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IVES 9 IVES Conference Series 9 WAC 9 WAC 2022 9 2 - WAC - Oral presentations 9 Entre ce que les consommateurs disent, ce qu’ils apprécient et ce qu’ils achètent… où se situent les vins de chasselas ?

Entre ce que les consommateurs disent, ce qu’ils apprécient et ce qu’ils achètent… où se situent les vins de chasselas ?

Abstract

Originaire du bassin lémanique, le chasselas est l’emblème de la viticulture suisse. Pour autant, les surfaces de chasselas n’ont cessé de diminuer, passant de 6’585 hectares en 1986 à près de 3’600 aujourd’hui, reflet d’une baisse de consommation. Une récente étude a cherché à comprendre les raisons de ce désintérêt. Réalisée dans différents cantons, nous avons souhaité savoir si la frontière linguistique et culturelle entre Suisse francophone et germanophone permet d’expliquer le comportement des consommateurs. Cette présentation s’articulera en deux parties. 

La première partie consistera en l’étude des représentations, des attentes et des motivations à consommer du chasselas. Lors de six séances de Focus group, nous avons ressorti plusieurs thématiques quant à son image, la connaissance et les manières de boire des vins de chasselas. Ces points ont été repris dans un questionnaire en ligne complété par près de 1100 personnes. Il apparait une nette méconnaissance du chasselas chez les consommateurs germanophones. A l’inverse, ce cépage semble familier et globalement apprécié par les consommateurs francophones. De même, les occasions et la fréquence de consommation restent très contrastés entre les deux régions. Les profils sensoriels que les consommateurs déclarent apprécier diffèrent avec une recherche de minéralité par les francophones alors que les germanophones vont plutôt rechercher des vins fruités. Bien que la capsule-à-vis soit une tradition pour le chasselas, son image reste ambiguë. Étonnement, le consentement à payer est similaire entre les deux régions bien que son importance dans l’acte d’achat diffère. 

La seconde partie s’intéressera à l’appréciation sensorielle de sept styles de vins par plus de 300 consommateurs. Au-delà de l’acceptabilité des vins, les participants devaient également les décrire parmi une liste d’attributs sensoriels (CATA). Ils devaient aussi définir leur profil sociologique de dégustateur de vins. L’ensemble de ces informations a été analysé conjointement afin de ressortir plusieurs types de consommateurs. 

Les résultats, allant des attentes des consommateurs à ce qu’ils aiment boire, apportent des éléments concrets aux professionnels suisses. Au-delà de la frontière linguistique et du cas suisse, c’est surtout la comparaison de deux régions qui est mise en avant ; l’une où les consommateurs sont proches du vignoble et l’autre où ils en sont éloignés, reflétant des connaissances et des implications différentes.

DOI:

Publication date: June 13, 2022

Issue: WAC 2022

Type: Article

Authors

Pascale Deneulin, Pierrick Rébénaque, Eve Danthe, Laure Jaquier, Charlotte Bourcet, Franziska Götze, Pauline Rouchon, Christine Brombach, Marie-Louise Cezanne

Presenting author

Pascale Deneulin – Changins, Viticulture and Oenology, HES-SO University of Applied Sciences and Arts, Western Switzerland

Changins, Viticulture and Oenology, HES-SO University of Applied Sciences and Arts, Western Switzerland | Berner Fachhochschule, Haute Ecole des Sciences Agronomiques, Forestières & Alimentaires HAFL | Zurich University of Applied Sciences

Contact the author

Keywords

Focus group – tests consommateurs – questionnaire

Tags

IVES Conference Series | WAC 2022

Citation

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