For the past eleven years, Hunter PR, a leading public relations agency in food, beverage and consumer packaged goods, has conducted an annual Food News Study highlighting the top food stories of the year according to Americans. Last year, with the help of our partners at Libran Research & Consulting, we began taking a deeper look at how Americans consume food-related information and the sources they most trust. From this data, six distinct archetypes of food news consumers emerged. Meet the Six Food News Consumers You Need to Know. From the Multi-Media Foodie to the Media Averse, understanding the attitudes, behaviors, and media consumption habits of these groups can help food marketers focus their efforts accordingly and deepen their connection to the minds, hearts, and stomachs of their target consumer. For additional information, contact us at foodnewsstudy@hunterpr.com and keep a look out in early December for the release of Hunter PR's 12th annual Food News Study.

1. The Six
Food News
Consumers
You Need
to Know
OCTOBER 2014
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting

2. 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
©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
1

3. ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
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
2

4. ©2014 Hunter Public Relations in Partnership with Libran Research & Consulting
3
IMPORTANCE
of FOOD STORIES
Similar to last year, Americans find food news
stories to be particularly important, often more
important than other news stories.
32
VERY
IMPORTANT
SOMEWHAT
MORE
IMPORTANT
48 IMPORTANT
17 IMPORTANT MUCH LESS
NOT AT ALL
IMPORTANT
IMPORTANT
12
MUCH MORE
IMPORTANT
30
43
NO MORE
OR LESS
IMPORTANT
8
SOMEWHAT
LESS
IMPORTANT
Importance of
Food & Nutrition
Stories (%)
Wen 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
(%)

5. OPINIONS ON FOOD and NUTRITION
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.
81%
People need to
take responsibility
for what they eat
I need to lose weight
58%
Eating healthfully
is extremely
important to me
48%
I love
to cook
49%
There is too
much conflicting
information about
food and nutrition
24%
I tend to choose
convenient foods
over healthful ones
24%
I tend to buy national
brand products because
they are of higher quality
than store brands
46%
32%
Organic
foods are
more healthy
than
non-organic
foods
33%
I will not pay more
for a food just because
it is more healthful
Disagree
Agree
©2014 Hunter Public Relations in Partnership with Libran Research Consulting
4

6. BEHAVIOR CHANGES
Among 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
%
Wen, as well as those who rate food stories as being important
are more likely to have made these behavior changes.
44
%
47
%
I check
food labels
more often
I’m eating
less processed
I now pay more food
attention to the
ingredient list
of my foods.
I'm eating
less sugar I pay more
attention to
where my food
I am paying more comes from
attention to the safety
of my foods and beverages
I'm more likely
to think about
the health
consequences
of what I eat
%
5
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

7. SOURCES OF FOOD
INFORMATION:
GENERAL
FOOD
NEWS
Food
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.
6
©2014 Hunter Public Relations in Partnership with Libran Research Consulting
Nutrition
Ingredients
59%
Television
@ B
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 or
Cookbooks

8. SOURCES OF FOOD
INFORMATION:
NUTRITION
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.
7
©2014 Hunter Public Relations in Partnership with Libran Research Consulting
Nutrition
Ingredients
@
B
47%
Websites
35%
Magazine
35%
Television
21%
Books or
Cookbooks
18%
Direct mail
email or
Newsletters
18%
None of these
25%
Newspapers
14%
Social
Media
13%
Blogs 11%
Radio

9. SOURCES OF FOOD
INFORMATION:
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.
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.
8
©2014 Hunter Public Relations in Partnership with Libran Research Consulting
57%
Websites
Nutrition
Ingredients
@B 27%
Direct mail email
or Newsletters
56%
Books or
cookbooks
48%
Magazines
27%
Television
27%
Social
Media
21%
Newspapers
17%
Blogs
13%
None of these 5%
Radio

10. 9
KEY FOOD NEWS SEGMENTS
Six 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.
(7%) MULTI-MEDIA FOODIE
(14%) NON-SOCIAL WEB SURFER (12%) SOCIAL ENTERTAINMENT SEEKER
(29%) TRADITIONALISTS
(14%) TV FOCUSED
(23%) MEDIA AVERSE
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

11. 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%)
Demographics
Often employed full
time/highest income
Pychographics
ORGANIC
agree that
people need to
take responsibility
for what they eat
10
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

12. 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
Utilize both new and
traditional media
Move most seamlessly
between online and
offline world
Most likely
of any segment
to access the
web and social
media through
mobile
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 Habits
NUTRITION
INFORMATION
SOURCES
RECIPE
SOURCES
FOOD
NEWS
SOURCES
Food GENERAL
MEDIA
HABITS
11
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

