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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