If you want to download the presentation and read more, please use this link: http://ircenter.com/culinary-digital-czechs-ircenter-babelcamp2014/ Culinary potential in social media - who, what, when and how looks for or discuss recipes in the internet. Recipe websites and tablets in our kitchens have become one of the most visible digital customs among common users. Also, there is emerging market of online FMCG stores, both in mature and emerging markets. In our presentation we will cover the most important outcomes from the research performed among Poles and Czechs in 2014 regarding the issue on how digital channels affect culinary behavior. We will present the information on: how Social Media affects cooking and eating, what are the most important sources of recipes in social media, who are the people who already use mobile solutions for FMCG and buy FMCG products online.

1. I m p a c t o f d i g i t a l o n c o o k i n g a n d e a t i n g p r e f e r e n c e s
Polska kulinarnie
2014
S e p t e m b e r 2 0 1 4

2. D i g i t a l m a r k e t i n g p o t e n t i a l i n
e a t i n g & c o o k i n g
Eating & Cooking
The most engaging consumer
trend in digital apart from social
media and new technologies
Brings new technologies
in everyday life
FMCG business
is wider than
technology and
new media
markets Is still constrained to
traditional KPI’s

3. D a t a s o u r c e s
Culinary Digital Czechs
CAWI – questionnaire conducted
among Czech Internet users,
performed by Mindbridge
Scan of social media
(monitoring)
Search behavior analysis
Mobile aps usage

4. W h o w e a r e
IRCenter is an agency specializing in
research and consulting regarding digital and
interactive media.
Our key areas are:
• marketing and social research
• analysis of search and mobile
technologies and services
• developing strategy in social, local and
mobile media
• analysis of the potential of new
technologies
The objective of our consulting services is the
client’s success. Whether it is a professional
career development of a partner within a
company structure, or profit and protection of
a client’s long-term competitive advantage
based on market information.

5. W h a t w e w i l l t a l k a b o u t
Eating & Cooking
That end-clients have to either… or…
keep reasonable internet
KPI’s
integrate digital with the rest
of media mix
We know so much about the
consumers, that we only have to make
marketing sandbox

6. i n t e g r a t e d d i g i t a l m a r k e t i n g
SEM
What they are
interested in
Content
Touchpoint
Web forums & blogs
Everyday habits
Trends in recipes
Facebook &
Pinterest &
Instagram
Brand engagement
Mobile
Everyday cooking
Display
Awareness & traffic
to LP
Mailing
Engagement & Sales

7. W h o t h e y a r e ?
Czech Internet users looking
for cooking inspiration at least
1 time a month:
60%
45%
43%
Where do you look for cooking
32%
26%
24%
22%
18%
16%
inspirations?
10%
10%
5%
4%
Cookbooks
Culinary websites with recipes
Recommendations of friends/…
Web forums
Press and printed magazines
TV culinary shows
It’s my spontaneous decisions
Culinary blogs
Calendars with recipes
Facebook
Youtube
Mobile applications with…
Digital channels Traditionals chanels Mobiles channels
7
N=1000

8. W h o t h e y a r e ?
Those who looking for inspiration through each channel *:
43%
32%
26% 22%
16%
5%
Culinary websites
with recipes
Recommendations
of friends/ family
Web forums TV culinary shows Culinary blogs Youtube
Sex
Male
Female
Age
24- y.o.
25-34 y.o.
35-44 y.o.
45-54 y.o.
55-64 y.o.
65+
City
under 499
500 - 1999
2000 - 4999
5000 - 19 999
20 000 - 99 999
100 000 nebo více
35%
51%
53%
49%
39%
39%
32%
32%
52%
41%
46%
46%
38%
45%
23%
41%
34%
35%
32%
31%
23%
43%
27%
33%
32%
33%
30%
35%
24%
27%
29%
32%
26%
13%
22%
29%
29%
28%
25%
28%
23%
26%
17%
26%
20%
24%
19%
21%
21%
36%
13%
19%
23%
22%
23%
22%
12%
20%
29%
22%
10%
7%
7%
7%
11%
18%
14%
16%
16%
17%
5%
5%
4%
7%
7%
3%
3%
1%
4%
4%
5%
4%
3%
5%
! ! ! !
! ! ! !
!
!
!
!
!
!
!
!!
!
!
!

