Belgian Women, Food and Media

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Inspire Belgian women for the preparation of their (daily) meals

more than 20 tweetable truths

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62% of Belgian women declare to be the one in charge of the

kitchen. 29% cooks together with their partner // research

#Femininsight

66% likes to cook

truth 1

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42% of Belgian women declare to be the one in charge of the

daily grocery shopping. 51% shares this task with their

partner // research #Femininsight

49% likes to do the

groceries

truth 2

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Everything to do with food & cooking is a pleasure,

and eating is the ultimate pleasure for Belgian women //

research #Femininsight

truth 3

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for 81% eating is a real pleasure

truth 4

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7 out of 10 Belgian women like to try new recipes and cook

with variation // research #Femininsight

truth 5

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Women and food: think glocal. 64% likes foreign food vs 41%

prefers Belgian meals // research #Femininsight

truth 6

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89% is looking for some kind of

information about food,

drinks, recipes or restaurants

truth 7

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Belgian women turn to traditional information channels as

preferred inspiration sources about food // research

#Femininsight

Food Drinks Restaurant Recipes

50% brochures 36% brochures 44% friends 67% magazines

41% visit shop 32% friends 26% websites 47% books

40% friends 31% visit shop 30% magazines 45% friends

37% free sheets 29% free sheets 19% newspapers 37% websites

37% TV 27% TV 15% free sheets 32% newspapers

truth 8

What kind of information sources do you use for cooking recipes? top 5

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Digital: e-newsletters and websites are still powerful tools to

inspire Belgian women about food // research #Femininsight

Food Drinks Restaurant Recipes

22% e-newsletter(s) 13% e-newsletter(s) 26% websites 37% websites

14% websites 8% websites 14% e-newsletter(s) 23% blogs/forum

9% blogs/forum 5,5% social media 13% blogs/forum 23% e-newsletters

7% social media 5% blogs/forum 11% social media 12,5% social media

truth 9

What kind of information sources do you use for... – online

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But the importance of social media tools are overestimated

for sharing recipes with Belgian women // research

#Femininsight

truth 10

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Magazines can effectively help you reach Belgian women with

ads & recipes featuring your products// research

#Femininsight

truth 11

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32%

37%

45%

47%

67%

newspapers

websites

friends & relatives

books

magazines

For cooking recipes Belgian women mostly rely on magazines,

books and relatives // research #Femininsight

truth 12

What kind of information sources do you use for cooking recipes?

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truth 13

37% agrees food

editorial belongs to

women’s magazines

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truth 14

27% devours culinary articles in

women’s magazines

48% follows tips read in

culi editorials

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truth 15 50% often tries a recipe after having seen it in a

magazine

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37,5% likes to read testimonials about food products

truth 16

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35% thinks food ads in women’s

magazines are the best information sources about new products

truth 17

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truth 18 29% agrees food ads belong

in women’s magazines

46% prefers food ads

showing the

product / packaging

(only) 13% prefers food ads showing at

least one person

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20% often buys a product after

having seen it in a women’s

magazine

truth 19

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Don’t forget the (universal) nature of women: they like to

share and talk about what they like

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73% shares recipes

94% of them does this face to face

37% by e-mail & 17% by (mobile) phone

Only 7% on websites

truth 20

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sanomamedia.be

/communications

olutions

56 brands

3 sectors

7 subsectors

food, drinks, going

out, recipes

clothing,

accessories, shoes

food & drinks

fashion

beauty

beauty:

personal care,

hair care,

cosmetics,

perfume

shopping,

product usage,

media, WOM, …

#Femininsight is so much more than just another typology

or quantitative #research about women ’s daily life

#Femininsight

@iewoman

Youtube.com

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other tweetable truths inspired by @iewoman

50 Tweetable Truths about Women in Belgium

10 Tweetable Truths about Women and Social Networks

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Source :@iewoman #Femininsight

compiled by @vansan2010