Hunter Public Relations 2014 Food News Study Summary Report

2014 FOOD
NEWS STUDY
SUMMARY REPORT
in partnership with
Libran Consulting
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting

TABLE OF CONTENTS
Background/Objectives/Methodology
3
5
19
28
30
Top Food Stories of the Year
Where Americans Get their Food Information
Social Media and Mobile Usage
Demographics
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 2

BACKGROUND/OBJECTIVES
For the past twelve years, Hunter PR has conducted an annual Food
Study. This food study highlights the top food stories of the past year
according to the opinion of Americans, and identifies if behavior changes
ensued because of a story. This year’s report continues the tradition of
identifying the top food stories of the year, as well as:
Providing an understanding of how important food stories
overall are to Americans;
Measuring any change in interest in food stories overall; and
Identifying the top news stories by key food news segment.

METHODOLOGY
A quantitative online survey was conducted among a sample of N=1,004 American
adults. The survey was sent to a sample balanced to the US Census on age, race and
region by sample provider ResearchNow, with quotas set for even representation by
gender. The study was 13 minutes in length, and in field from November 3th, 2014
through November, 6th, 2014.
Questions covered in the study included:
• Top stories of 2014;
• Behavior changes due to 2014 news stories;
• Sources for recipe information, nutrition information
and sources of general food news;
• Trustworthiness of food sources;
• Media usage; and
• Social media usage.
The vast majority of these respondents (84%) do the cooking and food shopping in
their household.
We have reviewed this data by key demographic group, as well as by the Food News
Segments which were introduced in last year’s study. Please note that for this study
we are defining the following age cohorts: Millennials (Aged 18 – 36), Gen Xers (Aged
37-49), Baby Boomers (Aged 50 – 68) and Mature (Aged 69+).

TOP STORIES
OF THE YEAR

Importance of Food Stories
As compared to last year, in 2014 we see fewer Americans claiming that Food & Nutrition stories are
“very important” (28% vs. 32%). However, compared to last year they give food and nutrition stories
the same level of interest versus other news stories.
This decline in top box importance traces to Americans
over the age of 40 (47% top box 2014 vs. 62% 2013) and
women (55% top box 2013 vs. 45% 2014). However, both
of these demographic groups still show more interest in
food news than males or those younger.
IMPORTANCE OF
FOOD & NUTRITION
STORIES
IMPORTANCE
VERSUS OTHER
NEWS STORIES
49%
Important
28%
Very important
12%
Much
more
important
28%
Somewhat more
important
11%
Somewhat
less
important
42%
No more or less
important
20%
Not very
important 4%
Not at all important
7%
Much less important
2013–32%
Q.7: In general how important are food and nutrition stories to you?
Q8: And during 2013 how important were food and nutrition stories
compared to other stories in the news? N=1,004

Importance of Food Stories
By age cohort we see that food stories are most important to Millennials, and they are seen by this
age group as being more important than other news stories.
IMPORTANCE OF FOOD NEWS STORIES
79% 78% 75% 71%
Millennials
Gen X Baby Boomers Matures
21% 22% 25% 29%
TOP 2 Box Bottom 2 Box
IMPORTANCE VS. OTHER NEWS STORIES
51%
41% 34%
26%
Millennials Gen X Baby Boomers Matures
11%
20% 22% 27%
TOP 2 Box Bottom 2 Box
Q.7: In general how important are food and nutrition stories to you?
Q8: And during 2014 how important were food and nutrition stories
compared to other stories in the news? N=1,004

Top 2014 Food Stories
The top food stories of
2013 are the Great Western
U.S. Drought, the Bee
Population Shrinking, and
The War on Sugar.
Rounding out the top five
are New Food Labeling
Standards and GMOs:
America’s Obsession. These
top stories have a more
serious tone than the lower
ranked food stories of the
year.
36%
31%
31%
28%
25%
18%
18%
17%
17%
12%
1
2
3
4
5
THE GREAT WESTERN U.S. DROUGHT
BEE POPULATION SHRINKING
THE WAR ON SUGAR
NEW FOOD LABELING STANDARDS
GMOS: AMERICA’S OBSESSION
6
7
8
9
10
AMERICA’S CONTINUED BACON OBSESSION
SODA CALORIE CUTBACK
“LET’S COOK” PROGRAM WITH MICHELLE OBAMA
COKE’S NAME CAMPAIGN
PUMPKIN SPICE MANIA
Q.3: ...TOP 3 FOOD STORIES of 2014 N=1,004

