Intel Distillery tracks consumer versus opinion leader discussion on trending topics over the past 12 months. Based on keyword volumetric analysis, we compile comparative graphics that allow for quick contrast of which issues and subtopics are discussed the most, and by whom.

Different Viewpoints, Different Conversations.


Influential Voices

Consumer social media data acquired via Buzzsumo. Data from influencial voices acquired via The Intel Distillery. All data collected from June 2018 – May 2019.

Consumers Tune in to Outbreaks

Our analysis shows that consumers tuned in to topics surrounding food safety most heavily when there was a food-related outbreak. Meat and dairy products were more problematic than in previous years due to large-scale recalls of ground beef and turkey. In produce, noteworthy occurrences include sweeping recalls of romaine lettuce due to E. coli concerns.

Influential Voices Are Concerned with Prevention

The influential voices we track and monitor are a bit further up the supply chain and tend to be more concerned with prevention and consumer confidence in food safety, than specific food safety incidents. Their biggest food safety-related concerns included: allergens, inspections, and the implementation of The Food Safety Modernization Act (FSMA), which granted the FDA more authority to regulate how food is processed and produced.

When we compare the data, we see that everyone is concerned about food safety. Influential voices discuss it year-round, closely following policy decisions and industry changes. Consumers take special notice when there is a heavily publicized outbreak. Among consumers and influential voices, however, the same three foodborne illnesses are discussed most often — Salmonella, E. coli, and Listeria (in that order). The government shutdown earlier this year also added volume to the conversation surrounding regulation and inspections among both influencers and consumers.