2022 HUNTER: UK Food News Study

2
©2022 HUNTER in Partnership with Libran Research & Consulting
TABLE OF CONTENTS
Background, Objectives & Methodology
3
Summary of Key Findings
5
Top Food Stories of the Year
7
Food News Impact Across the
Consumer Engagement Continuum
20
Where Britons Gets Their Food Information
33
The Food Landscape
42
Study Demographics
51

3
Food news plays a critical role in shaping consumer attitudes, behaviours and overall relationship with food.
For two decades, in the United States HUNTER has examined the top Food News stories of the year according to Americans and
how these stories have impacted the American opinions and behaviours toward food shopping and eating.This year, for the first
time ever, we have studied the top food news stories in the United Kingdom in order to determine its importance and impact to
society in Great Britain.
Specifically, the Food News Study identifies the top food stories of the year, as well as determining:
• The importance of food news overall and by topic area
• The degree of consumer engagement with food news along the entire engagement continuum (change of
opinion, behaviour and advocacy)
• Consumers’ preferred media sources and how that differs for Recipes, Nutrition and general food news
• Consumers’ general food attitudes and behaviours.
Throughout this report, where relevant, we also show comparisons to how Americans are reacting to
this year’s Food News stories.
BACKGROUND & OBJECTIVES

4
METHODOLOGY
A quantitative online survey was conducted among a sample of N=1,000 U.K. adults. The survey was sent to a sample balanced to the U.K.
Census data on age and country by sample provider ProdegeMR, with quotas set for even representation by gender.The study was 15 minutes in
length, and was in field from October 11th – 17th, 2022.
Questions covered in the study included:
• Importance of food news;
• Top stories of 2022;
• Where these stories were first identified;
• Behaviour changes due to 2022 news stories;
• Changes in attitudes related to these stories;
• Intentions or behaviours related to sharing these stories on social media;
• Sources for recipe information, nutrition information and sources of general food news;
• Food shopping and cooking behaviours;
• Food personas; and
• Food-based New Year’s Resolutions
Analysis:
• Data reviewed overall and by key demographic group.
• Relevant comparisons from a similar study conducted in the US

5
SUMMARY OF KEY FINDINGS
The United Kingdom’s relationship with food has always been deeply embedded within the nation’s culture. Food news plays a critical function, both reflecting the most salient
societal issues of the moment as well as shaping consumer response to these issues. The results from the HUNTER Food News Study in the UK showcase this important role.
ü TOP STORIES: Food news is considered important to most UK citizens (72%), as this year’s top Food News stories are a direct reflection of the tension consumers face in
2022, as food waste, supply chain shortages and inflationary economic conditions lay the foundation that result in our top five stories:
ü INFLUENCE: Food news influence is seen across the entire consumer engagement continuum, as most Britons were aware (88%) and were likely to change their opinions (56%), act
(55%) and share (41%) from at least one of the top Food News stories of the year.
o While many Food News stories incited change this year, the impact of the cost-of-living crisis appears to have majorly influenced priorities, as almost half of Britons say that
this year’s Food News stories have changed the way they shop to save money and more than a third say they changed the way they cook to save money.
o The focus on food costs is also reflected in the UK’s New Year’s Resolutions, as most Brits have food-based new years resolutions (68%), with the leading one being saving
money on groceries, followed closely by the more typical new year’s resolution: eating better to try to lose weight.
ü SOURCES: Almost all Brits turn to at least one source when searching for recipes, nutrition or general food news and more often 2-3 sources.They are using a combination of
traditional media (television, newspapers, books) along with websites and social media to get their food news, with a clear generational divide as younger people favour
social/digital sources and older Brits stay with more traditional media.

