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Fast-food breakfast is 'top food story' of the year

Three of this year's top-10 stories revolved around the fast food industry: Domino's new emoji ordering option ranked as No. 7 and the availability of alcohol at fast food locations, such as some Starbucks and Taco Bell locations, came in at No. 9.

December 21, 2015 by Travis Wagoner — Editor, Networld Media Group

American consumers said the most important food story of the year was the expansion of fast-food breakfast menu items to more times of day, along with breakfast menu innovation, according to a press release from Hunter Public Relations. Three of this year's top-10 stories revolved around the fast food industry: Domino's new emoji ordering option ranked as No. 7 and the availability of alcohol at fast food locations, such as some Starbucks and Taco Bell locations, came in at No. 9.

"The fast food industry is tapping into the 'want it now' mentality of today's consumer by offering greater availability of favorite offerings," said Grace Leong, CEO and partner of Hunter Public Relations. "Consumers who crave breakfast food in the afternoon no longer feel they should have to wait until tomorrow morning to satisfy it. They also want the ability to purchase other favorite non-traditional fast food items — such as alcohol — at places they already frequent regularly."

Rounding out the top 10 stories are the Whole Foods Overcharging Scandal (No. 4) and Anheuser-Busch Acquiring SABMiller (No. 10).

To summarize:

1. Evolving Fast Food Breakfast Landscape

2. Blue Bell Issues Recall

3. Western Drought Impact Expands

4. Whole Foods Overcharging Scandal

5. Artificial Flavors and Ingredients Phase Out

6. GMO Labeling

7. Domino's Emoji Ordering

8. Food Waste the New Eco-Concern

9. Alcohol Availability at Fast Food Locations

10. Anheuser-Busch Acquires SABMiller

This year's food news study confirms that America's appetite for food news is on the rise, according to the release. Forty-five percent of Americans state that food news stories are more important than other news stories — up from 32 percent two years ago. Respondents feel that food safety (63 percent) and nutrition (47 percent) are the two most important food topics.

Food waste elicits concern and changes in behavior

"Food Waste: the New Eco Concern" (the No. 8 top story overall) elicited more concern and behavior changes in 2015 than other habits and actions reported, with 41 percent of those trying to make changes claiming they are trying to waste less food. While consumers continue to report 'better for you' behaviors like "eating less processed food" and "paying more attention to ingredient lists" in significant numbers, "trying to waste less food" was the most significant in the hierarchy of reported consumer behavior changes overall.

Consumption of food information grows in digital and social media channels

In addition to the top food news of the year and its impact on consumer behavior, the Hunter PR Food News Study expanded three years ago to delve more deeply into where and how consumers are accessing information about food and cooking. Websites beat out magazines and television this year as the top source for recipes and nutrition information, while television and newspapers continue to be top sources for general food news overall, even among Millennials who stated Facebook as their No. 1 source for general food news.

Social media is on the rise as a source for recipes at 38 percent versus 34 percent in 2014 for the overall population and is the No. 2 source for millennials at 40 percent. Facebook saw an increase from the previous year in consumers who reported visiting the channel to obtain the latest recipes (from 26 percent to 31percent), whereas TV cooking shows, women's magazines and coupon inserts were all on the decline.

Nearly 90 percent agree that health and medical websites were the most trusted source of truthful unbiased information on food, reinforcing the importance of the role of science in a world where nearly half of all consumers (47 percent) agree that there is too much conflicting information about food and nutrition.

Mobile on the rise

The Hunter PR Food News Study found that there is significantly more mobile usage taking place in 2015 as compared to the prior two years. Notably, "using a mobile device to search for recipes" has nearly doubled since 2013 to 36 percent, and "watching video on a mobile device to get cooking directions" has more than doubled to 22 percent. Growth in the use of mobile devices is being fueled this year by Baby Boomers, who are now approaching the level of use of Millennials and Gen Xers, with half now accessing the web through a mobile phone or tablet.

Millennials: The food-loving generation

Millennials have a strong positive connection to their food. Millennials state their top food-related resolution for 2016 is to "eat and cook more at home." Additionally, they view food news stories as more important than their age counterparts — whereas 45 percent of Americans think food stories are the most important news stories, the number increases to 54 percent for Millennials. They are also the demographic most likely to change their behavior based on GMO labeling.

Hispanic consumers ahead of the digital curve

For the first time this year, the Hunter PR Food News Study gave information regarding the Hispanic demographic. The results demonstrated the importance of food news to this consumer as well as their broad-based adoption of social and mobile media as it relates to food, cooking and interaction with brands. The study found that Hispanics are more likely to say they are "using apps offered by brands I like" (33 percent versus 20 percent) or to "watch a video on a mobile device for cooking directions" (33 percent versus 20 percent) than the total population. Like Millennials, Hispanics are also more likely to resolve to "eat and cook more at home" in 2016, with 36 percent reporting this as a resolution (versus 25 percent of non-Hispanics) and cite Facebook as their No. 1 source for recipes at 32 percent, just ahead of recipe websites at 30 percent.

For additional information about the Hunter PR 2015 Food News Study, including detailed study results, visit http://www.hunterpr.com/our-pov/foodstudy.html

About the study

The 13th annual Food News Study commissioned by Hunter Public Relations examined the top food news stories of 2015 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.

Hunter PR partnered with Libran Research & Consulting for this study. Libran Research surveyed 1,001 Americans ages 18 years and older via an email invitation and online survey. The respondent sample was balanced to the U.S. population on key demographics. The survey was implemented Oct. 28 to Nov. 2, 2015, covering the 12-month period from November 2014 through October 2015.

About Travis Wagoner

Travis Wagoner spent nearly 18 years in education as an alumni relations and communications director, coordinating numerous annual events and writing, editing and producing a quarterly, 72-plus-page magazine. Travis also was a ghostwriter for an insurance firm, writing about the Affordable Care Act. He holds a BA degree in communications/public relations from Xavier University.