Hunter Public Relations 2015 Food News Study Abbreviated Report

©2015 Hunter Public Relations in Partnership with Libran Research & Consulting

ABBREVIATED REPORT

in partnership with Libran Consulting

2015 FOODNEWS STUDY

Background/Objectives/Methodology

Top Food Stories of the Year

Where Americans Get their Food Information

Social Media & Mobile Usage

Demographics

3

5

14

20

24

TABLE OF CONTENTS

©2015 Hunter Public Relations in Partnership with Libran Research & Consulting 2

For thirteen years, Hunter Public Relations has conducted an annual

study capturing the year in food related news. The Hunter PR Food News

Study highlights the top food stories of the past year according to the

opinion of Americans, and identifies if behavior changes ensued

because of food related news, as well as:

Providing an understanding of how important food news is overall to

Americans;

Measuring any change in interest in food stories overall;

Determining what media sources are used for gaining information on

food news including new and emerging digital and social platforms;

Level of consumer trust in these various news sources.

BACKGROUND/OBJECTIVES


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 28th - November 2nd, 2015.

Questions covered in the study included:

• Top stories of 2015;

• Behavior changes due to 2015 news stories;

• Sources for recipe information, nutrition information

and sources of general food news;

The vast majority of these respondents (82%) do the cooking and food shopping in their

household. The vast majority (87%) also makes the decision on where to eat out.

We have reviewed this data by key demographic group, as well as by the following age

cohorts: Millennials, Gen Xers, Baby Boomers and Matures.

METHODOLOGY

• Trustworthiness of food sources;

• Media usage; and

• Social media usage.



TOP FOODSTORIES

OF THE YEAR

TOP FOODSTORIES

OF THE YEAR

Hispanics are more likely to find these stories to be important than are non-Hispanics (54% T2B vs. 42%) as are HHs w/children (54% vs. 39% no child HHs).

Almost 1/3 of Americans this year feel that food & nutrition stories are very important, and almost half (45%) believe they are more important than other news stories, marking an increase from 2014.

Importance of Food Stories

IMPORTANCE OF FOOD & NUTRITION

STORIES

IMPORTANCE VERSUS OTHER NEWS STORIES

48%Important

30%Very important

14%Much more

important

45%

31%Somewhat more

important

9%Somewhat

less important

40%No more or less

important

18%Not very

important 4%Not at all important

6%Much less important

2014: 40%

2013: 32%

Q.7: In general how important are food and nutrition stories to you?

Q.8: And during 2015 how important were food and nutrition stories compared to other stories in the news? N=1,001


(4) (3) (2)

(1)

Top 2015 Food Stories

The top food stories of 2015 are the Fast Food Breakfast, Blue Bell Issues Recall, Western Drought Impact Expands, Whole Foods Overcharging Scandal, and the Artificial Flavors & Ingredients Phase Out. These top stories have a wide ranging focus, from product offerings to corporate malfeasance.

40%

30%

23%

22%

19%

19%

15%

13%

12%

12%

1

2

3

4

FAST FOOD BREAKFAST

BLUE BELL ISSUES RECALL

WESTERN DROUGHT IMPACT EXPANDS

WHOLE FOODS OVERCHARGING SCANDAL

5

6

7

8

9

10

ARTIFICIAL FLAVORS & INGREDIENTS PHASE OUT

GMO LABELING

DOMINO'S PIZZA EMOJI ORDERING

FOOD WASTE THE NEW ECO CONCERN

ALCOHOL AVAILABILITY AT FAST FOOD LOCATIONS

ANHEUSER-BUSCH ACQUIRES SABMILLER

Q.3: ...TOP 3 FOOD STORIES of 2015 N=1,001


Top 2015 Food Stories

Top stories are similar across age cohorts, with Fast Food Breakfast topping the list for most ages. Note: Top stories are also the same across ethnicity and socio-economic group.

Fast Food Breakfast

45%

Fast Food Breakfast

41%

Fast Food Breakfast

37%

Blue Bell Issues Recall

38%


36%


28%

Domino's Pizza Emoji Ordering

23%

Fast Food Breakfast

37%


21%

Whole Foods Overcharging

Scandal

23%

Western Drought Impact Expands

30%

Western Drought Impact Expands

33%

1

2

3

MILLENNIALS(N=351)

BABY BOOMERS(N=325)

MATURES(N=101)

GEN X(N=224)

Q.3: ...TOP 3 FOOD STORIES of 2015


Behavior Changes

This year we see a continuing

trend where Americans are taking

action as a result of the food

stories reported in the media.

More than half of all Americans

have made a behavior change as a

result of one of these stories.

While they are most likely to have

been impacted by our top two

foods stories of the year, Blue Bell

Issues Recall and Fast Food

Breakfast, a notable minority

made a behavior change due to

the media’s coverage of GMO

Labeling and the Whole Foods

Overcharging Scandal.

17%

17%

15%

14%

12%

11%

8%

7%

6%

3%

2%

GMO LABELING

WHOLE FOODS OVERCHARGING SCANDAL

ARTIFICIAL FLAVORS AND INGREDIENTS PHASE OUT

FOOD WASTE, THE NEW ECO CONCERN

WESTERN DROUGHT IMPACT EXPANDS

DOMINO'S PIZZA EMOJI ORDERING

ALCOHOL AVAILABILITY AT FAST FOOD LOCATIONS

ANHEUSER-BUSCH ACQUIRES SABMILLER

A STORY NOT LISTED HERE CHANGED THE WAY I SHOP OR EAT

BLUE BELL ISSUES RECALL

FAST FOOD BREAKFAST

Q.5: When it comes to food which of the following stories, if any, changed how you shop or eat? N=1,001


2015

Behavior Changes

While not noted as a top

story of the year, Food Waste

appears to be driving more

specific behavior changes, as

four in ten of those claiming

to make a change are trying

to waste less food. This new

concern appears to have

trumped other specific

behavior changes.

NA

53%44%NA

58%49%53%47%48%34%38%NA

NA

27%NA

NA

NA

NA

17%NA

19%NA

15%10%11%NA

NA

NA

NA

NA

2%4%

BC

BC

B

B

BC

B

B

B

B

C

2013(N=499) A

2014(N=555) B

2015(N=591) C

NA

44%40%45%50%36%42%37%48%27%31%27%NA

21%17%26%25%26%14%NA

18%NA

11%10%10%NA

NA

NA

NA

NA

2%5%

41%38%36%36%36%35%35%35%32%29%27%26%25%24%21%18%18%17%14%14%12%11%10%9%7%7%5%5%5%4%1%6%

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 a,b,c significant difference at 95% confidence.

NA = attribute not asked.


Trying to waste less food

I'm eating less processed food

I'm more likely to think about the health consequences of what I eat

I now pay more attention to the labeling on my foods

I checked food labels more often

I am paying more attention to the safety of my foods and beverages

I now pay more attention to the ingredient list of my foods

I pay more attention to where my food comes from

I'm eating less sugar

I'm doing more comparison shopping for lowest prices

I pay more attention to what my family consumes

I am more worried about the future of food

I am more concerned about fast food

I stopped buying a certain product or brand of product

Educating myself about how my food choices affect the environment

I changed my diet

I'm eating more protein

Trying new foods/flavors

I looked to purchase more of a certain product or brand of products

Purchased/tried a brand new product or limited-time offering

I exercised more so I could eat what I wanted

Stop/started shopping at a particular place or grocer

I now trust different sources for food information

Technology played a larger role in my eating or food shopping choices

I shared my opinions via social media

I visited more restaurants

I’m choosing more food or beverages for the “fun” factor

Drinking more alcoholic products

Have food delivered to my home

Ordered out more

Other

My eating and shopping habits have not changed in the past year

Women also place more importance on food and the environment (19% vs. 14% of men).

Women (69% vs. men 56%) place more importance on Food Safety. Non-Hispanics also place more importance here (68% vs. 43% of Hispanics). Hispanics place equal importance to Nutrition and Safety.

Important Food Topics

Topics of Food Safety and Food Nutrition are most important to Americans.

Food Safety

Food Nutrition

Food & the Environment

Food Sourcing

Food Convenience

Popular Food/Flavor Trends

Food Marketing/Sales Promotion

Food Innovation

None of these

Food & Pop Culture

63%

47%

16%

12%

10%

5%

4%

4%

7%

3%

Q.9: Out of the following food areas or topics which are most important to you? Please check up to two. N=1,001 a,b,c,d significant difference at 95% confidence level.


Opinions on Food & Nutrition

While showing a decline for the past three years, the majority of Americans still believe in personal responsibility with regard to what they eat. A focus on health continues to drive food attitudes.

People need to take responsibility for what they eat

Eating healthfully is extremely important to me

I’m looking for fresh and healthy foods when I eat out

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

Fast food is a “no go” these days

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

73%77%

53%55%

48%

47%

2015

2014

50%

47%48%

46%48%

36%34%

32%

31%30%

27%26%

25%24%

Q.16: Please tell us how much you agree or disagree with each of the following statements regarding food. N=1,001


Eight in ten Americans have a

food-related New Year’s

resolution planned for 2016,

and these resolutions match

with the goals from the last

two years. While eating

better to lose weight tops

the list, the number two food

resolution is to eat less

processed foods.

New Year’s 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

Eat more locally grown or raised foods

Drink beverages that have less sugar

Eat more protein and fewer carbs

Eat more organic foods

Eat more whole grains

Eat less meat

Posting fewer pictures of food on social media

I have a food or nutrition-related resolution that is not on this list

I do not have a food or nutrition-related resolution

35%�

33%

28%

25%

21%

19%�

19%

15%

15%

15%

10%

3%

2%

23%

Q.10: 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


Millennials, however, differ from other cohorts in that their number one resolution this year is to eat and cook more at home (36%).

HHs w/children and Hispanics are also more likely to resolve to eat and cook more at home in 2016

WHERE AMERICANS GET THEIR FOOD

INFORMATION


RECIPES

56%

52%

44%

38%

27%

23%

21%

19%

7%

15%

Websites

Books or cookbooks

Magazines

Social media

Television

Blogs

Direct mail email or newsletters

Newspapers

Radio

None of these

RECIPES

2014 2015

<38%>

27%

19%

34%

<31%>

<24%>

Social media

Television

Newspapers

NUTRITION

2014 2015

34%

20%

10%

<41%>

<24%>

<15%>

Television

Newspapers

Radio

GENERAL FOOD NEWS

2014 2015

39%

9%

<44%>

<14%>

Websites

Books or

Cookbooks

NUTRITION

44%�

29%�

34%�

22%

21%

20%

16%

16%

10%

22%

Websites

Magazines

Television

Social media

Books or cookbooks

Newspapers


Blogs

Radio

None of these

GENERAL FOOD NEWS

55%

40%

39%

31%

31%

26%

20%

16%

9%

16%

Television

Newspapers

Websites

Radio

Social Media

Magazines


Blogs

Books or cookbooks

None of these

Sources for Food Information

The top three sources of news on Recipes, Nutrition and General Food News have not changed from 2014.

This year Americans are more often turning to social media for information on recipes, but less so from television or newspapers. They are also looking less to television, newspapers and radio for nutrition information. They are looking less to websites and books for general food news.


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=1,001 < > significant difference at 95% confidence level.

Top Recipe Sources

Recipe websites

43%�Recipe websites

39%�General cookbooks


45%�

Facebook




37%�

Food or cooking magazines

27%�Facebook

29%�Facebook

27%Newspaper Articles

27%�

Blogs about food

26%�TV cooking shows

19%�

Women’s magazines,TV channel or show sites,

Tv cooking shows

22%�Health or diet books

16%�



37%�


29%�


30%�

1

2

3

4

5

MILLENNIALS(N=311)

BABY BOOMERS(N=276)

MATURES(N=84)

GEN X(N=181)

Top sources for recipes do not differ greatly by age cohort. Facebook has jumped up in usage for Millennials – now their number two for recipes (from number four in 2014). Three of the top five Millennial resources for recipes are online.


Q.12: And thinking now only about RECIPES for each of these areas where specifically do you find the latest information on recipes?

Health or medical sites

22%


19%

TV cooking shows

17%Recipe websites

19%


28%Newspaper articles

24%

Facebook

21%


17%

Recipe websites

16%Recipe websites

17%Recipe websites

15%


17%

TV cooking shows

14%Recipe websites

15%TV cooking shows

15%Facebook

16%

TV evening news shows,

General cookbooks

13%

News articles

14%Food company sites

15%

Food or cooking magazines,

Newspaper articles

14%

1

2

3

4

5

MILLENNIALS(N=351)

BABY BOOMERS(N=325)

MATURES(N=101)

GEN X(N=224)

Top Nutrition Sources

Health or medical sites fall into the top five sources of nutrition information across all age cohorts. This year, news articles have risen in their ranking for Gen Xers and Baby Boomers. Social media (as well as websites) continues to be strong for Millennials as a resource for nutrition information.


Q.13: And thinking now only about NUTRITION for each of these areas where specifically do you find the latest information on nutrition?

Facebook

30%

TV evening news shows

26%

Newspaper articles

31%


22%


29%

Newspaper articles

45%


33%

Facebook

25%

Newspaper articles

22%Newspaper articles

21%TV cooking shows

23%

TV morning news shows

23%

TV cooking shows

21%News websites

20%

TV morning news shows

22%TV news health experts

21%

News sites

18%Commercials

21%TV cooking shows

17%

TV cooking shows

19%News websites

19%

1

2

3

4

5

MILLENNIALS(N=351)

BABY BOOMERS(N=325)

MATURES(N=194)

GEN X(N=224)

Top General Food News Sources

Facebook continues

to be the number one

source for general food

news stories by

Millennials, and is now

the second most

important source for

Gen Xers. TV evening

news as a source for

general food news has

moved up in importance

in three cohorts.


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?

Trust in News Sources

Overall, Americans are reporting somewhat higher levels of trust in media sources (as evidenced by higher Top 2 Box ratings), although their ranking of most trusted to least trusted sources is similar to trend – with health or medical sites and TV cooking shows the most trusted. Versus last year, health or diet books has risen in ranking, from ninth most-trusted to fourth most trusted. Notably, Facebook has declined from a moderately trusted source last year, to now one of the least trusted sources.

73%

71%

70%

68%

66%

65%

65%

65%

64%

63%

63%

63%

61%

60%

60%

59%

59%

58%

Home and garden magazines

Food company or grocery store magazines

Public radio

TV Talk shows

Men's magazines

TV channel or show sites

Government sites

Celebrity health or cookbooks

News shows

Grocery store circulars

Newsletter

Blogs from moms

Food company sites

Social media comments from peers

Blogs about food

Pinterest

Talk radio

Music stations

58%

57%

55%

53%

53%

51%

50%

49%

49%

49%

45%

45%

44%

44%

44%

41%

41%

40%

Coupon inserts

Advertising or coupons sent to home

Instagram

Email advertising

Twitter

Snapchat

Facebook

TV Reality show

TV advertisements

Radio advertisements

Commercials

Infomercials

Online advertising

Newspaper advertisements

Celebrity magazines

Social media comments from celebrities

From TV celebrities

Blogs from celebrities

MOST TRUSTED LEAST TRUSTED

87%

82%

82%

81%

80%

80%

80%

80%

79%

78%

78%

78%

78%

77%

76%

76%

75%

74%


TV Cooking shows

General Cookbooks

Health or diet books


TV News shows - evening

TV Documentaries

Lifestyle/fitness magazines

Women's magazines

TV News shows - morning

Articles

From TV news health experts

Reference books

Recipe sites

TV Home and garden shows

News sites

Blogs from health experts

General news magazines

TOP 2 BOX TRUST IN NEWS SOURCES


Q.15: And how much do you trust each of these sources for providing you with truthful unbiased information on food?

Base = those who used source.


SOCIAL MEDIA AND MOBILE USAGE

Use of several

Facebook activities

is down this year,

while Instagram use

is up, now ahead of

Twitter.

Social Media Usage


Q.17: Thinking about your usage of social media platforms, which of the following do you do on a regular basis? N=1,001 a,b,c significant difference at 95% confidence level.

2013 A 2014 B 2015 C

(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

Like share or comment on posts from food publications

(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 based 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

Re-pin like comment or share on friends' pins

Re-pin 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

Re-pin like comment or share on food publications pins

58%

43%

27%

24%

17%

NA

28%

19%

9%

8%

5%

4%

4%

NA

22%

12%

10%

9%

9%

8%

NA

C

C

C

C

C

C

A

A

AC

A

AC

A

A

A

A

A

A

A

61%

45%

28%

25%

21%

NA

35%

23%

13%

11%

6%

6%

7%

8%

30%

14%

14%

10%

13%

10%

NA

59%

38%

21%

20%

21%

14%

35%

19%

12%

10%

7%

4%

4%

8%

33%

14%

12%

11%

12%

10%

9%

Use of several

Facebook activities

is down this year,

while Instagram use

is up, now ahead of

Twitter.

Social Media Usage continued


Q.17: Thinking about your usage of social media platforms, which of the following do you do on a regular basis? N=1,001 a,b,c significant difference at 95% confidence level.

2013 A 2014 B 2015 C

(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

Like or comment on pictures from food publications

(NET) TWITTER

Read retweet favorite or reply to tweets from brands or companies

Retweet favorite or reply to friends' tweets

Post a tweet

Consider purchasing a product or trying a recipe based on something you saw on Twitter

Read retweet or reply to tweets from food publications

(NET) PERISCOPE

Follow brands

Follow food publications

Follow celebrities

Watch streams live

Broadcast self

(NET) SNAPCHAT

Follow food publications

Follow brands

Share snaps about food with friends

NONE OF THESE

14%

10%

6%

5%

NA

NA

20%

10%

8%

8%

5%

NA

NA

NA

NA

NA

NA

NA

NA

NA

NA

NA

36% B

21%

11%

10%

8%

8%

NA

26%

11%

10%

12%

6%

NA

NA

NA

NA

NA

NA

NA

12%

NA

8%

5%

31%

A

A

A

A

A

C

26%

12%

11%

7%

6%

6%

23%

7%

8%

8%

6%

6%

16%

5%

5%

5%

4%

1%

14%

6%

5%

5%

33%

AB

A

Hispanics are more likely to say they are using apps offered by brands I like (33% vs. 20%) or to watch a video for cooking directions (33% vs. 20%) than are non-Hispanics.

Mobile Usage


2013n=1002 A

2014n=1004 B

2015n=1001 C

Access the web through a mobile phone or tablet

Log on to 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

Shop/purchase items on my mobile device

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

NA

16%

9%

44% BC

A

A

A

A

A

C

B

AB

AB

AB

AB

B

AB

AB

42%

38%

29%

26%

21%

NA

17%

16%

16%

34%

49%

45%

36%

34%

26%

31%

21%

23%

22%

23%

Q.18: Now please think about your usage of mobile devices. In which of the following activities do you regularly engage?

a,b,c Significant difference at 95% confidence level.

There is significantly more mobile usage taking place in 2015 as compared to the prior two years. Notably, more Americans are using mobile access for social media and for recipes and shopping lists. Now, almost a third of Americans are purchasing products directly from their mobile device.

DEMOGRAPHICS


Demographics

Male/Female

Age (Mean)

Millennial

Gen X

Baby Boomers

Matures

Race/Ethnicity

Hispanic

Caucasian

Black/African American

Asian

Other

Region

Northeast

South

Midwest

West

50%/50%

45.9

35%

22%

32%

10%

21%

82%

6%

6%

5%

17%

36%

22%

24%

Total Respondents

N=1,001


Employment

Full time

Part time

Retired

Homemaker

Disabled

Unemployed

Student

Income (Median)

% With Children in HH

Marital Status

Married

Never married

Single but living as married

Divorced

Widowed

46%

10%

20%

9%

6%

4%

3%

$69.75k

36%

55%

17%

15%

8%

4%

Total Respondents

N=1,001

(49% 1st generation)

©2015 Hunter Public Relations in Partnership with Libran Research & Consulting

Samara Farber MormarHunter Public Relations

www.hunterpr.com212-679-6600

[email protected]

Jane MountLibran Research & Consulting

www.libranresearch.com207-219-8350

[email protected]

For additional information regarding the Hunter Public Relations Annual

Food News Study and putting these insights to work for your brand, contact: