hunter public relations 2016 food news study summary report

©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

SUMMARY REPORT

in partnership with Libran Consulting

2016 FOODNEWS STUDY

Background/Objectives/Methodology

Top Food Stories of the Year

Where Americans Get their Food Information

Demographics

3

5

21

30

TABLE OF CONTENTS

©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 2

For fourteen years, Hunter PR has conducted its Annual Food News Study.

This food study highlights the top food stories of the past year according to

the opinion of Americans, and identifies the potential impact of that news on

behavior. This year’s report continues that tradition, as well as:

Providing an understanding of how important food stories overall are

to Americans;

Measuring any change in interest in food stories overall;

Uncovering what Americans consider to be the top food and beverage

item of the year, and;

Determining what media sources are used for gaining information on

food news, nutrition, and recipes.

BACKGROUND/OBJECTIVES

3©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

A quantitative online survey was conducted among a sample of N=1,046 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 24th – 28th, 2016.

Questions covered in the study included:

• Top stories of 2016;

• Behavior changes due to 2016 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 dine when eating out.

We have reviewed this data by key demographic group, including 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 (50% T2B vs. 39%), as are HHs w/children (52% vs. 36% no child HHs).

More than one-quarter of Americans this year feel that food & nutrition stories are very important, a decline vs. 2015. Four in ten believe they are more important than other news stories, also a decline vs. last year (but back to 2014’s level of importance).

Importance of Food Stories

IMPORTANCE OF FOOD & NUTRITION

STORIES

IMPORTANCE VERSUS OTHER NEWS STORIES

50%Important

26%Very important

12%Much more

important

41%

28%Somewhat more

important

9%Somewhat

less important

44%No more or less

important

19%Not very

important 4%Not at all important

7%Much less important2015: 45%

2015: 30%

Q.7: In general how important are food and nutrition stories to you? Q.8: And during 2016 how important were food and nutrition stories compared to other stories in the news? N=1,046

6

(4) (3) (2)

(1)


Importance of Food Stories

IMPORTANCE OF FOOD NEWS STORIES

81% 75% 75% 66%

19%25% 25% 34%

Millennials Baby Boomers MaturesGen X

Millennials report a higher level of importance with this year’s food stories as compared to Matures. Relative to other news stories, Millennials are more likely than other age cohorts to believe food news stories are important. Conversely, Matures are more cynical regarding this year’s food stories, rating them as less important than other cohorts.

Top 2 Box(Very Important/

Important)

Bottom 2 Box(Not Very/

Not at all important) Top 2 Box(Much more/

somewhat more important)

Bottom 2 Box(Much less/

somewhat less important)

IMPORTANCE VS. OTHER NEWS STORIES

49%40% 34% 29%

11% 14% 17%30%

Millennials Baby Boomers MaturesGen X

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

Q.8: And during 2016 how important were food and nutrition stories compared to other stories in the news? N=1,046



Important Food Topics

Topics of Food Safety and Food Nutrition continue to be most important to Americans. However, versus last year, fewer Americans are naming food safety as a most important topic (53% vs. 63% 2015).

Older Americans view food safety and nutrition as being quite important. But vs. older generations, Millennials place more importance on the environment and the “entertainment” value of food.

Food Safety

Food Nutrition

Food & the Environment

Food Sourcing

Food Convenience

Popular Food/Flavor Trends

Food Innovation

Food & Pop Culture

Food Marketing/Sales Promotion

Celebrity Food Stories

None of these

53%

47%

16%

13%

10%

8%

7%

4%

4%

2%

10%

Q.9B: Out of the following food areas or topics which are most important to you? Please check up to two. N=1,046 a,b,c,d significant difference at 95% confidence level.

MILLENNIALS(N=401) A

BABY BOOMERS

(N=306) C

MATURES(N=94) D

GEN X(N=245) B

Food Safety

Food Nutrition

Food & the Environment

Popular Food/Flavor Trends

Food Innovation

Food & Pop Culture

Celebrity Food Stories

None of these

40%

44%

19%

11%

9%

7%

4%

10%

D

D

C

CD

CD

D

53%

40%

15%

7%

7%

5%

2%

15%

A

CD

CD

64%

53%

16%

7%

4%

1%

1%

8%

69%

50%

11%

3%

5%

1%

0%

4%

AB

AB

AB


Top 2016 Food Stories

The top food stories of 2016 are the Chipotle Recovery After E. Coli Outbreak, Honey Bee Decline, Listeria Outbreak and the GMO Labeling Bill. These top stories reveal consumer concerns with the safety and healthfulness of the food they are eating, as well as environmental concerns. Honey Bee Decline returns to our list this year, after also holding a #2 spot in 2014. Listeria Outbreaks associated with Blue Bell ice cream was also a top story last year.

