The 14th Annual Food News Study, commissioned by Hunter Public Relations, examined the top food stories of 2016 in terms of general awareness and concern. The study also explored how food news stories influence consumer behavior and the top media sources for food information - broken out by recipes, general food news and nutrition. Please visit us at www.hunterpr.com/our-pov/foodstudy.html to learn more.

1. ©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
SUMMARY REPORT
in partnership with
Libran Consulting
2016 FOOD
NEWS STUDY

2. Background/Objectives/Methodology
Top Food Stories of the Year
Where Americans Get their Food Information
Demographics
3
5
21
30
TABLE OF CONTENTS
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 2

3. For fourteen years, Hunter PR has conducted its Annual Food News Study.
This food study highlights the top food stories of the past year according to
the opinion of Americans, and identifies the potential impact of that news on
behavior. This year’s report continues that tradition, as well as:
Providing an understanding of how important food stories overall are
to Americans;
Measuring any change in interest in food stories overall;
Uncovering what Americans consider to be the top food and beverage
item of the year, and;
Determining what media sources are used for gaining information on
food news, nutrition, and recipes.
BACKGROUND/OBJECTIVES
3©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

4. A quantitative online survey was conducted among a sample of N=1,046 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 24th – 28th, 2016.
Questions covered in the study included:
• Top stories of 2016;
• Behavior changes due to 2016 news stories;
• Sources for recipe information, nutrition information
and sources of general food news;
The vast majority of these respondents (82%) do the cooking and food shopping in their
household. The vast majority (87%) also makes the decision on where to dine when eating out.
We have reviewed this data by key demographic group, including Millennials, Gen Xers, Baby
Boomers and Matures.
METHODOLOGY
• Trustworthiness of food sources;
• Media usage; and
• Social media usage.
4©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

5. ©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 5
TOP FOOD
STORIES
OF THE YEAR
TOP FOOD
STORIES
OF THE YEAR

6. Hispanics are more likely to find these stories to be
important than are non-Hispanics (50% T2B vs. 39%), as
are HHs w/children (52% vs. 36% no child HHs).
More than one-quarter of Americans this year feel that food & nutrition stories are very important,
a decline vs. 2015. Four in ten believe they are more important than other news stories, also a decline
vs. last year (but back to 2014’s level of importance).
Importance of Food Stories
IMPORTANCE OF
FOOD & NUTRITION
STORIES
IMPORTANCE
VERSUS OTHER
NEWS STORIES
50%
Important
26%
Very important
12%
Much
more
important
41%
28%
Somewhat more
important
9%
Somewhat
less
important
44%
No more or less
important
19%
Not very
important
4%
Not at all important
7%
Much less important2015: 45%
2015: 30%
Q.7: In general how important are food and nutrition stories to you?
Q.8: And during 2016 how important were food and nutrition stories
compared to other stories in the news? N=1,046
6
(4) (3) (2)
(1)
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

7. Importance of Food Stories
IMPORTANCE OF FOOD NEWS STORIES
81% 75% 75%
66%
19%
25% 25%
34%
Millennials Baby Boomers MaturesGen X
Millennials report a higher level of importance with this year’s food stories as compared to Matures.
Relative to other news stories, Millennials are more likely than other age cohorts to believe food
news stories are important. Conversely, Matures are more cynical regarding this year’s food stories,
rating them as less important than other cohorts.
Top 2 Box
(Very Important/
Important)
Bottom 2 Box
(Not Very/
Not at all important) Top 2 Box
(Much more/
somewhat more important)
Bottom 2 Box
(Much less/
somewhat less important)
IMPORTANCE VS. OTHER NEWS STORIES
49%
40% 34% 29%
11% 14% 17%
30%
Millennials Baby Boomers MaturesGen X
Q.7: In general how important are food and nutrition stories to you?
Q.8: And during 2016 how important were food and nutrition stories
compared to other stories in the news? N=1,046
7©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

8. 8©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Important Food Topics
Topics of Food Safety and Food Nutrition continue to be most important to Americans. However, versus
last year, fewer Americans are naming food safety as a most important topic (53% vs. 63% 2015).
Older Americans view food safety and nutrition as being quite important.
But vs. older generations, Millennials place more importance on the
environment and the “entertainment” value of food.
Food Safety
Food Nutrition
Food & the Environment
Food Sourcing
Food Convenience
Popular Food/Flavor Trends
Food Innovation
Food & Pop Culture
Food Marketing/Sales Promotion
Celebrity Food Stories
None of these
53%
47%
16%
13%
10%
8%
7%
4%
4%
2%
10%
Q.9B: Out of the following food areas or topics which are most important to you?
Please check up to two. N=1,046 a,b,c,d significant difference at 95% confidence level.
MILLENNIALS
(N=401) A
BABY
BOOMERS
(N=306) C
MATURES
(N=94) D
GEN X
(N=245) B
Food Safety
Food Nutrition
Food & the Environment
Popular Food/Flavor Trends
Food Innovation
Food & Pop Culture
Celebrity Food Stories
None of these
40%
44%
19%
11%
9%
7%
4%
10%
D
D
C
CD
CD
D
53%
40%
15%
7%
7%
5%
2%
15%
A
CD
CD
64%
53%
16%
7%
4%
1%
1%
8%
69%
50%
11%
3%
5%
1%
0%
4%
AB
AB
AB