6
SUMMARY OF KEY FINDINGS
ü UK FOOD LANDSCAPE: Our first lens onto United Kingdom’s Food Landscape not only helps us better understand Briton’s priorities and behaviours when it comes to
food, but also highlights how the current economic challenges appear to be influencing these priorities.
o SEGMENTATION: Most Brits classify their primary relationship when it comes to food as “Tried & True” consumers that prefer the familiar (29%), followed by “Value-Focused”
(26%), then as a Foodie (21%), Convenience-Oriented (14%) and finally Nutrition-First (10%).While all segments are equally aware of this year’s food news, the Nutrition-First
and the Foodie segments are the most engaged segments, being more likely to find food news to be important, change their opinion and/or activate against its learning, and
use a wide breadth of sources to find recipe, nutrition and general food news information.
o MEAL PREPARATION: Dinner preparation in the UK is often focused in-home, as 56% of evening meals are prepared from scratch in the home, while only 16% are sourced
from a foodservice establishment.This high level of in-home preparation may be driven in part by new habits learned during COVID, as well as those adopted to help save
money in an inflationary environment.
o PURCHASE MOTIVATORS: Among specific potential purchase motivators, Britons are most influenced by a clean ingredient list followed by external influences like trends,
influencer recommendations or celebrity endorsement.
o SHOPPING CHANNEL PREFERENCES: Brits shop on average 3-different channels for their food needs, with large stores and local supermarkets topping the list of shopping
venues. Meanwhile, one in five are also frequently shopping for food online.
v UK vs. US: This first-time assessment of food news stories and its impact in the United Kingdom versus the United States highlights the important role this news plays
in both countries. It also compares the effect of these stories, how these stories were sourced, and the countries’ general food landscape, showing more similarities than
differences.
• Top Food News stories reflect respective society’s concerns, shaping both countries’ opinions and behaviours. While shifts in behaviour are similar,Americans appear
more prone to action.
• Almost everyone in both countries seek information on recipes, nutrition, and general food news, but Americans use more social media, while Brit’s disproportionately
favour newspapers.
• While consumer segmentation is similar, Britons cook more often from scratch at home, while American purchases are more influenced by trends and influencer
recommendations.

8
IMPORTANCE OF FOOD NEWS
KEY FINDINGS
Food is deeply embedded within culture and food news provides information on the most salient societal issues of the
moment. In its first year of measurement, we see Food News stories playing this important role to the UK population, with this
year’s top stories touching upon key macro issues of supply, cost and food waste.
ü Brit’s find food news important, with 72% indicating that food & nutrition stories are important and over one-third believing that Food News stories are
relatively more important than other types of news stories.While important to everyone, younger cohorts find Food News stories significantly more important
than older generations.
ü Cost of Food is deemed this year’s most important Food News Topic, especially among older consumers. Britain braces for the long haul, believing
this will continue to be the most important Food News Topic in 2023.
ü Top Food News stories are a direct reflection of the tension consumers face in 2022, as food waste, supply chain shortages and inflationary
economic conditions lay the foundation that result in our top five stories:
1. Supermarkets Slashing 'Best before Dates'
2. Inflation Affecting Grocery Shoppers
3. Food Shortages due to Strikes
4. Cadbury Shrinkflation
5. Free-Range Egg Shortage
ü Top five Food News stories were consistent across most demographics, with the exception that Millennials/Gen Z and Households with Kids’ top 5
included ‘Greggs Partners with Primark to Launch Clothing Line’, as the food chain’s clothing range became a hit on social media
ü While most people initially recalled top stories of the year through traditional TV (34%), Newspapers (18%), Social Media (15%), and Websites (15%) were
also important channels garnering initial recollection. Facebook, followed by Twitter and then Instagram emerge as the leading social media platforms for
Britain’s exposure to Food News.

9
IMPORTANCE OF FOOD NEWS
Food & Nutrition stories are viewed as being important in the U.K., with almost three-quarters of Britons indicating that food &
nutrition stories are very-important to them.They generally view them as being just as important as other types of news stories.
Q.8: In general, how important are food and nutrition stories to you?
Q.9: And during 2022 how important were food and nutrition stories compared
to other stories in the news? N=1,001
In the US, Americans
found this year’s food stories
to be significantly more
important than those in the U.K. –
81%, and more important vs.
other news stories – 51%.