12345678910

CHIPOTLE RECOVERY AFTER E. COLI OUTBREAK

HONEY BEE DECLINE

LISTERIA OUTBREAKS

GMO LABELING BILL

NO TIP POLICY AT RESTAURANTS

POKEMON GO AT RESTAURANTS

FDA TO REDEFINE “HEALTHY”

CLEAN EATING & LABELING

FDA APPROVES NUTRITION PANEL THAT HIGHLIGHTS SUGAR

SUGAR INDUSTRY POINTED BLAME AT FAT

39%

33%

25%

21%

18%

16%

14%

14%

13%

13%11%10%10%8%7%7%6%5%3%2%3%

Q.3: ..TOP 3 FOOD STORIES of 2016 N=1,046

FOOD DELIVERY SERVICES SKITTLES CONVERSATION AROUND ELECTION COLD BREW COFFEE AMERICA'S OBSESSION WITH DONUTS OFF-MENU ORDERING DIET PEPSI BRINGS BACK ASPARTAME POPULARITY OF TURMERIC FOOD TAKES STAGE AT AWARDS SHOWS CANNED WINE TUNA POKE TREND ANOTHER STORY

Entries included Home Delivery Kits (such as Blue Apron), Restaurants not serving police officers, Avocados, Drug use and the Election.



Top stories are similar across age cohorts, with Chipotle’s Recovery After E. Coli Outbreak topping the list for most ages. Only Millennials included Pokemon Go at Restaurants as a top food story.

Chipotle Recovery After E. Coli

Outbreak

37%


Outbreak

37%

Honey BeeDecline

44%


Outbreak

43%


Outbreak

36%

Honey BeeDecline

30%

Honey BeeDecline

26%

Honey BeeDecline

42%

Pokemon Go at Restaurants

23%

Listeria Outbreaks

24%

Listeria Outbreaks

32%

Listeria Outbreaks

33%

1

2

3

MILLENNIALS(N=401)

BABY BOOMERS(N=306)

MATURES(N=94)

GEN X(N=245)

Q.3: ..TOP 3 FOOD STORIES of 2016 N=1,046


This year we see considerable consistency with the top food stories across geographic regions. One notable difference is in the Northeast, where No Tip Policy at Restaurants hits their top three stories.


Outbreak

35%


Outbreak

46%


Outbreak

34%


Outbreak

41%

Honey BeeDecline

32%

Honey BeeDecline

39%

Honey BeeDecline

27%

No Tip Policy At Restaurants

26%

Honey BeeDecline

34%

Listeria Outbreaks

23%

Listeria Outbreaks

28%

Listeria Outbreaks

25%

1

2

3

NORTHEAST(N=175)

WEST(N=244)

SOUTH(N=394)

MIDWEST(N=233)

Q.3: ...TOP 3 FOOD STORIES of 2016 N=1,046



Top stories are the same across Hispanic/Non-Hispanic groups as well as gender, although men give more importance to the Honey Bee Decline than do women.


Outbreak

35%


Outbreak

39%


Outbreak

41%

Honey BeeDecline

37%

Honey BeeDecline

30%


Outbreak

36%

Honey BeeDecline

24%

Listeria Outbreaks

22%

Honey BeeDecline

35%

Listeria Outbreaks

26%

Listeria Outbreaks

27%

Listeria Outbreaks

24%

1

2

3

HISPANICS MALE(N=522)

FEMALE(N=524)

NON-HISPANICS

Q.3: ...TOP 3 FOOD STORIES of 2016 N=1,046



Behavior Changes by Story

This year more than half of

Americans are taking action as a

result of the food stories

presented in the media. While

they are most likely to have been

impacted by our top two food

stories of the year, Chipotle

Recovery After E. Coli Outbreak

and Listeria Outbreaks, a notable

minority made a behavior change

due to the media’s coverage of

Clean Eating & Labeling and the

GMO Labeling Bill.