The top 3 food stories differ notably by demographic group:
40 and under
(n=367)
GMOS:
America’s
Obsession
28%
The Great
Western
U.S. Drought
46%
The Great
Western
U.S. Drought
43%
Bee Population
Shrinking
30%
The Great
Western
U.S. Drought
41%
The War
on Sugar
27%
Coke’s Name
Campaign
26%
Bee Population
Shrinking
36%
Bee Population
Shrinking
35%
The War
on Sugar
33%
New Food
Labeling
Standards
29%
New Food
Labeling
Standards
26%
Bee Population
Shrinking
24%
Bee Population
Shrinking
32%
The War
on Sugar
35%
The War
on Sugar
28%
GMOS:
America’s
Obsession
26%
The War
on Sugar
32%
41+
(n=637)
Male
(n=502)
Female
(n=502)
w/Children
(n=322)
No Children
(n=632)
1
2
3
AGE GENDER PRESENCE
OF CHILDREN
Q.3: ...TOP 3 FOOD STORIES of 2014

Millennials have a very different view of the top food stories than do other age cohorts, which are
much more in alignment.
Coke’s Name
Campaign
27%
Bee Population
Shrinking
34%
The Great
Western
U.S. Drought
55%
The Great
Western
U.S. Drought
45%
Bee Population
Shrinking
49%
The Great
Western U.S.
Drought
30%
GMOS:
American’s
Obsession
25%
The War
on Sugar
36%
Pumpkin Spice
Mania
22%
The War
on Sugar
29%
Bee Population
Shrinking
35%
The War
on Sugar
41%
1
2
3
MILLENNIALS
(N=293)
BABY BOOMERS
(N=385)
MATURES
(N=94)
GEN X
(N=232)

Understandably, top food stories also differ by region, with the West and South most impacted by
drought, and the Midwest showing slightly greater concern for the shrinking bee population.
The War on
Sugar
33%
Bee Population
Shrinking
36%
The Great
Western
U.S. Drought
36%
The Great
Western
U.S. Drought
48%
Bee Population
Shrinking
31%
Bee Population
Shrinking
32%
The Great
Western U.S.
Drought
29%
GMOS:
American’s
Obsession
30%
New Food
Labeling
Standards
29%
Bee Population
Shrinking
26%
The War
on Sugar
31%
The War
on Sugar
31%
1
2
3
NORTHEAST
(N=191)
WEST
(N=219)
SOUTH
(N=363)
MIDWEST
(N=231)

Awareness and Concern
for News Stories
Concern is growing considerably among the top two food stories of the year—The Great Western
U.S. Drought and the Bee Population Shrinking. Concern with The War on Sugar is more in line with
last year. Approximately half of Americans have no awareness of several of these food news stories.
The Great Western U.S. Drought
Bee Population Shrinking
The War on Sugar
GMOS: America’s Obsession
New Food Labeling Standards
Soda Calorie Cutback
Protein-Enhanced Products
Let’s Cook Program with Michelle Obama
America’s Continued Bacon Obsession
Coke’s Name Campaign
Paleo Diet Popularity
K-cup Kraze
Pumpkin Spice Mania
Velveeta Shortage
Sriracha vs. CA Town
Another story
9%
7%
10%
8%
11%
9%
7%
7%
7%
6%
5%
6%
4%
5%
6%
0%
24%
26%
32%
26%
32%
28%
25%
21%
24%
18%
18%
17%
15%
15%
15%
0%
11%
13%
23%
23%
22%
32%
24%
32%
36%
33%
24%
36%
31%
27%
21%
0%
37%
34%
19%
18%
18%
11%
9%
8%
6%
5%
5%
4%
4%
3%
3%
1%
AWARE
BUT LESS
CONCERNED
AWARE
BUT NOT
CONCERNED
AWARE
AND MORE
CONCERNED
NOT AWARE
OF IT
AWARE AND
CONCERNED BUT
NO CHANGE FROM
LAST YEAR
20%
19%
16%
26%
17%
21%
35%
32%
26%
38%
49%
37%
45%
50%
55%
0%
Q.4: How has your awareness of and concern for
these stories changed in the past year? N=1,004
©2014 Hunter Public Relations in Partnership with Libran Research Consulting 12

