1. Digital Research & Strategy
October 2014
X 2014

2. CONclussions
Czech culinary digital landscape is evolving. Digital is becoming
part of our lives. Because of it, our culinary attitudes are
changing.
Cookbooksaremainsourceofrecommendationswhenitcomestoreliable
sourcesofrecipes (52% of cooking for family and 44% of those who cook
in pair).. Promotional communication based on branded cookbooks might
be an opportunity for food brands, both in digital and offline.
Although web portals remain the most important digital touchpoint for
culinarybrands,itisFacebookthemosttrendingone.Dependingonbrand
KPI`s, it`s worth either to build engagement around brand on Social Media
orawareness/salesthroughwebpage.ThosetwoKPI`sshouldbetreated
separately (Social Media don't drive traffic to webpages, search does).
Brandsshouldkeepinmindcommunicationtomales–basedonsimplicity
and time-efficiency. 46% of consumers, most often who cook in pair, are
interested in such content. However most of the content is created by
and for females.
In scope of social media cooking is a social event. There are only 17% of
those who prefer to cook alone. The rest of us cook either in pairs or for
their closest.
Engaging content on Facebook and pro-motherhood commercials on You-
Tube has the biggest potential of reach in digital.

3. Digital consumers i
up to 499 5.6 %
500 - 1999 13.5 %
2000 - 4999 11.1 %
5000 - 19 999 18.1 %
20 000 - 99 999 23.0 %
100 000 and more 28.8 %
15-24 y. o. 17.2 %
25-34 y. o. 31.3 %
35-44 y. o. 23.4 %
45-54 y. o. 13.7 %
55-64 y. o. 11.5 %
65 and more 2.9 %
Consumers in their mid-20
and mid-30 are most active
when it comes to cooking
online
Age distribution among those
who search for content
80.5 %
create
content
Although males are not active
on culinary websites, they
visit them (content
optimization)
Gender distribution, CAWI vs
Social Media data
19.5 %
search for
content
54.9 %
45.1 %
male
female

4. Digital consumers Ii
Cooking for the family
67% prefer to cook alone, 27% - together
with members of their family.
This is the only segment, with predominance
of women (60%)
They cook everyday or almost everyday
(45%).
Cookbooks are main source of recipes for
them (52%)
Cooking couples
They prefer to cook alone (54%) or with
their partners (43%).
These are rather men (54%).
They dominate in cities inhabited by more
than 100 000 people (34%).
Cookbooks are main source of recipes for
them (44%)
39% 38%
Culinary singles
The youngest segment (average age: 33
years).
They dominate in cities inhabited by more
than 100 000 people (32%).
Culinary websites are main source of recipes
for them (47%)
17%

5. Digital touchpoints i
web portals with recipes 50.1 %
web forums 30.0 %
TV shows 25.1 %
blogosphere 18.4 %
YouTube 5.3 %
cookbooks 51.9 %
peer recomendations 37.5 %
magazine 28.2 %
spontaneus decissions 20.6 %
Facebook 11.1 %
mobile applications 4.1 %
Cookbooks and web portals are most popular
sources of culinary inspirations in Czech Republic.
Where do you look for recipe?
n = 862
Google+ 0.4 %
Twitter 0.2 %
YouTube -0.3 %
web forums -6.5 %
Facebook 22.1 %
Instagram 0.2 %
Q&A sites -0.2 %
blogosphere -4.9 %
web portals -11.1 %
Facebook is the most trending digital touchpoint
in Czech Republic in terms of content.
Trend in culinary content creation
2014 vs 2013

6. Digital touchpoints Ii
Recepty.cz 1 500 000
Labuznik.cz 610 000
Receptyonline.cz 450 000
Tradicnirecepty.cz 160 000
Cuketka.cz 100 000
Vareni.cz 1 800 000
Toprecepty.cz 1 400 000
Apetitonline.cz 500 000
Ekucharka.net 160 000
Mamincinyrecepty.cz 120 000
Most popular culinary web portals generate more
than 1 million visits on a monthly basis
Most popular culinary web portals
estimated visits in September, data by SimilarWeb
Social
4.5 %
Search is the most important source of traffic.
Two portals generate high traffic from Social Media.
Sources of traffic on top10 most popular culinary
web portals, data by Similar Web
Direct
10.2 %
Refferals
3.7 %
Search
81.5 %

7. DIgital cooking I
Cooking is becoming more and more popular among digital consumers in Czech Republic, especially
when it comes to cakes, pancakes and muffins. Regular meals are currently less often searched for.
During last 12 months the most popular recipes were sweets, however among top10 recipes there
were regular meals (usually healthy recipes) such as recipes for sweet potatoes, lentil soup or kale.
2005 2007 2009 2011 2013
Makronky recept
Bulgur recept
Koblihy recept
Cupcakes recept

8. Digital cooking ii
But Italian cousin and meat
meals are gaining in popularity
Trend in discussion on recipe
categories, Q3 2014 vs total
Cakes and vegetarian meals
are most popular in Social
Media
Most often discussed recipe
categories, X 2013 – IX 2014
Average monthly number of
searches in Google
Italian cousin and vegetarian
dishes are most often
searched
vegetarian dishes 970
soups 590
appertizers 420
salads 210
bread 20
cakes & desserts 680
meat 240
pasta & pizza 900
sauces and dips 160
side dishes 10
fish and seafood 210
-15.8 %
-0.6 %
1.8 %
-1.4 %
1.5 %
-5.9 %
10.0%
9.6 %
1.6 %
-2.1 %
vegetarian dishes
soups
appertizers
salads
bread
cakes & desserts
meat
pasta & pizza
sauces and dips
side dishes
fish and seafood 1.3 %
vegetarian dishes 20.1 %
soups 6.0 %
appertizers 5.4 %
salads 3.3 %
bread 2.3 %
cakes & desserts 34.3 %
meat 13.6%
pasta & pizza 5.7 %
sauces and dips 5.3 %
side dishes 2.8 %
fish and seafood 1.2 %

9. Digital brands
174 372
131 532
222 629
NestleBabyClub 670 431
Sunar 349 155
BohemiaChipsCZ 218 963
MistrTicTac 135 056
ReceptyNaKazdyDenCZ 75 808
Nutrilon Česká republika 1 011 069
Kofila Česko a Slovensko 389 539
Lay’s STRONG 221 482
Vykutálená Fidorka 158 497
Skittles Česko Slovensko 118 932
162 370
127 894
Sweets and ice cream brands are the most
engaging culinary category on Facebook.
Local Fans on Facebook, accoroding to
Socialbakers in October 2014
Content aimed at mothers who are looking for
products for children is most popular on YouTube
Number of views on YouTube, accoroding to
Socialbakers in October 2014
Lentilky
Chupa Chups
Zmrzlina Míša 99 119
Bohemia Chips 53 621
JOJO CZ/SK 42 787
Milka
Kinder Bueno
Tic Tac
Fidorka 62 674
Granko 46 207
Margot tyčinka 35 855
Bobíkův svét 32 887
Mentos 31 040
Vitana. Žijte s chutí. 30 467
Moje Zlaté 29 722
Studentská Pečeť 39 368
Pečení je radost 35 566
Hami Česká republika 32 508
Carte D’ Or 30 745
Recepty na každý... 29 955
sweets
snacks
ice cream
regular meals
for children

10. ABOUT IRCENTER
IRCenterisaresearchandconsultancyagencyspecializingindigitalmarketing.
Our core services regard combining traditional research techniques
(CAWI, IDI, FGI etc.) with monitoring of Internet users activities.
We operate in: Poland, Czech Republic, Hungary, Romania, Germany,
Holland, France and Russia.
We use latest research digital solutions.
We analyze both declarations and spontaneous behavior.
We make use of social and mobile solutions.
We provide actionable solutions.

11. ABOUT sentione
FirstSocialMediaListeningFocusedonEurope
Real-time Consumer Ins
Social Media Analytics
Reputation Management
Online Customer Service
Wemonitor:
Articles and Reviews
Forums and Blogs
Social Networks
News Sites
Microblogs
and many others...
StartyourfreeSentiOnetrialToday!
Visitwww.sentione.com

12. keynote i
Marcin Krzosek
Managing Director
IRCenter
In the passing year we've had a chance to learn a lot more about
Czech culinary internet which in some aspects turned out to
have strong distinguishing features in comparison to other CEE
countries. What struck us most was the big/high share of young
people - cooking for themselves - who much more often than
others use internet while cooking. Based on projects run by us in
social media appears, we were able to create a picture of those
who use their platforms to engage this young audience. Here lies
themaindistinctionofCzechs.ContrarytootherCentralEuropean
nations,youngCzechsfollowmediadevotedtohealthylifestyle.In
other CEE countries, the subject is taken up mainly by older users.
What is more, Czechs favorite sports also distinguish them from
others: teenage girls prefer fitness, while teenage boys usually go
to the gym. Poles, Romanians or Hungarians, if they are interested
insports,theychoosebikingorrunning. Thisfactmayhaveasignifi-
cant influence on the effectiveness of standardized regional mar-
ketingactivationsorcommunicationstrategyofnutritionbrands,
aimed at the growing segment of digital users.

13. keynote ii
Our Czech internet research is gaining its momentum. We listen
whatCzechsaresharingonlinewhilesearchinginformationforour
customers. We do this to better understand the nature of Czech
social media.
SentiOne and IRCenter decided to conduct a joint study that would
lead to a better understanding of where and when the Czechs
share their opinions on culinary topics.
Our analysis confirmed the stereotype - it’s mostly women who
use to talk about culinary topics online. Men in the internet don’t
like to share their kitchen insights. However the results of beer
online discussion monitoring are quite different - over 70% of
opinions were written by men in the past year.
Czechs are mainly discussing recipes on Facebook, less on portals
and internet forums, and little on culinary blogs. As far as time is
concerned, Czechs are mostly discussing culinary topics during
winter months i.e. December and January and the least in August.
Professional social media monitoring is vital both for any digital
strategy implementation and for successful online communica-
tion activities. The internet and social media have become a force
that cannot be ignored by brands anymore.
Kamil Bargiel
CEO
SentiOne

14. Digital culinary
In the Czech Republic there are over 7,8 million Internet users. Among them 4,7 million users
(64%) look for new recipes at least once a month. Majority of them are interested in inspirations.
These people constitute a target group for FMCG and Horeca companies and can be reached by
various digital channels of communication. Wantknowmore?Contactus!
X 2014

15. Let’s COOPERATE
Marcin Krzosek
krzosek.marcin@ircenter.com
+48 501 132 550
61/164 Jana Pawła Av.
01-031 Warsaw, Poland
Kamil Bargiel
k.bargiel@sentione.pl
+48 881 609 010
Grzybowska 12/14 m. 33
00-132 Warsaw, Poland