10
The importance of food stories is higher for younger age cohorts, as the majority of Millennials/Gen Z see
them as being more important than other news stories.
IMPORTANCE OF FOOD STORIES
Q.8: In general, how important are food and nutrition stories to you?
Q.9: And during 2022 how important were food and nutrition stories compared to other stories in the news?
A, B, C significantly different at 95% confidence level

11
Given the highest level of inflation in decades, the topic of Cost of Food dominates Britons’ interest. Concern about the cost of food is considerable across all
demographic groups, but notably most important to older Brits.
IMPORTANT FOOD TOPICS
Q10. How important are the following food topics to you? Please rank these in order of importance
from most important to least important. N=1000. Significant difference at 95% confidence level
Cost of food
also dominates
in importance
in the U.S.

12
CONTINUING TOPICS
Q.29: Of the following topics, which do you think we most likely will still be
talking about in 2023? N=1,000 A,B,C Sig. diff. at 95% confidence level.
This topic is expected to continue into 2023, as Britons overwhelmingly see Inflation as the topic that will continue to persist next year.
While Millennials/Gen Z are the least likely to think it will be a continuing story, most Britons do not believe the story is over quite yet.
Americans have
similar expectations
for 2023.

13
TOP U.K. 2022 FOOD STORIES
The top food stories of 2022 in the United Kingdom focus on eliminating food waste, inflationary economic conditions and product supply chain challenges.
Q.3: Out of the items listed below, please tell us which Food Stories you remember
seeing, hearing or reading about this past year. N=1000
Inflation and Product
Supply Challenges
are also the focus in
the US
Aware of Any of these stories = 88%

14
Top five stories are similar across age cohort, except for Greggs partnership with Primark to launch a Clothing Line
breaking through with Millennials/Gen Z more so than with older cohorts.
Q.3: Out of the items listed below, please tell us which Food Stories you
remember seeing, hearing or reading about this past year.

15
Top stories were fairly consistent across demographic groups, although households with kids also had Greggs partners with Primark to
launch a Clothing Line in their Top 5.
Q.3: Out of the items listed below, please tell us which Food Stories you
remember seeing, hearing or reading about this past year.

16
TOP U.S. 2022 FOOD STORIES
Awareness of Top Food News stories is strong for both the US and the UK, as both countries focus on product supply issues and the impact from
inflation.The top story in the UK focuses on the elimination of ‘best before dates’ helping to reduce food waste, while the US top five stories
includes fast food companies leaving Russia due to the war.
Q.3: Out of the items listed below, please tell us which Food Stories you remember
seeing, hearing or reading about this past year. N=1001
Aware of Any tested story = 89% Aware of Any tested story = 88%

17
The top stories of the year all gained initial recall more often through traditional TV, as stories primarily recalled through social media didn’t
seem to touch as broad a swath of the population.
SOURCES OF STORY RECALL
Q.3b_UK: Where do you FIRST recall seeing or hearing about each of these
stories? *small sample size

18
For those who first recalled a story via social media, Facebook was the preeminent platform for this
recall, followed by Instagram,Twitter and TikTok.
SOCIAL MEDIA STORY RECALL
Q.3c_UK: And for each of these stories that you first saw on Social Media, which platform do
you FIRST recall seeing or hearing about each of these stories? BASE: UK Respondents Who
Selected Social Media in Q3b *small sample size

19
Recall of leading stories are highest with Traditional TV and social media for both countries, but Newspapers garner greater relative recall in Great Britain
than in the United States.
SOURCES OF STORY RECALL
Q.3b_UK: Where do you FIRST recall seeing or hearing about each of these
stories? *small sample size
When social media drives recall, the most popular platform is Facebook, with Instagram and Twitter showing relatively more influence in Great Britain and
TikTok and YouTube appearing more influential in the US.