Behavior Changes
Despite fewer Americans saying
that this year’s food stories are
“very important,” we are actually
seeing a higher level of behavior
changes attributable to these
stories. Notably, one-quarter of
Americans state that they have
changed their behavior due to
the war on sugar.
(2013’s highest behavior change
story, Labeling GMOs, affected
only 16% of Americans.)
24%
17%
15%
14%
10%
9%
8%
7%
7%
6%
6%
5%
5%
5%
3%
0%
3%
45%
THE WAR ON SUGAR
NEW FOOD LABELING STANDARDS
GMOS: AMERICA’S OBSESSION
SODA CALORIE CUTBACK
THE GREAT WESTERN U.S. DROUGHT
PROTEIN-ENHANCED PRODUCTS
BEE POPULATION SHRINKING
“LET’S COOK” PROGRAM WITH MICHELLE OBAMA
AMERICA’S CONTINUE BACON OBSESSION
CAKE’S NAME CAMPAIGN
PALEO DIET POPULARITY
K-CUP KRAZE
PUMPKIN SPICE MANIA
VELVEETA SHORTAGE
SRIRACHA VS. CA TOWN
ANOTHER STORY
A STORY NOT LISTED HERE CHANGED THE WAY I SHOP OR EAT
NONE OF THESE
vs. 50% in 2013
Q.5: When it comes to food which of the following
stories, if any, changed how you shop or eat? N=1,004

Behavior Changes
Millennials report making
behavior changes due to
a wider variety of this
year’s food stories than
other age cohorts.
24%
12%
12%
20%
3%
4%
8%
2%
3%
7%
5%
4%
11%
3%
1%
1%
4%
48%
18%
16%
11%
14%
4%
9%
7%
3%
5%
7%
8%
6%
10%
5%
3%
0%
3%
48%
BABY BOOMERS
(N=385)
GEN X
(N=232)
MILLENNIALS
(N=293)
MATURES
(N=94)
26%
19%
17%
15%
12%
12%
12%
12%
11%
10%
9%
9%
8%
8%
6%
0%
3%
37 %
The War on Sugar
GMOs: America’s Obsession
Soda Calorie Cutback
New Food Labeling Standards
Coke’s Name Campaign
“Let’s Cook” Program with Michelle Obama
Protein-Enhanced Products
Pumpkin Spice Mania
Paleo Diet Popularity
Bee Population Shrinking
America’s Continued Bacon Obsession
K-cup Kraze
The Great Western U.S. Drought
Velveeta Shortage
Sriracha vs. CA Town
Another story
A story not listed here changed the way
I shop or eat
None of these
32%
14%
20%
22%
4%
3%
3%
1%
3%
9%
4%
2%
14%
2%
0%
0%
3%
48%
Q.5: When it comes to food which of the following
stories, if any, changed how you shop or eat?

Behavior Changes
This year approximately half
of those making changes
focused on checking food
labels, eating less sugar, and
paying attention to the
labeling on their foods.
There are about one-quarter
eating more protein, changing
their diet and trying new
foods as a response to this
year’s food stories. Yet,
one-quarter are also worried
about the future of food.
2013
(N=499)
58%
48%
NA
53%
53%
44%
47%
41%
49%
38%
34%
NA
NA
NA
NA
27%
19%
NA
17%
15%
11%
10%
19%
2%
4%
2014
(N=555)
I checked food labels more often
I’m eating less sugar
I now pay more attention to the labeling on my foods
I’m eating less processed food
I now pay more attention to the ingredient list of my foods
I’m more likely to think about the health consequences of what I eat
I pay more attention to where my food comes from
I’m drinking healthier beverages
I am paying more attention to the safety of my foods and beverages
I pay more attention to what my family consumes
I’m doing more comparison shopping for lowest prices
I am more worried about the future of food
Trying new food/flavors
I changed my diet
I’m eating more protein
I stopped buying a certain product or brand of product
I exercised more so I could eat what I wanted
Educating myself about how my food choices affect the environment
I looked to purchase more of a certain product or brand of products
I now trust different sources for food information
I shared my opinions via social media
Technology played a larger role in my eating or food shopping choices
I am purchasing more gluten free products
Other
My eating and shopping habits have not changed in the past year
50%
48%
45%
44%
42%
40%
37%
37%
36%
31%
27%
27%
26%
26%
25%
21%
18%
17%
14%
11%
10%
10%
NA
2%
5%
Q.6: As a result of food news this year in what ways have your
eating or shopping habits changed over this past year if at all?
Base = those who changed

