HUNTER 2021 Food New Study

2
TABLE OF CONTENTS
Background, Objectives & Methodology
3
Summary of Key Findings
6
Top Food Stories of the Year
7
Food News Impact Across the
Consumer Engagement Continuum
16
Where Americans Get Their Food Information
27
The Evolving Food Landscape In the Wake of COVID-19
34
Study Demographics
42
Appendix
44

3
BACKGROUND & OBJECTIVES
Food news plays a critical role in shaping consumer attitudes, behaviors and overall relationship with food.
For almost two decades, HUNTER has examined the top food news stories of the year according to Americans and how these stories impact society. For the
first time in 18 years, the HUNTER Food News Study took a hiatus in 2020, when we pivoted our research to issue two waves of a Food Study Special
Report that uncovered and assessed the seismic shifts in consumer food attitudes and behaviors in response to COVID 19.The annual Food News Study is
returning this year to provide the latest insights from the longest longitudinal study of its kind.
This year’s Food News Study continues the tradition of identifying the top food stories of the year, as well as determining:
• The importance of food news overall and by topic area
• The degree of consumer engagement with food news along the entire engagement continuum (change of opinion, behavior and
advocacy)
• Consumers’ preferred sources, specifically for Recipes, Nutrition and General Food News
• Consumers’ general food attitudes and behaviors
Importantly, this year’s results are compared to those from 2019, measuring the continued changes on America’s food opinions and
behaviors vs. pre-COVID, along with the evolving role that food news plays in consumers’ lives.

4
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 ProdegeMR, with quotas set for even representation by gender.The study was 15 minutes in
length, and was in field October 15th – 21st, 2021.
Questions covered in the study included:
• Top stories of 2021;
• Behavior changes due to 2021 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 general food news;
• Food shopping and cooking behaviors;
• Food personas; and
• Claimed changes in behavior due to the Coronavirus pandemic.
HUNTER has reviewed this data by key demographic group, as well as the age cohorts of Millennials/Gen Z, Gen Xers, Baby Boomers/Matures.

5
STUDY AUTHORS
Heddy DeMaria
Chief Insights & Strategy Officer
Jane Mount
President
Jane has led numerous research studies and qualitative interviews over the course
of her career for clients ranging from Fortune 100 to small startups. Prior to
managing her own consultancy, she was President of Digital Research, Inc., and
Research Director at Hannaford Bros. Co, Philips Lighting, and Nabisco.Jane also
serves on the Board of Directors of the Insights Association, New England Chapter.
Heddy is responsible for stewarding best-in-class insights and measurement practices across
all HUNTER teams and client partners, as well as expanding upon the agency’s brand
strategy solutions including brand building and business strategy. She brings 25-plus years
of experience in the consumer insight/brand strategy field working across various business
models and product sectors, including Pinnacle Foods, Kraft Foods, Nabisco,VF Corp and
Nielsen.

6
SUMMARY OF KEY FINDINGS
The 2021 HUNTER: Food News Study uncovers how repercussions from the pandemic are reshaping food news importance and its role in society—from
what is garnering consumer attention and its level of influence on consumer opinions and actions, to where and how consumers source information and
even how it is evolving America’s fundamental relationship with food.
v Food news stories are as important as ever, but consumer attention has been dominated by articles covering the repercussions of COVID-19.
v The influence of food news has accelerated in the wake of COVID-19 across the entire consumer engagement continuum, as Americans are more
likely to change their opinions, take action and share top stories. Not only has the degree of food news influence increased, but the type of
changes in behavior has also notably shifted.
v Americans source food news information differently since the onset of COVID.Although Americans are as likely to search for recipes, nutrition or
general food news, they are now turning to fewer sources.
v The broader American Food Landscape is evolving in the wake of COVID. Not only are consumers spending more time cooking, altering their meal preparation
and changing their shopping habits, but we are seeing a fundamental shift in America’s relationship with food, as a greater portion of Americans begin to
identify themselves as “Foodies.” Since Foodies are the group of consumers most attentive, reliant and influenced by Food News, the industry will no doubt
continue to play a vital and strengthening role in society.

