CONSUMERS DRIVEN TO FOOD FEARS IN THE DIGITAL AGE

BATTLE OF THE BUZZ

IN THE DIGITAL AGE, FOOD AND BEVERAGE MANUFACTURERS ARE CONTINUALLY ON THE DEFENSIVE AS CONSUMERS ARE BOMBARDED WITH A FLOOD OF MISINFORMATION FROM SOCIAL MEDIA AND CONSUMER NEWS ABOUT THE IMPACT OF SPECIFIC FOOD INGREDIENTS ON HEALTH AND WELLNESS.

BUT JUST HOW UNBALANCED IS ALL THE BUZZ?

THE CENTER FOR MEDIA AND PUBLIC AFFAIRS AT GEORGE MASON UNIVERSITY RECENTLY CONDUCTED RESEARCH TO BETTER UNDERSTAND THE BUZZ AROUND A SPECIFIC FOOD INGREDIENT OVER TIME.

BATTLE THE BUZZ WITH THIS INFOGRAPHIC

They analyzed media coverage during 11 one-month time periods that included the release of significant scientific information on high fructose corn syrup (HFCS).

1 2 3

5 6 74

9 10 118

MOST COVERAGE WAS UNBALANCED

Here’s what they found:

90%Although science released from 2004 to 2013 was fairly balanced, 90% of consumer news coverage went to research criticizing HFCS for negative health effects.

MANY SOURCES WERE ANONYMOUS

Of those who were named, a small number exercised a relatively large amount of influence. In fact, just five scientists accounted for 43% of all opinions.

OF ACADEMIC EXPERTS CITED, NEARLY HALF WERE NOT NAMED.

43%

MOST COVERAGE LACKED CONTEXT

JUST 16%

OF COVERAGE WAS SUPPORTED BY SCIENTIFIC EVIDENCE.

Of that coverage, LESS THAN 20% was placed in the context of earlier scientific findings.

SO CONSUMER NEWS MAY BE STIRRING UP UNNECESSARY CONTROVERSY BY FAILING TO TELL THE FULL STORY.

GET THE FACTS ON HFCS

BUT HOW ARE CONSUMERS REACTING TO ALL OF THE BUZZ?

The Sweetener360 is a custom research study commissioned by the Corn Refiners Association and completed in part by Nielsen and Mintel Consulting.

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