Hunter Public Relations 2018 Food News Study

©2018 Hunter Public Relations in Partnership with Libran Research & Consulting 2
Background, Objectives & Methodology
3
Top Food Stories of the Year
5
Story Impact Across Continuum of
Consumer Engagement: Intent, Behavior & Advocacy
12
Where Americans Get Their Food Information
18
Demographics
24
TABLE OF CONTENTS

For 16 years, Hunter PR has annually informed the public of the top food stories of the
year. This Annual Food News Study highlights the top food stories of the past year
according to the opinion of Americans and identifies the impact of these stories across the
entire continuum of consumer engagement:
• Degree to which they changed opinions
• Degree to which they changed behavior
• Degree to which they spurred advocacy
Consistent with prior years, this report continues the tradition of not only identifying the
top food stories of the year and their impact on consumer engagement, but also provides
a trended perspective on:
• The magnitude of importance of food stories to Americans
• The types of news stories resonating with consumers today relative to prior years
• The media sources used for gaining information on food news
• The impact of social media
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 25th – 30th, 2018.
• Top stories of 2018;
• Behavior changes due to 2018 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; and
• Food personas.
We have reviewed this data by key demographic group, as well as the age cohorts of
Millennials/Gen Z, Gen Xers, Baby Boomers/Matures.
Questions covered in the study included:
METHODOLOGY

Thirty-five percent of Americans this year feel that food & nutrition stories are very important, the highest level we
have seen in recent years. Further, almost half of Americans this year say that food & nutrition news is more
important than other types of stories – marking the highest level of importance seen in recent years, and a
dramatic upsurge from the low level of importance reported last year.
Q.8 In general how important are food and nutrition stories to you?
Q.9 And during 2018 how important were food and nutrition
stories compared to other stories in the news? N=1,001
IMPORTANCE OF FOOD NEWS

This increase in the importance of food news traces to a surge by Millennials/Gen Zs, while the importance
attributed to food stories is similar to last year for Gen X and Baby Boomers/Matures. With regard to
importance versus other news stories, we see a substantial increase by Millennials this year, although Gen X
and Baby Boomers are also reporting the increased relevance of this year’s food stories.
Q.8 In general how important are food and nutrition stories to you?
Q.9 And during 2018 how important were food and nutrition
stories compared to other stories in the news?
IMPORTANCE OF FOOD STORIES

TOP 2018 FOOD STORIES
The top food stories of 2018 are
Plastic Straw Ban, Dunkin’ Donuts
Changes Name to Dunkin’, and
Romaine Lettuce Recall.
The top story, Plastic Straw Ban,
was #1 across three out of four
regions. Not surprisingly, Dunkin’
Donuts name change was #1 in
the Northeast due to its
prevalence in the region.
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

Top stories are similar across age cohorts, with Millennials/Gen Z choosing Dunkin’ Donuts Name
Change only slightly over the Plastic Straw Ban for the #1 spot.
Q.3 Out of the items listed below, please tell us which Food Stories you
remember seeing, hearing or reading about this past year.

Top stories are similar by subgroup, and all report the same top two stories.
Q.3 Out of the items listed below, please tell us which Food Stories you
remember seeing, hearing or reading about this past year.

IMPORTANT FOOD TOPICS
Q.9a How important are the following food topics to you? Please rank these in order of importance from
most important to least important. N=1001 Red bar denotes significant difference at 95% confidence level
Topics of Food Safety and Food Nutrition/Health & Wellness are most important to Americans. By comparison,
other topics are considerably less important. Millennials are less likely to see Food Safety to be important as
compared to older generations, but more likely to find Food Policy/Politics to be important.

Awareness
Is it remembered?
Consideration
Does it change
opinions?
Intent
Does it change
behavior?
Advocacy
Is it shared
with others?

2018 FOOD STORIES – BEHAVIOR SUMMARY
Food News Stories in 2018 are shaping our food landscape. Almost everyone (86%) was aware of at least one
important food news article in 2018, and around half of those aware were impacted through changes in opinion,
changes in behavior and sharing with others.
The relationship between opinion to behavior to advocacy is not as linear as once believed, as story content dictates
consumer response. Food Trend and Nutrition stories tend to be associated with the strongest changes in opinion,
while Food Safety news is associated with strongest changes in behavior. Propensity to share appears less related to
news topic, as most topics except for food trends and food brand marketing are likely to be shared.
Q.4 To what degree did each of these food stories change your attitude or opinion? Base = Those aware of this story
Q.5 When it comes to food which of the following stories, if any, changed how you shop, eat or dine out?
Q.7 To what degree have you or would you share this story with others? N=1001

CONSIDERATION: IMPACT ON OPINIONS
Opinion change due to these stories is higher for younger Americans, males, those with kids and Hispanics.
Q.4 To what degree did each of these food stories change your attitude or opinion? Base = Those aware of this story

INTENT: SPECIFIC BEHAVIOR CHANGES
Specific behavior
changes resulting from
Food News Stories vary,
but are most associated
with a raised
consciousness of food
sourcing, content and
nutritional qualities.
While Millennials are
most likely to exhibit a
wide range of
behavioral changes,
Boomers/Matures are
most likely to make
specific changes in
these areas.
Q.4 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? Check all that apply. Base
= Those who say they changed their behavior as a result of a 2018 food story

ADVOCACY: SHARE-ABILITY
OF TOP STORIES
This year’s most
shareable stories appear
to have more “water
cooler” share potential,
meaning that Americans
are more open to talking
about these stories with
friends, family or
coworkers.
While less shareable
overall, those stories
more likely to be shared
with personal comments
or photos on social media
are focused on brands
(e.g., Taco Bell, Cheetos)
and the Whole 30 Diet.
Q.5 7a: And how might you share these stories?
Base = claim to have shared or would share story

POSTING FOOD ON SOCIAL MEDIA
Social media has become a powerful marketing asset within the food industry. As sharing food through
social media becomes increasingly important, the study, for the first time, asked respondents how often
they post pictures of food they make at home and food they order in restaurants. Almost half of all
Americans (47%) post their food on social media. However, this activity is significantly more popular with
Millennials/Gen Z than with older age cohorts, unless children are present in the household.
Q.15 How often do you do the following? N=1,001 A, B or C denote significant
difference at 95% confidence level

SOURCES FOR FOOD INFORMATION –
GENERAL FOOD NEWS
We continue to see shifting in how Americans access general food news. Americans continue to turn less
to traditional media (such as TV, direct mail, books, magazines or newspapers) for food information, as well
as websites. Older Americans continue to more strongly utilize these more traditional sources of media.
Q.11 Now please think for a moment about where in the media you hear or learn about
recipes, nutrition, or general food news. Significant difference tested at 95% confidence level.

SOURCES FOR FOOD INFORMATION -
NUTRITION
Traditional media sources for Food Nutrition Information, such as TV, magazines or newspapers, continue
to show historical declines. Notably, the use of websites for nutrition information also continues to steadily
decline. Older cohorts more often retain traditional information behaviors, as younger generations more
often turn to social media or YouTube.

SOURCES FOR FOOD INFORMATION - RECIPES
Websites, social media, books/cookbooks and magazines are the most turned to sources for recipes –
although use of websites, books/cookbooks and magazines continue their decline. YouTube and radio
were increasingly accessed for recipes in 2018. Gen X are less likely users of many of these sources.

SOURCES FOR FOOD INFORMATION –
HISPANIC AMERICANS
In prior years, Hispanics were more early adopters in turning to “new media” for food information. In 2018,
the gap has narrowed somewhat, as Hispanics and non-Hispanics are largely turning to similar types of
media for food information. Exceptions are podcasts and YouTube, where Hispanics are more likely to turn
than non-Hispanics.
Q.11 Now please think for a moment about where in the media you hear or learn about recipes,
nutrition, or general food news. Red bar denotes significant difference at 95% confidence level.

SOURCES FOR FOOD INFORMATION - PARENTS
In comparing households with kids versus those without, we see that households with kids are more
likely to use social media as a source for food information. They also more often utilize YouTube and
turn to blogs or podcasts.
Q.11 Now please think for a moment about where in the media you hear or learn about recipes,
nutrition, or general food news. Red bar denotes significant difference at 95% confidence level.

DEMOGRAPHICS

3 Mast Road
Scarborough, ME 04074
www.libranresearch.com
(207) 219-8350
Contact:
Jane Mount
jane.mount@libranresearch.com
41 Madison, Fl 5
New York, NY 10010
www.hunterpr.com
(212) 679-6600
Contact:
Samara Farber Mormar
smormar@hunterpr.com

Hunter Public Relations 2018 Food News Study

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