8
IMPORTANCE OF FOOD NEWS:
KEY FINDINGS
v Food news stories are as important as ever, but consumer attention has been dominated by articles covering the repercussions
of COVID-19.
• Consistent with pre-pandemic levels, 76% of Americans indicate that food & nutrition stories are important or very important
and almost half of Americans believe that food & nutrition stories are more important than other types of stories. While the
top food news topics remain Food Safety and Food Nutrition/Health & Wellness, the specific stories garnering consumer
attention have shifted dramatically.
• COVID and its aftermath dominate consumer attention, with the top three food stories for 2021 focused on the very immediate and real
repercussions from the pandemic: Mask Mandates in Restaurants, Labor Shortages in Restaurants, and Inflation & Higher Food
Prices. Rounding out this year’s top 5 stories are Tyson Chicken Recall and Air Fryer Recipes.
• Comparing top stories from the recent past, we see a shift in attention from lighthearted industry banter (2019’s Fast Food
Chicken Throwdown), longer-term sustainability efforts (2018’s Plastic Straw Ban) and industry happenings (2017’s
Amazon Buys Whole Foods, 2016’s Chipotle Recovery After E.Coli Outbreak, 2015’s Fast Food Breakfast) to the much more
immediate consumer realities caused by COVID-19.

9
IMPORTANCE OF FOOD NEWS
Food News is as important as ever, with 76% of Americans indicating that food & nutrition stories are important or very
important, equal to pre-COVID levels.Additionally, also consistent with pre-COVID levels, almost half of Americans this year
say that food & nutrition stories are more important than other types of stories.
Q.8: In general, how important are food and nutrition stories to you?
Q.9: And during 2021, how important were food and nutrition stories compared
to other stories in the news? N=1,002

10
For some consumer segments, Food News is becoming more important, with Boomers showing a directional increase in overall importance
and an increasing percentage of Millennials and Hispanics reporting that food news is more important than other news stories.
IMPORTANCE OF FOOD STORIES
Q.8: In general, how important are food and nutrition stories to you?
Q.9: And during 2021 how important were food and nutrition stories compared to other stories in the news?
< significantly different > at 95% confidence level

11
Consistent with pre-COVID rankings, topics of Food Safety and Nutrition/Health & Wellness are still the most important to Americans. This ranking is
true across all demographics — although Food Safety is seen as most important among Boomers and Women.
IMPORTANT FOOD TOPICS
Q10. How important are the following food topics to you? Please rank these in order of importance from most important to
least important. N=1002 a,b,c or < > significant difference at 95% confidence level

12
TOP 2021 FOOD STORIES
The top food stories of 2021 are Mask Mandates in Restaurants, Labor Shortages in Restaurants, and Inflation & Higher Food Prices.
The effects of the COVID-19
pandemic dominate this year’s
top food stories, with the three
top stories of 2021 focused on its
very immediate and real
repercussions.
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=1002

13
TOP FOOD STORIES FROM THE PAST
Looking back at the past 5
years of top food news
articles, we see a shift in
attention from
lighthearted industry
banter and longer-term
sustainability efforts to
the much more
immediate realities
caused by COVID-19

14
The top 5 stories are consistent across all age cohorts, though Millennials/Gen Z
recall Air Fryer Recipes more and Inflation & Higher Food Prices less than the older generations.
Q.3: Out of the items listed below, please tell us which Food Stories you
remember seeing, hearing or reading about this past year.

15
Top stories were remarkably consistent across all demographics, except for Hispanics, where Air Fryer Recipes took a back seat to the Impact
of Climate Change of Food Insecurity and Burger King & McDonald’s Celebrity Inspired Meals.
Q.3: Out of the items listed below, please tell us which Food Stories you
remember seeing, hearing or reading about this past year.

