Some 68% of European consumers believe that food innovation can give farmers and food producers additional tools to deal with challenges including climate change, pests, resource scarcity and supply disruptions, a Eurobarometer study has found.
The study which sought to determine how Europeans view innovative foods, ingredients and crops, found that while many believe in their potential, concerns around information, transparency and safety are barriers to acceptance.
‘The survey shows that many Europeans see food innovation as a useful way to help farmers and food producers respond to major challenges,’ the study noted. ‘Innovative foods and crops can strengthen the resilience and preparedness of Europe’s food system, widen production options, support food security and help meet changing consumer needs, while respecting the EU’s high safety standards.
‘At the same time, the findings show that public attitude remains cautious, with comfort consistently higher among younger respondents, those with higher levels of education, urban respondents, and those who are more familiar with innovative foods.’
‘Do not feel well informed’
Some 72% of respondents said that they ‘do not feel well informed’ about innovative foods, ingredients and crops, while more than half (51%) of respondents said they had a negative view of innovative food products, compared with 39% who had a positive view.
The survey found a strong relationship between familiarity and attitudes. Among people who considered themselves well informed about innovative foods, more than seven in ten (72%) had a positive view. This fell to 27% among those who did not feel well informed.
Age, education and location also influenced attitudes. More than half of respondents under 39 said they were comfortable with innovative foods, compared with 34% of those aged 55 and over. More than half of people living in large towns were comfortable with foods developed using modern techniques, compared with between 42% and 46% of those living in villages or rural areas.
Of the innovative food products included in the survey, fruits and vegetables from crops adapted to drought, pests or extreme weather received the highest level of acceptance, with 50% saying they would feel comfortable with such products.
Importance of transparency
Transparency was identified as another important factor. Some 85% of respondents agreed that innovative food products should have clear names and provide understandable information about how they are produced, what they contain and where they come from.
The Commission said the findings are relevant to Europe’s food research and innovation agenda, including Food 2040, which focuses on developing competitive, resilient and sustainable food systems and emphasises involving consumers and other stakeholders in innovation.
The Special Eurobarometer was carried out across all 27 EU Member States between 22 May and 24 June 2026, involving 26,456 respondents aged 15 and over. Read more here.
