A recent study conducted by the Center for Media and Public Affairs (CMPA) at George Mason University examined the release of scientific research on food ingredients and how that perpetuates consumer ingredient avoidance as uncovered by Cornell University. Learn how buzz from social media and consumer news can drive unwarranted consumer ingredient avoidance and adversely impact businesses. Download the full white paper: http://bit.ly/1VBO3ff.

1. CONSUMERS DRIVEN TO FOOD FEARS
IN THE DIGITAL AGE
BATTLE OFTHE BUZZ

2. IN THE DIGITAL AGE, FOOD AND BEVERAGE
MANUFACTURERS ARE CONTINUALLY ON THE
DEFENSIVE AS CONSUMERS ARE BOMBARDED
WITH A FLOOD OF MISINFORMATION FROM
SOCIAL MEDIA AND CONSUMER NEWS ABOUT
THE IMPACT OF SPECIFIC FOOD INGREDIENTS
ON HEALTH AND WELLNESS.

3. BUT JUST HOW UNBALANCED
IS ALL THE BUZZ?

4. THE CENTER FOR MEDIA AND PUBLIC AFFAIRS
AT GEORGE MASON UNIVERSITY RECENTLY
CONDUCTED RESEARCH TO BETTER UNDERSTAND
THE BUZZ AROUND A SPECIFIC FOOD INGREDIENT
OVER TIME.
BATTLETHE BUZZWITHTHIS INFOGRAPHIC

5. They analyzed media coverage
during 11 one-month time
periods that included the
release of significant scientific
information on high fructose
corn syrup (HFCS).
1 2 3
5 6 74
9 10 118

6. MOST COVERAGE WAS UNBALANCED
Here’s what they found:
90%
Although science released
from 2004 to 2013 was fairly
balanced, 90% of consumer
news coverage went to research
criticizing HFCS for negative
health effects.

7. MANY SOURCES WERE ANONYMOUS
Of those who were named,
a small number exercised
a relatively large amount
of influence. In fact, just five
scientists accounted for 43%
of all opinions.
OF ACADEMIC EXPERTS CITED,
NEARLY HALF WERE NOT NAMED.
43%

8. MOST COVERAGE LACKED CONTEXT
JUST 16%OF COVERAGE WAS
SUPPORTED BY
SCIENTIFIC EVIDENCE.
Of that coverage,
LESS THAN 20%
was placed in the
context of earlier
scientific findings.

9. SO CONSUMER NEWS MAY BE
STIRRING UP UNNECESSARY
CONTROVERSY BY FAILING
TO TELL THE FULL STORY.
GETTHE FACTS ON HFCS

10. BUT HOW ARE
CONSUMERS REACTING
TO ALL OF THE BUZZ?

11. The Sweetener360 is a custom research study commissioned by the Corn Refiners Association
and completed in part by Nielsen and Mintel Consulting.
FIND OUT BY DOWNLOADING
THE NEWWHITE PAPER >