Hunter PR: The Six Food News Consumers You Need to Know

The Six Food News Consumers You Need to KnowOCTOBER 2014

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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

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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

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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

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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

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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


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



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.

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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


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(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

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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

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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

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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.

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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)


RECIPESOURCES

FOOD NEWSSOURCES


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Social Entertainment Seeker

12% of Population

Mostly female

Youngest

MarriedMost likely to have children in Household


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

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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)


RECIPESOURCES

FOOD NEWSSOURCES


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

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Traditionalists

29% of Population

Mean age:

Second oldestsegment

are age 48 or older


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. ??

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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)


RECIPESOURCES

FOOD NEWSSOURCES


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%)

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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%)

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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)


RECIPESOURCES

FOOD NEWSSOURCES


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

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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

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(59%) do not seek out recipes from any media

source

Media Averse (con’t)


RECIPESOURCES

FOOD NEWSSOURCES


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%

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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

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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]

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