Food News Impact: Baby Formula Shortage Tops Stories as Cost of Food Rises in Importance

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©2022 HUNTER in Partnership with Libran Research & Consulting
TABLE OF CONTENTS
Background, Objectives & Methodology
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Summary of Key Findings
6
Top Food Stories of the Year
7
Food News Impact Across the Consumer Engagement Continuum
17
Where Americans Get Their Food Information
26
The Evolving Food Landscape
35
US vs UK – Comparison
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Food news plays a critical role in shaping consumer attitudes, behaviors and overall relationship with food. For two decades, HUNTER has examined this
topic and this year’s HUNTER Food News Study results include both historical comparisons and firsts. As the only longitudinal study of its kind, HUNTER
celebrates the study’s 20th anniversary by taking a “look back” to see how Americans’ relationship with food and the media covering its stories, have
evolved over the past two decades.Additionally, 2022 marks the first year a similar study was conducted in the UK, allowing for a first-time comparison
between the two countries on the role food news plays and its impact on their respective societies.
The 2022 HUNTER: Food News Study continues the tradition of identifying the top food stories of the year, as well as determining:
• The importance of food news overall and by topic area
• The degree of consumer engagement with food news along the entire engagement continuum (change of opinion, behavior and
advocacy)
• Consumers’ preferred sources, specifically for recipes, nutrition and general food news
• Consumers’ general food attitudes and behaviors defining the dynamics within the general food landscape.
Throughout this report, note the “look back” icon to see how food news and the media sources that report
on these stories in America have changed over time.
This report concludes with an in-depth comparison between the US and the UK, with symbols indicating each
respective country.
BACKGROUND & OBJECTIVES

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METHODOLOGY
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 ProdegeMR, with quotas set for even representation by gender.The study was 15 minutes in
length, and was in field from October 11th – 17th, 2022.
Questions covered in the study included:
• Top stories of 2022;
• Where these stories were first identified;
• Behavior changes due to 2022 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;
• Food personas; and
• Food-based New Year’s Resolutions
Analysis:
• Data is reviewed by key demographic group, as well as the age cohorts of Millennials/Gen Z, Gen Xers, Baby Boomers/Matures.
• Relevant comparisons are also evaluated over time, as well as across results from a similar study conducted in the U.K.

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STUDY AUTHORS
Heddy Demaria
Chief Insights & Strategy Officer
Jane Mount
President
Jane has led numerous research studies and qualitative interviews over the course
of her career, for clients ranging from Fortune 100 to small startups. Prior to
managing her own consultancy, she was President of Digital Research, Inc., and
Research Director at Hannaford Bros. Co, Philips Lighting, and Nabisco.Jane also
serves on the Board of Directors of the Insights Association, North Atlantic Chapter.
Heddy is responsible for stewarding best-in-class insights and measurement practices across
all HUNTER teams and client partners, as well as building-out the agency’s brand strategy
solutions including brand building and business strategy. She brings 25-plus years of
experience in the consumer insight/brand strategy field working across various business
models and product sectors, including Pinnacle Foods, Kraft Foods, Nabisco,VF Corp and
Nielsen.

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SUMMARY OF KEY FINDINGS
v American’s relationship with food is deeply embedded within our nation’s culture and food news is a significant reflection on the most salient societal issues of the moment. The results
from this year’s study reinforces the important role that food news plays. In 2022 we saw escalating societal pressure with very immediate and real economic and political
challenges – and as a result,Americans perceived the top Food News stories as more important than ever, with top stories mirroring these concerns:
v A look back over the past 20-years reveals it is not the WHAT but the HOW that has most evolved within food news.
• Top Food News stories and their degree of influence across the entire engagement continuum (The WHAT) continue to be the reflection of the specific concerns
of the day, impacting American opinions, behaviors and advocacy.
• The biggest changes fall to the HOW:
• Stories originate and are being recalled more now in channels that virtually did not exist 20 years ago, with about 1/3rd
of Americans first becoming aware of the
top 5 Food News stories via social media (~21%) and digital media/websites (~14%).
• Americans source food news information differently, with traditional media wanning supplanted by social and streaming sources.And although Americans continue
to use roughly the same number of media sources, the type of media options have proliferated, causing a diffusion of audience attention across most media outlets.
v This first-time assessment of Food News stories and its impact in the United Kingdom versus the United States highlights the important role this news plays in both
countries. It also compares the effect of these stories, how these stories were sourced, and the countries’ general food landscape, showing more similarities than differences.
• Top Food News stories reflect respective society’s concerns, shaping both countries’ opinions and behaviors.While shifts in behavior are similar,Americans appear
more prone to action.
• Almost everyone in both countries seek information on recipes, nutrition and general food news, but Americans use more social media, while Brit’s disproportionately
favor newspapers.
• While segmentation is similar, Brits cook more often at home, while American purchases are more influenced by trends and influencer recommendations.