13. Non-Social
Web Surfers
14% of Population
More female
Do almost all the
cooking/shopping
in Household
Has some concern for healthy
eating and food stories
Demographics
Pychographics
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%)
Noname
BIGBRAND
NATIONAL
Least loyal to
national vs.
store brands
(18%)
vs.
Least likely to believe
that there is too much
conflicting information
about food
(45%)
12
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

14. Non-Social Web Surfers (con’t)
Media Habits
84% get
general food news
from Websites,
more than any other
segment, including
news sites (60%)
and health or
medical sites
(30%)
NUTRITION
INFORMATION
SOURCES
Also turn first
to Websites
for nutrition
information
(84%)
Almost
half are reading
newspaper digital
editions online
(47%)
Websites are
top source for
recipes (82%)
www.
Media attention
is focused on
web-surfing
Least likely
of any segment
to source recipes
from television
(9%), radio (1%),
and coupon
inserts (0%)
Health
Least likely of
any segment to turn
to TV (10%) and
newspapers (11%) for
nutrition news
RECIPE
SOURCES
FOOD
NEWS
SOURCES
Food GENERAL
MEDIA
HABITS
13
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

15. Social Entertainment
Seeker
12% of Population
Mostly
female
Youngest
Demographics
Most likely to Married
have children
in Household
Pychographics
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
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

16. Social Entertainment Seeker (con’t)
Media Habits
Still rely on
TV (73%) and
Newspapers (55%)
for general food news
NUTRITION
INFORMATION
SOURCES
Still trust
magazines
more
(50%)
Most likely
to read blogs
for food news
(50%)
Heavy users of
blogs, Pinterest,
Instagram,
Twitter
Facebook is top
social source
of recipes
(44%)
Heaviest
users of blogs
for recipes
(50%)
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
RECIPE
SOURCES
FOOD
NEWS
SOURCES
Food GENERAL
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
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

17. Traditionalists
29% of Population
Second oldest
segment
Mean age:
Demographics
are age 48
or older
Pychographics
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 they
need to lose weight (50%)
51
One-third
aged
60+ 63%
BIGBRAND
NATIONAL
Noname
Tend to rely on
national vs.
store brands
(28%)
? vs. ?
16
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

18. 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 Habits
NUTRITION
INFORMATION
SOURCES
RECIPE
SOURCES
FOOD
NEWS
SOURCES
Food GENERAL
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
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

19. TV Focused
14% of Population
Oldest
segment
Demographics
Pychographics
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
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

20. Heaviest TV
watchers—major
networks
Most 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 Habits
NUTRITION
INFORMATION
SOURCES
RECIPE
SOURCES
FOOD
NEWS
SOURCES
Food GENERAL
MEDIA
HABITS
Television is top
source for general
food news as well,
2X more than any
other medium
TV watching
more focused to
top 3 networks
Low
social media
usage
Least likely to
watch instructional
video on a mobile
device (4%)
2x
Turn to Websites
(52%) and TV (53%)
equally for
nutrition news
19
©2014 Hunter Public Relations in Partnership with Libran Research Consulting
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

21. Media Averse
23% of Population
Mostly
male
Demographics
Lowest
Income
Pychographics
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
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

22. (59%) do not
seek out recipes
from any media
source
Media Averse (con’t)
Media Habits
NUTRITION
INFORMATION
SOURCES
RECIPE
SOURCES
FOOD
NEWS
SOURCES
Food GENERAL
MEDIA
HABITS
TV is top source for
general food news
(37%), including
the evening
news (16%)
Low
social media
usage
22%
Only 2%
turn to
social media
for nutrition
information
Watch fewer
TV stations,
primarily
major
networks
get nutrition
news from
TV
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
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

23. SUMMARY
Segments differ from one another based on the
relative importance of these underlying key
dimensions, and where on each of the dimensions
they reside:
Broad vs. Narrow Media Usage
Multi-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 Media
TV 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 Media
Media 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/Functional
Social 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
Traditional Media New Media
Receptive to Media Non-Receptive to Media
Emotional/Social Rational/Functional
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.
22
©2014 Hunter Public Relations in Partnership with Libran Research Consulting

24. 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 Mount
Libran Research Consulting
www.libranresearch.com
207-219-8350
Jane.mount@libranresearch.com
Samara Farber Mormar
Hunter Public Relations
www.hunterpr.com
212-679-6600 X251
smormar@hunterpr.com
23
©2014 Hunter Public Relations in Partnership with Libran Research Consulting