9. 9©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Top 2016 Food Stories
The top food stories of
2016 are the Chipotle
Recovery After E. Coli
Outbreak, Honey Bee
Decline, Listeria Outbreak
and the GMO Labeling Bill.
These top stories reveal
consumer concerns with
the safety and
healthfulness of the food
they are eating, as well as
environmental concerns.
Honey Bee Decline returns
to our list this year, after
also holding a #2 spot in
2014. Listeria Outbreaks
associated with Blue Bell
ice cream was also a top
story last year.
1
2
3
4
5
6
7
8
9
10
CHIPOTLE RECOVERY AFTER E. COLI OUTBREAK
HONEY BEE DECLINE
LISTERIA OUTBREAKS
GMO LABELING BILL
NO TIP POLICY AT RESTAURANTS
POKEMON GO AT RESTAURANTS
FDA TO REDEFINE “HEALTHY”
CLEAN EATING & LABELING
FDA APPROVES NUTRITION PANEL THAT HIGHLIGHTS SUGAR
SUGAR INDUSTRY POINTED BLAME AT FAT
39%
33%
25%
21%
18%
16%
14%
14%
13%
13%
11%
10%
10%
8%
7%
7%
6%
5%
3%
2%
3%
Q.3: ..TOP 3 FOOD STORIES of 2016 N=1,046
FOOD DELIVERY SERVICES
SKITTLES CONVERSATION AROUND ELECTION
COLD BREW COFFEE
AMERICA'S OBSESSION WITH DONUTS
OFF-MENU ORDERING
DIET PEPSI BRINGS BACK ASPARTAME
POPULARITY OF TURMERIC
FOOD TAKES STAGE AT AWARDS SHOWS
CANNED WINE
TUNA POKE TREND
ANOTHER STORY
Entries included Home Delivery Kits
(such as Blue Apron), Restaurants not
serving police officers, Avocados,
Drug use and the Election.

10. 10©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Top 2016 Food Stories
Top stories are similar across age cohorts, with Chipotle’s Recovery After E. Coli Outbreak topping
the list for most ages. Only Millennials included Pokemon Go at Restaurants as a top food story.
Chipotle Recovery
After E. Coli
Outbreak
37%
Chipotle Recovery
After E. Coli
Outbreak
37%
Honey Bee
Decline
44%
Chipotle Recovery
After E. Coli
Outbreak
43%
Chipotle Recovery
After E. Coli
Outbreak
36%
Honey Bee
Decline
30%
Honey Bee
Decline
26%
Honey Bee
Decline
42%
Pokemon Go at
Restaurants
23%
Listeria
Outbreaks
24%
Listeria
Outbreaks
32%
Listeria
Outbreaks
33%
1
2
3
MILLENNIALS
(N=401)
BABY BOOMERS
(N=306)
MATURES
(N=94)
GEN X
(N=245)
Q.3: ..TOP 3 FOOD STORIES of 2016 N=1,046

11. ©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 11
This year we see considerable consistency with the top food stories across geographic regions. One
notable difference is in the Northeast, where No Tip Policy at Restaurants hits their top three stories.
Chipotle Recovery
After E. Coli
Outbreak
35%
Chipotle Recovery
After E. Coli
Outbreak
46%
Chipotle Recovery
After E. Coli
Outbreak
34%
Chipotle Recovery
After E. Coli
Outbreak
41%
Honey Bee
Decline
32%
Honey Bee
Decline
39%
Honey Bee
Decline
27%
No Tip Policy At
Restaurants
26%
Honey Bee
Decline
34%
Listeria
Outbreaks
23%
Listeria
Outbreaks
28%
Listeria
Outbreaks
25%
1
2
3
NORTHEAST
(N=175)
WEST
(N=244)
SOUTH
(N=394)
MIDWEST
(N=233)
Q.3: ...TOP 3 FOOD STORIES of 2016 N=1,046
Top 2016 Food Stories

12. 12©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Top stories are the same across Hispanic/Non-Hispanic groups as well as gender, although men give
more importance to the Honey Bee Decline than do women.
Chipotle Recovery
After E. Coli
Outbreak
35%
Chipotle Recovery
After E. Coli
Outbreak
39%
Chipotle Recovery
After E. Coli
Outbreak
41%
Honey Bee
Decline
37%
Honey Bee
Decline
30%
Chipotle Recovery
After E. Coli
Outbreak
36%
Honey Bee
Decline
24%
Listeria
Outbreaks
22%
Honey Bee
Decline
35%
Listeria
Outbreaks
26%
Listeria
Outbreaks
27%
Listeria
Outbreaks
24%
1
2
3
HISPANICS MALE
(N=522)
FEMALE
(N=524)
NON-HISPANICS
Q.3: ...TOP 3 FOOD STORIES of 2016 N=1,046
Top 2016 Food Stories

