coaching. Such as Leclerc, which offers a nutritional support free and personalized service. Called "my space balance mark benchmark", it proposes a review and monitoring by nutritionists.

For the time being, the Ministry of health intends to update on "the weight loss market." On the fifth wheel, therefore, meal replacements and supplements charged with "surmédicaliser build problems. With the release by the BEUC's book black on health and nutrition claims, discussed these days in the European Parliament, the hunting of the superfluous on the packagings will shortly may follow the same slimming regime.