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Rapport Final Rapport Final Entre : Association des Érablières Transformateurs des Produits de l’Érable (AÉTPÉ) 1299 Route 363 St-Ubalde (QC) G0A 4L0 Tél. : 418 277-2524 Personne contact : Pierre St-Germain, Secrétaire du CA Courriel : [email protected] Web : www.siropderablequebec.ca Et : Indicia 3467 boul. des Entreprises, suite 103 Terrebonne (Québec) J6X 4J9 Tél. : 450 477-3330 Téléc. : 450 477-7839 Cell : 514 712-9075 Personne contact : Olivier Filiatrault Courriel : [email protected] Web : www.indicia.ca Étude de marché pour la distribution des produits de l’érable aux États-Unis 28 novembre 2013 Étude de marché pour la distribution des produits de l’érable aux États-Unis – Page 1 Tables des matières Rappel des objectifs .................................................................................................................................... 5 OBJECTIFS ................................................................................................................................................ 5 Faits saillants ............................................................................................................................................... 6 Introduction ................................................................................................................................................ 8 Contexte et but de l’analyse ................................................................................................................... 8 Les responsables du projet ..................................................................................................................... 8 La durée du projet ................................................................................................................................... 8 1) Analyse de la consommation des produits de l’érable aux États-Unis ............................................... 9 Le marché du sirop d’érable en termes de consommation .................................................................... 9 Le prix de vente moyen ......................................................................................................................... 12 La valeur du marché du sirop d’érable aux États-Unis ......................................................................... 12 La répartition du marché du sirop d’érable aux États-Unis .................................................................. 14 Classification des zones métropolitaines en lien avec la consommation des produits de l’érable ..... 17 Définition de la méthodologie choisie .............................................................................................. 17 Segmentation des indices ................................................................................................................. 17 I) Le marché du sirop d’érable dans les régions métropolitaines ..................................................... 19 II) Les attitudes de consommation en faveur des produits de l’érable ............................................. 20 Les variables étudiées et leur importance en termes de signification ............................................. 20 L’intérêt pour la gastronomie présentée comme un art .................................................................. 21 L’Intérêt pour les mets de haute gastronomie ................................................................................. 22 L’intérêt pour les nouveaux produits alimentaires .......................................................................... 23 Les premiers à essayer les nouveaux produits alimentaires ............................................................ 24 L’intérêt pour la gastronomie étrangère .......................................................................................... 25 Indice d’ouverture aux nouveaux concepts gastronomiques (méthode indicielle) ......................... 26 Indice d’ouverture aux nouveaux concepts gastronomiques (méthode population) ...................... 27 III) Les variables socio-économiques susceptibles d’améliorer l’ouverture aux nouveaux produits 28 Les variables socio-économiques ..................................................................................................... 28 Population de 19 ans et moins ......................................................................................................... 29 Population de 65 ans et plus ............................................................................................................. 30 Familles avec enfants de moins de 18 ans ........................................................................................ 31 Étude de marché pour la distribution des produits de l’érable aux États-Unis – Page 2 Revenus des ménages de plus de 100 000$ ..................................................................................... 32 Les diplômés universitaires ............................................................................................................... 33 Professions libérales ......................................................................................................................... 34 Population d’origine asiatique .......................................................................................................... 35 Indice combiné des variables socio-économiques. .............................................................................. 36 IV) Les générateurs de trafic susceptibles de contribuer au renouvellement du tourisme ........... 37 Le choix des variables ....................................................................................................................... 37 Les hôtels et restaurants 4-5 diamants (AAA) .................................................................................. 37 Whole Foods Market ........................................................................................................................ 38 Le trafic aérien .................................................................................................................................. 39 Les centres de congrès ...................................................................................................................... 40 Visite au Canada au cours des 3 dernières années ........................................................................... 41 2) Analyse de la consommation des produits de sucreries aux États-Unis .......................................... 42 Le marché du sucre aux États-Unis ....................................................................................................... 42 La segmentation du marché du sucre aux États-Unis .......................................................................... 43 La Répartition du marché du sucre aux États-Unis ............................................................................... 44 Classification des zones métropolitaines en lien avec la consommation des produits du sucre ......... 45 I) Le marché du sucre dans les régions métropolitaines .................................................................. 45 Les grandes entreprises manufacturières de produits alimentaires liés au sucre ........................... 46 II) Les attitudes de consommation en faveur des produits de l’érable et du sucre .......................... 47 Les variables étudiées et leur importance en termes de signification ............................................. 47 La consommation de sucreries ......................................................................................................... 48 La consommation de chocolat et de bonbons .................................................................................. 49 La consommation de sirop de table.................................................................................................. 50 La consommation de substituts du sucre ......................................................................................... 51 La consommation de crème glacée .................................................................................................. 52 La consommation de biscuits ............................................................................................................ 53 Indice combiné des différents produits sucrés (méthode indicielle) ............................................... 54 Indice combiné du sucre (méthode population) .............................................................................. 55 III) Les variables socio-économiques susceptibles d’améliorer l’ouverture aux nouveaux produits 56 IV) Les générateurs de trafic susceptibles de contribuer au renouvellement du tourisme ........... 56 Étude de marché pour la distribution des produits de l’érable aux États-Unis – Page 3 3) Analyse des nouveaux concepts de restauration et proposition des éléments requis pour assurer le succès du concept ................................................................................................................................. 57 David’s Tea ............................................................................................................................................ 57 Pie Face ................................................................................................................................................. 58 Edible Arrangements ............................................................................................................................ 59 The Cookie Department .......................................................................................................................
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