FOOD NEWS IMPACT
ACROSS THE CONSUMER
ENGAGEMENT
CONTINUUM

21
ENGAGEMENT CONTINUUM IMPACT
KEY FINDINGS
v Food news influence continues to be seen across the entire consumer engagement continuum, as most Britons were aware (88%) and were
likely to change their opinions (56%), act (55%) and share (41%) from at least one of the top Food News stories of the year. While many Food
News stories incited change this year, the impact from the inflationary economy appears to have taken center stage.
• Awareness and impact do not necessarily go hand in hand – with lesser ranking stories sometimes making bigger waves. Supermarkets Slashing 'Best Before Dates’ was the top story of
2022, but our #2 story, Inflation Affecting Grocery Shoppers, had a greater impact on UK consumers, showing stronger degrees of change across the entire engagement continuum.
Meanwhile, #6 ranking story, Greggs partners with Primark to launch Clothing Line, while highly memorable, did the least of all test stories to effect change in opinions,
behaviour and advocacy.
• OPINION:
o The #8 ranked story, Reducing Food Waste, and the #11 story, Ultra-Processed Foods are Under the Microscope, effected the highest changes in opinion, with both
articles influencing almost 3/4ths of its readers to change their opinions.
• BEHAVIOUR:
o Inflation Affecting Grocery Shoppers followed by Food Shortages due to Strikes and Supermarkets Slashing 'Best Before Dates’ were the Food News stories that most
changed behaviour this year. Not surprisingly leading changes resulting from these articles included: changing what food consumers are buying, paying more attention to food labels
and changing how consumers shop for food.
o Meanwhile, when asked even more specifically about overall food behaviour changes, almost half of Britons say they have changed the way they shop to save money and more
than a third say they changed the way they cook to save money, with younger adults leading this charge.
o The focus on food costs is also reflected in the UK’s New Year’s Resolutions, as most Brit’s have food-based new year’s resolutions (68%), with the leading one being saving money
on groceries, followed closely by the more typical new year’s resolution: eating better to try to lose weight.
• SHARING:
o About 4 in 10 Briton’s shared a food news story this year, with younger cohorts, men and households with kids being the most likely to share.
o The principal way stories are shared is around the watercooler, with top five stories being the most likely topics discussed with friends, family and/or co-workers.
o Social media and/or original source sharing are less likely and tend to be higher with articles that are more light-hearted, industry topics or nutrition-based.

22
2022 FOOD STORIES:
ENGAGEMENT CONTINUUM SUMMARY
While Supermarkets Slashing “Best Before Dates” was the top story of 2022, our #2 story (Inflation Affecting
Grocery Shoppers) had the greatest impact on consumer behaviour in the U.K., while our #8 story (Reducing Food
Waste) produced the greatest change of opinion.

23
CONSIDERATION:
IMPACT ON OPINIONS
Q.4: To what degree did each of these food stories change your attitude
or opinion? Base = Those aware of this story
The degree to which Britons have made “great changes” in their opinions in response to Food News stories is moderate, with Gen X
consumers more likely to say they have changed their opinion. Baby Boomers were least likely to have changed their opinion.
A, B, C significant difference at 95% confidence level
Americans were equally
as likely to have
changed their opinions
due to a story.

24
CONSIDERATION:
IMPACT ON OPINIONS
The stories that had the most significant impact on the opinions of those who were aware of them were Reducing Food Waste, Ultra-
Processed Foods Under the Microscope and Inflation Affecting Grocery Shoppers.The story least likely to change opinion is Greggs
Partners with Primark.
Q.4: To what degree did each of these food stories change your
attitude or opinion? Base = Those aware of this story *small sample size

25
INTENT: SPECIFIC BEHAVIOUR
CHANGES BY STORY
Inflation Affecting Grocery
Shoppers was the overarching
food news story that changed
behaviour this year.
This is followed by Food
Shortages due to Strikes and
Supermarkets Slashing
“Best Before Dates.”
Q.5: When it comes to food which of the following stories, if
any, changed how you shop, eat or dine out?
Americans were slightly
more likely to have made
a behaviour change due
to a story – 62%.

26
INTENT: SPECIFIC BEHAVIOUR
CHANGES BY STORY
Baby Boomers in Britain
were significantly less
likely to change
behaviour as a result of
these stories as compared to
younger cohorts.
Q.5: When it comes to food which of the
following stories, if any, changed how you shop,
eat or dine out.

27
In 2022, the primary
behaviour changes among
Britons in response to food
news are shifting the foods
they are buying, paying more
attention to food labels and
changing how they shop for
or get food.
INTENT: SPECIFIC
BEHAVIOUR CHANGES
Q.6: In response to what's been in the news this
past year, in what ways, if at all, have your eating
or shopping habits or how you eat out changed?
Americans are more likely to
act, although the key behaviour
changes are similar across both
countries.

28
FOOD
BEHAVIOUR CHANGES
Q28: Thinking about food behaviour, which of
the following have you done this year?
When asked even more specifically about overall food behaviour changes, almost half of Britons say they have changed the way they shop to
save money. Further, more than a third say they changed the way they cook to save money.Younger adults were more likely than older
generations to have changed their cooking/shopping habits to save money.

29
NEW YEAR’S RESOLUTIONS
Q.27: If you have a food or nutrition-related New Year's resolution, which of
the following, if any, are among your resolutions? N=1,000
Save Money on
Groceries is also the top
resolution in the U.S.
A focus on food cost will continue into the new year, as 68% of Britons have a food-based new year’s resolution and almost half of them are
trying to save money on groceries.Although losing weight and eating healthier and cleaner are also high on their list of aspirations.

30
Overall, about four in ten Brits shared a food story in 2022.
Younger age cohorts, men and those with kids were more likely to have shared one or more of these stories.
SHAREABILITY OF STORY
Q.7: To what degree have you shared this story
with others? N=1000
Similar demographic
skews are seen in the U.S.

31
The most shareable
stories of 2022 are a
mix of food trends and
health.
SHAREABILITY OF STORY
Q.7: To what degree have you shared these
stories with others? Base= aware of story

32
ADVOCACY:
MANNER SHARED BY STORY
OF TOP STORIES
The leading ways stories are shared is
discussing with friends, family
and/or co-workers.
Less than one in five shared the original
news source, or shared photos/comments
on social media.
Social media and/or original source
sharing tends to be higher with more
light-hearted, industry topics.
Q.7a: In what manner did you share these
stories? Base = shared story *small sample size
Consumers in the U.S are
more likely to share the
original news source or
comment on social media.

WHERE BRITONS GET
THEIR FOOD
INFORMATION

34
SOURCES FOR FOOD INFORMATION
KEY FINDINGS
Almost all Brits turn to at least one source when searching for recipes, nutrition or general food news and more often 2-3 sources.
• They are using a combination of traditional media (television, newspapers, books) along with websites and social media to get their food news, with a clear generational
divide as younger generations favour social media,YouTube, streaming television, podcasts and blogs and older generations stay with traditional
media, such as television, newspapers and radio for their information.
• This divide is somewhat muted but also reflected in Households with Kids versus Households without Kids, no doubt driven by the differing age demographic composition in
these homes.
• RECIPES:
o 88% of the UK seeks recipe information, on average using 2.5 sources and primarily turning to Websites, Cookbooks and Social Media, with the top five
detailed sources being recipe sites, general cookbooks,TV cooking shows, Facebook and videos from YouTubers.
o Women and Households with Kids are more likely to utilize a broader array of media sources for recipes.
• NUTRITION:
o Nutritional information is slightly less sought-after than Recipes and General Food News, with 82% of Brit’s looking for nutrition information, with most on-
average using 2 sources.Websites,Traditional Television and Social Media are the leading source channels, with top platforms including health or
medical sites, recipe sites, newspaper articles,TV documentaries and cooking shows, Facebook and news sites.
o Households with Kids are more likely to utilize a broader array of media sources for nutrition.
o Women tend to favour social media for nutritional information relative to men, while men are more likely to turn to newspapers than women.
• GENERALFOOD NEWS:
o 90% of the UK looks for general food news, typically turning to 2.3 different sources for this information. Television, websites and social media are the most
popular source channels, with specific go-to platforms including newspaper articles,TV news shows and cooking shows, news websites and
Facebook.
o Women are more likely o use social media than men, while men have a significantly higher use of YouTube as a source for Food News.