13. 13©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Behavior Changes by Story
This year more than half of
Americans are taking action as a
result of the food stories
presented in the media. While
they are most likely to have been
impacted by our top two food
stories of the year, Chipotle
Recovery After E. Coli Outbreak
and Listeria Outbreaks, a notable
minority made a behavior change
due to the media’s coverage of
Clean Eating & Labeling and the
GMO Labeling Bill.
24%
17%
13%
11%
9%
9%
8%
8%
7%
6%
6%
6%
6%
5%
4%
4%
4%
3%
3%
2%
2%
45%
CLEAN EATING & LABELING
GMO LABELING BILL
FDA TO REDEFINE "HEALTHY"
SUGAR INDUSTRY POINTED BLAME AT FAT
FDA APPROVES NUTRITION PANEL THAT HIGHLIGHTS SUGAR
HONEY BEE DECLINE
FOOD DELIVERY SERVICES
NO TIP POLICY AT RESTAURANTS
COLD BREW COFFEE
DIET PEPSI BRINGS BACK ASPARTAME
OFF-MENU ORDERING
POKEMON GO AT RESTAURANTS
POPULARITY OF TURMERIC
AMERICA'S OBSESSION WITH DONUTS
A STORY NOT LISTED HERE CHANGED THE WAY I SHOP OR EAT
SKITTLES CONVERSATION AROUND ELECTION
CANNED WINE
TUNA POKE TREND
FOOD TAKES STAGE AT AWARDS SHOWS
NONE OF THESE
CHIPOTLE RECOVERY AFTER E. COLI OUTBREAK
LISTERIA OUTBREAKS
Q.5: When it comes to food which of the following
stories, if any, changed how you shop or eat? N=1,046
2016
41% 45% 50%
2015 2014 2013

14. 14©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Behavior Changes by Story
Millennials have been far
more affected by this
year’s foods stories than
have those in other age
cohorts. More than
two-thirds of Millennials
have responded
behaviorally to at least
one story—with almost
1/3 of Millennials
changing behavior due to
Chipotle’s story.
BABY BOOMERS
(N=306) C
GEN X
(N=245) B
MILLENNIALS
(N=401) A
MATURES
(N=94) D
29%
15%
16%
13%
12%
10%
9%
10%
11%
8%
12%
10%
11%
11%
5%
8%
7%
5%
5%
4%
2%
32%
Chipotle Recovery After E. Coli Outbreak
Listeria Outbreaks
Clean Eating & Labeling
GMO Labeling Bill
FDA to Redefine "Healthy"
Sugar Industry Pointed Blame at Fat
FDA Approves Nutrition Panel That Highlights Sugar
Honey Bee Decline
Food Delivery Services
No Tip Policy At Restaurants
Cold Brew Coffee
Diet Pepsi Brings Back Aspartame
Off-Menu Ordering
Pokemon Go at Restaurants
Popularity of Turmeric
America's Obsession with Donuts
Skittles Conversation Around Election
Canned Wine
Tuna Poke Trend
Food Takes Stage at Awards Shows
A story not listed here changed the way I shop or eat
None of these
19%
19%
14%
14%
11%
10%
12%
3%
1%
2%
1%
2%
0%
0%
2%
1%
1%
0%
0%
0%
4%
55%
Q.5: When it comes to food which of the following stories, if any, changed how
you shop or eat? N=1,046 a,b,c,d significant difference at 95% confidence level.
20%
16%
11%
10%
8%
7%
6%
6%
6%
7%
3%
4%
4%
1%
5%
0%
1%
2%
2%
2%
4%
49%
BCD
BC
C
BD
BCD
D
BCD
BCD
BCD
BCD
BCD
BCD
CD
BCD
CD
D
D
D
D
D
D
A
D
D
B
D
A A
22%
19%
9%
10%
7%
8%
7%
7%
3%
5%
3%
4%
3%
2%
4%
3%
1%
2%
1%
1%
4%
55%

15. 15©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Specific Behavior Changes
Consistent with prior years,
specific behaviors attempted
as a result of food news
focused on reducing the
consumption of processed
food, and focusing more on
food labels/ingredient lists.
However, this attention on
food labels has softened a bit
in the last couple of years.
44%
50%
42%
45%
48%
36%
40%
37%
31%
27%
NA
26%
21%
26%
NA
17%
14%
18%
NA
11%
10%
NA
10%
NA
NA
NA
NA
NA
NA
5%
BC
BC
C
BC
BC
BC
A
2014
(N=555) A
2015
(N=591) B
2016
(N=578) C
38%
36%
35%
36%
32%
35%
36%
35%
27%
26%
NA
17%
24%
18%
NA
21%
14%
12%
11%
10%
9%
7%
7%
NA
NA
5%
NA
4%
NA
6%
38%
38%
35%
34%
33%
32%
31%
30%
23%
23%
23%
20%
19%
19%
19%
16%
16%
15%
10%
10%
9%
9%
8%
8%
7%
7%
6%
4%
4%
8%
Q.6: As a result of food news this year in
what ways have your eating or shopping
habits changed over this past year if at all?
Base = those who changed a,b,c significant
difference at 95% confidence.
NA = attribute not asked.
I'm eating less processed food
I checked food labels more often
I now pay more attention to the ingredient list of my foods
I now pay more attention to the labeling on my foods
I'm eating less sugar
I 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
I pay more attention to where my food comes from
I pay more attention to what my family consumes
I am more worried about the future of food
I’m more concerned about food health claims
Trying new foods/flavors
I stopped buying a certain product or brand of product
I changed my diet
I have changed what I am cooking or baking
Educating myself about how my food choices affect the environment
I looked to purchase more of a certain product or brand of products
I exercised more so I could eat what I wanted
Stop/started shopping at a particular place or grocer
I now trust different sources for food information
Technology played a larger role in my eating or food shopping choices
Visited more restaurants
I shared my opinions via social media
Paid attention to how food brands interact with politics
My internet habits search habits changed as a result of the news
Have food delivered to my home
I’m ordering more items that are “secret” and not listed on the menu
Ordered out more
I bought more of a food product featured on an awards show
My eating and shopping habits have not changed in the past year