24%

17%

13%

11%

9%

9%

8%

8%

7%

6%

6%

6%

6%

5%

4%

4%

4%

3%

3%

2%

2%

45%

CLEAN EATING & LABELING

GMO LABELING BILL

FDA TO REDEFINE "HEALTHY"

SUGAR INDUSTRY POINTED BLAME AT FAT

FDA APPROVES NUTRITION PANEL THAT HIGHLIGHTS SUGAR

HONEY BEE DECLINE

FOOD DELIVERY SERVICES

NO TIP POLICY AT RESTAURANTS

COLD BREW COFFEE

DIET PEPSI BRINGS BACK ASPARTAME

OFF-MENU ORDERING

POKEMON GO AT RESTAURANTS

POPULARITY OF TURMERIC

AMERICA'S OBSESSION WITH DONUTS

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

SKITTLES CONVERSATION AROUND ELECTION

CANNED WINE

TUNA POKE TREND

FOOD TAKES STAGE AT AWARDS SHOWS

NONE OF THESE

CHIPOTLE RECOVERY AFTER E. COLI OUTBREAK

LISTERIA OUTBREAKS

Q.5: When it comes to food which of the following stories, if any, changed how you shop or eat? N=1,046

2016

41% 45% 50%

2015 2014 2013


Behavior Changes by Story

Millennials have been far

more affected by this

year’s foods stories than

have those in other age

cohorts. More than

two-thirds of Millennials

have responded

behaviorally to at least

one story—with almost

1/3 of Millennials

changing behavior due to

Chipotle’s story.

BABY BOOMERS(N=306) C

GEN X(N=245) B


MATURES(N=94) D

29%15% 16%

13%12% 10%9%10% 11% 8%12%10%11% 11%

5%8% 7%5%5% 4% 2%

32%

Chipotle Recovery After E. Coli Outbreak

Listeria Outbreaks

Clean Eating & Labeling

GMO Labeling Bill

FDA to Redefine "Healthy"

Sugar Industry Pointed Blame at Fat

FDA Approves Nutrition Panel That Highlights Sugar

Honey Bee Decline

Food Delivery Services

No Tip Policy At Restaurants

Cold Brew Coffee

Diet Pepsi Brings Back Aspartame

Off-Menu Ordering

Pokemon Go at Restaurants

Popularity of Turmeric

America's Obsession with Donuts

Skittles Conversation Around Election

Canned Wine

Tuna Poke Trend

Food Takes Stage at Awards Shows

A story not listed here changed the way I shop or eat

None of these

19%19%14%14%11%10%12%3%1%2%1%2%0%0%2%1%1%0%0%0%4%55%

Q.5: When it comes to food which of the following stories, if any, changed how you shop or eat? N=1,046 a,b,c,d significant difference at 95% confidence level.

20%16%11%10%8%7%6%6%6%7%3%4%4%1%5%0%1%2%2%2%4%

49%

BCD

BC

C

BD

BCD

D

BCD

BCD

BCD

BCD

BCD

BCD

CD

BCD

CD

D

D

D

D

D

D

A

D

D

B

D

A A

22%19%9%10%7%8%7%7%3%5%3%4%3%2%4%3%1%2%1%1%4%55%


Specific Behavior Changes

Consistent with prior years,

specific behaviors attempted

as a result of food news

focused on reducing the

consumption of processed

food, and focusing more on

food labels/ingredient lists.

However, this attention on

food labels has softened a bit

in the last couple of years.

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

26%21%26%NA

17%14%18%NA

11%10%NA

10%NA

NA

NA

NA

NA

NA

5%

BC

BC

C

BC

BC

BC

A

2014(N=555) A

2015(N=591) B

2016(N=578) C

38%36%35%36%32%35%36%35%27%26%NA

17%24%18%NA

21%14%12%11%10%9%7%7%NA

NA

5%NA

4%NA

6%

38%38%35%34%33%32%31%30%23%23%23%20%19%19%19%16%16%15%10%10%9%9%8%8%7%7%6%4%4%8%

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.

