The Six Food News Consumers You Need to KnowOCTOBER 2014
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
BACKGROUND/OBJECTIVES
For the past eleven years, Hunter PR has conducted an annual Food News Study highlighting the top food stories of the year according to the opinion of Americans, providing an understanding of how important food stories overall are to Americans and identifying the effect of food news on consumer behavior.
This year’s report continues the tradition as well as expanding on this work by:
Examining how opinions on food and nutrition are changing
Informing us as to the top sources of food information, be it news, recipes, or nutritional data
Segmenting various types of food news consumers from this research into six distinct groups
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
1
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
METHODOLOGY
A quantitative online survey was conducted among a sample of N=1,002 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 4th, 2013 through November, 7th, 2013.
The vast majority of these respondents (88%) do the cooking and food shopping in their household.
Questions covered in the study included:
Top stories of 2013
Behavior changes due to 2013 news stories
Sources for recipe information, nutrition information and sources of general food news
Trustworthiness of food sources
Media usage
Social media usage
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
2
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
3
IMPORTANCE of FOOD STORIESSimilar to last year, Americans find food news stories to be particularly important, often more important than other news stories.
NOT AT ALLIMPORTANT
32VERY IMPORTANT
48IMPORTANT
17IMPORTANT
MUCH LESSIMPORTANT
12
30
438
MUCH MOREIMPORTANT
NO MORE OR LESS IMPORTANT
SOMEWHATMOREIMPORTANT
SOMEWHATLESSIMPORTANT
Importance of Food & Nutrition Stories (%)
W�en are even more likely to rate them highly(Importance of Food & Nutrition stories top 2 Box 85%; Versus other stories 49% top 2 box).
Importance Versus Other
News Stories(%)
Americans believe in personal responsibility with regard to what they eat, and they are even more likely to be seeking a healthy diet. However, they are increasingly find-ing too much conflicting information about food and nutrition.
OPINIONS ON FOOD and NUTRITION
People need to take responsibility for what they eat
81%Eating healthfully is extremely important to me
I need to lose weight
58%I love to cook
48%
There is too much conflicting information about food and nutrition
49%I tend to buy national
brand products because they are of higher quality
than store brands
24%
I tend to choose convenient foods
over healthful ones
24%46%
I will not pay morefor a food just becauseit is more healthful
33%
Organic foods are more healthy than non-organic foods
32%
DisagreeAgree
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
4
W�en, as well as those who rate food stories as being important are more likely to have made these behavior changes.
BEHAVIOR CHANGESAmong the 50% who have made changes as a result of food news this year, they are looking at food labels more, questioning food safety, seeking out less processed foods, and thinking about the health consequences of their food. Half are also reducing sugar consumption.
58%
53%
49%
53%
48%
44%
47%
I check food labels more often
I’m eatingless processedfoodI now pay more
attention to the ingredient list of my foods.
I'm eating less sugar I pay more
attention to where my food comes fromI 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
%
5
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
SOURCES OF FOOD INFORMATION:
Americans access general food news via many sources. Among these, television is the leading source for general food news, followed by newspapers and websites. Also, one-third access general food news through the radio or in magazines, while a quarter gain this knowledge through social media or direct mail.
Women are more likely to access television, magazines, social media, and direct mail for general food information.
Those 40 and under are more likely to access social media and blogs. Conversely, those over 40 are more likely to use newspapers, radio and television.
GENERALFOOD NEWS
Food
6
Nutrition
Ingredients
@B
59%Television
45%Newspapers
35%Radio
33%Magazines
11%None of these
45%Websites
24%Direct mail
email or Newsletters
26%Social Media
19%Blogs
12%Books orCookbooks
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
SOURCES OF FOOD INFORMATION:
Websites also lead as a source for nutrition news, followed by magazines and television.
Women are more likely to use websites, magazines, or books.
Those 40 and under are more likely to use websites, social media, blogs, and, interestingly, books.
NUTRITION INFORMATION
7
Nutrition
Ingredients
@
B
47%Websites
35%Magazine
35%Television
21%Books or
Cookbooks
18%None of these
25%Newspapers
14%Social Media
18%Direct mail email or Newsletters
13%Blogs 11%
Radio
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
SOURCES OF FOOD INFORMATION:
Women are more likely to access most of these information sources for recipes. Those 40 and under are more likely to consult social media or blogs for information on recipes.
RECIPES
Websites are now inching past cookbooks and magazines for recipe readers’ attention. Further, more than one-quarter of Americans are getting recipe information via social media.
8
Nutrition
Ingredients
@B27%
Direct mail emailor Newsletters
57%Websites
56%Books orcookbooks
48%Magazines
27%Television
27%Social Media
17%Blogs
21%Newspapers
13%None of these 5%
Radio
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
9
(7%) MULTI-MEDIA FOODIE
(14%) NON-SOCIAL WEB SURFER
(12%) SOCIAL ENTERTAINMENT SEEKER
(29%) TRADITIONALISTS
KEY FOOD NEWS SEGMENTSSix segments of food news seekers emerged from this research, ranging from those who more often shun media connections, to those who are heavily engaged in media, utilizing both traditional and new media forms.
(14%) TV FOCUSED
(23%) MEDIA AVERSE
Co
pyri
gh
t 20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Multi-Media Foodie
7% of Population
Less likely to live in Midwest
Do almost all the cooking/shopping in Household
Most likely to change behavior as a result of food news
Multi-Media Foodies are very interested in food and eating, and rank healthy eating high in importance. They are active media users—both new and traditional—and what they learn through media notably impacts their behavior. Many of their sources involve news media and cable TV.
Resolving to eat and cook more at home
Very health & nutrition focused
Most likely to seek organic foods
Checking labels more often (73%)
Pay more attention to ingredient list (63%)
Eating less processed food (67%)
Often employed full time/highest income
Demographics
PsychographicsORGANIC
agree that people need to take responsibility for what they eat
10
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Turn to cookbooks for recipes over
any other source (81%)
Websites are #2 top source for
recipes
Television and Websites are
equally top sources for general food
news (81%)
When it comes to nutrition
information, they turn overwhelmingly to Websites (94%),
with magazines and TV tied at a distant
second (58%)
Turn to radio (65%) and magazines
(67%) for general food news more than any other
segment
Most likely of any segment to access the
web and social media through
mobile
Utilize both new and traditional media
Move most seamlessly between online and
offline world
Watch a greater variety of TV channels
including many cable/secondary stations including
Travel Channel (35%) and Cooking
Channel (28%)
Most likely of any segment to turn to food
company websites for
recipes (36%)
Multi-Media Foodie (con’t)
Media HabitsNUTRITION INFORMATION SOURCES
RECIPESOURCES
FOOD NEWSSOURCES
FoodGENERAL MEDIA HABITS
11
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Non-SocialWeb Surfers
14% of PopulationMore female
Do almost all the cooking/shopping in Household
Has some concern for healthy eating and food stories
DemographicsPsychographics
Non-Social Web surfers have a narrow range of media interests, revealing a strong preference for online. They are more goal-oriented in their use of media, primarily using media to solve problems or search for answers e.g. looking for a recipe. They are also more rational than other segments. Name brands have less appeal and they are more drawn to functional benefits and are less receptive to coupons and promotions.
More than half changed behavior as a result of food news
(54%)
Least loyal to national vs.
store brands (18%)
BIGBRANDN A T I O N A L
Noname
Least likely to believe that there is too much conflicting information
about food (45%)
vs.
12
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
84% get general food news
from Websites, more than any other segment, including news sites (60%)
and health or medical sites
(30%)
Also turn first to Websites for nutrition information
(84%)
Almosthalf are reading
newspaper digital editions online
(47%)
Websites are top source for recipes (82%)
Media attention is focused on web-surfing
www.
Least likely of any segment
to source recipes from television
(9%), radio (1%), and coupon inserts (0%)
Health
Least likely ofany segment to turn
to TV (10%) and newspapers (11%) for
nutrition news
Non-Social Web Surfers (con’t)
Media HabitsNUTRITION INFORMATION SOURCES
RECIPESOURCES
FOOD NEWSSOURCES
FoodGENERAL MEDIA HABITS
13
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Social Entertainment Seeker
12% of Population
Mostly female
Youngest
MarriedMost likely to have children in Household
DemographicsPsychographics
This segment seeks to connect with others, including celebrities and other influencers, and wants to be a part of the conversation. They are the most engaged across all social mediums including blogs.Like Multi-Media Foodies, they are interested in food content and what they learn has a reported impact on their behavior.
Two-thirds changed behavior as a result
of food news (67%)
Resolving to save money on
groceries (47%)
Most drawn to convenience over health than any other segment
(29%)
GEN X-Y
Place importance on food & nutrition stories
14
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Still rely on TV (73%) and
Newspapers (55%) for general food news
Still trust magazines
more (50%)
Most likelyto read blogsfor food news
(50%)
Heavy users of blogs, Pinterest,
Instagram, Twitter
Heaviest users of blogs
for recipes (50%)
Facebook is top social source
of recipes (44%)
Pay attention to celebrity
media
Still turn to cookbooks (74%)
and magazines (66%) as top recipe
sources ahead of social media
(57%)
Most likely to get nutrition news from social sources
(33%) and blogs (34%) than any other segment
Social Entertainment Seeker (con’t)
Media HabitsNUTRITION INFORMATION SOURCES
RECIPESOURCES
FOOD NEWSSOURCES
FoodGENERAL MEDIA HABITS
Heaviest readers of fashion magazines
(28%)
Half (48%) frequently or always engage in social media while watching television, 17% more than any other segment
Most likely to access coupons through mobile (38%), and to use a mobile device to build
shopping lists 15
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Traditionalists
29% of Population
Mean age:
Second oldestsegment
are age 48 or older
DemographicsPsychographics
Traditionalists are more likely to utilize traditional media for food news. While they are seeking to lose weight, they are confused by conflicting food news and tend to rely on habits and traditional products.
Resolving to try to lose weight by
eating better
More than half agree there is too much
conflicting information about food (53%)
BABY BOOMERS+ GEN X
Most likely to believe theyneed to lose weight (50%)
51
One-thirdaged
60+63%
Tend to rely on national vs.
store brands (28%)
NonameBIGBRAND
N A T I O N A L
vs. ??
16
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
The highest users of newspapers
of any segment
Most likely of the segments to reference books for food news,
at (20%)
Focus attention on
traditional media—TV, magazines
newspapers, cookbooks
Food and cooking magazines are
leading source of recipes, more so
than for any other segment
While 45% get nutrition news from Websites,
only 15% turn to social media for nutrition information, and
14% to blogs
Traditionalists (con’t)
Media HabitsNUTRITION INFORMATION SOURCES
RECIPESOURCES
FOOD NEWSSOURCES
FoodGENERAL MEDIA HABITS
Low users of
social media
Cooking
Heaviest readers of food/cooking and
home magazines
TV usage focused on top 3 networks
and Fox
Newspapers are top source for general
food news (66%)
Nearly a third (32%) look for
recipes in newspapers
Magazines are leading source for
nutrition news (52%)
17
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
TV Focused
14% of Population
Oldestsegment
Demographics
Psychographics
TV Focused individuals do seek out healthy eating, but they are not as heavily involved in media as other segments. Their focus is on more traditional media, often network TV and at times, newspapers.
Moderately influenced by food news as compared to
other segments. 48% have changed behavior.
BABY BOOMERS
More likely than other segments
to be comparison shopping for lower prices
(49%)...and drinking
healthier beverages
(49%)
18
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Heaviest TV watchers—major
networksMost likely of any
segment to turn to TV cooking shows for recipes (35%) as well
as TV channel or show websites (24%)
TV Focused (con’t)
Media HabitsNUTRITION INFORMATION SOURCES
RECIPESOURCES
FOOD NEWSSOURCES
FoodGENERAL MEDIA HABITS
Television is top source for general food news as well, 2X more than any
other medium
Low social media
usage
Least likely to watch instructional video on a mobile
device (4%)
TV watching more focused to top 3 networks
2x
Turn to Websites (52%) and TV (53%)
equally for nutrition news
19
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
Nearly 2/3 (65%) source evening news
and 54% morning news for food
news
44% source magazines and 28% newspaper
articles
27% specifically mention TV News
health experts
Media Averse
23% of Population
Mostly male
Lowest Income
Demographics
Psychographics
The Media Averse have low levels of interest in food or healthy eating and do not actively seek out food information. In fact, they report very little trust in what the media reports. They are therefore not very open to news stories or affected by them
Least likely to change
behavior as a result of food news
Among those who have, checking food labels more often is leading change (42%)
Least food and cooking
focused
Least likely to have a food
related resolution
Nope!
PIZZA
Lowest interest in food news or
in eating healthfully
20
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
(59%) do not seek out recipes from any media
source
Media Averse (con’t)
Media HabitsNUTRITION INFORMATION SOURCES
RECIPESOURCES
FOOD NEWSSOURCES
FoodGENERAL MEDIA HABITS
TV is top source for general food news (37%), including
the evening news (16%)
Low social media
usage
Only 2% turn to
social media for nutrition information
Watch fewer TV stations,
primarily major
networks
get nutrition news from
TV
22%
24% source from Websites
and 20% source from books or
cookbooks
mention newspapers as
a source for food news
Low readership of newspapers or
magazines
Least likely to be engaged in mobile
technologies
Least interested in
nutrition than any segment
20%
21
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
SUMMARYSegments differ from one another based on the relative importance of these underlying key dimensions, and where on each of the dimensions they reside:
By understanding the attitudes, behaviors, and media consumption habits of these six distinct consumer archetypes, marketers can deepen their connection to the minds, hearts, and stomachs of their target consumer.
Broad vs. Narrow Media UsageMulti-Media Foodies and Media Averse represent the two extremes of this dimension, with the remaining segments falling in between. Traditionalists and TV Focused fall just inside the extremes, with Traditionalists closer to the broad end of the media spectrum and TV Focused, the narrow end.
Traditional vs. New MediaTV focused and Traditionalists are less engaged in newer forms, such as mobile and social media. Multi-Media Foodies and Social Entertainment Seekers embrace newer medias and use to both access information and connect with others.
Receptive vs. Non-Receptive to MediaMedia Averse are at one end of this spectrum i.e. they are the least receptive to media. On the other hand, Multi-Media Foodies are highly receptive to and engage well with media.
Emotional/Social vs. Rational/FunctionalSocial Entertainment Seekers seek to connect with others, including celebrities, whereas Non-Social Web Surfers seek to connect with information. Hence, Non-Social Web Surfers will often seek out more information based sites, versus people based media.
(7%) MULTI-MEDIA FOODIE
(14%) NON-SOCIAL WEB SURFER
(12%) SOCIAL ENTERTAINMENT SEEKER
(29%) TRADITIONALISTS
(14%) TV FOCUSED
(23%) MEDIA AVERSE
Broad Media Usage Narrow Media Usage
Receptive to Media Non-Receptive to Media
Traditional Media New Media
Emotional/Social Rational/Functional
22
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
For additional information on the annual Hunter Public Relations Food News Study, The Six Food News Consumers You Need to Know, and putting these insights to work for your brand, contact:
Jane MountLibran Research & Consultingwww.libranresearch.com207-219-8350Jane.mount@libranresearch.com
Samara Farber MormarHunter Public Relationswww.hunterpr.com212-679-6600 [email protected]
23
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g
©20
14 H
un
ter
Pu
blic
Rela
tio
ns
in P
art
ners
hip
wit
h L
ibra
n R
ese
arc
h &
Co
nsu
ltin
g