16. 16©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Q.6: As a result of food news this year in
what ways have your eating or shopping
habits changed over this past year if at
all?
Base =those who changed. a,b,c,d notes
significant difference at 95% confidence.
NA = attribute not asked.
Baby Boomers and Matures
are more likely to be making
health or safety-focused
behavior changes than
are Millennials.
Millennials are more likely
than older cohorts to be
making changes with
technology, going to
restaurants/ordering out or
having food delivered.
Specific Behavior Changes
BABY
BOOMERS
(N=139) C
GEN X
(N=125) B
MILLENNIALS
(N=272) A
MATURES
(N=42) D
I checked food labels more often
I'm eating less processed food
I now pay more attention to the ingredient list of my foods
I now pay more attention to the labeling on my foods
I'm eating less sugar
I 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
I pay more attention to where my food comes from
I am more worried about the future of food
I pay more attention to what my family consumes
I'm more concerned about food health claims
Trying new foods/flavors
I have changed what I am cooking or baking
I stopped buying a certain ingredient product or brand of product
I changed my diet
I looked to purchase more of a certain ingredient product or brand of products
Educating myself about how my food choices affect the environment
I exercised more so I could eat what I wanted
Stop/started shopping at a particular place or grocer
I now trust different sources for food information
Technology played a larger role in my eating or food shopping choices
Visited more restaurants
I'm paying attention to how food brands interact with politics
I shared my opinions via social media
Have food delivered to my home
My internet search habits changed as a result of the news
I'm ordering more items at restaurants that are "secret" and not on menu
Ordered out more
I bought more of a food product that was featured on an awards show
My eating shopping or eating out habits have not changed in the past year
27%
29%
28%
25%
25%
23%
24%
25%
21%
18%
19%
19%
19%
18%
19%
16%
17%
14%
11%
11%
13%
14%
10%
10%
11%
7%
8%
7%
5%
5%
BD
BC
C
D
CD
D
D
BC
CD
A
A
A
A
A
D
D
C
D
D
D
D
D
A
A
AB
A
A
AB
A
A
A
A
D
D
D
D
A
A
A
A
A
A
42%
37%
40%
35%
30%
34%
33%
31%
26%
29%
26%
23%
22%
19%
23%
20%
18%
18%
10%
14%
6%
3%
11%
10%
6%
10%
5%
1%
4%
11%
52%
54%
40%
46%
45%
45%
40%
35%
24%
29%
27%
22%
20%
19%
14%
16%
11%
12%
9%
6%
7%
5%
4%
6%
4%
6%
4%
1%
1%
9%
57%
40%
48%
50%
45%
36%
40%
43%
26%
19%
24%
14%
10%
26%
19%
7%
12%
17%
5%
5%
2%
10%
10%
0%
0%
0%
0%
5%
0%
14%

17. Opinions on Food & Nutrition
While showing a continued decline, the majority of Americans still believe in personal responsibility
with regard to what they eat. Opinions this year have turned more negative across a number of food
attitudes, with Americans less positive toward organics, cooking and weight loss.
People need to take responsibility for what they eat
Eating healthfully is extremely important to me
I’m looking for fresh and healthy foods when I eat out
I need to lose weight
There is too much conflicting information about food and nutrition
I love to cook
Organic foods are more healthy than non-organic foods
Fast food is a “no go” these days
I will not pay more for a food just because it is more healthful
I tend to choose convenient foods over healthful ones
I tend to buy national brand food products because
they are of higher quality than store brands
68%
73%
52%
53%
48%
44%
42%
2016
2015
Chg. Vs. YAG
47%
42%
47%
40%
46%
29%
36%
32%
30%
27%
31%
25%
27%
24%
25%
Q.15: Please tell us how much you agree or disagree with each
of the following statements regarding food. 1-10 scale. N=1,046
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 17
TOP 3 BOX

18. Opinions on food and nutrition differ somewhat by age cohort, with Baby Boomers and Matures
noting stronger belief in responsibility and strive for healthfulness in food. Millennials are showing
stronger preference than older cohorts for convenience and national brand foods, while they
embrace organics and shy away from fast food.
Opinions on Food & NutritionContinued
MILLENNIALS
(N=401) A
TOP 3 BOX
BABY
BOOMERS
(N=306) C
MATURES
(N=94) D
GEN X
(N=245) B
Q.15: Please tell us how much you agree or disagree with each of the following
statements regarding food. a,b,c notes significant difference at 95% confidence level.
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 18
61%
50%
44%
39%
44%
44%
35%
35%
28%
34%
30%
D
BC
BCD
BCD
BCD
63%
44%
39%
43%
40%
37%
27%
27%
24%
24%
22%
D
D
D
78%
57%
51%
46%
42%
40%
28%
27%
28%
18%
21%
AB
B
ABD
D
D
79%
62%
38%
41%
37%
30%
26%
14%
31%
10%
13%
AB
AB
People need to take responsibility for what they eat
Eating healthfully is extremely important to me
I’m looking for fresh and healthy foods when I eat out
I need to lose weight
There is too much conflicting information about food and nutrition
I love to cook
Fast food is a “no go” these days
Organic foods are more healthy than non-organic foods
I will not pay more for a food just because it is more healthful
I tend to choose convenient foods over healthful ones
I tend to buy national brand food products because they are of
higher quality than store brands