I'm eating less processed food

I checked food labels more often

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

I now pay more attention to the labeling on my foods

I'm eating less sugar

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

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 pay more attention to what my family consumes

I am more worried about the future of food

I’m more concerned about food health claims

Trying new foods/flavors

I stopped buying a certain product or brand of product

I changed my diet

I have changed what I am cooking or baking

Educating myself about how my food choices affect the environment

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

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

Visited more restaurants

I shared my opinions via social media

Paid attention to how food brands interact with politics

My internet habits search habits changed as a result of the news

Have food delivered to my home

I’m ordering more items that are “secret” and not listed on the menu

Ordered out more

I bought more of a food product featured on an awards show

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


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,d notes significant difference at 95% confidence.

NA = attribute not asked.

Baby Boomers and Matures are more likely to be making health or safety-focused behavior changes than are Millennials.

Millennials are more likely than older cohorts to be making changes with technology, going to restaurants/ordering out or having food delivered.

Specific Behavior Changes

BABY BOOMERS(N=139) C

GEN X(N=125) B


MATURES(N=42) D

I checked food labels more often

I'm eating less processed food

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

I now pay more attention to the labeling on my foods

I'm eating less sugar

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

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 am more worried about the future of food

I pay more attention to what my family consumes

I'm more concerned about food health claims

Trying new foods/flavors

I have changed what I am cooking or baking

I stopped buying a certain ingredient product or brand of product

I changed my diet

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

Educating myself about how my food choices affect the environment

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

Visited more restaurants

I'm paying attention to how food brands interact with politics

I shared my opinions via social media

Have food delivered to my home

My internet search habits changed as a result of the news

I'm ordering more items at restaurants that are "secret" and not on menu

Ordered out more

I bought more of a food product that was featured on an awards show

My eating shopping or eating out habits have not changed in the past year

27%

29%

28%

25%

25%

23%

24%

25%

21%

18%

19%

19%

19%

18%

19%

16%

17%

14%

11%

11%

13%

14%

10%

10%

11%

7%

8%

7%

5%

5%

BD

BC

C

D

CD

D

D

BC

CD

A

A

A

A

A

D

D

C

D

D

D

D

D

A

A

AB

A

A

AB

A

A

A

A

D

D

D

D

A

A

A

A

A

A

42%

37%

40%

35%

30%

34%

33%

31%

26%

29%

26%

23%

22%

19%

23%

20%

18%

18%

10%

14%

6%

3%

11%

10%

6%

10%

5%

1%

4%

11%

52%

54%

40%

46%

45%

45%

40%

35%

24%

29%

27%

22%

20%

19%

14%

16%

11%

12%

9%

6%

7%

5%

4%

6%

4%

6%

4%

1%

1%

9%

57%

40%

48%

50%

45%

36%

40%

43%

26%

19%

24%

14%

10%

26%

19%

7%

12%

17%

5%

5%

2%

10%

10%

0%

0%

0%

0%

5%

0%

14%

Opinions on Food & NutritionWhile showing a continued decline, the majority of Americans still believe in personal responsibility with regard to what they eat. Opinions this year have turned more negative across a number of food attitudes, with Americans less positive toward organics, cooking and weight loss.

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

68%73%

52%53%

48%44%

42%

2016

2015

Chg. Vs. YAG

47%

42%47%

40%46%

29%36%

32%30%

27%31%

25%27%

24%25%

Q.15: Please tell us how much you agree or disagree with each of the following statements regarding food. 1-10 scale. N=1,046


TOP 3 BOX

Opinions on food and nutrition differ somewhat by age cohort, with Baby Boomers and Matures noting stronger belief in responsibility and strive for healthfulness in food. Millennials are showing stronger preference than older cohorts for convenience and national brand foods, while they embrace organics and shy away from fast food.

Opinions on Food & NutritionContinued


TOP 3 BOXBABY

BOOMERS(N=306) C

MATURES(N=94) D

GEN X(N=245) B

Q.15: Please tell us how much you agree or disagree with each of the following statements regarding food. a,b,c notes significant difference at 95% confidence level.


