Consumer trust in the food sector at an all-time low

Consumer trust in the food sector is at an all-time low. A recent pan-European study shows that fewer consumers are making healthy and sustainable food choices. The EIT Food Trust Report, based on a survey of 19,642 consumers from 18 countries, reveals that less than half (45%) of Europeans trust the food they consume.

The study shows that consumers are particularly skeptical about the sustainability and healthiness of their food. While 53% of consumers trust food safety, only 36% believe their food is sustainable, and 44% think it is healthy. This skepticism has led to a decrease in the motivation to adopt a sustainable lifestyle. In 2020, 78% of consumers aimed for a sustainable lifestyle, but this percentage has now dropped to 71%.

Low acceptance of food innovations

Trust in food innovation is also low. Only a third of consumers (34%) are open to new food products. Younger consumers are more positive, with 44% of 18-34-year-olds open to innovations, compared to just 24% of those aged 55 and over. This suggests that the younger generation may be more willing to accept new products that contribute to healthier and more sustainable diets.

Deep mistrust in the food industry

The report indicates a decline in trust across the food industry, particularly in the competence, openness, and care of actors such as farmers, manufacturers, authorities, restaurants, and retailers. Farmers remain the most trusted group (65%), despite a slight drop from 67% last year. Retailers are trusted by 50% of consumers, down from 52% in 2022. Trust in restaurants and caterers is at 48%, also a decline from last year.

Trust in manufacturers and authorities is even lower. Only 46% and 45% of consumers trust manufacturers and authorities, respectively. A significant portion of consumers (27% and 32%) actively distrust these groups. Additionally, only 38% believe manufacturers care about consumer concerns, while 37% think they are open and honest about food preparation and sales. The same applies to authorities, with just over a third of consumers believing they are transparent enough about food production regulations.

Eitfood.eu