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IMPORTANCE OF FOOD NEWS
KEY FINDINGS
Food is deeply embedded within culture – thus, food news is a significant reflection on the most salient societal issues of the moment. The results from this year’s study,
in comparison against 20 years of similar learning, reinforces the important role that Food News plays. In 2022 we saw escalating societal pressure with very immediate
and real economic and political challenges – and as a result:
ü Consumers consider food news more important than ever, with ratings the highest it has been in over a decade. 81% of Americans indicate that food & nutrition stories are important,
and more than half of Americans believe that Food News stories are relatively more important than other types of stories.
ü Top Food News stories are a direct reflection of the tension consumers face in 2022, as supply chain shortages, the impact of Russia’s war on Ukraine and inflationary economic conditions
are at the foundation of our top five stories:
1. Baby Formula Storage
2. Grocery Supply Chain Shortage
3. Fast Food Exits Russia
4. Restaurant Labor Shortages
5. Inflation Impacting Food Prices
ü Food News topics saw a rise in a new topic elevating above the traditional eight segments we have been following, with American’s deeming Cost of Food as the MOST important Food News
topic surpassing even Food Safety, the perennial most-important topic. Consumers brace for the long haul, believing this will continue to be the most important Food News Topic in 2023.
ü A look back over the top stories of the past 20 years show it is not the WHAT but the HOW that has most evolved within food news.
• The WHAT has always been the reflection of the concerns of the day:
o Over the past 20 years, food industry news, food safety, and health/nutrition have dominated top food news – consistent with the concerns of the day. Common themes include Childhood
Obesity (2003, 2013); Evolution of the Food Pyramid (2005, 2011), Food Outbreaks/Recalls (2006, 2007, 200, 2011, 2016).
o In 2018 – 2019, with the economy booming and the pandemic not even on the radar, we saw a shift to a broader variety of subjects, as Sustainability breaks through in 2018 with the Ban of
Straws and more light-hearted Pop Culture brand marketing in 2019, Fast Food Chicken Throwdown on Twitter.
o More recent years ushered in tougher times, with the pandemic and its repercussions and inflationary economic conditions, ensuing 2021’s top story of Mask Mandates in Restaurants and this
year’s top story, Baby Formula Shortages.
• HOW stories originate and are recalled has dramatically evolved, with about 1/3rd of Americans first becoming aware of the top 5 Food News stories via social media
(~21%) and digital media/websites (~14%) -- two channels that virtually did not exist 20 years ago!
o Facebook, followed by Twitter, Instagram and TikTok emerge as the leading social media platforms for America’s exposure to Food News.
o Several 2022 Food News stories appear to have originated within these channels, with TikTok leading in this regard.

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Q.8: In general, how important are food and nutrition stories to you?
Q.9: And during 2021 how important were food and nutrition stories compared
to other stories in the news? N=1,001
81%
Food & Nutrition stories are
increasing in importance from
recent years both overall…
…and relative to other types of
news stories.
2013 2014 2015 2016 2017 2018 2019 2021
80% 77% 78% 76% 76% 79% 75% 76%
2013 2014 2015 2016 2017 2018 2019 2021
42% 40% 45% 41% 35% 48% 45% 46%
Food News continues to grow in importance this year both independently and relative to other types of news stories.
ü A whopping 81% of Americans indicate that food & nutrition stories are very-important to them, the highest that number has been since 2013.
ü Additionally, for the first time in recent past, more than half of Americans this year say that food & nutrition stories are more important than other types of
stories.