9. We b p o r t a l s
Website
Estimated monthly
visits by
vareni.cz 1 900 000
recepty.cz 1 400 000
toprecepty.cz 1 400 000
mnamkyrecepty.sk 780 000
labuznik.cz 610 000
apetitonline.cz 580 000
receptyonline.cz 470 000
mamincinyrecepty.cz 210 000
tradicnirecepty.cz 190 000
ekucharka.net 170 000
Big interest in culinary web
portals showhs, that they are
still an important place of
looking for information about
cooking.
TOP10 most popular culinary web portals
TOP10 web portals (in terms of
51.4%
number of publications)
Number of
publications from
web portals
N=70 805
6.2%
3.9%
3.5%
3.3%
2.5%
2.5%
2.4%
1.9%
1.9%
toprecepty.cz
svetreceptu.cz
linkuj.cz
ekucharka.net
recepty.vareni.cz
tradicnirecepty.cz
prozeny.cz
marianne.cz
prozeny.cz
zena-in.cz

10. C u l i n a r y w e b s i t e s w i t h r e c i p e s
Deriving inspiration from
culinary websites:
43%
PURPOSE OF SEARCHING RECIPES ON
80%
CULINARY WEBSITES::
42%
22%
13%
Inspirations to come up with a new dish
Precise recipe od chosen dish
Dish made of ingredients available in my
shop
Cheap dishes
THE MOST KNOWN WEBSITES:
41%
21%
16%
21%
N=432 N=432

11. We b p o r t a l s
Top activities related to recipes
40.4%
38.3%
19.8%
1.3%
0.2%
0.1%
FB Shares
FB Likes
FB Comments
Pins
+1s
Tweets
from web portals
Recipes from web portals are most
often visible on Facebook – internet
users willingly share, like and comment
them on this social platform.
Recipes from toprecepty.cz were the
most popular.
N=98 707*
The most engaging web portals
(in terms of activities related to
*Total number of activities for 1000 most enganging articles (with biggest numer of comments)
N=98 707*
What has happened with 1000 most engaging
recipes? (in terms of comments’ number).
69.8%
14.5%
10.1%
4.0%
0.9%
toprecepty.cz
recepty.vareni.cz
ekucharka.net
tradicnirecepty.cz
marianne.cz
social platforms)

12. F a c e b o o k
Fanpage
Number of fans
(27th August
2014)
Type of fanpage
ZDENĚK POHLREICH 329 244 Cooker
Ano, šéfe! 269 586 Culinary programme
Recepty do 30,- Kč 187 159 Fanpage with recipes
Mňamky - recepty 156 498 Fanpage with recipes
NAJLEPŠIE pozbierané
RECEPTY
86 848 Fanpage with recipes
ReceptyOnLine.cz 83 652 Fanpage with recipes
Recepty a vaření 50 763 Fanpage with recipes
Kuchařka ze Svatojánu 45 284 Blog
Top-recepty 38 583 Blog
Apetit 36 480 Culinary paper
Culinary celebrity - Zdeněk
Pohlreich really interest
Facebook users (cooker’s
fanpage, programme’s
fanpage).
Among fanpages with
recipes, Recepty do 30,- Kč
with cheap recipes is the
most popular.
TOP10 biggest culinary fanpages

