THE NEW CONSUMPTION PATTERNS Since the 1990s, the public is gradually becoming aware of the impact of over-consumption and over-use of natural resources on the environment. Faced with this major problem, individuals are changing their consumption patterns to make them more responsible and sustainable. Although consumers are still very attentive to price, the quality of the products and the transparency of their compositions are increasingly sought. Buyers are willing to pay more if the quality is present and the main health characteristics are explicitly given (presence or not of pesticides, Gmos…). Currently, local and natural products, called “premium”, from small or medium-sized enterprises are favoured on the basis of industrial products or “first prices”, which are often perceived to be of low quality. Private labels are looking to renew themselves in order to offer customers innovative and good quality products. This trend affects branding : companies decide to focus their brand image around the quality and nature of their products. In fact, packaging is increasingly simple and often transparent to show the product and give an impression of transparency on its composition. In addition, a principle of collaborative economy is developing, especially in families and friendly relations, with a redistribution of goods not used by one, which would be used for the other but also on trading, bartering or selling platforms such as Kijiji or flea markets. The rental principle is also spreading, and just as well, in order to allow consumers to use an asset without owning it, as is the case for example with the Bixi bikes available in Montreal. Consumption patterns have also changed at the purchasing level as consumers spend less time in stores and value online purchases, with delivery times becoming shorter and shorter. Digitisation, which includes the growth of social networks, also plays an important role in the decision to purchase, since 80% of consumers do preliminary searches on the Internet before purchasing a product or service. To counter this competition, stores improve and increase the number of services on site to attract consumers and offer them a unique experience : new products, theatrisation of the offer (tasting stands, presentation, manufacturing…), new services (drives, deliveries…). On the other hand, the majority of individuals continue to shop for food and pharmaceuticals. To conclude, individuals are now turning to the desire to “eat better” by purchasing healthy, local products. More generally, consumers are therefore seeking to waste less, buy wisely and avoid over-consumption.