HUNTER: 2019 Food News Study

2©2019 HUNTER in Partnership with Libran Research & Consulting
TABLE OF CONTENTS
Background, Objectives & Methodology
3
Top Food Stories of the Year
5
Food News Impact Across
Consumer Engagement Continuum
13
Where Americans Get Their Food Information
21
Demographics
28

BACKGROUND & OBJECTIVES
For 17 years, HUNTER has annually informed the public of the top food stories of the year.
This Annual Food News Study highlights the top food stories of the past year according to
the opinion of Americans and identifies the impact of these stories across
the entire continuum of consumer engagement:
• Degree to which they changed opinions
• Degree to which they changed behavior
• Degree to which they spurred advocacy
This report continues the tradition of not only identifying the top food stories of the year
and their impact on consumer engagement, but also provides a trended perspective on:
• The magnitude of importance of food stories to Americans
• The types of news stories resonating with consumers today relative to prior years
• The media sources used for gaining information on food news
• The impact of social media on food stories

METHODOLOGY
A quantitative online survey was conducted among a sample of N=1,003 American
adults. The survey was sent to a sample balanced to the US Census on age, race and
region by sample provider ProdegeMR, with quotas set for even representation by
gender. The study was 15 minutes in length, and in field from October 24th–28th, 2019.
• Top stories of 2019;
• Behavior changes due to 2019 news stories;
• Changes in attitudes related to these stories;
• Intentions or behaviors related to sharing
these stories on social media;
• Importance of food news;
• Sources for recipe information, nutrition
information and sources of general food news;
• Food shopping and cooking behaviors; and
• Food personas.
We have reviewed this data by key demographic group, as well as the age cohorts of
Millennials/Gen Z, Gen Xers, Baby Boomers/Matures.
QQuueessttiioonnss ccoovveerreedd iinn tthhee ssttuuddyy iinncclluuddeedd::

©2019 HUNTER in Partnership with Libran Research & Consulting 6
Twenty-six percent of Americans this year feel that food & nutrition stories are very important, down from last year’s high
to a level more consistent with previous years. However, almost half of Americans this year say that food & nutrition stories
are more important than other types of stories – down just slightly from last year and still ahead of other recent years.
IMPORTANCE OF FOOD NEWS
Q.8 In general how important are
food and nutrition stories to you?
Q.9 And during 2019 how
important were food and nutrition
stories compared to other stories
in the news? N=1,003

This decline in the importance of food news stories traces to Baby Boomers/Matures and Millennials, as Gen X
actually see these stories as more important than they did last year. With regard to
importance versus other news stories, we see a decrease by Millennials this year, back to an historic level of interest.
IMPORTANCE OF FOOD STORIES
Q.8 In general how important are food and nutrition stories to you?
Q.9 And during 2019 how important were food and nutrition stories compared to other stories in the news?

TOP 2019 FOOD STORIES
For the first time in the 17-year history of the Food
News Study, a story that originated on social media
breaks through as the most memorable story of the
year! The FFaasstt FFoooodd CChhiicckkeenn SSaannddwwiicchh story was #1
across three out of four regions (the top story in the
south was Blue Bell Ice Cream Video).
“Last year, a sustainability story topped the list for
the first time: TThhee PPllaassttiicc SSttrraaww BBaann. This year, the
topic of straws continues to stay in the spotlight and
the trend continues, with three out of the top ten
stories of the year involving sustainability and the
environment.”
The top food stories of 2019 are FFaasstt FFoooodd CChhiicckkeenn SSaannddwwiicchh TThhrroowwddoowwnn,,
VViiddeeoo ooff WWoommeenn LLiicckkiinngg BBlluuee BBeellll IIccee CCrreeaamm,, and TThhee KKeettoo DDiieett GGaaiinnss iinn PPooppuullaarriittyy..
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

TOP FOOD STORIES OF THE DECADE
LLooookkiinngg bbaacckk 1100
yyeeaarrss,, wwee sseeee tthhaatt
oouurr 22001199 ttoopp ssttoorryy
jjooiinnss ootthheerr ttoopp
ssttoorriieess iinn tthhee hhiigghhllyy
ccoommppeettiittiivvee ffaasstt ffoooodd
iinndduussttrryy..

The top three stories are similar for Millennials and Gen X, while older adults were more aware of the BBlluuee BBeellll story and TThhee IImmppaacctt ooff TTaarriiffffss.
Q.3 Out of the items listed below, please tell us which Food Stories you remember seeing, hearing or reading about this past year.

Top stories differ by demographic, with men and adults with kids most noting the FFaasstt FFoooodd CChhiicckkeenn SSaannddwwiicchh TThhrroowwddoowwnn, while women and
adults without kids most noting the BBlluuee BBeellll IIccee CCrreeaamm VViiddeeoo.. The top three stories are the same for both Hispanics and Non-Hispanics.
Q.3 Out of the items listed below, please tell us which Food Stories you remember seeing, hearing or reading about this past year.

Topics of Food Safety and Food Nutrition/Health & Wellness are still the most important to Americans. By comparison, other topics are considerably less
important. Millennials and Gen Xers are less likely to see Food Safety to be important as compared to Boomers/Matures. Millennials are more likely to
find Sustainability to be important. 10% of consumers find Sustainability as the most important Food News topic covered today. While notable, the
topic trails behind Food Safety (40%), Nutrition (24%) and Recipes (15%).
Q.9a How important are the following food topics to you? Please rank these in order of importance from
most important to least important. N=1003 a,b,c or < > significant difference at 95% confidence level
IMPORTANT FOOD TOPICS

FOOD NEWS IMPACT
ACROSS CONSUMER
ENGAGEMENT CONTINUUM

2019 FOOD STORIES:
BEHAVIOR SUMMARY
Food news stories in 2019 are shaping our food landscape. Almost everyone (81%) was aware of at least one important food
news article, and around half of those were impacted through changes in opinion, changes in behavior and sharing with others.

CONSIDERATION:
IMPACT ON OPINIONS
Opinion change due to these stories is higher for younger Americans and those with kids.
Q.4 To what degree did each of these food stories change your attitude or opinion? Base = Those aware of this story

Among those aware of the story, the highest levels of changed opinion are attributed to the stories on food safety/crisis
(VViiddeeoo ooff LLiicckkiinngg BBlluuee BBeellll IIccee CCrreeaamm, TThhoouussaannddss ooff PPoouunnddss ooff CChhiicckkeenn RReeccaalllleedd), and environment/sustainability
(FFaarrmmeerrss FFaaccee BBiigg LLoosssseess aanndd PPoooorr CCrrooppss AAfftteerr DDeevvaassttaattiinngg FFllooooddiinngg).
Food Brand Marketing and Food Industry News top stories (PPoopp--UUpp TTaaccoo BBeellll HHootteell, FFaasstt FFoooodd
CChhiicckkeenn SSaannddwwiicchh TThhrroowwddoowwnn) are least likely this year to have changed opinions.
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

Overall, the level of behavior change with
regard to these stories is comparable to
last year.
All three age groups are most likely to react
to Food Safety issues, such as RReeccaalllleedd
CChhiicckkeenn or LLiicckkiinngg BBlluuee BBeellll IIccee CCrreeaamm.
As compared to older Americans, more
Millennials have been pushed to make
behavior changes as a result of a wide
variety of food stories.
Gen Xers tend to join Millennials in behavior
change for issues of health & wellness and
key food and food brand trends.
Q.5: When it comes to food which of the following
stories, if any, changed how you shop, eat or dine out?
a,b,c significant difference at 95% confidence level.
INTENT: SPECIFIC BEHAVIOR
CHANGES BY STORY

In 2019, the primary behavior change
engaged was paying more attention to
food safety. Americans were also
paying attention to food labels, food’s
impact on health and to educating
themselves more on food. As a result,
they are changing the foods they are
buying.
Baby Boomers/Matures were less likely
to have made many of these changes
this year as a result of our food stories.
Rather, it is younger consumers who are
more likely to make changes. However,
Baby Boomers/Matures are very
interested in food safety.
Millennials/Gen Zs and Gen Xers were
more likely to pay more attention to
health/nutrition, educate themselves on
food, try new foods/flavors and share
information about food with others.
Q.5: When it comes to food which of the following stories, if any, changed how
you shop, eat or dine out? a,b,c significant difference at 95% confidence level.
INTENT: SPECIFIC
BEHAVIOR CHANGES

The most shareable stories of
2019 focus on issues of safety and
the environment/sustainability –
CChhiicckkeenn RReeccaallll,, DDiittcchhiinngg PPllaassttiicc
SSttrraawwss and BBaann oonn PPllaassttiicc WWaatteerr
BBoottttlleess..
The video of the WWoommaann LLiicckkiinngg
BBlluuee BBeellll IIccee CCrreeaamm has “buzz”
value, with high numbers who
would “definitely” share.
Q.7. To what degree have you or would
you share this story with others? N=1001
SHAREABILITY OF STORY

This year’s most shareable stories are more
serious in nature, informing of recalls/crises
or addressing environmental/sustainability
issues.
Both the CChhiicckkeenn RReeccaallll story and the BBlluuee
BBeellll LLiicckkiinngg VViiddeeoo saw high levels of intention
in sharing the original article, as well as
notable watercooler discussion.
The leading manner of sharing stores is
discussing with friends, family and/or co-
workers. About half of sharing is also through
sharing the original news source or sharing
photos/comments on social media. Although,
face-to-face interaction still leads as the most
popular way to share the news of the day,
with water cooler talk outpacing social
sharing by 2 to 1.
Q.7a: And how might you share these stories?
Base = claim to have shared or would share story
ADVOCACY: SHARE-ABILITY
OF TOP STORIES

WHERE AMERICANS GET
THEIR FOOD INFORMATION

The most popular source for General Food News remains television, but Websites and Social Media substantially close the gap as
the second and third go-to for information. Compared to last year, Americans are more often turning to a variety of media sources
for general food news. Television, websites and social media continue to be key access points for general food news. However, a
wide set of sources are turned to, including YouTube, blogs and radio.
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,d significant difference at
95% confidence level. 2017: Social media was asked by brand and netted, vs. asked as total “social media”
SOURCES FOR FOOD INFORMATION:
GENERAL FOOD NEWS

TV as a source for nutrition information continues to show historical declines. However, use of several other Nutrition sources
are up compared to last year, including websites, social media, magazines, books, YouTube, blogs, radio and podcasts.
Notably, YouTube and blogs have moved up in overall importance for nutrition information.
SOURCES FOR FOOD
INFORMATION: NUTRITION

Websites, social media, books/cookbooks and YouTube are the most turned to sources for recipes—with increases
in many of these media sources noted this year. The increase in usage of YouTube for recipes is greater than other
sources, moving YouTube into the position of the fourth most accessed source for recipe information.
SOURCES FOR FOOD
INFORMATION: RECIPES

In comparing HHs with kids compared to those without, we see that HHs with kids are more likely to
use social media as a source for food information. They also more often turn to blogs or podcasts.
Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or general food news. < > significant difference at 95% confidence level.
SOURCES FOR
FOOD INFORMATION

Hispanics and non-Hispanics are largely turning to similar types of media for various types of food
information. Exceptions are YouTube, where Hispanics are more likely to turn than non-Hispanics.
HISPANIC AMERICANS

Women are more likely than men to turn to social media for all types of food information and seek
out more varied types of media for recipes. Men are more likely to access television for recipes or
nutrition information, and YouTube for nutrition or general food news.
WOMEN VS. MEN

DEMOGRAPHICS

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www.hunterpr.com
(212) 679-6600
Contact:
Samara Farber Mormar
smormar@hunterpr.com

HUNTER: 2019 Food News Study

HUNTER: 2019 Food News Study

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