5. Conclusion

5.1 Naturalness, between coherence and diversity

Since the 2000s, the theme of naturalness has been exploited by numerous companies in a wide range of economic sectors (agri-food, health, cosmetics... and more recently housing, leisure, well-being...) as well as by numerous influencers (media figures, bloggers... but also specialized journals, books on personal development, cooking...).

In a self-amplifying spiral, naturalness, through offers, speeches, advice... arouses and responds to a growing demand for naturalness, expressed by a diversified public, a demand also fueled by these same offers. Added to this long-term trend is the effect of certain events (the horse lasagne scandal, animal suffering scandals, the PFA ban, fears surrounding GMOs, the Covid-19...