European consumers are showing declining trust in food systems, while less than a third believe the food they eat is sustainable, a new study by EIT Food Consumer Observatory has found.
The EIT Food Trust Report, which surveyed 19,642 consumers across 18 European countries, found that less than half (45%) of Europeans say that they have trust in current food systems.
EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union, and the report is now in its sixth year.
The report emphasises the importance of honesty, transparency, and openness in the food sector to build public trust and encourage consumption of healthier, more sustainable foods.
Among its core findings are that while more than half (53%) of consumers are confident that the food they eat is safe (53%), just 36% believe it is sustainable and 44% believe that it is healthy.
Healthier, more sustainable food system
“The food sector has faced unprecedented challenges in recent years, and will continue to do so as climate change takes its toll on food production,” commented Sofia Kuhn, director of public insights and engagement at EIT Food.
“Now, more than ever, we need partnership between the food sector and Europe’s citizens if we are to create a healthier and more sustainable food system for everyone. To achieve this, we need to understand and work with consumers to foster trust and engagement in embracing food innovations and making conscious choices about what to eat.”
Honesty, transparency, and openness
According to the study, 71% of European consumers actively seek to live sustainably, a slight decrease from 78% in 2020. Additionally, 49% of consumers consider environmental impact when choosing what to eat, compared to 51% in 2020 and 2021, and 48% in 2022.
Furthermore, 56% of consumers prioritise healthy eating when possible, down from 60% in 2020 and 2021.
Farmers the ‘most trusted’
In terms of trust levels, farmers remain the most trusted group in the food sectors, with 65% expressing trust in this sector (down from 67% the previous year), followed by retailers (50% in 2023, down from 52% the previous year) and restaurants and caterers (48%, down from 49%).
Just 38% believe that food manufacturers care about consumers’ concerns, while 37% believe that they are sufficiently ‘honest’ and ‘open’ about how they prepare and sell food.
“Consumers need to be able to trust that the food they eat is both good for them, and good for the planet,” added Klaus G. Grunert, professor of marketing at Aarhus University and lead of the Consumer Observatory.
“If we are to support people to make long-term changes to how they eat, we need the food sector to work with consumers to provide better information, options and access to diets that are healthy, nutritious and sustainable – while being affordable and inclusive for everyone.”
The full report can be found here.
