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Hunter Public Relations 2018 Food News Study

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For 16 years, Hunter PR 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.

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Hunter Public Relations 2018 Food News Study

  1. 1. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 1©2018 Hunter Public Relations in Partnership with Libran Research & Consulting
  2. 2. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 2 Background, Objectives & Methodology 3 Top Food Stories of the Year 5 Story Impact Across Continuum of Consumer Engagement: Intent, Behavior & Advocacy 12 Where Americans Get Their Food Information 18 Demographics 24 TABLE OF CONTENTS
  3. 3. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 3 For 16 years, Hunter PR 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 Consistent with prior years, 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 BACKGROUND & OBJECTIVES
  4. 4. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 4 A quantitative online survey was conducted among a sample of N=1,001 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 15 minutes in length, and in field from October 25th – 30th, 2018. • Top stories of 2018; • Behavior changes due to 2018 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. Questions covered in the study included: METHODOLOGY
  5. 5. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 5
  6. 6. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 6 Thirty-five percent of Americans this year feel that food & nutrition stories are very important, the highest level we have seen in recent years. Further, almost half of Americans this year say that food & nutrition news is more important than other types of stories – marking the highest level of importance seen in recent years, and a dramatic upsurge from the low level of importance reported last year. Q.8 In general how important are food and nutrition stories to you? Q.9 And during 2018 how important were food and nutrition stories compared to other stories in the news? N=1,001 IMPORTANCE OF FOOD NEWS
  7. 7. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 7 This increase in the importance of food news traces to a surge by Millennials/Gen Zs, while the importance attributed to food stories is similar to last year for Gen X and Baby Boomers/Matures. With regard to importance versus other news stories, we see a substantial increase by Millennials this year, although Gen X and Baby Boomers are also reporting the increased relevance of this year’s food stories. Q.8 In general how important are food and nutrition stories to you? Q.9 And during 2018 how important were food and nutrition stories compared to other stories in the news? IMPORTANCE OF FOOD STORIES
  8. 8. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 8 TOP 2018 FOOD STORIES The top food stories of 2018 are Plastic Straw Ban, Dunkin’ Donuts Changes Name to Dunkin’, and Romaine Lettuce Recall. The top story, Plastic Straw Ban, was #1 across three out of four regions. Not surprisingly, Dunkin’ Donuts name change was #1 in the Northeast due to its prevalence in the region. 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
  9. 9. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 9 TOP 2018 FOOD STORIES Top stories are similar across age cohorts, with Millennials/Gen Z choosing Dunkin’ Donuts Name Change only slightly over the Plastic Straw Ban for the #1 spot. Q.3 Out of the items listed below, please tell us which Food Stories you remember seeing, hearing or reading about this past year.
  10. 10. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 10 TOP 2018 FOOD STORIES Top stories are similar by subgroup, and all report the same top two stories. Q.3 Out of the items listed below, please tell us which Food Stories you remember seeing, hearing or reading about this past year.
  11. 11. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 11 IMPORTANT FOOD TOPICS 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=1001 Red bar denotes significant difference at 95% confidence level Topics of Food Safety and Food Nutrition/Health & Wellness are most important to Americans. By comparison, other topics are considerably less important. Millennials are less likely to see Food Safety to be important as compared to older generations, but more likely to find Food Policy/Politics to be important.
  12. 12. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 12 Awareness Is it remembered? Consideration Does it change opinions? Intent Does it change behavior? Advocacy Is it shared with others?
  13. 13. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 13 2018 FOOD STORIES – BEHAVIOR SUMMARY Food News Stories in 2018 are shaping our food landscape. Almost everyone (86%) was aware of at least one important food news article in 2018, and around half of those aware were impacted through changes in opinion, changes in behavior and sharing with others. The relationship between opinion to behavior to advocacy is not as linear as once believed, as story content dictates consumer response. Food Trend and Nutrition stories tend to be associated with the strongest changes in opinion, while Food Safety news is associated with strongest changes in behavior. Propensity to share appears less related to news topic, as most topics except for food trends and food brand marketing are likely to be shared. Q.4 To what degree did each of these food stories change your attitude or opinion? Base = Those aware of this story Q.5 When it comes to food which of the following stories, if any, changed how you shop, eat or dine out? Q.7 To what degree have you or would you share this story with others? N=1001
  14. 14. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 14 CONSIDERATION: IMPACT ON OPINIONS Opinion change due to these stories is higher for younger Americans, males, those with kids and Hispanics. Q.4 To what degree did each of these food stories change your attitude or opinion? Base = Those aware of this story
  15. 15. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 15 INTENT: SPECIFIC BEHAVIOR CHANGES Specific behavior changes resulting from Food News Stories vary, but are most associated with a raised consciousness of food sourcing, content and nutritional qualities. While Millennials are most likely to exhibit a wide range of behavioral changes, Boomers/Matures are most likely to make specific changes in these areas. Q.4 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? Check all that apply. Base = Those who say they changed their behavior as a result of a 2018 food story
  16. 16. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 16 ADVOCACY: SHARE-ABILITY OF TOP STORIES This year’s most shareable stories appear to have more “water cooler” share potential, meaning that Americans are more open to talking about these stories with friends, family or coworkers. While less shareable overall, those stories more likely to be shared with personal comments or photos on social media are focused on brands (e.g., Taco Bell, Cheetos) and the Whole 30 Diet. Q.5 7a: And how might you share these stories? Base = claim to have shared or would share story
  17. 17. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 17 POSTING FOOD ON SOCIAL MEDIA Social media has become a powerful marketing asset within the food industry. As sharing food through social media becomes increasingly important, the study, for the first time, asked respondents how often they post pictures of food they make at home and food they order in restaurants. Almost half of all Americans (47%) post their food on social media. However, this activity is significantly more popular with Millennials/Gen Z than with older age cohorts, unless children are present in the household. Q.15 How often do you do the following? N=1,001 A, B or C denote significant difference at 95% confidence level
  18. 18. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 18
  19. 19. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 19 SOURCES FOR FOOD INFORMATION – GENERAL FOOD NEWS We continue to see shifting in how Americans access general food news. Americans continue to turn less to traditional media (such as TV, direct mail, books, magazines or newspapers) for food information, as well as websites. Older Americans continue to more strongly utilize these more traditional sources of media. 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 tested at 95% confidence level.
  20. 20. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 20 SOURCES FOR FOOD INFORMATION - NUTRITION Traditional media sources for Food Nutrition Information, such as TV, magazines or newspapers, continue to show historical declines. Notably, the use of websites for nutrition information also continues to steadily decline. Older cohorts more often retain traditional information behaviors, as younger generations more often turn to social media or YouTube. 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 tested at 95% confidence level.
  21. 21. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 21 SOURCES FOR FOOD INFORMATION - RECIPES Websites, social media, books/cookbooks and magazines are the most turned to sources for recipes – although use of websites, books/cookbooks and magazines continue their decline. YouTube and radio were increasingly accessed for recipes in 2018. Gen X are less likely users of many of these sources. 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 tested at 95% confidence level.
  22. 22. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 22 SOURCES FOR FOOD INFORMATION – HISPANIC AMERICANS In prior years, Hispanics were more early adopters in turning to “new media” for food information. In 2018, the gap has narrowed somewhat, as Hispanics and non-Hispanics are largely turning to similar types of media for food information. Exceptions are podcasts and YouTube, where Hispanics are more likely to turn than non-Hispanics. Q.11 Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or general food news. Red bar denotes significant difference at 95% confidence level.
  23. 23. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 23 SOURCES FOR FOOD INFORMATION - PARENTS In comparing households with kids versus those without, we see that households with kids are more likely to use social media as a source for food information. They also more often utilize YouTube and 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. Red bar denotes significant difference at 95% confidence level.
  24. 24. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 24
  25. 25. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 25 DEMOGRAPHICS
  26. 26. ©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 26 3 Mast Road Scarborough, ME 04074 www.libranresearch.com (207) 219-8350 Contact: Jane Mount jane.mount@libranresearch.com 41 Madison, Fl 5 New York, NY 10010 www.hunterpr.com (212) 679-6600 Contact: Samara Farber Mormar smormar@hunterpr.com

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