While most people still get inspiration for new recipes through traditional channels, online channels are on the rise. Food blogs and vlogs are becoming popular, especially among women. Cookbooks and free shopping magazines are still the biggest sources of inspiration. This is apparent from the Smart Food Monitor, a market survey by Multiscope among 7,000 Dutch people.
More than half (51%) of the Dutch make use of free shopping magazines. This is the most popular source of inspiration for recipes and new products. Tips from family and friends (46%) and cookbooks (45%) are also important resources. Food blogs and food vlogs are on the rise. Food blogs are especially popular with women, 10% read them. The influence of blogs and vlogs is great. More than nine out of ten followers of food blogs and/or food vlogs have been influenced after seeing a video or reading a blog.
Social media is also popular (24%). In almost nine out of ten (89%) cases, this concerns Facebook. The Facebook page Tasty is most often mentioned as a source of inspiration. Young people in particular use social media for inspiration, almost half of 18 to 34 year olds use this source. For people over 50 this is only 10%.
