hunter public relations 2014 food news study summary report

©2014 Hunter Public Relations in Partnership with Libran Research & Consulting

SUMMARY REPORT

2014 FOODNEWS STUDY

in partnership with Libran Consulting

Background/Objectives/Methodology

Top Food Stories of the Year

Where Americans Get their Food Information

Social Media and Mobile Usage

Demographics

3

5

19

28

30

TABLE OF CONTENTS

©2014 Hunter Public Relations in Partnership with Libran Research & Consulting 2

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.

BACKGROUND/OBJECTIVES


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;

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+).

METHODOLOGY

• Trustworthiness of food sources;

• Media usage; and

• Social media usage.


TOP STORIES OF THE YEAR


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.

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.

Importance of Food Stories

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


Importance of Food Stories

IMPORTANCE OF FOOD NEWS STORIES

79% 78% 75% 71%

21% 22% 25% 29%

Millennials

TOP 2 Box Bottom 2 Box

Baby Boomers MaturesGen X

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 VS. OTHER NEWS STORIES

51%41% 34%

26%

11%20% 22% 27%

Millennials Baby Boomers MaturesGen X

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


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



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 Waron Sugar

27%

Coke’s NameCampaign

26%


36%


35%

The Waron Sugar

33%

New Food Labeling

Standards

29%

New Food Labeling

Standards

26%


24%


32%

The Waron Sugar

35%

The Waron Sugar

28%

GMOS:America’s Obsession

26%

The Waron 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



Millennials have a very different view of the top food stories than do other age cohorts, which are much more in alignment.

Coke’s NameCampaign

27%


34%

The Great Western

U.S. Drought

55%

The Great Western

U.S. Drought

45%


49%

The GreatWestern U.S.

Drought

30%

GMOS:American’s Obsession

25%

The War on Sugar

36%

Pumpkin Spice Mania

22%

The Waron Sugar

29%


35%

The Waron Sugar

41%

1

2

3

MILLENNIALS(N=293)

BABY BOOMERS(N=385)

MATURES(N=94)

GEN X(N=232)




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%


36%

The Great Western

U.S. Drought

36%

The Great Western

U.S. Drought

48%


31%


32%

The GreatWestern U.S.

Drought

29%

GMOS:American’s Obsession

30%

New Food Labeling

Standards

29%


26%

The Waron Sugar

31%

The Waron Sugar

31%

1

2

3

NORTHEAST(N=191)

WEST(N=219)

SOUTH(N=363)

MIDWEST(N=231)



Awareness and Concern for News StoriesConcern 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


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


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 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

THE WAR ON SUGAR

NEW FOOD LABELING STANDARDS

GMOS: AMERICA’S OBSESSION

SODA CALORIE CUTBACK

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


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


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 wayI 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?


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.

<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%

2013(N=499)

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


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%


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


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


WHERE AMERICANS GET THEIR FOOD

INFORMATION

WHERE AMERICANS GET THEIR FOOD

INFORMATION


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


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


Blogs

Books or cookbooks

None of these

Sources for Food Information

The top three sources of food news for Recipes, Nutrition and General Food News have not changed from last year.

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

Top Recipe Sources

Recipe websites

45%�General cookbooks



36%�

General cookbooks

42%�Recipe websites

45%�Recipe websites

42%�

Food or cooking magazines

33%�

Facebook

31%�Facebook

29%�Facebook

24%Newspaper Articles

23%�

Blogs about food

29%�TV cooking shows

25%�Tv cooking shows

21%�TV cooking shows

22%�

Recipe websites

27%�


33%�


32%�


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?

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.

Increase vs. 2013

Detailed Sources: Recipes

WEBSITES

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%


Women’s magazines

Home and garden magazines

Lifestyle/fitness magazines

Food company or grocery store magazines

General news magazines

Men’s magazines

Celebrity magazines


Q.11: And thinking now only about RECIPES for each of these areas where specifically do you find the latest information on recipes?


24%


29%

TV cooking shows

22%TV cooking shows

20%


23%Newspaper articles

30%

Recipe websites

24%


21%

Recipe websites

22%TV cooking shows

20%Facebook

21%


19%

Recipe websites

18%


16%TV cooking shows

19%


20%

TV evening news shows

14%

Lifestyle/fitnessmagazines

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)

Top Nutrition Sources

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?

