The act of eating takes root in a context both structural and related to the present economic climate. This context influences consumers' behaviour. Repeated health crises reinforced the general loss of confidence in the institutions, sciences and companies. Falling purchasing power and low "purchasing will" explain partially that consumer act is kept at a distance. It also explains that there is suspicion concerning industrialized food offer. Nowadays, people are looking for paradoxical satisfactions: low prices and high-grade products, the "safe", the "healthy", and the "convenience", the "natural" and health prevention. People choose according to compromises. These are difficult regarding superabundant offer and confusing information, especially nutritional allegations, which would secure the consumer. To choose is a real "act", based on consumer will to get power back and to show their requirement vis-A-vis brands which for, they don't want to pay the difference price anymore. Individual positive strategies appear, like collecting cooking knowledge, taste of traditions and foreign cultures. However, "a nutritious fracture" exists. The rise of obesity in low levels of society is one of the symptoms.