19. 2016 – Year of the…
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Q.8A: Selecting from the following list, please fill in the blank: "2016 was the year of _____".
N=1,046 a,b,c,d significant difference at 95% confidence level.
While Americans are not in strong agreement that one particular food dominated the year, more
believe that 2016 was either the year of cold brew coffee or the avocado.
Opinions differ somewhat by age cohort.
Cold brew coffee
Avocado
Turmeric
Donuts
Coconut
Fried chicken
Poke bowls
Canned wine
Kombucha
Milkshakes
Kimchee
Jerky
None of these
13%
7%
7%
4%
5%
5%
1%
1%
4%
2%
Cold Brew
Coffee
17%
Cold Brew
Coffee
9%
Avocado
11%
Turmeric
10%
Avocado
14%
Donuts
10%
Donuts
7%
—
Avocado
11%
Coconut
7%
Cold Brew Coffee
11%
Turmeric
11%
Cold Brew
Coffee
13%1
2
3
MILLENNIALS
(N=401)
BABY BOOMERS
(N=306)
MATURES
(N=94)
GEN X
(N=245)
2%
2%
2%
12%
38%
19

20. New Year’s Resolutions
Try to lose weight by eating better
Consume less sugar
Eat less processed food
Eat and cook more at home
Eat fewer calories
Save money on groceries
Eat less salt/sodium
Eat more protein and fewer carbs
Try more recipes
Eat more organic foods
Eat more locally grown or raised foods
Eat more whole grains
Eat less meat
Try a new food
Try a new restaurant
Posting fewer pictures of food on social media
I have a food or nutrition-related resolution that is not on this list
I do not have a food or nutrition-related resolution
32%
30%
28%
24%
21%
22%
18%
18%
15%
15%
15%
12%
12%
11%
9%
2%
2%
21%
Q.9: If you have a food or nutrition-related New Year's resolution
which of the following, if any, are among your resolutions? N=1,046
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Eight in ten Americans have a food-related New Year’s resolution planned for 2016, with trying to
lose weight by eating better, consuming less sugar and eating less processed food top the list.
Millennials are more likely to have food cooking and
experimentation as part of their New Years’ resolution.
MILLENNIALS
(N=401) A
BABY
BOOMERS
(N=306) C
MATURES
(N=94) D
GEN X
(N=245) B
Eat & cook more at home
Save $ on groceries
Try more recipes
Try a new food
Try a new restaurant
28%
23%
19%
18%
11%
CD
CD
CD
BCD
CD
25%
25%
18%
9%
10%
CD
CD
D
20%
16%
11%
7%
6%
17%
16%
10%
3%
6%
Last year, 19% of Americans
resolved to cut sugar out of
their drinks—this year almost 1/3
generally want to work on their
sweet tooth—suggesting
greater focus on cutting out
sugar in the year ahead.
20

21. WHERE AMERICANS
GET THEIR FOOD
INFORMATION
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 21

22. 55%
39%
31%
-
-
40%
26%
31%
20%
-
16%
-
9%
16%
46%
37%
30%
16%
24%
33%
25%
24%
17%
15%
13%
13%
10%
19%
2014
A
2015
B
2016
C
Sources for
RECIPES
57%
55%
34%
-
-
46%
31%
-
24%
23%
20%
6%
-
13%
C
C
C
BC
B
C
56%
52%
38%
-
-
44%
27%
-
19%
23%
21%
7%
-
15%
C
C
A
C
C
50%
42%
37%
15%
34%
36%
24%
22%
20%
20%
14%
6%
6%
18%
AB
Websites
Books or cookbooks
NET: Social Media
Other Social Media
Facebook
Magazines
Television
YouTube
Newspapers
Blogs
Direct mail email or
newsletters
Radio
Podcasts
None of these
Sources for Food Information
Notable shifting has been seen in how Americans access food information. Overall, we are seeing a decline
in the use of traditional media (such as TV, direct mail, books, magazines) for food information, as
Americans turn to social media and online forms such as YouTube and podcasts for their food information.
Q.10: Now please think for a moment about where in the media you hear or learn about
recipes, nutrition, or general food news. 2014 N-1,004 2014 N=1,001 2016 N=1,046 < >
significant difference at 95% confidence level. Red font denotes decrease from 2015.
2014
A
2015
B
2016
C
Sources for
NUTRITION
48%
41%
36%
24%
23%
22%
-
-
-
17%
19%
15%
-
18%
BC
BC
BC
BC
C
C
BC
BC
44%
34%
29%
20%
21%
22%
-
-
-
16%
16%
10%
-
22%
C
C
A
41%
30%
29%
20%
20%
22%
11%
18%
14%
13%
12%
12%
8%
25% A A
Websites
Television
Magazines
Newspapers
Books of cookbooks
NET: Social Media
Other Social Media
Facebook
YouTube
Blogs
Direct mail email or
newsletters
Radio
Podcasts
None of these
2014
A
2015
B
2016
C
Sources for GENERAL
FOOD NEWS
Television
Websites
NET: Social Media
Other Social Media
Facebook
Newspapers
Magazines
Radio
Direct mail email or
newsletters
YouTube
Blogs
Podcasts
Books or cookbooks
None of these
58%
44%
28%
-
-
41%
31%
34%
22%
-
19%
-
14%
13%
C
BC
C
BC
C
C
C
BC
C
C
C
C
A
22©2016 Hunter Public Relations in Partnership with Libran Research & Consulting

23. RADIO
DIRECT MAIL OR EMAIL
NEWSPAPERS
Declines across much of cookbooks, direct mail, blogs and magazines is seen this year as sources
for recipes. Posts and videos on Facebook are strong.
Detailed Sources: Recipes
WEBSITES
36%
15%
13%
11%
6%
3%
1%
Recipe sites
Food company sites
TV channel or show sites
Health or medical sites
News sites
Online advertising
Government Sites
TELEVISION
17%
4%
4%
4%
3%
3%
3%
3%
3%
3%
3%
2%
TV Cooking shows
TV Talk shows
TV New shows – evening
Commercials
TV Home and garden shows
From TV news health experts
TV News shows – morning
Advertisements
From TV celebrities
TV Reality show
TV Documentaries
Infomercials
FACEBOOK
OTHER SOCIAL MEDIA
8%
5%
2%
5%
5%
4%
2%
1%
Pinterest
Social media comments
from peers
Twitter
Instagram
Videos posted on social media
Posts from media
Snapchat
Social media comments
from celebrities
17%
20%
10%
2%
Videos posted
Posts from peers
Posts from media
Posts from celebrities
YOUTUBE
10%
5%
5%
3%
2%
Trending videos
TV shows
News
Spotlight
Live
Articles
Coupon inserts
Advertisements
PODCASTS
1%
1%
1%
1%
1%
1%
11%
7%
4%
iTunes
Search engine
News podcast
University podcast
National podcast
Podcast site
Grocery store circulars
Email advertising
Advertising or coupons sent to home
Newsletter
2%
2%
1%
1%
2%
6%
4%
4%
4%
Radio advertisements
Public radio
News shows
Music stations
Talk radio
BOOKS OR COOKBOOKS
31%
11%
5%
4%
General Cookbooks
Health or diet books
Celebrity health or cookbooks
Reference books
MAGAZINES
23%
13%
10%
10%
9%
4%
2%
2%
Food or cooking magazines
Women’s magazines
Home and garden magazines
Lifestyle/fitness magazines
Food company or grocery
store magazines
General news magazines
Men’s magazines
Celebrity magazines
Q.11: And thinking now only about RECIPES for each of these areas where specifically do you find
the latest information on recipes? N=1046 Red font denotes decrease from 2015. Note: Facebook,
YouTube and Podcasts are newly detailed for 2016 – no YAG exists.
BLOGS
12%
6%
4%
2%
Blogs about food
Blogs from health experts
Blogs from moms
Blogs from celebrities
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 23

24. Q.11: And thinking now only about RECIPES for each of these areas where
specifically do you find the latest information on recipes?
Top sources for recipe
news do not differ greatly
by age cohort—with recipe
websites and general
cookbooks hitting #1 or #2
for all ages.
Social media posts from
peers on Facebook is in
the top 5 for three age
cohorts—as millennials are
also accessing posted
videos on Facebook for
recipe ideas.
Recipe sites
34%
Recipe sites
36%
General Cookbooks
31%
General Cookbooks
35%
Recipe sites
38%
General Cookbooks
41%
General Cookbooks
26%
Recipe sites
35%
Food or
cooking magazines
23%
Food or
cooking magazines
26%
Facebook posts
from peers
23%
Food or
cooking magazines
29%
TV cooking
shows
20%
Newspaper
Articles
23%
Facebook posts
from peers
20%
Women's
magazines
18%
Facebook posts
from peers
18%
Blogs
about food
20%
TV cooking
shows
17%
1
2
3
4
5
MILLENNIALS
(N=401)
BABY BOOMERS
(N=306)
MATURES
(N=94)
GEN X
(N=245)
Videos posted
on Facebook
23%
Top Recipe Sources
by Age Cohort
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 24

25. Detailed Sources: Nutrition
RADIO
DIRECT MAIL OR EMAIL
NEWSPAPERS
Sources for nutrition news are quite diffuse, although health or recipe websites, food & cooking
magazines, TV cooking shows and newspaper articles do command some attention.
WEBSITES
18%
15%
10%
10%
7%
5%
3%
Health or medical sites
Recipe sites
News sites
Food company sites
TV channel or show sites
Government sites
Online advertising
TELEVISION
13%
9%
8%
8%
5%
5%
5%
3%
3%
2%
2%
2%
TV Cooking shows
TV New shows – evening
TV News shows – morning
From TV news health experts
TV Talk shows
Commercials
TV Documentaries
TV Home and garden shows
Advertisements
From TV celebrities
TV Reality show
Infomercials
FACEBOOK
OTHER SOCIAL MEDIA
3%
3%
3%
3%
3%
2%
2%
2%
Pinterest
Social media comments
from peers
Instagram
Videos posted on social media
Posts from media
Snapchat
Social media comments
from celebrities
Twitter
9%
6%
5%
3%
Posts from peers
Videos posted
Posts from media
Posts from celebrities
YOUTUBE
5%
4%
3%
2%
2%
Trending videos
News
TV shows
Spotlight
Live
Articles
Coupon inserts
Advertisements
PODCASTS
2%
2%
2%
2%
1%
1%
13%
3%
3%
iTunes
News podcast
National podcast
Podcast site
Search engine
University podcast
Newsletter
Grocery store circulars
Email advertising
Advertising or coupons sent to home
4%
3%
3%
2%
1%
5%
4%
4%
3%
Talk radio
Public radio
News shows
Radio advertisements
Music stations
BOOKS OR COOKBOOKS
8%
8%
4%
2%
General Cookbooks
Health or diet books
Reference books
Celebrity health or cookbooks
MAGAZINES
15%
11%
9%
7%
6%
5%
3%
2%
Food or cooking magazines
Lifestyle/fitness magazines
Women’s magazines
Food company or grocery
store magazines
General news magazines
Home and garden magazines
Men’s magazines
Celebrity magazines
BLOGS
6%
6%
3%
2%
Blogs about food
Blogs from health experts
Blogs from moms
Blogs from celebrities
Q.11: And thinking now only about NUTRITION for each of these areas where specifically do you
find the latest information on nutrition N=1046 Red font denotes decrease from 2015. Note:
Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 25

26. Q.12: And thinking now only about NUTRITION for each of these areas
where specifically do you find the latest information on nutrition?
Recipe sites
17%
Health or
medical site
21%
Food or
cooking magazines
15%
Food or
cooking magazines
18%
Health or
medical site
19%
Newspaper
articles
31%
Health or
medical site
16%
Food or
cooking magazines
20%
TV cooking
shows
12%
Health or
medical site
19%
Facebook posts
from peers
15%
Newspaper
articles
16%
TV cooking
shows
15%
Women's
magazines
14%
Recipe sites
12%
TV cooking shows
TV News shows—evening
TV health experts
12%
Recipe sites
15%
TV cooking
shows
11%
Newspaper
articles
11%
1
2
3
4
5
MILLENNIALS
(N=401)
BABY BOOMERS
(N=306)
MATURES
(N=94)
GEN X
(N=245)
Food
company sites
14%
Health or medical sites
fall into the top five
sources of nutrition
information across all
age cohorts. Millennials
are the only age cohort
that seek out Facebook
posts from peers or
Food company sites as
top nutrition information
sources.
Top Nutrition Sources
by Age Cohort
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 26

27. Detailed Sources:
General Food News
RADIO
DIRECT MAIL OR EMAIL
NEWSPAPERS
Newspaper articles, news sites, evening and morning news shows and cooking shows are
the most frequent sources for general food news.
WEBSITES
17%
11%
11%
8%
7%
4%
2%
News sites
Health or medical sites
Recipe sites
TV channel or show sites
Food company sites
Government sites
Online advertising
TELEVISION
18%
17%
15%
10%
9%
7%
6%
5%
4%
2%
2%
2%
TV New shows – evening
TV Cooking shows
TV News shows – morning
From TV news health experts
Commercials
TV Talk shows
TV Documentaries
Advertisements
TV Home and garden shows
From TV celebrities
TV Reality show
Infomercials
FACEBOOK
OTHER SOCIAL MEDIA
5%
4%
4%
4%
4%
3%
2%
2%
Social media comments
from peers
Twitter
Instagram
Videos posted on social media
Posts from media
Pinterest
Snapchat
Social media comments
from celebrities
12%
10%
7%
3%
Posts from peers
Posts from media
Videos posted
Posts from celebrities
YOUTUBE
5%
5%
3%
2%
2%
TV shows
News
Trending videos
Spotlight
Live
Articles
Coupon inserts
Advertisements
PODCASTS
3%
2%
2%
2%
1%
1%
23%
7%
5%
News podcast
National podcast
Podcast site
iTunes
Search engine
University podcast
Grocery store circulars
Email advertising
Newsletter
Advertising or coupons sent to home
7%
7%
7%
4%
3%
7%
4%
4%
3%
Public radio
News shows
Talk radio
Radio advertisements
Music stations
BOOKS OR COOKBOOKS
4%
3%
1%
2%
General Cookbooks
Health or diet books
Celebrity health or cookbooks
Reference books
MAGAZINES
13%
7%
7%
6%
6%
5%
2%
2%
Food or cooking magazines
Lifestyle/fitness magazines
General news magazines
Women’s magazines
Food company or grocery
store magazines
Home and garden magazines
Men’s magazines
Celebrity magazines
BLOGS
5%
3%
3%
2%
Blogs about food
Blogs from health experts
Blogs from moms
Blogs from celebrities
Q.11: And thinking now only about GENERAL FOOD NEWS for each of these areas where specifically
do you find the latest information on general food news? N=1046 Red font denotes decrease from
2015. Note: Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 27

28. Q.13: And thinking now only about GENERAL FOOD NEWS for each of these
areas where specifically do you find the latest information on general food news?
Facebook posts
from peers
20%
News sites
19%
Newspaper
articles
18%
TV News shows
—evening
25%
Newspaper
articles
30%
Newspaper
articles
44%
News sites
17%
TV News shows
—evening
26%
TV cooking
shows
16%
TV cooking
shows
20%
Facebook posts
from media outlets/
publishers
17%
TV cooking
shows
23%
TV News shows
—morning
17%
Food or cooking
magazines
20%
TV News shows
—morning
16%
TV News shows
—morning
15%
Food or cooking
magazines
16%
TV News shows
—evening
14%
Food or cooking
magazines
13%
1
2
3
4
5
MILLENNIALS
(N=401)
BABY BOOMERS
(N=306)
MATURES
(N=94)
GEN X
(N=245)
Newspaper
articles
14%
While Newspaper
articles are utilized by all
age groups, Facebook
posts from peers and
media outlets are a
source for general food
news that is strongly
unique to Millennials.
Top General Foods News Sources
by Age Cohort
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 28

29. Trust in News Sources
Overall, Americans are reporting somewhat higher levels of trust in some media sources (as evidenced by
higher Top 2 Box ratings), although their ranking of most trusted to least trusted sources is similar to trend
—with health or medical sites, TV cooking shows, Food or Cooking Magazines and Blogs from Health
Experts the most trusted. Lower levels of trust are seen with social media, YouTube and advertising.
Q.14: And how much do you trust each of these sources for providing you with truthful unbiased
information on food? Base = those who used source. Green font denotes increase from 2015. Note:
Facebook, YouTube and Podcasts are newly detailed for 2016 – no YAG exists.
77%
77%
76%
74%
74%
74%
72%
72%
72%
71%
70%
68%
68%
68%
68%
68%
67%
67%
65%
65%
65%
65%
65%
YouTube News
Women's magazines
Men's magazines*
Blogs from celebrities
Podcast search engine/directory*
News sites
YouTube TV shows
Newsletter
National podcast
Talk radio
TV channel or show sites
Pinterest
Grocery store circulars
Blogs about food
Food company or grocery store mags
TV Talk shows
TV Reality show
Itunes podcast
Food company sites
Music stations
Celebrity health or cookbooks
Social media posts from celebrities*
Instagram
*Small sample size
64%
64%
63%
63%
62%
60%
59%
59%
59%
59%
58%
58%
57%
56%
55%
55%
52%
52%
52%
50%
45%
44%
43%
43%
Facebook posts from celebrities
From TV celebrities
Facebook posts from media outlets/publishers
YouTube Live
YoutTube Spotlight
YouTube trending videos
Videos posted on Facebook
Coupon inserts
Facebook posts from peers
Snapchat
Social media posts/comments from peers
Podcast site*
Twitter
Social media posts from media outlets/publishers
Videos posted on social media
Online advertising
Email advertising
Celebrity magazines
Advertising or coupons sent to home
Radio advertisements
Commercials
TV Advertisements
Newspapers Advertisements
Infomercials
MOST TRUSTED LEAST TRUSTED
91%
87%
87%
87%
86%
86%
86%
85%
85%
84%
84%
84%
84%
83%
82%
80%
79%
79%
79%
78%
78%
77%
77%
Health or medical sites
Food or cooking magazines
TV Home and garden shows
Blogs from health experts
Reference books
Health or diet books
General Cookbooks
From TV news health experts
TV Documentaries
TV News shows—morning
TV Cooking shows
Home and garden magazines
Government sites
TV News shows—evening
Articles
Blogs from moms
Recipe sites
Lifestyle/fitness magazines
News podcast
News shows
General news magazines
Public radio
University podcast*
TOP 2 BOX TRUST IN NEWS SOURCE
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 29

30. DEMOGRAPHICS
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 30

31. Demographics
Male/Female
Age (Mean)
Millennial
Gen X
Baby Boomers
Matures
Race/Ethnicity
Hispanic
Caucasian
Asian
Black/African American
Other
Region
Northeast
South
Midwest
West
50%/50%
44.5
38%
23%
29%
9%
13%
77%
12%
7%
3%
17%
38%
22%
23%
Total
Respondents
N=1,046
©2016 Hunter Public Relations in Partnership with Libran Research & Consulting 31
Total
Respondents
N=1,046
(41% 1st
generation)
Employment
Full time
Part time
Retired
Stay-at-home parent
Full time student
Unemployed
Disabled
Income (Median)
% With Children in HH
Marital Status
Married
Never married
Single but living as married
Divorced
Widowed
55%
10%
15%
6%
6%
5%
2%
$72.5k
28%
53%
21%
16%
7%
3%

32. ©2016 Hunter Public Relations in Partnership with Libran Research & Consulting
Samara Farber Mormar
Hunter Public Relations
www.hunterpr.com
212-679-6600
smormar@hunterpr.com
Jane Mount
Libran Research & Consulting
www.libranresearch.com
207-219-8350
jane.mount@libranresearch.com
For additional information regarding the Hunter Public Relations Annual
Food News Study and putting these insights to work for your brand, contact: