Digital Research & Strategy

October 2014X 2014

CONclussions

Czech culinary digital landscape is evolving. Digital is becoming part of our lives. Because of it, our culinary attitudes are

changing.

Cookbooks are main source of recommendations when it comes to reliable sources of recipes (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 o�ine.

Although web portals remain the most important digital touchpoint for culinary brands, it is Facebook the most trending one. Depending on brand KPI`s, it̀ s worth either to build engagement around brand on Social Media or awareness / sales through webpage. Those two KPI`s should be treated separately (Social Media don't drive tra�c to webpages, search does).

Brands should keep in mind communication to males – based on simplicity and time-e�ciency. 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.

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 %

createcontent

Although males are not active on culinary websites, they

visit them (content optimization)

Gender distribution, CAWI vs Social Media data

19.5 %

search forcontent

54.9 %

45.1 %

malefemale

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 %

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 creation2014 vs 2013

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 portalsestimated visits in September, data by SimilarWeb

Social4.5 %

Search is the most important source of tra�c. Two portals generate high tra�c from Social Media.

Sources of tra�c on top10 most popular culinary web portals, data by Similar Web

Direct10.2 %

Re�erals3.7 %

Search81.5 %

DIgital cooking I

Cooking is becoming more and more popular among digital consumers in Czech Republic, especially when it comes to cakes, pancakes and mu�ns. 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

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 %

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

sweetssnacks

ice creamregular meals

for children

ABOUT IRCENTER

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keynote i

Marcin Krzosek

Managing DirectorIRCenter

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 the main distinction of Czechs. Contrary to other Central European nations, young Czechs follow media devoted to healthy lifestyle. 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 in sports, they choose biking or running.�This fact may have a signifi-cant influence on the e�ectiveness of standardized regional mar-keting activations or communication strategy of nutrition brands, aimed at the growing segment of digital users.

keynote ii

Our Czech internet research is gaining its momentum. We listen what Czechs are sharing online while searching information for our 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 di�erent - 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

CEOSentiOne

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. Want know more? Contact us!

X 2014

Let’s COOPERATE

Marcin Krzosekkrzosek.marcin@ircenter.com

+48 501 132 550

61/164 Jana Pawła Av.01-031 Warsaw, Poland

Kamil Bargielk.bargiel@sentione.pl

+48 881 609 010

Grzybowska 12/14 m. 3300-132 Warsaw, Poland