61%

50%

44%

39%

44%

44%

35%

35%

28%

34%

30%

D

BC

BCD

BCD

BCD

63%

44%

39%

43%

40%

37%

27%

27%

24%

24%

22%

D

D

D

78%

57%

51%

46%

42%

40%

28%

27%

28%

18%

21%

AB

B

ABD

D

D

79%

62%

38%

41%

37%

30%

26%

14%

31%

10%

13%

AB

AB

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

Fast food is a “no go” these days

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

2016 – Year of the…


Q.8A: Selecting from the following list, please fill in the blank: "2016 was the year of _____". N=1,046 a,b,c,d significant difference at 95% confidence level.

While Americans are not in strong agreement that one particular food dominated the year, more believe that 2016 was either the year of cold brew coffee or the avocado.

Opinions differ somewhat by age cohort.Cold brew coffee

Avocado

Turmeric

Donuts

Coconut

Fried chicken

Poke bowls

Canned wine

Kombucha

Milkshakes

Kimchee

Jerky

None of these

13%

7%

7%

4%

5%

5%

1%

1%

4%

2%

Cold Brew Coffee

17%

Cold Brew Coffee

9%

Avocado

11%

Turmeric

10%Avocado

14%

Donuts

10%Donuts

7%

—Avocado

11%

Coconut

7%

Cold Brew Coffee

11%Turmeric

11%

Cold Brew Coffee

13%123

MILLENNIALS(N=401)

BABY BOOMERS(N=306)

MATURES(N=94)

GEN X(N=245)

2%

2%

2%

12%

38%

19

New Year’s Resolutions

Try to lose weight by eating better

Consume less sugar

Eat less processed food

Eat and cook more at home

Eat fewer calories

Save money on groceries

Eat less salt/sodium

Eat more protein and fewer carbs

Try more recipes

Eat more organic foods

Eat more locally grown or raised foods

Eat more whole grains

Eat less meat

Try a new food

Try a new restaurant

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

32%30%

28%

24%

21%

22%

18%

18%

15%

15%15%

12%

12%11%

9%

2%

2%

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=1,046


Eight in ten Americans have a food-related New Year’s resolution planned for 2016, with trying to lose weight by eating better, consuming less sugar and eating less processed food top the list.

Millennials are more likely to have food cooking and experimentation as part of their New Years’ resolution.


BABY BOOMERS

(N=306) C

MATURES(N=94) D

GEN X(N=245) B

Eat & cook more at home

Save $ on groceries

Try more recipes

Try a new food

Try a new restaurant

28%

23%

19%

18%

11%

CD

CD

CD

BCD

CD

25%

25%

18%

9%

10%

CD

CD

D

20%

16%

11%

7%

6%

17%

16%

10%

3%

6%

Last year, 19% of Americans resolved to cut sugar out of their drinks—this year almost 1/3 generally want to work on their sweet tooth—suggesting greater focus on cutting out sugar in the year ahead.

20

WHERE AMERICANS GET THEIR FOOD

INFORMATION


55%

39%

31%

-

-

40%

26%

31%

20%

-

16%

-

9%

16%

46%

37%

30%

16%

24%

33%

25%

24%

17%

15%

13%

13%

10%

19%

2014A

2015B

2016C

Sources for RECIPES

57%

55%

34%

-

-

46%

31%

-

24%

23%

20%

6%

-

13%

C

C

C

BC

B

C

56%

52%

38%

-

-

44%

27%

-

19%

23%

21%

7%

-

15%

C

C

A

C

C

50%

42%

37%

15%

34%

36%

24%

22%

20%

20%

14%

6%

6%

18%

AB

Websites

Books or cookbooks

NET: Social Media

Other Social Media

Facebook

Magazines

Television

YouTube

Newspapers

Blogs

Direct mail email or newsletters

Radio

Podcasts

None of these

Sources for Food Information

Notable shifting has been seen in how Americans access food information. Overall, we are seeing a decline in the use of traditional media (such as TV, direct mail, books, magazines) for food information, as Americans turn to social media and online forms such as YouTube and podcasts for their food information.

Q.10: Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or general food news. 2014 N-1,004 2014 N=1,001 2016 N=1,046 < > significant difference at 95% confidence level. Red font denotes decrease from 2015.

2014A

2015B

2016C

Sources for NUTRITION

48%

41%

36%

24%

23%

22%

-

-

-

17%

19%

15%

-

18%

BC

BC

BC

BC

C

C

BC

BC

44%

34%

29%

20%

21%

22%

-

-

-

16%

16%

10%

-

22%

C

C

A

41%

30%

29%

20%

20%

22%

11%

18%

14%

13%

12%

12%

8%

25% A A

Websites

Television

Magazines

Newspapers

Books of cookbooks

NET: Social Media

Other Social Media

Facebook

YouTube

Blogs


Radio

Podcasts

None of these

2014A

2015B

2016C

Sources for GENERAL FOOD NEWS

Television

Websites

NET: Social Media

Other Social Media

Facebook

Newspapers

Magazines

Radio


YouTube

Blogs

Podcasts

Books or cookbooks

None of these

58%

44%

28%

-

-

41%

31%

34%

22%

-

19%

-

14%

13%

C

BC

C

BC

C

C

C

BC

C

C

C

C

A


RADIO

DIRECT MAIL OR EMAIL

NEWSPAPERS

Declines across much of cookbooks, direct mail, blogs and magazines is seen this year as sources for recipes. Posts and videos on Facebook are strong.

Detailed Sources: Recipes

WEBSITES

36%15%13%11%6%3%1%

Recipe sitesFood company sitesTV channel or show sitesHealth or medical sitesNews sitesOnline advertisingGovernment Sites

TELEVISION

17%4%4%4%3%3%3%3%3%3%3%2%

TV Cooking showsTV Talk showsTV New shows – eveningCommercialsTV Home and garden showsFrom TV news health expertsTV News shows – morningAdvertisementsFrom TV celebritiesTV Reality showTV DocumentariesInfomercials

FACEBOOK

OTHER SOCIAL MEDIA

8%

5%

2%5%5%4%2%

1%

PinterestSocial media comments from peers

TwitterInstagramVideos posted on social mediaPosts from mediaSnapchatSocial media comments from celebrities

17%20%10%2%

Videos postedPosts from peersPosts from mediaPosts from celebrities

YOUTUBE

10%5%5%3%2%

Trending videosTV showsNewsSpotlightLive

ArticlesCoupon insertsAdvertisements

PODCASTS

1%1%1%1%1%1%

11%7%4%

iTunesSearch engineNews podcastUniversity podcastNational podcastPodcast site

Grocery store circularsEmail advertisingAdvertising or coupons sent to homeNewsletter

2%2%1%1%2%

6%4%4%4%

Radio advertisementsPublic radioNews showsMusic stationsTalk radio

BOOKS OR COOKBOOKS

31%11%5%4%

General CookbooksHealth or diet booksCelebrity health or cookbooksReference books

MAGAZINES

23%13%10%10%

9%

4%2%2%

Food or cooking magazinesWomen’s magazinesHome and garden magazinesLifestyle/fitness magazinesFood company or grocery store magazines

General news magazinesMen’s magazinesCelebrity magazines

Q.11: And thinking now only about RECIPES for each of these areas where specifically do you find the latest information on recipes? N=1046 Red font denotes decrease from 2015. Note: Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.

BLOGS

12%6%4%2%

Blogs about foodBlogs from health expertsBlogs from momsBlogs from celebrities


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

Top sources for recipe

news do not differ greatly

by age cohort—with recipe

websites and general

cookbooks hitting #1 or #2

for all ages.

Social media posts from

peers on Facebook is in

the top 5 for three age

cohorts—as millennials are

also accessing posted

videos on Facebook for

recipe ideas.

Recipe sites

34%Recipe sites

36%

General Cookbooks

31%General Cookbooks

35%

Recipe sites

38%General Cookbooks

41%

General Cookbooks

26%Recipe sites

35%

Food or cooking magazines

23%


26%

Facebook posts from peers

23%


29%

TV cooking shows

20%

Newspaper Articles

23%


20%

Women's magazines

18%


18%

Blogs about food

20%

TV cooking shows

17%

1

2

3

4

5

MILLENNIALS(N=401)

BABY BOOMERS(N=306)

MATURES(N=94)

GEN X(N=245)

Videos posted on Facebook

23%

Top Recipe Sources by Age Cohort


Detailed Sources: Nutrition

RADIO


NEWSPAPERS

Sources for nutrition news are quite diffuse, although health or recipe websites, food & cooking magazines, TV cooking shows and newspaper articles do command some attention.

