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2014 FOOD 
NEWS STUDY 
SUMMARY REPORT 
in partnership with 
Libran Consulting 
©2014 Hunter Public Relations in Partnershi...
TABLE OF CONTENTS 
Background/Objectives/Methodology 
3 
5 
19 
28 
30 
Top Food Stories of the Year 
Where Americans Get ...
BACKGROUND/OBJECTIVES 
For the past twelve years, Hunter PR has conducted an annual Food 
Study. This food study highlight...
METHODOLOGY 
A quantitative online survey was conducted among a sample of N=1,004 American 
adults. The survey was sent to...
TOP STORIES 
OF THE YEAR 
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 5
Importance of Food Stories 
As compared to last year, in 2014 we see fewer Americans claiming that Food & Nutrition storie...
Importance of Food Stories 
By age cohort we see that food stories are most important to Millennials, and they are seen by...
Top 2014 Food Stories 
The top food stories of 
2013 are the Great Western 
U.S. Drought, the Bee 
Population Shrinking, a...
Top 2014 Food Stories 
The top 3 food stories differ notably by demographic group: 
40 and under 
(n=367) 
GMOS: 
America’...
Top 2014 Food Stories 
Millennials have a very different view of the top food stories than do other age cohorts, which are...
Top 2014 Food Stories 
Understandably, top food stories also differ by region, with the West and South most impacted by 
d...
Awareness and Concern 
for News Stories 
Concern is growing considerably among the top two food stories of the year—The Gr...
Behavior Changes 
Despite fewer Americans saying 
that this year’s food stories are 
“very important,” we are actually 
se...
Behavior Changes 
Millennials report making 
behavior changes due to 
a wider variety of this 
year’s food stories than 
o...
Behavior Changes 
This year approximately half 
of those making changes 
focused on checking food 
labels, eating less sug...
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 a...
Opinions on Food  Nutrition 
Although down from last year, Americans still believe in personal responsibility with regard ...
Eight-in-ten Americans have 
a food-related New Year’s 
resolution planned for 2015, 
and these resolutions match 
with la...
WHERE AMERICANS 
GET THEIR FOOD 
INFORMATION 
©2014 Hunter Public Relations in Partnership with Libran Research  Consultin...
Sources for Food Information 
The top three sources of food news for Recipes, Nutrition and General Food News have not 
ch...
Top Recipe Sources 
Recipe websites 
45% 
General cookbooks 
45% 
General cookbooks 
43% 
General cookbooks 
36% 
General ...
Detailed Sources: Recipes 
Versus last year, we see increases in the use of Facebook, Pinterest, Social media comments 
fr...
Top Nutrition Sources 
Health or 
medical sites 
24% 
Health or 
medical sites 
29% 
TV cooking shows 
22% 
Health or 
med...
Detailed Sources: Nutrition 
Versus last year, more Americans are getting their Nutrition information from more varied sou...
Top General Food News Sources 
Facebook 
30% 
TV evening 
news shows 
25% 
TV cooking shows 
31% 
TV cooking shows 
24% 
N...
Detailed Sources: 
General Food News 
Versus last year, Americans are getting their general food news less often from the ...
Trust in News Sources 
Trust in news sources has not changed significantly from last year, with health websites, TV cookin...
SOCIAL MEDIA AND 
MOBILE USAGE 
©2014 Hunter Public Relations in Partnership with Libran Research  Consulting 28
Versus last year, Americans 
report greater engagement 
with Blogs, Pinterest, Twitter 
and Instagram. 
Note: Snapchat is ...
