The Belgian food sector is only using 1% of its advertising budget online. This figure is surprising since it’s now proven that a vast majority (close to 100%) of the Belgian internet population is eating!
I just received a “food barometer” released by IAB Belgium. In this study, there’s a affinity ranking by product and we learn that it’s among the surfers that you find the highest percentages of chewing gums eaters (69% of chewing gum consumers are surfers). Chewing gum is followed by veggie food (67%), cereals (67%) and products with fibres (67% as well).
Overall, we see that the Belgian surfers are not very satisfied by the local food websites and that the quality of the website could convince a minority (23%) of the surfers to switch brands.