Belgian Women, Food and Media

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#Femininsight launched by Sanoma Media: some 3.000 Belgian #women surveyed about their daily life and media usage - #research conducted by Gfk - focus on food habits and their preferred information sources in this domain

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Belgian Women, Food and Media

  1. 1. more than 20 tweetable truths Inspire Belgian women for the preparation of their (daily) mealshttp://omnimediavore.blogspot.com
  2. 2. truth 1 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 http://omnimediavore.blogspot.com
  3. 3. truth 2 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 http://omnimediavore.blogspot.com
  4. 4. truth 3 Everything to do with food & cooking is a pleasure, and eating is the ultimate pleasure for Belgian women // research #Femininsight http://omnimediavore.blogspot.com
  5. 5. truth 4 for 81% eating is a real pleasure http://omnimediavore.blogspot.com
  6. 6. truth 5 7 out of 10 Belgian women like to try new recipes and cook with variation // research #Femininsight http://omnimediavore.blogspot.com
  7. 7. truth 6 Women and food: think glocal. 64% likes foreign food vs 41% prefers Belgian meals // research #Femininsight http://omnimediavore.blogspot.com
  8. 8. truth 7 89% is looking for some kind of information about food, drinks, recipes or restaurantshttp://omnimediavore.blogspot.com
  9. 9. truth 8 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 What kind of information sources do you use for cooking recipes? top 5 http://omnimediavore.blogspot.com
  10. 10. truth 9 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 What kind of information sources do you use for... – online http://omnimediavore.blogspot.com
  11. 11. But the importance of social media tools are overestimated for sharing recipes with Belgian women // research #Femininsight truth 10http://omnimediavore.blogspot.com
  12. 12. truth 11 Magazines can effectively help you reach Belgian women with ads & recipes featuring your products// research #Femininsight http://omnimediavore.blogspot.com
  13. 13. truth 12 For cooking recipes Belgian women mostly rely on magazines, books and relatives // research #Femininsight magazines 67% books 47% friends & relatives 45% websites 37% newspapers 32% What kind of information sources do you use for cooking recipes? http://omnimediavore.blogspot.com
  14. 14. truth 13 37% agrees food editorial belongs to women’s magazines http://omnimediavore.blogspot.com
  15. 15. truth 14 27% devours culinary articles in women’s magazines 48% follows tips read in culi editorials http://omnimediavore.blogspot.com
  16. 16. truth 15 50% often tries a recipe after having seen it in a magazine http://omnimediavore.blogspot.com
  17. 17. 37,5% likes to read testimonialstruth 16 about food products http://omnimediavore.blogspot.com
  18. 18. truth 17 35% thinks food ads in women’s magazines are the best information sources about new products http://omnimediavore.blogspot.com
  19. 19. truth 18 29% agrees food ads belong in women’s magazines 46% prefers food ads showing theproduct / packaging (only) 13% prefers food ads showing at least one person http://omnimediavore.blogspot.com
  20. 20. truth 19 20% often buys a product after women’s having seen it in a magazine http://omnimediavore.blogspot.com
  21. 21. Don’t forget the (universal) nature of women: they like to share and talk about what they likehttp://omnimediavore.blogspot.com
  22. 22. truth 20 73% shares recipes 94% of them does this face to face 37% by e-mail & 17% by (mobile) phone Only 7% on websites http://omnimediavore.blogspot.com
  23. 23. #Femininsight is so much more than just another typology or quantitative #research about women ’s daily life food, drinks, going out, recipes shopping, 56 brands clothing, product usage, 3 sectors accessories, shoes media, WOM, … 7 subsectors #Femininsight sanomamedia.be food & drinks beauty: personal care, @iewoman /communications fashion hair care, olutions cosmetics, Youtube.com beauty perfumehttp://omnimediavore.blogspot.com
  24. 24. other tweetable truths inspired by @iewoman  50 Tweetable Truths about Women in Belgium  10 Tweetable Truths about Women and Social Networkshttp://omnimediavore.blogspot.com
  25. 25. Source :@iewoman #Femininsight compiled by @vansan2010http://omnimediavore.blogspot.com

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