Belgian Women, Food and Media

more than 20 tweetable truths
Inspire Belgian women for the preparation of their (daily) meals

http://omnimediavore.blogspot.com

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

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

truth 3
Everything to do with food & cooking is a pleasure,
and eating is the ultimate pleasure for Belgian women //
research #Femininsight


truth 4

for 81%
eating is a real pleasure


truth 5
7 out of 10 Belgian women like to try new recipes and cook
with variation // research #Femininsight


truth 6
Women and food: think glocal. 64% likes foreign food vs 41%
prefers Belgian meals // research #Femininsight


truth 7

89%
is looking for some kind of

information about food,
drinks, recipes or restaurants


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

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

But the importance of social media tools are overestimated
for sharing recipes with Belgian women // research
#Femininsight truth 10


truth 11
Magazines can effectively help you reach Belgian women with
ads & recipes featuring your products// research
#Femininsight


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?

truth 13

37% agrees food
editorial belongs to
women’s magazines


truth 14

27% devours culinary articles in
women’s magazines

48% follows tips read in

culi editorials

truth 15

50% often tries a recipe after having seen it in a
magazine


37,5% likes to read testimonials
truth 16

about food products


truth 17

35% thinks food ads in women’s
magazines are the best information
sources about new products


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


truth 19 20% often buys a product after

women’s
having seen it in a

magazine


Don’t forget the (universal) nature of women: they like to
share and talk about what they like


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


#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 perfume


other tweetable truths inspired by @iewoman

 50 Tweetable Truths about Women in Belgium

 10 Tweetable Truths about Women and Social Networks


Source :@iewoman #Femininsight
compiled by @vansan2010


Belgian Women, Food and Media

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