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%

Articles

Coupon inserts

Advertisements

12%

12%

5%

4%

8%

7%

5%

6%


General Cookbooks

Reference books


MAGAZINES

20%

15%

13%

8%

8%

7%

4%

2%



Women’s magazines


Food company/grocery magazines


Men’s magazines

Celebrity magazines

NEWSPAPERS

BOOKS OR COOKBOOKS

Newsletter


Email advertising



WEBSITES

24%

20%

13%

14%

12%

6%

5%


Recipe sites

Food company sites

News sites


Government sites

Online advertising

TELEVISION

20%

13%

12%

12%

8%

7%

9%

7%

5%

3%

2%

3%

TV Cooking shows


TV News shows – evening

TV New shows – evening

TV Talk shows

TV Documentaries

Commercials

Advertisements


Infomercials

From TV celebrities

TV Reality show

9%

9%

4%

2%

Blogs about food


Blogs from moms


6%

5%

3%

5%

2%

News shows

Talk radio


Public radio

Music stations

SOCIAL MEDIA

13%

5%

6%

3%

2%

2%

Facebook


Pinterest

Twitter

Instagram

Social media cmts from celebrities

BLOGS

RADIO


Increase vs. 2013

Q.12: 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

25%

TV cooking shows

31%TV cooking shows

24%TV cooking shows

27%

Newspaper articles

38%Newspaper articles

32%

News websites

24%

Facebook

23%News websites

22%

TV evening News shows

21%

TV eveningnews shows

28%

TV morningnews shows

24%

TV eveningnews shows

19%TV cooking shows

22%


18%


18%

TV morningnews 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)

Top General Food News Sources

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?

Detailed Sources:General Food NewsVersus last year, Americans are getting their general food news less often from the eveningtelevision 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%

Facebook


Twitter

Pinterest


Instagram

11%

8%

5%

2%

7%

6%

2%

3%

Blogs about food


Blogs from moms



11%

7%

7%

5%


Newsletters


Email advertising

SOCIAL MEDIA

BLOGS

General Cookbooks


Reference books


NEWPAPERS

Articles

Coupon inserts

Advertisements

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 Cooking shows



TV Talk shows

Commercials

Advertisements

TV Documentaries


Infomercials

TV Reality show

From TV celebrities

News sites


Recipe sites

Food company sites

TV channel or s how sites

Government sites

Online advertising

19%

17%

15%

12%

13%

4%

5%

WEBSITES


Women’s magazines





Men’s magazines

Celebrity magazines

News shows

Talk radio

Public radio


Music stations

MAGAZINES

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?

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.

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



Food company sites


Blogs about food

Blogs from moms

Men’s magazines

Facebook

TV Talk shows

Pinterest

Newsletter

Talk radio

Coupon inserts


44%

43%

41%

41%

36%

35%

35%

35%

34%

34%

33%

31%

30%

30%

28%

27%

25%

Email advertising



Twitter

From TV celebrities

Music stations

TV Reality show

TV Advertisements

Online advertising

Instagram

Commercials

Newspaper Advertisements


Infomercials

Celebrity magazines



MOST TRUSTED LEAST TRUSTEDI

80%

77%

76%

75%

75%

73%

71%

71%

71%

69%

69%

68%

67%

64%

62%

62%

61%

61%


TV Cooking shows


General Cookbooks

Recipe sites





Articles


Women’s magazines

News sites



TV Documentaries



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.


SOCIAL MEDIA AND MOBILE USAGE

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

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

(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

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.

Social Media Usage by Age Cohort


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)

(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

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

(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

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%

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


2013n=1002

2014n=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.

Mobile Usage by Age Cohort


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)

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 thestore grocery shopping

Use apps offered by brands that I like

Watch video on a mobile device to get cooking directions

None of these

48%

51%

46%

35%

32%

25%

27%

27%

16%

48%

47%

31%

34%

24%

19%

18%

19%

25%

37%

29%

19%

18%

12%

11%

10%

8%

46%

30%

18%

12%

13%

11%

13%

9%

5%

61%

BABY BOOMERS(N=385)

MATURES(N=94)

DEMOGRAPHICS


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

50%/50%

47.8

29%

23%

38%

10%

17%

32%

60%

14%

13%

10%

3%

Total Respondents

N=1,004

Employment

Full time

Part time

Retired

Homemaker

Disabled

Unemployed

Student

Income (Median)

Region

Northeast

South

Midwest

West

41%

11%

23%

9%

5%

6%

3%

$59.7k

19%

36%

23%

22%

Total Respondents

N=1,004


©2014 Hunter Public Relations in Partnership with Libran Research & Consulting©2014 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, The Six Food News Consumers You Need to Know

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

hunter public relations 2014 food news study summary report

Food

important food stories

food shopping

food news segments

annual food study

news stories sources

food informationsocial

key food news segment

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