FOOD NEWS IMPACT
ACROSS THE CONSUMER
ENGAGEMENT
CONTINUUM

17
IMPACT ON ENGAGEMENT CONTINUUM:
KEY FINDINGS
v Food news influence has accelerated in the wake of COVID-19 across the entire consumer engagement continuum, as Americans are
more likely to change their opinions, take action and share top stories. Not only has the degree of food news influence increased but
the type of changes in behavior have also notably shifted.
• In 2021, food news is impacting our food landscape more than ever.While roughly the same percentage of consumers are aware of the top food news stories this year versus pre-
pandemic, the stories are increasingly changing consumers’ opinions (+4 pts to 62%), behaviors (+6 pts to 54%) and likelihood to share (+6 pts to 53%).
• The largest opinion changes trace primarily to the following articles: Higher Food Prices, Rise of Eating Disorders in Children, Universal School Meal Bill, Impact
of Climate Change on Food Insecurity and Nutritional Benefits of a Plant-Based Diet, with Millennials, Males and HHs with Kids showing the biggest uptick.
• The articles that incited the most action this year trace to Inflation & Higher Food Prices and Mask Mandates in Restaurants, followed by the Tyson Chicken Recall
and Labor Shortages in Restaurants, with Millennials showing the greatest propensity for action (60%), but Boomer/Matures showing the strongest increase versus pre-
pandemic (+12 pts to 46%).
• The type of behavior change as a result of food news has also shifted since the onset of COVID, with Americans more likely to change the foods they buy and how they
shop for food, whereas pre-COVID food safety incited the most action. Consumers are also notably more likely to try new foods/flavors and are changing how they are
preparing food.
• The most shared stories of 2021 focus on pandemic-related issues, food recalls and new cooking preparation methods, with the top five most shared articles being Higher Food
Prices,Tyson’s Chicken Recall, Mask Mandates, Restaurant Labor Shortages and Air Fryer Recipes.
• The principal way stories are shared is consistent with pre-COVID behaviors, with over half of all Americans discussing with friends, family and/or co-workers, while
about one-third are sharing the original news source and one-fifth are sharing photos/comments on social media.While the water-cooler talk tends to center
around the articles garnering the most attention, sharing via social media tends to be higher among the more light-hearted industry news.

18
2021 FOOD STORIES:
ENGAGEMENT CONTINUUM SUMMARY
The top food news stories in 2021 had a greater impact than in years prior.While roughly the same percentage of consumers are aware of food news
stories this year versus pre-pandemic, those consumers are increasingly changing their opinions, behaviors and advocacy as a result of these stories.

19
CONSIDERATION:
IMPACT ON OPINIONS
Q.4: To what degree did each of these food stories change your attitude
or opinion? Base = Those aware of this story
Food news stories are making a bigger impact on consumer opinions, as “great change” from these stories is higher this year than compared
to pre-pandemic averages across almost every demographic segment, most notably Millennials. Segments most likely to change opinions
continue to be these younger Americans, as well as males and those with kids.
A, B, C significant difference at 95% confidence level

20
CONSIDERATION:
IMPACT ON OPINIONS
Stories that had the most significant impact on the opinions of those who were aware of them were Higher Food Prices, Rise of Eating Disorders in
Children, the Universal School Meal Bill, Impact of Climate Change on Food Insecurity and Nutritional Benefits of a Plant-Based Diet. Meanwhile, the
story least likely to have changed opinions is Cicadas as Food.
Q.4: To what degree did each of these food stories change your
attitude or opinion? Base = Those aware of this story

21
INTENT: SPECIFIC BEHAVIOR
CHANGES BY STORY
COVID-influenced stories of
inflation/higher food prices and mask
mandates in restaurants drove top
behavior changes.
This was followed by the Tyson Chicken
Recall and Labor Shortages in
Restaurants.Almost one in ten changed
behaviors due to Air Fryer Recipes and
Plant Based Diet stories.
The 54% who changed behavior due to
any story this year is higher than seen
pre-COVID (48%).
Q.5: When it comes to food which of the following stories, if
any, changed how you shop, eat or dine out?

22
INTENT: SPECIFIC BEHAVIOR
CHANGES BY STORY
Whereas Millennials show the biggest
uptick in food news influencing opinions
versus pre-pandemic, Boomers are
significantly more likely to increase their
likelihood of action due to a 2021 food
story (46% vs. 34% pre-COVID).
Millennials/Gen Z are most likely to have
reacted to Mask Mandates in
Restaurants, while older Americans
have made changes due to Higher Food
Prices.
Q.5: When it comes to food which of
the following stories, if any, changed
how you shop, eat or dine out.

23
In 2021, the primary behavior
change seen among Americans as a
result of food stories is the impact on
what foods they are buying. Pre-
pandemic, the #1 behavior change was
paying more attention to food safety.
Other shifting behavior as a result of food
news versus pre-pandemic is that
Americans are notably more likely to:
• change how they shop for food
• try new foods/flavors
• change how they are preparing food
INTENT: SPECIFIC
BEHAVIOR CHANGES
Q.5: When it comes to food which of the
following stories, if any, changed how you shop,
eat or dine out?

24
Overall, 2021’s stories are more shareable than those in 2019 were.
While all demographic segments show an increase in sharing, the biggest gains are seen by the
segments that were the most likely to share stories pre-pandemic: Millennials/Gen Z, Households
with Kids and Hispanic Households.
SHAREABILITY OF STORY
Q.7: To what degree have you or would you
share this story with others?

25
The most shareable stories of 2021
focus on pandemic-related issues:
Higher Food Prices, Mask Mandates and
Restaurant Labor Shortages.
Additionally, food recalls continue to
receive a high degree of sharing, with
the Tyson Chicken Recall being the second
most shared article.
Finally, as consumers continue to find
themselves cooking more than they did
before the pandemic, Air Fryer Recipes
found its audience, ranking as one of the
most shareable stories of the year.
SHAREABILITY OF STORY
Q.7: To what degree have you or would you share
this story with others

26
ADVOCACY:
MANNER SHARED BY STORY
OF TOP STORIES
The leading ways stories are shared is
consistent with pre-COVID behaviors, with
discussing with friends, family
and/or co-workers being the go-to.
About a third of sharing is of the original
news source, followed by sharing
photos/comments on social media.
Social media sharing tends to be higher
with more light-hearted, industry topics.
Q.7: To what degree have you or would you share
this story with others?

WHERE AMERICANS
GET THEIR FOOD
INFORMATION

28
SOURCES FOR FOOD INFORMATION:
KEY FINDING
v Americans source food news information differently since the onset of COVID. Although Americans are as likely to search for
recipes, nutrition or general food news, they are now turning to fewer sources.
• Almost everyone continues to turn to at least one source when searching for recipes (90%),nutritional information (84%) and general food news (87%). While this is
consistent with pre-pandemic levels,specific source usage has declined fairly consistently across the board,as consumer reduced the number of sources being referenced by
~15%.
• Relative source popularity remains consistent to pre-COVID patterns,with websites and social media remaining the leading sources for recipes and nutritional information
and television getting added to this list for general food news.
• Sourcing preferences vary demonstrably by demographic profile:
ü Generationally,we see the universal appeal of Websites as a primary source,although for most other sources we see a generational divide,with younger cohorts
favoring social media and other digital sources,while older generations preferring more traditional sources.
ü Hispanics show a higher affinity for YouTube and are more likely to turn to blogs and podcasts.They are also more likely to turn to social media for
nutrition information.
ü Households with kids are more likely to use a much broader selection of media as sources for recipes,nutrition and general food news.Households
without kids are more likely to turn to traditional TV for general food information.
ü Women use more sources of media for recipes,while men turn to a variety of media for nutrition.Men also show a greater affinity toward YouTube
across all food news topics.

29
SOURCES FOR FOOD INFORMATION
While almost all Americans continue to turn to at least one source when searching for recipes, nutrition or general food news,
Americans are now turning to fewer sources overall. Declines are seen fairly consistently across all sources.Websites and Social Media
remain the leading sources for recipes and nutrition with Television added to this list for general food news.
Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or general food news.
A, B significant difference at 95% confidence level.
* Contact HUNTER: (212) 679-6600 for more detailed sourcing information

30
When comparing across generational cohorts, we see the universal appeal of Websites as a source, although for most other sources we see a generational divide,
with younger cohorts favoring Social Media and other Digital Sources, while older generations preferring more traditional sources.
GENERATIONAL COHORTS
Q.11: Now please think for a moment about where in the media you hear or learn about recipes, nutrition, or
general food news.

31
HISPANIC AMERICANS
Hispanics and non-Hispanics are largely turning to similar types of media for various types of food information. However, Hispanics show a
higher affinity for YouTube and are more likely to turn to Blogs and Podcasts.They are also more likely to turn to Social Media for Nutrition information.
general food news.
< > significant difference at 95% confidence level

32
KIDS VS NO KIDS
In comparing HHs w/kids vs. those without, we see that Households w/kids are more likely to use a broad selection of media as sources for food
information. Households w/out kids are more likely to turn to traditional TV for General Food Information.
general food news. a,b,c,d significant difference at 95% confidence level.

33
WOMEN VS. MEN
Women are more likely than men to turn to a variety of media for recipes, while men tend more often to turn to a variety of media for
nutrition and general food news. Men also show a greater affinity toward YouTube across all food information topics.
general food news.

THE EVOLVING FOOD LANDSCAPE
SINCE COVID ONSET

35
FOOD LANDSCAPE SINCE COVID ONSET:
KEY FINDINGS
• The pandemic has put new demands on society, resulting in cooking more than ever, as consumers re-spark their joy from cooking and become more confident in the
kitchen.
• Meal preparation behavior has dramatically shifted, with 42% of American dinner meals being cooked from scratch, up 14% from before the pandemic. We also see the
increasing importance of recipe usage (+21%). Meanwhile, sit-down restaurant meals have declined 33% from 2019 levels.
• Shopper behavior has also evolved, while we continue to see local supermarkets as food shoppers’ top venue of choice, both mass merchandisers and online shopping have
become significantly more important, with 2 out of 3 shoppers choosing mass merch and 1 out of every 5 shoppers now buying food frequently online.
• We are seeing a fundamental shift in America’s relationship with food. One-quarter of all Americans are now defining themselves as a “Foodie” (I am a creative cook and I like to try
new recipes), up 5 points versus pre-pandemic. Meanwhile, only 14% of Americans now associate themselves as being Convenience-First (I prefer whatever is quick & easy), down 4
points versus 2019.
• This shift toward more Foodie Consumers underscores the continued and strengthening importance of food news across all media channels, as Foodies:
ü find Food News more important overall and more important relative to other news
ü are the group of consumers most aware of food news and most likely to change their opinion and/or behavior as a result of the news
ü turn to the the broadest number of sources for food news information across almost all topics and media channels
v The entire American food landscape is evolving in the wake of COVID-19. Not only are consumers spending more time cooking,
altering their meal preparation and changing their shopping habits, but we are seeing a fundamental shift in America’s
relationship with food, as a greater portion of Americans begin to identify themselves as “Foodies.”
v Since Foodies are the group of consumers most attentive, reliant and influenced by food news, the industry will no doubt continue
to play a vital and strengthening role in society.

36
NEW SOCIETAL DEMANDS
The pandemic has put new demands on society, resulting in cooking more than before than pandemic.
Since 2019, consumers have re-sparked their joy of cooking, enjoying it more now than ever, and are becoming
more confident in the kitchen.
Q19a: Please select the option that describes how often you
cook now versus 2 years ago, before the pandemic. N=1002
Q19c: How would you describe how you feel about cooking now versus two
years ago before the coronavirus crisis? N=1002
Q19b: How would you describe your level of confidence
regarding preparing food in the kitchen now versus 2 years ago,
before the Coronavirus? N=1002

37
Meal preparation behavior has dramatically shifted, with 42% of American dinner meals cooked from scratch, up from 37% before the
pandemic. We also see the increasing importance of recipe usage. Meanwhile, sit-down restaurant meals have not yet returned to 2019 levels.
Prior to the pandemic, eating in a
sit-down restaurant comprised a
comparable number of dinner
meals as buying takeout. Now,
takeout represents a significantly
larger portion of purchased out
dinner meals.
MEAL PREPARATION
Q.18: Thinking about your last ten dinner meals, how many of these
meals would fit in each of the following categories? N=1,002

38
Shopper behavior has also evolved.
While we continue to see local
supermarkets being the food
shopper’s top venue of choice, both
mass merchandisers and online
shopping have become
significantly more important, with
2 out of 3 shoppers choosing mass
merch and 1 out of every 5 shoppers
now buying food frequently online.
SHOPPING BEHAVIOR
Significant Chg. vs. YAG
at 95% confidence level.
Q17. Which of the following best describes how you shop for
food from each of the following types of retailers? N=1,002
significant difference at 95% confidence level

39
FOOD LANDSCAPE
Since the onset of COVID, we are seeing a fundamental shift in America’s relationship with food, with consumers associating
themselves more as “Foodies” and less likely to consider themselves primarily as Convenience-Oriented.
Q.19: And when it comes describing yourself in terms of
cooking/shopping for food, which of the following best
describes you? N=1,002

40
This shift toward more Foodie Consumers highlights the heightening importance of Food News, as Foodies find food news more
important overall and more important relative to other news and are the group of consumers most aware of food news and most
likely to change their opinion and/or behavior as a result of the news.
FOOD LANDSCAPE

41
Additionally, Foodies are more likely to rely on food news information across almost all sources, underscoring the continued and
strengthening importance of food news across all media channels.
FOOD LANDSCAPE
Q.11: Now please think for a moment about where in the media you hear
or learn about recipes, nutrition, or general food news

43
STUDY DEMOGRAPHICS

44
21 Mason Way
Old Orchard Beach, ME 04064
www.libranresearch.com
(207) 219-8350
Contact:
Jane Mount
jane.mount@libranresearch.com
One World Trade Center, Floor 68
New York, NY 10007
www.hunterpr.com
(212) 679-6600
Contact:
Jennifer Mestayer
jmestayer@hunterpr.com

HUNTER 2021 Food New Study

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to HUNTER 2021 Food New Study

Similar to HUNTER 2021 Food New Study (20)

Recently uploaded

Recently uploaded (10)

HUNTER 2021 Food New Study