WEBSITES

18%15%10%10%7%5%3%

Health or medical sitesRecipe sitesNews sitesFood company sitesTV channel or show sitesGovernment sitesOnline advertising

TELEVISION

13%9%8%8%5%5%5%3%3%2%2%2%

TV Cooking showsTV New shows – eveningTV News shows – morningFrom TV news health expertsTV Talk showsCommercialsTV DocumentariesTV Home and garden showsAdvertisementsFrom TV celebritiesTV Reality showInfomercials

FACEBOOK

OTHER SOCIAL MEDIA

3%

3%

3%3%3%2%

2%

2%

PinterestSocial media comments from peers

InstagramVideos posted on social mediaPosts from mediaSnapchatSocial media comments from celebrities

Twitter

9%6%5%3%

Posts from peersVideos postedPosts from mediaPosts from celebrities

YOUTUBE

5%4%3%2%2%

Trending videosNewsTV showsSpotlightLive


PODCASTS

2%2%2%2%1%1%

13%3%3%

iTunesNews podcastNational podcastPodcast siteSearch engineUniversity podcast

NewsletterGrocery store circularsEmail advertisingAdvertising or coupons sent to home

4%3%3%2%1%

5%4%4%3%

Talk radioPublic radioNews showsRadio advertisementsMusic stations

BOOKS OR COOKBOOKS

8%8%4%2%

General CookbooksHealth or diet booksReference booksCelebrity health or cookbooks

MAGAZINES

15%11%9%

7%

6%5%3%2%

Food or cooking magazinesLifestyle/fitness magazinesWomen’s magazinesFood company or grocery store magazines

General news magazinesHome and garden magazinesMen’s magazinesCelebrity magazines

BLOGS

6%6%3%2%


Q.11: And thinking now only about NUTRITION for each of these areas where specifically do you find the latest information on nutrition N=1046 Red font denotes decrease from 2015. Note: Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.


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

Recipe sites

17%

Health or medical site

21%


15%


18%


19%

Newspaper articles

31%


16%


20%

TV cooking shows

12%


19%


15%

Newspaper articles

16%

TV cooking shows

15%

Women's magazines

14%

Recipe sites

12%

TV cooking showsTV News shows—evening

TV health experts

12%

Recipe sites

15%TV cooking

shows

11%

Newspaperarticles

11%

1

2

3

4

5

MILLENNIALS(N=401)

BABY BOOMERS(N=306)

MATURES(N=94)

GEN X(N=245)

Food company sites

14%

Health or medical sites fall into the top five sources of nutrition information across all age cohorts. Millennials are the only age cohort that seek out Facebook posts from peers or Food company sites as top nutrition information sources.

Top Nutrition Sources by Age Cohort


Detailed Sources: General Food News

RADIO


NEWSPAPERS

Newspaper articles, news sites, evening and morning news shows and cooking shows are the most frequent sources for general food news.

WEBSITES

17%11%11%8%7%4%2%

News sitesHealth or medical sitesRecipe sitesTV channel or show sitesFood company sitesGovernment sitesOnline advertising

TELEVISION

18%17%15%10%9%7%6%5%4%2%2%2%

TV New shows – eveningTV Cooking showsTV News shows – morningFrom TV news health expertsCommercialsTV Talk showsTV DocumentariesAdvertisementsTV Home and garden showsFrom TV celebritiesTV Reality showInfomercials

FACEBOOK

OTHER SOCIAL MEDIA

5%

4%4%4%4%3%2%

2%

Social media comments from peers

TwitterInstagramVideos posted on social mediaPosts from mediaPinterestSnapchatSocial media comments from celebrities

12%10%7%3%

Posts from peersPosts from mediaVideos postedPosts from celebrities

YOUTUBE

5%5%3%2%2%

TV showsNewsTrending videosSpotlightLive


PODCASTS

3%2%2%2%1%1%

23%7%5%

News podcastNational podcastPodcast siteiTunesSearch engineUniversity podcast

Grocery store circularsEmail advertisingNewsletterAdvertising or coupons sent to home

7%7%7%4%3%

7%4%4%3%

Public radioNews showsTalk radioRadio advertisementsMusic stations

BOOKS OR COOKBOOKS

4%3%1%2%

General CookbooksHealth or diet booksCelebrity health or cookbooksReference books

MAGAZINES

13%7%7%6%

6%

5%2%2%

Food or cooking magazinesLifestyle/fitness magazinesGeneral news magazinesWomen’s magazinesFood company or grocery store magazines

Home and garden magazinesMen’s magazinesCelebrity magazines

BLOGS

5%3%3%2%


Q.11: 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=1046 Red font denotes decrease from 2015. Note: Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.


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?


20%

News sites

19%

Newspaper articles

18%

TV News shows —evening

25%

Newspaper articles

30%

Newspaper articles

44%

News sites

17%


26%

TV cooking shows

16%

TV cooking shows

20%

Facebook posts from media outlets/

publishers

17%

TV cooking shows

23%

TV News shows —morning

17%


20%


16%


15%


16%


14%


13%

1

2

3

4

5

MILLENNIALS(N=401)

BABY BOOMERS(N=306)

MATURES(N=94)

GEN X(N=245)

Newspaper articles

14%

While Newspaper articles are utilized by all age groups, Facebook posts from peers and media outlets are a source for general food news that is strongly unique to Millennials.

Top General Foods News Sources by Age Cohort


Trust in News Sources

Overall, Americans are reporting somewhat higher levels of trust in some 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, TV cooking shows, Food or Cooking Magazines and Blogs from Health Experts the most trusted. Lower levels of trust are seen with social media, YouTube and advertising.

Q.14: And how much do you trust each of these sources for providing you with truthful unbiased information on food? Base = those who used source. Green font denotes increase from 2015. Note: Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.

77%77%76%74%74%74%72%72%72%71%70%68%68%68%68%68%67%67%65%65%65%65%65%

YouTube News

Women's magazines

Men's magazines*

Blogs from celebrities

Podcast search engine/directory*

News sites

YouTube TV shows

Newsletter

National podcast

Talk radio

TV channel or show sites

Pinterest

Grocery store circulars

Blogs about food

Food company or grocery store mags

TV Talk shows

TV Reality show

Itunes podcast

Food company sites

Music stations

Celebrity health or cookbooks

Social media posts from celebrities*

Instagram

*Small sample size

64%64%63%63%62%60%59%59%59%59%58%58%57%56%55%55%52%52%52%50%45%44%43%43%

Facebook posts from celebrities

From TV celebrities

Facebook posts from media outlets/publishers

YouTube Live

YoutTube Spotlight

YouTube trending videos

Videos posted on Facebook

Coupon inserts


Snapchat

Social media posts/comments from peers

Podcast site*

Twitter

Social media posts from media outlets/publishers

Videos posted on social media

Online advertising

Email advertising

Celebrity magazines

Advertising or coupons sent to home

Radio advertisements

Commercials

TV Advertisements

Newspapers Advertisements

Infomercials

MOST TRUSTED LEAST TRUSTED

91%87%87%87%86%86%86%85%85%84%84%84%84%83%82%80%79%79%79%78%78%77%77%

Health or medical sites


TV Home and garden shows

Blogs from health experts

Reference books

Health or diet books

General Cookbooks

From TV news health experts

TV Documentaries

TV News shows—morning

TV Cooking shows

Home and garden magazines

Government sites

TV News shows—evening

Articles

Blogs from moms

Recipe sites

Lifestyle/fitness magazines

News podcast

News shows

General news magazines

Public radio

University podcast*

TOP 2 BOX TRUST IN NEWS SOURCE


DEMOGRAPHICS


Demographics

Male/Female

Age (Mean)

Millennial

Gen X

Baby Boomers

Matures

Race/Ethnicity

Hispanic

Caucasian

Asian

Black/African American

Other

Region

Northeast

South

Midwest

West

50%/50%

44.5

38%

23%

29%

9%

13%

77%

12%

7%

3%

17%

38%

22%

23%

Total Respondents

N=1,046


Total Respondents

N=1,046

(41% 1st generation)

Employment

Full time

Part time

Retired

Stay-at-home parent

Full time student

Unemployed

Disabled

Income (Median)

% With Children in HH

Marital Status

Married

Never married

Single but living as married

Divorced

Widowed

55%

10%

15%

6%

6%

5%

2%

$72.5k

28%

53%

21%

16%

7%

3%


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: