A recent study involving 19,642 consumers across 18 countries has uncovered a troubling decline in consumer trust in the food sector, alongside a decrease in reported healthy and sustainable food choices. This research, detailed in the latest EIT Food Trust Report, now in its sixth year, highlights significant challenges facing the food industry.

The report, developed by the EIT Food Consumer Observatory and supported by the European Institute of Innovation and Technology (EIT), a body of the European Union (EU), indicates that less than half (45%) of Europeans trust the food system regarding taste, safety, health, authenticity, and sustainability.

The study, conducted by a consortium of pan-European academic partners, reveals that while a slight majority of consumers (53%) feel confident about the safety of their food, skepticism persists regarding its sustainability and healthiness. Only 36% of consumers believe their food is sustainable, and less than half (44%) consider it healthy.

This growing skepticism appears to be influencing consumer behavior, with a noticeable decline in the motivation to lead a sustainable lifestyle. In 2020, 78% of consumers intended to live sustainably, but this figure has dropped to 71%. When making food choices, only 49% of consumers consider the environmental impact of their diet, down from 51% in 2020 and 2021, and 48% in 2022.

The intention to eat healthily has also seen a downward trend, with only 56% of consumers currently striving for a healthy diet, compared to 60% in 2020 and 2021. Moreover, the study highlights a significant wariness towards food innovation, with only 34% of consumers open to new food products. However, younger consumers are more receptive, with 44% of those aged 18 to 34 willing to try new food items, compared to just 24% of those aged 55 and older. This suggests a generational shift towards greater acceptance of innovations aimed at promoting healthier and more sustainable diets.

Overall, the report shows a decline in consumer trust across various sectors of the food industry, including farmers, manufacturers, authorities, restaurants, and retailers. Farmers remain the most trusted group, with 65% of consumers expressing trust, although this is a slight decrease from 67% in the previous year. The perception of farmers' competence also declined slightly from 69% in 2023 to 67%. Nonetheless, farmers still score highest in perceived openness (54%) and in demonstrating care for consumers and acting in the public interest (53%).

Retailers are the second most trusted group, with trust levels at 50%, down from 52% in 2022. Trust in restaurants and caterers has also dipped to 48% from 49% in 2023. Despite over half of consumers (54%) agreeing that restaurants and caterers do a good job, fewer consumers believe they care about the public (44%) or are open about food preparation and sales (39%).

Trust in food manufacturers and authorities (government agencies at both national and EU levels) is even lower, with only 46% and 45% of consumers expressing trust, respectively, both down from 48% in 2021. Additionally, 27% and 32% of consumers, respectively, actively mistrust these groups. Only 38% of consumers feel that food manufacturers care about people's concerns, and just 37% believe manufacturers are open and honest about their processes. Similarly, perceptions of authorities are low, with only 38% of consumers believing that authorities care about public opinion on food, and just 37% think authorities are transparent about food regulation.

Sofia Kuhn, Director of Public Insights and Engagement at EIT Food, emphasized the need for collaboration between the food sector and consumers to build a healthier and 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. 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,” she said.

Klaus G. Grunert, Professor of Marketing at Aarhus University and Lead of the EIT Food Consumer Observatory, echoed these sentiments, stressing the importance of trust and consumer engagement. “Consumers need to be able to trust that the food they eat is both good for them, and good for the planet. 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 for diets that are healthy, nutritious, and sustainable – while being affordable and inclusive for everyone,” he stated.

The findings of the EIT Food Trust Report underline the critical need for improved transparency, communication, and collaboration within the food sector to rebuild consumer trust and encourage healthier and more sustainable eating habits.