Social Media Usage by Age Cohort 
Millennials are far more 
engaged in social media 
than other age cohorts. 
However, Gen...
There is far more mobile 
usage taking place in 2014 
as compared to last year. 
Notably, more Americans 
are using mobile...
Mobile Usage by Age Cohort 
Access the web through a mobile phone or tablet 
Log on Facebook or Twitter from a mobile phon...
DEMOGRAPHICS 
©2014 Hunter Public Relations in Partnership with Libran Research  Consulting 33
Demographics 
Male/Female 
Age (Mean) 
Millennial 
Gen X 
Baby Bookers 
Matures 
 Hispanic 
 With Children in HH 
Marital ...
For additional information regarding the Hunter Public Relations Annual 
Food News Study, The Six Food News Consumers You ...
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Hunter Public Relations 2014 Food News Study Summary Report Slide 1 Hunter Public Relations 2014 Food News Study Summary Report Slide 2 Hunter Public Relations 2014 Food News Study Summary Report Slide 3 Hunter Public Relations 2014 Food News Study Summary Report Slide 4 Hunter Public Relations 2014 Food News Study Summary Report Slide 5 Hunter Public Relations 2014 Food News Study Summary Report Slide 6 Hunter Public Relations 2014 Food News Study Summary Report Slide 7 Hunter Public Relations 2014 Food News Study Summary Report Slide 8 Hunter Public Relations 2014 Food News Study Summary Report Slide 9 Hunter Public Relations 2014 Food News Study Summary Report Slide 10 Hunter Public Relations 2014 Food News Study Summary Report Slide 11 Hunter Public Relations 2014 Food News Study Summary Report Slide 12 Hunter Public Relations 2014 Food News Study Summary Report Slide 13 Hunter Public Relations 2014 Food News Study Summary Report Slide 14 Hunter Public Relations 2014 Food News Study Summary Report Slide 15 Hunter Public Relations 2014 Food News Study Summary Report Slide 16 Hunter Public Relations 2014 Food News Study Summary Report Slide 17 Hunter Public Relations 2014 Food News Study Summary Report Slide 18 Hunter Public Relations 2014 Food News Study Summary Report Slide 19 Hunter Public Relations 2014 Food News Study Summary Report Slide 20 Hunter Public Relations 2014 Food News Study Summary Report Slide 21 Hunter Public Relations 2014 Food News Study Summary Report Slide 22 Hunter Public Relations 2014 Food News Study Summary Report Slide 23 Hunter Public Relations 2014 Food News Study Summary Report Slide 24 Hunter Public Relations 2014 Food News Study Summary Report Slide 25 Hunter Public Relations 2014 Food News Study Summary Report Slide 26 Hunter Public Relations 2014 Food News Study Summary Report Slide 27 Hunter Public Relations 2014 Food News Study Summary Report Slide 28 Hunter Public Relations 2014 Food News Study Summary Report Slide 29 Hunter Public Relations 2014 Food News Study Summary Report Slide 30 Hunter Public Relations 2014 Food News Study Summary Report Slide 31 Hunter Public Relations 2014 Food News Study Summary Report Slide 32 Hunter Public Relations 2014 Food News Study Summary Report Slide 33 Hunter Public Relations 2014 Food News Study Summary Report Slide 34 Hunter Public Relations 2014 Food News Study Summary Report Slide 35
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The 12th Annual Food News Study, commissioned by Hunter Public Relations, examined the top food news stories of 2014 for both general awareness and concern. The study also explored how food news stories influence consumer behavior and the top media sources for food information - broken out by recipes, general food news and nutrition.

For additional information regarding the Hunter Public Relations Annual Food News Study, The Six Food News Consumers You Need to Know and puttting these insights to work for your brand, contact us at foodnewsstudy@hunterpr.com.

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Hunter Public Relations 2014 Food News Study Summary Report

  1. 1. 2014 FOOD NEWS STUDY SUMMARY REPORT in partnership with Libran Consulting ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
  2. 2. 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
  3. 3. 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. ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 3
  4. 4. 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+). ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 4
  5. 5. TOP STORIES OF THE YEAR ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 5
  6. 6. 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 ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 6
  7. 7. 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 ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 7
  8. 8. 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 ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 8
  9. 9. Top 2014 Food Stories 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 ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 9
  10. 10. Top 2014 Food Stories 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) Q.3: ...TOP 3 FOOD STORIES of 2014 ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 10
  11. 11. Top 2014 Food Stories 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) Q.3: ...TOP 3 FOOD STORIES of 2014 ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 11
  12. 12. 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
  13. 13. 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 13
  14. 14. 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? ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 14
  15. 15. 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 15
  16. 16. 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% ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 16
  17. 17. 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 17
  18. 18. 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 18
  19. 19. WHERE AMERICANS GET THEIR FOOD INFORMATION ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 19
  20. 20. 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 Direct mail email or newsletters 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 Direct mail email or newsletters 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 20
  21. 21. 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? ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 21
  22. 22. 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 Social media comments 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 22
  23. 23. 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? ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 23
  24. 24. 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% Health or diet books General Cookbooks Reference books Celebrity health or cookbooks 20% 15% 13% 8% 8% 7% 4% 2% Food or cooking magazines Lifestyle/fitness magazines Women’s magazines Home and garden magazines Food company/grocery magazines General news magazines Men’s magazines Celebrity magazines NEWSPAPERS BOOKS OR COOKBOOKS DIRECT MAIL OR EMAIL Newsletter Grocery store circulars Email advertising Advertising or coupons sent to home WEBSITES 24% 20% 13% 14% 12% 6% 5% Health or medical sites Recipe sites Food company sites News sites TV channel or show sites Government sites Online advertising TELEVISION 20% 13% 12% 12% 8% 7% 9% 7% 5% 3% 2% 3% TV Cooking shows From TV news health experts TV News shows – evening TV New shows – evening TV Talk shows TV Documentaries Commercials Advertisements TV Home and garden shows Infomercials From TV celebrities TV Reality show 9% 9% 4% 2% SOCIAL MEDIA Blogs about food Blogs from health experts Blogs from moms Blogs from celebrities 6% 5% 3% 5% 2% News shows Talk radio Radio advertisements 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? ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 24 Increase vs. 2013
  25. 25. 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% Health or medical sites 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? ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 25
  26. 26. 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% DIRECT MAIL OR EMAIL Facebook Social media comments from peers Twitter Pinterest Social media comments from celebrities Instagram 11% 8% 5% 2% 7% 6% 2% 3% Blogs about food Blogs from health experts Blogs from moms Blogs from celebrities 11% 7% 7% 5% Grocery store circulars Newsletters Advertising or coupons sent to home Email advertising SOCIAL MEDIA BLOGS General Cookbooks Health or diet books Reference books Celebrity health or cookbooks 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 News shows – evening TV Cooking shows TV News shows – morning From TV news health experts TV Talk shows Commercials Advertisements TV Documentaries TV Home and garden shows Infomercials TV Reality show From TV celebrities News sites Health or medical sites Recipe sites Food company sites TV channel or s how sites Government sites Online advertising 19% 17% 15% 12% 13% 4% 5% WEBSITES Food or cooking magazines Women’s magazines Lifestyle/fitness magazines General news magazines Home and garden magazines Food company or grocery store magazines Men’s magazines Celebrity magazines News shows Talk radio Public radio Radio advertisements 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? ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 26
  27. 27. 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 TV channel or show sites Grocery store circulars 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 Social media comments from peers 44% 43% 41% 41% 36% 35% 35% 35% 34% 34% 33% 31% 30% 30% 28% 27% 25% Email advertising Advertising or coupons sent to home Celebrity health or cookbooks Twitter From TV celebrities Music stations TV Reality show TV Advertisements Online advertising Instagram Commercials Newspaper Advertisements Radio advertisements Infomercials Celebrity magazines Blogs from celebrities Social media comments from celebrities 80% 77% 76% 75% 75% 73% 71% 71% 71% 69% 69% 68% 67% 64% 62% 62% 61% 61% Health or medical sites TV Cooking shows Food or cooking magazines General Cookbooks Recipe sites From TV news health experts TV News shows – evening Lifestyle/fitness magazines Health or diet books Articles TV News shows – morning Women’s magazines News sites Home and garden magazines General news magazines TV Documentaries Blogs from health experts TV Home and garden shows 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. ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 27
  28. 28. SOCIAL MEDIA AND MOBILE USAGE ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 28
  29. 29. 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 ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 29
  30. 30. 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% ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 30
  31. 31. 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. ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 31
  32. 32. 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% ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 32
  33. 33. DEMOGRAPHICS ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 33
  34. 34. 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% ©2014 Hunter Public Relations in Partnership with Libran Research Consulting 34
  35. 35. 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 ©22001144 HHuunntteerr PPuubblliicc RReellaattiioonnss iinn PPaarrttnneerrsshhiipp wwiitthh LLiibbrraann RReesseeaarrcchh CCoonnssuullttiinngg
  • GelinTarver

    Nov. 27, 2021
  • Erika_Heald

    Jul. 11, 2015
  • MeganAlkins

    Dec. 16, 2014

The 12th Annual Food News Study, commissioned by Hunter Public Relations, examined the top food news stories of 2014 for both general awareness and concern. The study also explored how food news stories influence consumer behavior and the top media sources for food information - broken out by recipes, general food news and nutrition. For additional information regarding the Hunter Public Relations Annual Food News Study, The Six Food News Consumers You Need to Know and puttting these insights to work for your brand, contact us at foodnewsstudy@hunterpr.com.

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