35
SOURCES FOR FOOD INFORMATION
Almost all Brits turn to at least one source when searching for recipes, nutrition or general food news. Those in the U.K. are using a
combination of traditional media (television, newspapers, books) along with websites and social media to get their food news.
Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition,
or general food news. N=1,000
* Contact HUNTER: (212) 679-6600 for more detailed sourcing information
The U.S. reports greater usage
of social media and of
YouTube and lower use of
newspapers for these food-
related topics.

36
SOURCES FOR FOOD INFORMATION:
AGE COHORT
There are notable generational differences in the attainment of food news information in the U.K.Younger generations are significantly more likely to be
turning to social media,YouTube, streaming television, podcasts or blogs. Older generations are staying with traditional media, such as television, newspapers
and radio for their information.
Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or
general food news. A,B,C significant difference at 95% confidence level.
< > significant difference at 95% confidence level

37
KIDS VS NO KIDS
In comparing Households w/kids vs. those without, we see that Households w/kids are more likely to access a broader variety of media sources for food news
information.Those without kids are more likely to rely on traditional media, such as television or newspapers.
general food news A,B significant difference at 95% confidence level.

38
WOMEN VS. MEN
Men and women generally seek out food news from similar sources, however women are more likely to utilize a broader array of
media sources for recipes. Women are also more likely to turn to social media to source all their food news, ranking as the second leading
source for Recipes, Nutrition and General Food News, whereas men have it ranked far lower on their list of sources.
general food news. A,B significant difference at 95% confidence level.

39
Q.12: And thinking
now only about
Recipes for each of
these areas, where
specifically do you find
the latest information
on recipes? N=1,000
DETAILED SOURCES:
RECIPES
Top 5 are similar
in the U.S.

40
DETAILED SOURCES:
NUTRITION
Q.13: And thinking now only about nutrition for each of these areas where
specifically do you find the latest information on Nutrition? N=1,000
Videos from
YouTubers are in
the Top 5 in the U.S.

41
Q.14: And thinking now only about general food news for each of these areas
where specifically do you find the latest information on General Food News?
N=1,000
DETAILED SOURCES:
GENERAL FOOD NEWS
Facebook is #1
in the U.S.

43
FOOD LANDSCAPE
KEY FINDINGS
Our first lens onto the United Kingdom’s Food Landscape not only helps us better understand Britons’ priorities and behaviours when it
comes to food, but also highlights how the current economic challenges appear to be influencing these priorities.
v SEGMENTATION:
• Most Brits classify their primary relationship when it comes to food as “Tried & True” consumers that prefer the familiar (29%), followed by “Value-Focused” (26%) , then
as a Foodie (21%), Convenience-Oriented (14%) and finally Nutrition-First (10%).
• The Tried & True segment tends to skew more to older, male and to households without kids, while the Convenience-Oriented consumer tends to be younger.
• While all segments are equally aware of this year’s food news, the Nutrition-First and the Foodie segments are the most engaged segments, being more likely to:
o find food news to be important and change their opinion and/or activate against its learning
o use a wide breadth of sources to find recipes, nutrition and general food news information
v MEAL PREPARATION:
• Dinner preparation in the UK is often focused in-home, as 56% of evening meals are prepared from scratch in the home, while only 16% are sourced from a foodservice
establishment.This high level of in-home preparation may be driven in part by new habits learned during COVID, as well as those adopted to save money in an
inflationary environment.
v PURCHASE MOTIVATORS:
• Among specific potential purchase motivators, Britons are most influenced by a clean ingredient list followed by external influences like trends, influencer
recommendations or celebrity endorsement.Younger Brits are more swayed by all purchase motivators than older cohorts.
v SHOPPING CHANNEL PREFERENCES:
• Brits shop on average 3-different channels for their food needs, with large stores and local supermarkets topping the list of shopping venues.
Meanwhile, one in five also shop for food online.

44
FOOD LANDSCAPE: CONSUMER
SEGMENTATION
Britons are most likely to describe themselves as “Tried & True” consumers, followed by “Value-Focused”.
Q.19: And when it comes describing yourself in terms of
cooking/shopping for food, which of the following best
describes you? N=1,000
Americans are less likely
to be Tried & True (25%)
while more likely to be
Health-First (13%).

45
FOOD LANDSCAPE: CONSUMER
SEGMENTATION
Baby Boomers, Men and Households without Kids are more likely to be “Tried and True”, while younger consumers are more likely
focused on Convenience (Millennials/Gen Z -17%, Gen X – 21%).
Q.19: And when it comes describing yourself in terms of
cooking/shopping for food, which of the following best
describes you? N=1,000

46
While all food segments show strong recall of this year’s food stories, Health-First and Foodie segments
deem these stories to be most important and are the segments most likely to be impacted by their
content, changing their opinions and taking action against them.
FOOD LANDSCAPE
A,B,C Significant difference at 95% confidence level

47
Foodies, followed by Health-First are the segments using the widest breadth of sources for information on recipes, nutrition
information or general food news.
FOOD LANDSCAPE
Q.11: Now please think for a moment about where in the media you hear
or learn about recipes, nutrition, or general food news A, B, C significant difference at 95% confidence level

48
Meal preparation behaviour is often focused in-home, as more than half of evening meals are prepared from scratch in the home. Eating at a restaurant or
purchasing takeaway is a much less prevalent activity.
FOOD LANDSCAPE
MEAL PREPARATION
Q.18: Thinking about your last ten dinner meals, how many of these
meals would fit in each of the following categories? N=1,000
American’s cook less often from
scratch at home and are more
likely to source their dinner from
a restaurant.

49
PURCHASE MOTIVATORS
Q.30: Which of the following are most likely to make you purchase a new
food item at the grocery store? N=1,000 A,B,C Sig. diff. at 95% confidence
level.
Among these potential motivators, Britons are most influenced by a clean ingredient list followed by external influences.Younger Britons
are more influenced by all purchase motivators than older cohorts.
The US consumer is influenced by
the same elements, often to a slightly
greater degree than the UK, especially
for trendy items and influencer
recommendations. The younger
populations are the most receptive to
influences in both countries.

50
Brits shop on average 3-different
channels for their food needs,
with large stores and local
supermarkets topping the list of
shopping venues.
One in five are also shopping for
food online.
FOOD LANDSCAPE
SHOPPING BEHAVIOUR
Q.17: Which of the following best describes how you shop for food from
each of the following types of retailers? % Primary/Frequently N=1,000
An equal number of
Americans shop online.

52
STUDY DEMOGRAPHICS

53
21 Mason Way
Old Orchard Beach, ME 04064 U.S.A.
www.libranresearch.com
(207) 219-8350
Contact:
Jane Mount
jane.mount@libranresearch.com
25, Charterhouse Square
London
EC1M 6AE
www.hunterpr.com
Contact:
Daisy Pack
dpack@hunterpr.co.uk

2022 HUNTER: UK Food News Study

Recommended

Recommended

More Related Content

Similar to 2022 HUNTER: UK Food News Study

Similar to 2022 HUNTER: UK Food News Study (20)

Recently uploaded

Recently uploaded (20)

2022 HUNTER: UK Food News Study