13. B l o g o s p h e r e
Blog
TOP10 most engaging culinary blogs
Number of publications related to
recipes (also readers’ comments)
Estimated monthly visits by
babciny-recepty.blog.cz 1093 10 000
eatandrunandlove.blogspot.com 482 no data
delicious-blog-lucie.blogspot.com 388 no data
veruneecka.blog.cz 343 5 000
jedlikovo-vareni.blogspot.com 246 no data
unasnakopecku.blogspot.com 231 no data
fitfoodmanic.blogspot.com 221 no data
fitnessgirl-lifestyle.blogspot.com 204 65 000
dona-gisele.blog.cz 200 7 000
delicious-blog-lucie.blogspot.cz 179 40 000

14. E m o t i o n a l d r i v e s
46%
The most important features of a meal*:
29% 29%
22%
13%
PLEASURE HEALTH AND BEAUTY CONVENIENCE ECOLOGY PRICE
Eaten in a pleasant
atmosphere
Healthy Easy to prepare
Made of natural and
ecological ingredients
Cheap
Unconventional Dietetic Quick to prepare
Made of fair trade
products / ingredients
Made of products
offered in promotions
What is important
in the context of
eating?
*The percentage of people who chose 8-10 in question: How do you agree with the following statements on scale 1 (definitely
disagree) to 10 (definitely agree): The meal should be ...
The dish should be
pleasant!

15. E m o t i o n a l d r i v e s a n d d i g i t a l
p l a t f o r m s
PLEASURE
60%
50%
40%
30%
20%
10%
0%
For people who use Facebook as
an inspiration to cooking the
pleasure is more important then
to others
CONVENIENCE
HEALTH AND
BEAUTY
PRICE
ECOLOGY
TOTAL
Culinary blogs
Facebook
Culinary websites with
recipes
Youtube
15
N=1000
For people who use
Facebook as an inspiration to
cooking the price is more
important then to others
*The percentage of people who chose 8-10 in question: How do you agree with the following statements on scale 1 (definitely
disagree) to 10 (definitely agree): The meal should be ...

16. H o w C z e c h I n t e r n e t u s e r s d i f f e r i n
s c o p e o f e a t i n g & c o o k i n g
38%
39%
6%
17%
Cooking couples
Cooking for the family
Non-cooking
Culinary singles.
The segments were distinguished based on
the following variables
• Who do you live with (alone, with family, with
partner)
• Who do you dining with?
• Who do you like to eat with the most?
• Who do you like to cook with the most?
• The frequency of cooking

17. D i s c u s s i o n s & S e a r c h
26,055 27,688 22,404
39,529
32,095
37,962
32,481 30,128 28,989
40,254
95,629
55,194
120000
100000
80000
60000
40000
20000
0
August
2013
September
2013
October
2013
November
2013
December
2013
January
2014
February
2014
March
2014
April 2014 May 2014 June 2014 July 2014
Number of publications
Recipes in social media
150
140
130
120
110
100
90
80
Interest in recipes (Google): searches
Recipes in Google Trends: searches
Recipes’
popularity in
social media is
not so seasonal,
as intuition says.
Recipes’ visibility
has growned
since May 2014.
However, the
biggest interest in
recipes was
observed during
and before
Christmas and
Easter.

18. T O P S e a r c h e s i n G o o g l e
Recept Recipe
Average monthly
searches
tiramisu recipe tiramisu recept 4400
cake recipe bábovka recept 1600
Christmas cake recipe vánočka recept 1300
gingerbread recipe perníčky recept 1000
cake recipe mazanec recept 1000

19. D y n a m i c s o f s e a r c h e s i n G o o g l e
14000
12000
10000
8000
6000
4000
2000
0
August 2013 September
2013
October 2013 November
2013
December
2013
January 2014 February
Recipes with average, monthly number of searches at least 1000.
Source of data:
2014
During Holidays we observe
bigger interest in seasonal
recipes. Popularity of the most
popular recipe – Tiramisu grows.
March 2014 April 2014 May 2014 June 2014 July 2014
Average number of searches per month
Seasonality of most popular recipes* (SEO)
Tiramisu recipe Cake recipe Christmas cake recipe Gingerbread recipe
Easter cake recipe Tomato sauce recipe Duck recipe Coconut cookies recipe

20. D y n a m i c s o n d i s c u s s i o n o n
r e c i p e s
2500
2000
1500
1000
500
0
August 2013 September
2013
October 2013 November
2013
December
2013
January 2014 February
2014
March 2014 April 2014 May 2014 June 2014 July 2014
Average number of searches per month
Publications on recipes
Cake Duck Coconut cookies Easter cake Gingerbread Tomato sauce Tiramisu Christmas cake
Recipes in social media
Source of data:
Social media
As was to be expected, time of
Holidays is dominated by specific
recipes (Christmas cake, Easter cake,
gingerbread). Like in SEO, Tiramisu
popularity grows. In July recipes for
cakes were the most popular.

21. S p a c e o f d i s c u s s i o n s o n r e c i p e s
71%
15%
8%
4%
1%
1%
0%
0%
0%
Facebook
Web portals
Web forums
Blogosphere
YouTube
Epinion sites
Twitter
Instagram
Google+
Space of discussion about recipes
Number of all
publications
N=468 408
Types of fanpages
Blog
Recipes
Recipes
Culinary paper
Web portal
Brand
Blog
Brand
Blog
Culinary paper
Big potential:
among branded
fanpages, only Unilever
participates in
discussions about
recipes.
TOP10 fanpages (in terms of publications’
6%
4%
3%
2%
2%
2%
1%
1%
1%
1%
Number of publications
from Facebook
N=331 277
Mňamky - recepty
Recepty do 30 kc
Recepty k mání
Recepty a vaření
tn.cz
Recepty na každý…
Kuchařka ze…
Pečení je radost
Dobré rady a…
Apetit
number)

22. M o b i l e c u l i n a r y a p p s a m o n g
C z e c h s
Most frequently stated names of
used mobile apps
Users of culinary mobile apps 35%
2%
22%
9%
9%
9%
Recepty doma
Apetit online
Vaření
Česká kuchařka
Jamie Oliver

23. D e m o g r a p h y o f m o b i l e c u l i n a r y
a p p s u s e r s
Sex
Male 66%
Female 34%
Age
24- y.o. 34%
25-34 y.o. 37%
35-44 y.o. 14%
45-54 y.o. 6%
55-64 y.o. 9%
65+ 0%
City
under 499 6%
500 - 1999 14%
2000 - 4999 11%
5000 - 19 999 14%
20 000 - 99 999 26%
100 000 nebo více 29%

24. W h e n m o b i l e a p p s a r e u s e d ?
49%
37%
37%
37%
34%
Before cooking – in order to find inspirations
Before cooking – in order to make a shopping list
During the cooking, so as to have precise and detailed
instructions (stop by step)
During the cooking, so as to know general guidelines on
how to cook a dish (just to have an idea on what to do)
I generally like to read new recipes

25. W h e r e d o t h e s e m e n l o o k ?
Men look at points which are colourfull and sticky, not functionalities

26. W h e r e d o t h e s e m e n c l i c k ?
They also click on icons which drive their attention – not their interests

27. W h y C z e c h d o n ’ t u s e m o b i l e a p p s
So far people who cook (women) do not feel the urge to use mobile apps
40%
36%
24%
4%
Other sources of recipes are sufficient
In general I don’t use mobile applications
I don’t know that they exist
Available mobile applications with recipes do not
offer any interesting content

28. D e s t i n a t i o n
Choice
Mobile
Facebook
CRM
all about
declarations
accessible data
Scan in social
media
Search
Mobile usage

29. L e t ’ s c o o p e r a t e
IRCenter
61/164 Jana Pawła II Av.
01-031 Warsaw
Poland
Albert Hupa
hupa.albert@ircenter.com
+48 696 435 672