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Interestingly, Food News is most important among Millennials/Gen Z and Hispanic Consumers, although importance is growing for Boomers/Matures
and Non-Hispanic versus last year.
IMPORTANCE OF FOOD STORIES
Q.8: In general, how important are food and nutrition stories to you?
Q.9: And during 2021 how important were food and nutrition stories compared to other stories in the news?
significantly different at 95% confidence level

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Given the highest level of inflation in decades, the topic of Cost of Food has broken-out as its own segment, dominating American’s interest and attention.
Concern about the cost of food is considerable across all demographic groups, but notably most important to older Americans.
IMPORTANT FOOD TOPICS
Q10. How important are the following food topics to you? Please rank these in order of importance
from most important to least important. N=1001. Significant difference at 95% confidence level
COST OF FOOD

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CONTINUING TOPICS
Q.22: Of the following topics, which do you think we most likely will still be
talking about in 2023? N=1,001 A,B,C. Sig. diff. at 95% confidence level.
This topic is expected to continue into 2023, as Americans overwhelmingly see Inflation as the topic that will continue to persist next year.
While Millennials/Gen Z are less likely to think it will be a continuing story, most Americans do not believe the story is over quite yet.

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TOP U.S. 2022 FOOD STORIES
The top food stories of 2022 in the United States focus on product supply issues, the effects of Russia’s war in
Ukraine and inflationary economic conditions.
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
2022 Aware of Any stories = 89%
Awareness of these stories is the highest it
has been in over 5 years.
* Top 5 Food News stories remain relatively consistent across all demographics.

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TOP FOOD STORIES: A LOOK BACK
• Looking back over the past 20 years of top food
news, we see the cyclical nature of Food News
and how it reflects the concerns of the day, with
food industry news and food safety
dominated top Food News over the years.
• In recent years, we’ve seen a shift to a
broader variety of subjects, from macro
industry issues such as pricing and supply, to
sustainability and pop culture brand marketing.
• While food trends and recipes may seem to fill
our social media feeds,Americans have not
deemed them to be a “top story.”
*Tie

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While the top stories of the year all gained initial recall more often through traditional TV, we are starting to see a portion of their primary awareness generated
through social media and digital channels, with many of the stories that fall lower in the ranking appearing to originate in these channels. Stories recalled
primarily through social media didn’t seem to touch as broad a swath of the population.
SOURCES OF STORY RECALL
Q.3b_Where do you FIRST recall seeing or hearing about each of these stories?
BASE: Respondents Who Selected Story in Q3

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For those Americans who first recalled a story in social media, Facebook was the primary platform of recall, especially among the higher-ranking
stories. Although Twitter, Instagram and TikTok follow as important platforms for primary recall of food news stories.
SOCIAL MEDIA STORY RECALL
Q.3c_And for each of these stories that you first saw on Social Media, which platform do you FIRST recall
seeing or hearing about each of these stories? BASE: Respondents Who Selected Social Media in Q3b
*small sample size

FOOD NEWS IMPACT
ACROSS THE CONSUMER
ENGAGEMENT
CONTINUUM

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ENGAGEMENT CONTINUUM IMPACT
KEY FINDINGS
The influence of food news continues to be seen across the entire consumer engagement continuum, as Americans are likely to
change their opinions (58%), act (62%) and share (44%) as a result of at least one of the top Food News stories of the year.
Notably, the percentage of people who have acted as a result of these stories is at its highest level in at least a decade.
• While Baby Formula Shortages was the top story of 2022, our #2 and #5 stories (Grocery Supply Chain Shortage and Inflation Impacting Food Prices) had
the greatest impact on American consumers. These stories drove the greatest amount of change across the entire engagement continuum, as based on these stories
Americans were most likely to change their opinion and behavior and help drive the conversation.
• OPINION:
o Stories that had the most significant impact on the opinions among those who were aware of them were Inflation Impacting Food Prices, Grocery Supply Chain Shortage, and
FDA Redefines “Healthy Food.” The stories least likely to have changed opinions were lighter in nature: M&M Introduces New Purple Character and Butter Boards go Viral.
• BEHAVIOR:
o The type of behavior change as a result of food news has also shifted, with Americans more likely to change what foods they are buying and how they shop for food. Not
surprisingly, recent product supply issues and associated costs have affected what people are buying and where they choose to shop.This is in sharp contract to five-years ago (2017),
when Americans behavioral changes were more focused on nutrition and diet.
o This evolution is reflected in New Year’s Resolutions, as most Americans (75%) continue to have food-based New Year’s Resolutions, but now their aspiration has turned to saving
money on groceries versus a decade ago, when weight loss or healthier, cleaner eating was more the goal.
• SHARING:
o The principal way stories are shared is consistent with prior years, with about two-thirds of all Americans discussing with friends, family and/or co-workers, while about
three in ten are sharing the original news source and one-quarter are sharing photos/comments on social media. While the water-cooler talk tends to center around the
articles garnering the most attention, sharing via social media tends to be higher among the more light-hearted industry news, like recipes and food trends.

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2022 FOOD STORIES:
ENGAGEMENT CONTINUUM SUMMARY
While Baby Formula Shortages was the top story of 2022, our #2 and #5 stories (Grocery Supply Chain Shortage and Inflation Impacting
Food Prices) had the greatest impact on American consumers.These were the stories that drove the greatest amount of change across the entire
engagement continuum, as based on these stories Americans were most likely to change their opinion and behavior and help drive the conversation.

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CONSIDERATION:
IMPACT ON OPINIONS
Stories that had the most significant impact on the opinions among those aware of them were Inflation Impacting Food Prices, Grocery
Supply Chain Shortage, and FDA Redefines “Healthy Food.” The stories least likely to have changed opinions were lighter in nature:
M&M Introduces New Purple Character and Butter Boards go Viral.
Q.4: To what degree did each of these food stories change your
attitude or opinion? Base = Those aware of this story

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INTENT: SPECIFIC BEHAVIOR
CHANGES BY STORY
Grocery Supply Chain and
Increasing Food Prices are
the primary Food News
stories that are changing
behavior this year.
This is followed by
Restaurant Labor
Shortages and Peanut
Butter Recalls.
The 62% who changed
behavior due to any story
this year continues to grow,
hitting our highest number
in a decade.
Q.5: When it comes to food which of the following stories, if
any, changed how you shop, eat or dine out?

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In 2022, the primary behavior
change seen among Americans as
a result of food stories is what
foods they are buying and how
they shop for or get food.
Looking back five years ago,
Americans behavioral changes were
more focused on nutrition and diet.
INTENT: SPECIFIC
BEHAVIOR CHANGES
Q.6: 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?

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NEW YEAR’S RESOLUTIONS
Q.27: If you have a food or nutrition-related New Year's resolution,
which of the following, if any, are among your resolutions? N=1,001
This evolution is reflected in New Year’s Resolutions, as most Americans (75%) continue to have food-based New Year’s Resolutions, but now their
aspiration has turned to saving money on groceries versus a decade ago, when weight loss or healthier, cleaner eating was more the goal.

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The most shareable stories of
2022 focus on health issues
(ultra-processed foods, FDA
redefined “Healthy Food”) or
issues of cost/supply chain.
Despite being a top story this year,
Fast Food Exists Russia was not a
story that was often shared with
others.
SHAREABILITY OF STORY
Q.7: To what degree have you shared these
stories with others? Base= aware of story

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ADVOCACY:
MANNER SHARED BY STORY
OF TOP STORIES
The leading ways stories are shared is
consistent with prior year behaviors, with
discussing with friends, family
and/or co-workers being the go-to.
About a third of sharing is of the original
news source, followed by sharing
photos/comments on social media.
Social media sharing tends to be higher
with more light-hearted, industry topics,
like recipes and food trends.
Q.7a: In what manner did you share these
stories? Base = shared story

WHERE AMERICANS
GET THEIR FOOD
INFORMATION

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SOURCES FOR FOOD INFORMATION
KEY FINDING
Almost all Americans continue to turn to at least one source when searching for recipes, nutrition or general food news, with most Americans
using 2-3 sources. Compared to a decade ago,Americans continue to turn to a similar number of media sources, but the number of media
options have proliferated, resulting in a diffusion of audience attention across most media outlets.Additionally, source preferences have
changed dramatically, with traditional media wanning, supplanted by social and streaming sources.
• RECIPES:
o For recipes,Americans in 2022 are turning to Websites, Social Media and YouTube. The usage of Books/Cookbooks, Magazine,Television or Newspapers for
recipes is at its lowest level in the last ten years.
o Comparing where we source our recipes now versus a decade ago,Americans have more choices than ever – with expanded social media, streaming television,
podcasts and YouTube joining the mix.While Recipe Sites are still the #1 place to go for recipes,TV cooking shows have been replaced by YouTube Videos, and
Food or Cooking Magazines come in behind Facebook.
• NUTRITION:
o For nutrition information,Americans in 2022 are turning to Websites, Social Media,Television and YouTube. However, the usage of television, as well as
magazines, newspapers, direct mail and radio for nutrition information is at its lowest level in the last ten years.
o Comparing where we source our nutrition information now versus a decade ago, health and medical sites still are #1, but newspaper articles and lifestyle
magazines have fallen away, replaced by Facebook and YouTube.
• GENERALFOOD NEWS:
o For general food news,Americans in 2022 are turning to Television, Websites and Social Media. However, the usage of Television as a source is at its lowest
level in a decade.
o Comparing where we source our general food news now versus a decade ago, social media has surpassed traditional news (both television and newspaper) in
winning Americans’ attention.While evening TV news shows,TV cooking shows and news websites are still in the top 5, significantly fewer Americans utilize
these sources as compared to a decade ago.

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Almost all Americans continue to turn to at least one source when searching for recipes, nutrition or general food news, with most Americans using 2-3
sources. Compared to a decade ago,Americans respond to a similar number of media sources – yet these sources have changed dramatically.Traditional
media has waned, supplanted by social and streaming 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.
A,B significant difference at 95% confidence level. 2017: Social media was asked by brand and netted, vs. asked as total “social media”
* Contact HUNTER: (212) 679-6600 for more detailed sourcing information

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For recipes,Americans in 2022 are turning to Websites, Social Media and YouTube. The usage of Books/Cookbooks,
Magazine,Television or Newspapers for recipes is at its lowest level in the last ten years.
RECIPES
Q.11: Now please think for a moment about where in the media you hear or learn
about recipes. a,b,c,d sig diff at 95% conf. level. 2017: Social media was asked by
brand and netted, vs. asked as total “social media”

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DETAILED SOURCES:
RECIPES
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Q.12: And thinking now only about RECIPES for each of these areas where specifically
do you find the latest information on recipes? N=1,001
Comparing where we source our recipes now versus a decade ago,Americans have more choices than ever – with expanded social media, streaming
television, podcasts and YouTube joining the mix.While Recipe Sites are still the #1 place to go for recipes,TV cooking shows have been replaced by
YouTube Videos, and Food or Cooking Magazines come in behind Facebook.
Although Recipe Sites,
General Cookbooks and Food
or Cooking Magazines are
still in the top 5 for recipes,
their usage has declined
considerably over the last
decade – as Americans now
utilize a broader array of
sources.

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For nutrition information,Americans in 2022 are turning to Websites, Social Media, Television and YouTube. However, the usage of television, as well
as magazines, newspapers, direct mail and radio for nutrition information is at its lowest level in the last ten years.
NUTRITION
about nutrition. a,b,c,d sig diff at 95% conf. level. 2017: Social media was asked by
brand and netted, vs. asked as total “social media”

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Q.13: And thinking now only about Nutrition for each of these areas where
specifically do you find the latest information Nutrition? N=1,001
DETAILED SOURCES:
NUTRITION
Comparing where we source our nutrition information now versus a decade ago, health and medical sites still are #1, but newspaper articles and lifestyle
magazines have fallen away, replaced by Facebook and YouTube.

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For general food news,Americans in 2022 are turning to Television, Websites and Social Media. However, the usage of Television as a source is at its
lowest level in a decade.
GENERAL FOOD NEWS
about general food news. a,b,c,d sig diff at 95% conf. level. 2017: Social media was
asked by brand and netted, vs. asked as total “social media”

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Q.14: 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?
N=1,001
DETAILED SOURCES:
GENERAL FOOD NEWS
Comparing where we source our general food news now versus a decade ago, social media has surpassed traditional news (both television and newspaper) in
winning Americans’ attention.While evening TV news shows,TV cooking shows and news websites are still in the top 5, significantly fewer Americans utilize
these sources as compared to a decade ago.
Now, two social media sources
(Facebook and Instagram) are in
the top 5 whereas they weren’t
really on Americans’ radar a
decade ago.

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FOOD LANDSCAPE
KEY FINDINGS
America’s Food Landscape continues to be shaped by current societal challenges, as the nation recovers from the pandemic, it now faces
supply constraints and financial pressures and as a result, we see:
v SEGMENTATION:
• The effects of increased food prices take hold on how American’s fundamentally classify their relationship with food.This year, a greater portion of Americans are
describing themselves as focused on value, versus associating themselves as “foodies.”
• Over the last five years, we are also seeing a subtle decline in those who stick to the “tried and true” – which was once the more dominant segment in America.
v MEAL PREPARATION:
• Meal preparation behavior has stabilized from last year, with 40% of dinner meals cooked at home vs. 27% from food service. Meanwhile, sit-down
restaurant meals have not yet returned to pre-pandemic levels as it appears economic challenges are motivating consumers to continue to cook more
at-home than they did pre-pandemic.
v PURCHASE MOTIVATORS:
• A clean ingredient line is a stronger purchase driver than external influences like trends, influencer recommendations and celebrity endorsements.
v SHOPPING CHANNEL PREFERENCES:
• Although American’s claim they are shopping differently this year, the channels they are choosing to shop remain consistent with last year, as newly
adopted behaviors from COVID become the new normal.
• Traditional Supermarkets remain the most preferred channel to shop for food, although Mass Merchandisers has increasingly become the close second.
• On-line grocery shopping has almost doubled since pre-pandemic levels, with 1 in every 5 Americans adding this channel to their food shopping repertoire.

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FOOD LANDSCAPE:
CONSUMER SEGMENTATION
As the effects of increased food prices take hold on the food landscape, we see a shift in the way American’s are classifying their relationship with food.
This year, a greater portion of Americans are describing themselves as focused on value, versus associating themselves as “foodies.” Also, over the
last five years, we are seeing a subtle decline in those who stick to the “tried and true” – which was once the more dominant segment in America.
Q.19: And when it comes describing yourself in terms of
cooking/shopping for food, which of the following best
describes you? 2022 N=1,001

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Meal preparation behavior has stabilized from last year, with 40% of dinner meals cooked at home vs. 27% from food service. Meanwhile, sit-down restaurant meals
have not yet returned to pre-pandemic levels as economic challenges are motivating consumers to continue to cook more at-home than they did pre-pandemic.
FOOD LANDSCAPE
MEAL PREPARATION
Q.18: Thinking about your last ten dinner meals, how many of these
meals would fit in each of the following categories? N=1,001

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FOOD LANDSCAPE:
PURCHASE MOTIVATORS
Q.30: Which of the following are most likely to make you purchase a new
food item at the grocery store? N=1,001 A,B,C Sig. diff. at 95% confidence
level.
Among these potential motivators,Americans are more moved by a clean ingredient list than by external influences. However, younger
Americans are relatively more motivated to purchase by trends, influencers or endorsements.

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Although American’s claim they are
shopping differently this year, the
channels they are choosing to shop
remain consistent with last year.
Online grocery shopping continues
to take hold with American shoppers
– one out of every five shoppers now
shop for their groceries at least
some of the time on-line.
FOOD LANDSCAPE
SHOPPING BEHAVIOR
Q.17: Which of the following best describes how you shop for food from
each of the following types of retailers? % Primary/Frequently N=1,001

FOOD NEWS
IMPORTANCE & IMPACT
US vs UK

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US vs. UK FOOD NEWS
COMPARISON KEY FINDINGS
Food news plays an important role in both the US and the UK, with more similarities between the two countries than differences.
v FOOD NEWS – top stories reflect respective society’s concerns, shaping both countries’ opinions and behaviors.While shifts in behavior are similar,
Americans appear more prone to action.
• Both countries deem food news as important, although Americans perceive it as slightly more important than the Britons.
• Top Food News stories reflect the leading societal issues of the day for both the US and the UK. Overall, both countries top stories focus on product supply issues and the
impact from inflation. However, the #1 story in the UK focuses on the elimination of ‘best before dates’ helping to eliminate food waste, while the US top five stories
includes fast food companies leaving Russia due to the war.
• Food News stories’ effect is very similar in the US vs the UK, as this year’s stories shaped opinions, incited action and spurred conversation.While shifts were similar across
most of the engagement continuum, a greater portion of US consumers took action, as well as shared the original article or posted comments on social media. Despite
these discrepancies, changes in behavior across both countries tended to focus on saving money, which also tops the list for both countries’ New Year’s Resolutions
(although Americans are more likely to have a food-based resolution.)
v SOURCES -- Americans use more social media, while Briton’s disproportionately favor newspapers.
• Americans tend to use slightly more sources of information for Recipes, Nutritional Information and General food news, turning more to social media and YouTube than
Brits, while the UK tends to favor traditional television and newspapers more than the US.
• Recall of leading stories are highest with Traditional TV and Social Media for both countries, but Newspapers garner greater recall in Great Britain than in the US.
v FOOD LANDSCAPE – Brits cook more at home, while Americans are more influenced by trends and influencer recommendations.
• Consumer segmentation is very similar, but the UK tends to have slightly more Tried & True consumers that prefer the familiar.
• Both countries continue to prefer shopping in more traditional grocery channels, but one in five now also shop on-line.
• Both countries tend to favor in-home meal preparation, but the US cooks 30% less than the UK and sources food from restaurants 70% more than the UK.
• While the UK and the US are both most influenced by a clean ingredient line, the US is more swayed by trends and influencer recommendations than the UK.
US STATS UK STATS

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Q.8: In general how important are food and nutrition stories to you?
Q.9: And during 2021 how important were food and nutrition stories compared
to other stories in the news? N=1,001
51%
81%
Food News is important to both the US and the UK, but it is relatively more important to Americans than to Britons.
72%
37%

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TOP 2022 FOOD STORIES
Awareness of top Food News stories is strong for both the US and the UK, as both countries focus on product supply issues and the impact from
inflation.The top story in the UK focuses on the elimination of ‘best before dates’ helping to eliminate food waste, while the US top five stories
includes fast food companies leaving Russia due to the war.
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
Aware of Any tested story = 89% Aware of Any tested story = 88%

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Recall of leading stories are highest with Traditional TV and Social Media for both countries, but Newspapers garner greater recall in Great Britain than in
the United States.
SOURCES OF STORY RECALL
Q.3b_UK: Where do you FIRST recall seeing or hearing about each of these
stories? *small sample size
When social media drives recall, the most popular platform is Facebook, with Instagram and Twitter showing relatively more influence in the UK and
TikTok and YouTube appearing more influential in the US.

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Q.4: To what degree did each of these food stories change your attitude
or opinion? Base = Those aware of this story
The overall impact from Food News stories is very similar in United States and the United Kingdom across the entire engagement continuum,
although the US consumers appear more prone to action, with a higher percentage of them likely to change their behavior based on what
they read (+13% more likely), as well as being almost 2x more likely to share the original article or post comments on social media.
A, B, C significant difference at 95% confidence level
2022 ENGAGEMENT
CONTINUUM SUMMARY

47
NEW YEAR’S RESOLUTIONS
Q.27: If you have a food or nutrition-related New Year's resolution,
which of the following, if any, are among your resolutions? N=1,001
The top food-based New Year’s Resolutions for both the US and the UK is to Save Money on Groceries, with about 1/3rd of both countries’
populations focused against this effort.

48
Americans tend to use slightly more sources of information against all food topics and turn more to social media and You Tube than Britons, while the UK
tends to favor traditional television and newspapers more than the US.
Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition,
or general food news. N=1,000
* Contact HUNTER: (212) 679-6600 for more detailed sourcing information

49
DETAILED SOURCE PLATFORMS:
Top 5 source platforms tend to be very similar across both the US and the UK, with the primary difference showing Britain’s relative proclivity to
use newspapers, while Americans tend to turn relatively more to social media.

50
FOOD LANDSCAPE:
CONSUMER SEGMENTATION
While food landscape segmentation is similar across both countries, although UK consumers are slightly
more likely to describe themselves as Tried & True.
Q.19: And when it comes to describing yourself in terms
of cooking/shopping for food, which of the following best
describes you? N=1,000

51
Although cooking dinner at home is the norm across both countries, the US prepares dinner ~30% less than UK households and sourcing the meal from a
foodservice establishment is ~70% more prevalent in the US than the UK.
FOOD LANDSCAPE:
MEAL PREPARATION
Q.18: Thinking about your last ten dinner meals, how many of these
meals would fit in each of the following categories? N=1,001

52
FOOD LANDSCAPE:
PURCHASE MOTIVATORS
Q.30: Which of the following are most likely to make you purchase a new
food item at the grocery store? N=1,001 A,B,C Sig. diff. at 95% confidence
level.
While the UK and the US are both influenced by similar motivators, the US appears to be more likely swayed by their effect,
especially when it comes to trends and influencer recommendations.The younger population in both countries tend to be
the most receptive to these motivators.

53
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(212) 679-6600
Contact:
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