Q.6: As a result of food news this year in what ways have your
eating or shopping habits changed over this past year if at all?
Base = those who changed
Specific changes that
Millennials are more often
making involve trying new
foods/flavors, changing their
diet and utilizing technology.
Behavior Changes
BABY
BOOMERS
(N=200)
GEN X
(N=120)
MILLENNIALS
(N=186)
MATURES
(N=49)
I checked food labels more often
I’m eating less sugar
I now pay more attention to the labeling on my foods
I’m eating less processed food
I now pay more attention to the ingredient list of my foods
I’m more likely to think about the health consequences of what I eat
I pay more attention to where my food comes from
I’m drinking healthier beverages
I am paying more attention to the safety of my foods and beverages
I pay more attention to what my family consumes
I’m doing more comparison shopping for lowest prices
I am more worried about the future of food
Trying new foods/flavors
I changed my diet
I’m eating more protein
I stopped buying a certain product or brand of product
I exercised more so I could eat what I wanted
Educating myself about how my food choices affect the environment
I looked to purchase more of a certain product or brand of product
I now trust different sources for food information
I shared my opinions via social media
Technology played a large role in my eating or food shopping choices
40%
39%
35%
38%
32%
33%
29%
28%
31%
31%
24%
27%
32%
31%
24%
22%
21%
21%
13%
11%
14%
15%
51%
44%
46%
40%
41%
35%
44%
42%
37%
36%
25%
24%
28%
23%
31%
22%
12%
19%
10%
12%
11%
6%
57%
54%
52%
49%
48%
47%
41%
42%
41%
29%
30%
30%
21%
24%
22%
21%
21%
14%
18%
10%
6%
8%
59%
63%
57%
61%
61%
49%
41%
41%
41%
22%
39%
20%
16%
18%
24%
18%
12%
14%
8%
10%
8%
8%

Opinions on Food Nutrition
Although down from last year, Americans still believe in personal responsibility with regard to
what they eat.
55%
50%
48%
48%
34%
People need to take responsibility for what they eat
Eating healthfully is extremely important to me
I need to lose weight
There is too much conflicting information about food and nutrition
I love to cook
Organic foods are more healthy than non-organic foods
I will not pay more for a food just because it is more healthful
I tend to choose convenient foods over healthful ones
I tend to buy national brand food products because
they are of higher quality than store brands
30%
26%
24%
77%
81%
in
2013
Q.15: Please tell us how much you agree or disagree with
each of the following statements regarding food. N=1,004

Eight-in-ten Americans have
a food-related New Year’s
resolution planned for 2015,
and these resolutions match
with last year’s goals. While
eating better to lose weight
tops the list, the #2 food
resolution is to eat less
processed foods.
Millennials are the age cohort
most likely to resolve in 2015
to save money on groceries
(35%), Drink beverages that
have less sugar (32%), Eat
more locally grown or raised
foods (29%), and Eat more
organic foods (21%).
New Years Resolutions
Try to lose weight by eating better
Eat less processed food
Eat and cook more at home
Save money on groceries
Eat less salt/sodium
Drink beverages that have less sugar
Eat more whole grains
Eat more locally grown or raised foods
Eat more protein and fewer carbs
I do not have a food or nutrition-related resolution
Eat more organic foods
Eat less meat
Posting fewer pictures of food on social media
I do not have a food or nutrition-related resolution
44%
36%
30%
29%
28%
26%
23%
23%
22%
21%
16%
14%
21%
Q.9: If you have a food or nutrition-related New Year's resolution
which of the following, if any, are among your resolutions? N=1,004

WHERE AMERICANS
GET THEIR FOOD
INFORMATION

Sources for Food Information
The top three sources of food news for Recipes, Nutrition and General Food News have not
changed from last year.
RECIPES
57%
55%
46%
34%
31%
24%
20%
23%
6%
13%
Websites
Books or cookbooks
Magazines
Social media
Television
Newspapers
Direct mail email or newsletters
Blogs
Radio
None of these
RECIPES
2013 2014
34%
31%
23%
27%
27%
17%
Social media
Television
Blogs
NUTRITION
2013 2014
41%
22%
17%
15%
35%
14%
13%
11%
Television
Social media
Blogs
Radio
NUTRITION
48%
36%
41%
24%
23%
19%
22%
17%
15%
18%
Websites
Magazines
Television
Newspapers
Books or cookbooks
Social media
Blogs
Radio
None of these
GENERAL FOOD NEWS
58%
41%
44%
34%
31%
28%
22%
19%
14%
13%
Television
Newspapers
Websites
Radio
Magazines
Social media
Blogs
Books or cookbooks
None of these
Americans are more often turning this
year to social media, television or blogs
for information on recipes. They are
also casting a wider net for nutrition
information—with more Americans
paying attention to television, social
media, blogs and radio.
Q.10: Now please think for a moment about where in the media you
hear or learn about recipes, nutrition, or general food news. N=1,004

Top Recipe Sources
Recipe websites
45%
General cookbooks
45%
General cookbooks
43%
General cookbooks
36%
General cookbooks
42%
Recipe websites
45%
Recipe websites
42%
Food or
cooking magazines
33%
Facebook
31%
Facebook
29%
Facebook
24%
Recipe websites
27%
Newspaper Articles
23%
Blogs about food
29%
TV cooking shows
25%
Tv cooking shows
21%
TV cooking shows
22%
Food or
cooking magazines
33%
Food or
cooking magazines
32%
Food or
cooking magazines
32%
1
2
3
4
5
MILLENNIAL
(N=293)
BABY BOOMERS
(N=385)
MATURES
(N=94)
GEN X
(N=232)
Top sources for recipe
news do not differ
greatly by age cohort.
However, Millennials
are more engaged in
food blogs than other
age cohorts, while
matures more often
use newspapers.
Q.11: And thinking now only about RECIPES for each of these areas
where specifically do you find the latest information on recipes?

Detailed Sources: Recipes
Versus last year, we see increases in the use of Facebook, Pinterest, Social media comments
from peers, Twitter, TV show websites and Blogs from moms.
WEBSITES
Q.11: And thinking now only about RECIPES for each of these areas
where specifically do you find the latest information on recipes?
Increase vs. 2013
42%
19%
20%
12%
7%
5%
2%
Recipe sites
Food company sites
TV channel or show sites
Health or medical sites
News sites
Online advertising
Government Sites
TELEVISION
24%
7%
7%
4%
6%
5%
5%
4%
3%
5%
3%
3%
TV Cooking shows
TV News shows – morning
TV Talk shows
TV New shows – evening
TV Home and garden shows
From TV news health experts
Commercials
Advertisements
From TV celebrities
TV Reality show
TV Documentaries
Infomercials
SOCIAL MEDIA
26%
13%
8%
4%
2%
3%
Facebook
Pinterest
Social media comments
from peers
Twitter
from celebrities
Instagram
NEWSPAPERS
14%
11%
6%
Articles
Coupon inserts
Advertisements
DIRECT MAIL OR EMAIL
10%
7%
7%
7%
Grocery store circulars
Email advertising
Advertising or coupons sent to home
Newsletter
BLOGS
15%
9%
7%
2%
Blogs about food
Blogs from moms
Blogs from health experts
Blogs from celebrities
RADIO
1%
3%
1%
2%
1%
Radio advertisements
Talk radio
Public radio
News shows
Music stations
BOOKS OR COOKBOOKS
43%
17%
8%
6%
General Cookbooks
Health or diet books
Celebrity health or cookbooks
Reference books
MAGAZINES
32%
20%
16%
15%
15%
5%
3%
3%
Food or cooking magazines
Women’s magazines
Home and garden magazines
Lifestyle/fitness magazines
Food company or grocery
store magazines
General news magazines
Men’s magazines
Celebrity magazines

Top Nutrition Sources
Health or
medical sites
24%
Health or
medical sites
29%
TV cooking shows
22%
Health or
medical sites
23%
TV cooking shows
20%
Newspaper articles
30%
Recipe websites
24%
Food or
cooking magazines
21%
Recipe websites
22%
TV cooking shows
20%
Facebook
21%
Food or
cooking magazines
19%
Recipe websites
18%
Health or
medical sites
16%
TV cooking shows
19%
Food or
cooking magazines
20%
TV evening
news shows
14%
Lifestyle/fitness
magazines
16%
Blogs about food
18%
News websites
19%
1
2
3
4
5
MILLENNIALS
(N=293)
BABY BOOMERS
(N=385)
MATURES
(N=94)
GEN X
(N=232)
Facebook is a top source
for Nutrition information
for Millennials, as are
Blogs about food.
No other cohort uses
social media so highly
for nutrition information
(Unlike with recipes,
where social media
is more often used
across cohorts).
Q.12: And thinking now only about NUTRITION for each of these areas
where specifically do you find the latest information on nutrition?

