19&20 MARS 2019
Paris porte de versailles Hall 7.1


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“PHYGITAL FOOD & LIFE Where I want, when I want, how I want!

New mobility, new consumption, access to products and information, attitudes towards food, personalisation ... Digital technologies are challenging all models!

Phygital Food&Life
  • 37.4 million
    e-shoppers in France
  • 82%
    of senior citizens shop online
  • Nearly half of internet users
    have already purchased a food product online
  • 16 billion euros
    invested by E. Leclerc / Amazon / Carrefour
Digital technologies have revolutionised physical retailers, but the question remains: are they complementary or in competition?

“Physical” + “Digital” = PHYGITAL

This marketing term appeared in 2013 and embodies the consumption patterns of the future.
PHYGITAL is a consequence of the various transitions we are living through: food, demographic, ecological, and technological. left:

PHYGITAL has several benefits:

  • Make things easier for consumers
  • Introduce consumers to new products
  • Promote access to information and products,
  • Save time ...

It is a digital ecosystem set up by manufacturers and distribution networks to improve how the consumption locations and products can meet the expectations and requirements of consumers.

It involves the entire lifecycle of products: from design to manufacturing, packaging, distribution, marketing, consumption, re-purchase, and finally, recycling.

On the distribution side, all retailers are working on setting up a multichannel strategy (both physical and digital). Physical outlets tend to integrate data and methods from the digital world to facilitate the consumer experience, attract new customers, etc. Alliances with Amazon, Google, Rakuten ... prove that digital technologies complement physical retail. Meanwhile, manufacturers tend to develop products that meet the expectations of consumers who are increasingly mobile, connected, informed, demanding ...

What is clear is that, like in other areas, digital technologies will enable products to be increasingly personalised to the needs and desires of consumers, whenever and wherever they are ...


In 2019, M.A.D.E. invites you to explore and analyse consumer expectations, innovative products and packaging, future concepts ... through the eyes of four personas.

360° overview of the trend

Our experts analyse PHYGITAL Food & Life through two sub-themes that provide a global and complementary overview of consumer expectations in terms of consumption locations, access to information, consumption patterns, and products:

  • New mobility options (snacking, drinkification, on-the-go, e-commerce, conversational shopping, ...)
  • New consumptions (sensory, premium, flexitarianism – no longer vegetarianism – nutritional and collaborative transition, AI, connected, food tech, green food, ...)

Case studies and feedback in the TV studio

One of M.A.D.E.’s objectives is to help the sector’s stakeholders find information and leads for growing their business ... That is why we are partnering with NutriMarketing to offer a packed schedule of conferences that will provide insight on certifications, analyses of new consumption patterns in France and worldwide, a breakdown of changes in distribution channels, etc. A series of conferences that are rich in content, experiences, and expertise ...

M.A.D.E. your Future

M.A.D.E.’s new flagship event for 2019 invites you to imagine the future!
New concepts, the IoT, Additive manufacturing, Augmented reality ... Go back to the Future alongside four personas that will be unveiled shortly.


What is a persona?

A persona is a fictional person whose characteristics embody a specific type of consumer. A persona’s social, digital, shopping, and media choices create a profile of the targeted customers.

Why use personas?

Each retailer has to know and classify its customers in order to define its target audience and offer them adapted solutions. M.A.D.E. invites you to analyse and explore the expectations of each of these consumer profiles.

How does M.A.D.E. define its personas?

M.A.D.E. relies on market research from experts like NIELSEN, FEVAD, etc. Consumers are divided not only by measurable criteria (age, gender, family composition, income, profession ...), but also by more subjective criteria (consumption habits, interests ...).

Who are M.A.D.E. 2019’s personas?

Some examples of names: Jeanine, Julie, Jean-Daniel, Louis, Paul, Jules, Juliette ... Pauline, 33, is married and works for one of France’s largest companies. She has two smartphones and one tablet, which she uses to check out interior design blogs. She loves browsing private sales websites, and spends a large part of her clothing budget on items for her 2-year-old child.