Detailed Sources: Nutrition
Versus last year, more Americans are getting their Nutrition information from more varied sources,
including TV cooking shows, TV commercials, TV ads, General cookbooks, Ads/coupons sent home,
Facebook, Pinterest, Instagram, Social media comments from celebrities, Blogs from health experts,
Blogs from moms, News radio and Public radio.
14%
6%
6%
MAGAZINES
Articles
Coupon inserts
Advertisements
12%
12%
5%
4%
8%
7%
5%
6%
General Cookbooks
Reference books
20%
15%
13%
8%
8%
7%
4%
2%
Women’s magazines
Food company/grocery magazines
Men’s magazines
Celebrity magazines
NEWSPAPERS
BOOKS OR COOKBOOKS
Newsletter
Email advertising
WEBSITES
24%
20%
13%
14%
12%
6%
5%
Recipe sites
Food company sites
News sites
Government sites
Online advertising
TELEVISION
20%
13%
12%
12%
8%
7%
9%
7%
5%
3%
2%
3%
TV Cooking shows
TV News shows – evening
TV New shows – evening
TV Talk shows
TV Documentaries
Commercials
Advertisements
Infomercials
From TV celebrities
TV Reality show
9%
9%
4%
2%
SOCIAL MEDIA
Blogs about food
Blogs from moms
6%
5%
3%
5%
2%
News shows
Talk radio
Public radio
Music stations
13%
5%
6%
3%
2%
2%
Facebook
Social media comments from peers
Pinterest
Twitter
Instagram
Social media cmts from celebrities
BLOGS
RADIO
Q.12: And thinking now only about NUTRITION for each of these areas
where specifically do you find the latest information on nutrition?
Increase vs. 2013

Top General Food News Sources
Facebook
30%
TV evening
news shows
25%
TV cooking shows
31%
TV cooking shows
24%
Newspaper articles
38%
TV cooking shows
27%
Newspaper articles
32%
News websites
24%
Facebook
23%
News websites
22%
TV evening
News shows
21%
TV evening
news shows
28%
TV morning
news shows
24%
TV evening
news shows
19%
TV cooking shows
22%
Food or
cooking magazines
18%
Food or cooking
magazines
18%
TV morning
news shows
16%
Newspaper articles
18%
18%
Newspaper articles
18%
TV morning news shows
18%
1
2
3
4
5
MILLENNIAL
(N=293)
BABY BOOMERS
(N=385)
MATURES
(N=94)
GEN X
(N=232)
Facebook is the number
one source for general
food news stories by
Millennials, unlike other
age cohorts which more
often rely on News
shows or articles.
Q.13: 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?

Detailed Sources:
General Food News
Versus last year, Americans are getting their general food news less often from the evening
television news or from newspaper articles. They are getting this information more often from
TV home and garden shows, Food company or celebrity magazines, from general cookbooks,
Facebook or Pinterest, or from health or mom blogs.
20%
7%
4%
5%
2%
3%
Facebook
Twitter
Pinterest
from celebrities
Instagram
11%
8%
5%
2%
7%
6%
2%
3%
Blogs about food
Blogs from moms
11%
7%
7%
5%
Newsletters
Advertising or coupons sent
to home
Email advertising
SOCIAL MEDIA
BLOGS
General Cookbooks
Reference books
NEWPAPERS
Articles
Coupon inserts
Advertisements
MAGAZINES
RADIO
TELEVISION
24%
26%
19%
15%
12%
12%
12%
8%
8%
5%
3%
3%
25%
12%
18%
17%
11%
10%
9%
9%
8%
3%
2%
10%
10%
10%
7%
5%
TV Cooking shows
TV Talk shows
Commercials
Advertisements
TV Documentaries
Infomercials
TV Reality show
From TV celebrities
News sites
Recipe sites
Food company sites
TV channel or s how sites
Government sites
Online advertising
19%
17%
15%
12%
13%
4%
5%
WEBSITES
Women’s magazines
Food company or grocery
store magazines
Men’s magazines
Celebrity magazines
News shows
Talk radio
Public radio
Music stations
BOOKS OR COOKBOOKS
Q.13: 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?

Trust in News Sources
Trust in news sources has not changed significantly from last year, with health websites, TV cooking
shows and food/cooking magazines being most trusted, while celebrity-focused media, infomercials
and radio advertisements having less trust.
MOST TRUSTED LEAST TRUSTEDI
59%
57%
56%
56%
54%
53%
53%
53%
52%
51%
51%
49%
48%
48%
48%
47%
45%
44%
Reference books
Government sites
Public radio
News shows
Food company sites
Food company or grocery store magazines
Blogs about food
Blogs from moms
Men’s magazines
Facebook
TV Talk shows
Pinterest
Newsletter
Talk radio
Coupon inserts
44%
43%
41%
41%
36%
35%
35%
35%
34%
34%
33%
31%
30%
30%
28%
27%
25%
Email advertising
Twitter
From TV celebrities
Music stations
TV Reality show
TV Advertisements
Online advertising
Instagram
Commercials
Newspaper Advertisements
Infomercials
Celebrity magazines
Social media comments from celebrities
80%
77%
76%
75%
75%
73%
71%
71%
71%
69%
69%
68%
67%
64%
62%
62%
61%
61%
TV Cooking shows
General Cookbooks
Recipe sites
Articles
Women’s magazines
News sites
TV Documentaries
TOP 2 BOX TRUST IN NEWS SOURCES
Q.13: And how much do you trust each of these sources for providing
you with truthful unbiased information on food?
Base = those who used source.

SOCIAL MEDIA AND
MOBILE USAGE

Versus last year, Americans
report greater engagement
with Blogs, Pinterest, Twitter
and Instagram.
Note: Snapchat is new to the
list this year.
Social Media Usage
2013 2014
(NET) FACEBOOK
Like share or comment on posts from friends
Post status updates photos videos or links
Like share or comment on posts from brands or companies
Consider purchasing a product or trying a recipe based on something you saw on Facebook
(NET) BLOGS
Visit blogs online
Read blogger content on Facebook/Twitter/Pinterest
Consider purchasing a product based on something you read on a blog
Decided NOT to purchase a product base on something you read on a blog
Post to my own blog
Post about food I bake/make/create
Share articles/recipes from blogs on my own social media (Facebook/Twitter/Pinterest)
(NET) PINTEREST
Consider trying a recipe based on something you saw on Pinterest
Repin
like comment or share on friends’ pins
Repin
like comment or share on brands or companies pins
Pin photos videos recipes or links
Consider purchasing a product based on something you saw on Pinterest
(NET) TWITTER
Read retweet favorite or reply to tweets from brands or companies
Retweet favorite or reply to a friends’ tweets
Post a tweet
Consider purchasing a product or trying a recipe based on something you saw on Twitter
(NET) INSTAGRAM
Like share or comment on pictures from friends
Post pictures of food I buy or cook
Post pictures or videos
Like or comment on pictures from brands
(NET) SNAPCHAT
Follow brands
Share snaps about food with friends
NONE OF THESE
Q.16: Thinking about your usage of social media platforms,
which of the following do you do on a regular basis?
58%
43%
27%
24%
17%
28%
19%
9%
8%
5%
4%
4%
0%
22%
12%
10%
9%
9%
8%
20%
10%
8%
8%
5%
14%
10%
6%
5%
NA
NA
NA
NA
36%
N=1002
61%
45%
28%
25%
21%
35%
23%
13%
11%
6%
6%
7%
8%
30%
14%
14%
10%
13%
10%
26%
11%
10%
12%
6%
21%
11%
10%
8%
8%
12%
8%
5%
31%
N=1004

Social Media Usage by Age Cohort
Millennials are far more
engaged in social media
than other age cohorts.
However, Gen Xers are
the most likely to consider
purchasing a product or
trying a recipe they saw
on Facebook.
(NET) FACEBOOK
Like share or comment on posts from friends
Post status updates photos videos or links
Like share or comment on posts from brands or companies
Consider purchasing a product or trying a recipe based on something you saw on Facebook
(NET) BLOGS
Visit blogs online
Read blogger content on Facebook/Twitter/Pinterest
Consider purchasing a product based on something you read on a blog
Decided NOT to purchase a product base on something you read on a blog
Post to my own blog
Post about food I bake/make/create
Share articles/recipes from blogs on my own social media (Facebook/Twitter/Pinterest)
(NET) PINTEREST
Consider trying a recipe based on something you saw on Pinterest
Repin
like comment or share on friends’ pins
Repin
like comment or share on brands or companies pins
Pin photos videos recipes or links
Consider purchasing a product based on something you saw on Pinterest
(NET) TWITTER
Read retweet favorite or reply to tweets from brands or companies
Retweet favorite or reply to a friends’ tweets
Post a tweet
Consider purchasing a product or trying a recipe based on something you saw on Twitter
(NET) INSTAGRAM
Like share or comment on pictures from friends
Post pictures of food I buy or cook
Post pictures or videos
Like or comment on pictures from brands
(NET) SNAPCHAT
Follow brands
Share snaps about food with friends
NONE OF THESE
Q.16: Thinking about your usage of social media platforms
which of the following do you do on a regular basis?
MILLENNIAL
(N=293)
GEN X
(N=232)
BABY BOOMERS
(N=385)
MATURES
(N=94)
75%
53%
37%
38%
22%
50%
33%
19%
16%
12%
12%
7%
13%
49%
23%
25%
25%
19%
19%
42%
22%
19%
16%
10%
41%
20%
22%
18%
18%
25%
15%
13%
15%
66%
48%
33%
28%
27%
39%
26%
17%
10%
8%
6%
5%
5%
31%
13%
15%
13%
12%
9%
32%
14%
14%
14%
6%
22%
12%
10%
8%
6%
9%
8%
2%
25%
52%
40%
22%
15%
18%
25%
17%
8%
8%
6%
3%
6%
3%
18%
10%
8%
6%
5%
5%
14%
5%
4%
5%
4%
9%
5%
4%
2%
2%
5%
3%
2%
42%
41%
33%
10%
11%
14%
18%
6%
7%
6%
4%
5%
5%
1%
14%
10%
2%
2%
1%
4%
10%
2%
4%
2%
4%
6%
4%
2%
2%
1%
7%
4%
5%
55%

There is far more mobile
usage taking place in 2014
as compared to last year.
Notably, more Americans
are using mobile access for
social media and for recipes
and shopping lists.
Mobile Usage
2013
n=1002
2014
n=1004
Access the web through a mobile phone or tablet
Log on Facebook or Twitter from a mobile phone or tablet
Use a mobile device to search for recipes
Access coupons on my mobile device via apps
Use a mobile device to build or store shopping lists
Check for nutrition information or recipes while in the store grocery shopping
Use apps offered by brands that I like
Watch video on a mobile device to get cooking directions
None of these
46%
31%
19%
21%
14%
NA
16%
19%
44%
42%
38%
29%
26%
21%
17%
16%
16%
34%
Q.17: Now please think about your usage of mobile devices.
In which of the following activities do you regularly engage?
Significant difference at 95% confidence level.

Mobile Usage by Age Cohort
Access the web through a mobile phone or tablet
Log on Facebook or Twitter from a mobile phone or tablet
Use a mobile device to search for recipes
Access coupons on my mobile device via apps
Use a mobile device to build or store shopping lists
Check for nutrition information or recipes while in the
store grocery shopping
Use apps offered by brands that I like
Watch video on a mobile device to get cooking directions
None of these
Q.17: Now please think about your usage of mobile devices.
In which of the following activities do you regularly engage?
MILLENNIALS
(N=293)
GEN X
(N=232)
48%
51%
46%
35%
32%
25%
27%
27%
16%
48%
47%
31%
34%
24%
19%
18%
19%
25%
BABY
BOOMERS
(N=385)
37%
29%
19%
18%
12%
11%
10%
8%
46%
MATURES
(N=94)
30%
18%
12%
13%
11%
13%
9%
5%
61%

DEMOGRAPHICS

Demographics
Male/Female
Age (Mean)
Millennial
Gen X
Baby Bookers
Matures
Hispanic
With Children in HH
Marital Status
Married
Never married
Single but living as married
Divorced
Widowed
Total
Respondents
N=1,004
50%/50%
47.8
29%
23%
38%
10%
17%
32%
60%
14%
13%
10%
3%
Employment
Full time
Part time
Retired
Homemaker
Disabled
Unemployed
Student
Income (Median)
Region
Northeast
South
Midwest
West
Total
Respondents
N=1,004
41%
11%
23%
9%
5%
6%
3%
$59.7k
19%
36%
23%
22%

For additional information regarding the Hunter Public Relations Annual
Food News Study, The Six Food News Consumers You Need to Know
and putting these insights to work for your brand, contact:
Samara Farber Mormar
Hunter Public Relations
www.hunterpr.com
212-679-6600
smormar@hunterpr.com
Jane Mount
Libran Research Consulting
www.libranresearch.com
207-219-8350
jane.mount@libranresearch.com
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