Pan-European study reveals decline in consumer trust and sustainable food choices
A comprehensive study conducted across 18 European countries has unveiled a concerning trend in consumer attitudes towards the food sector, with fewer individuals reporting engagement in healthy and sustainable food choices. The EIT Food Trust Report, now in its sixth year, provides critical insights into consumer trust and behaviour in the European food system.
The study, developed by the EIT Food Consumer Observatory, surveyed 19,642 consumers across 18 European nations. Conducted by Ipsos in August and September 2023, the research utilised the EIT Food TrustTracker, an evidence-based, peer-reviewed tool for measuring consumer trust. The study’s participants were nationally representative in terms of age and gender, encompassing food consumers over 18 years old.
Key findings
The report reveals that less than half (45%) of Europeans express trust in food, specifically regarding taste, safety, health, authenticity, and sustainability within the food system. This figure represents a notable decline from previous years, indicating a growing scepticism among consumers.
Consumer perception of food sustainability and health
While the majority of consumers (53%) remain confident in food safety, perceptions of sustainability and healthiness are significantly lower. Only 36% of respondents believe that the food they consume is sustainable, while a mere 44% consider it healthy. These figures suggest a widening gap between consumer expectations and their perceptions of the current food system.
Decline in sustainable and healthy food choices
The study identifies a worrying trend in consumer behaviour:
- Sustainable lifestyle intentions have dropped from 78% in 2020 to 71% in the current study.
- Only 49% of consumers report considering the environmental impact of their diet when making food choices, down from 51% in 2020 and 2021.
- The proportion of consumers actively trying to eat healthily has decreased from 60% in 2020 to 56% in the current study.
Attitudes towards food innovation
The research highlights a general reluctance towards food innovation, with only 34% of consumers expressing openness to new food products. However, a generational divide is evident, with 44% of 18–34-year-olds open to food innovations compared to just 24% in the 55+ age group. This disparity suggests potential opportunities for targeted innovation strategies in the future.
Trust in food sector actors
The study reveals a broad decline in trust across various food sector actors:
- Farmers: Despite remaining the most trusted group at 65%, trust in farmers has slightly decreased from 67% in the previous year. This decline is primarily attributed to reduced confidence in farmer competency.
- Retailers: Trust in retailers has fallen from 52% to 50%.
- Restaurants and caterers: Trust levels decreased marginally from 49% to 48%.
- Food manufacturers and authorities: Both groups face significant trust issues, with only 46% and 45% of consumers expressing trust, respectively. Notably, 27% actively mistrust food manufacturers, while 32% mistrust food authorities.
Implications for the food industry
These findings present significant challenges for the food industry, particularly in the areas of sustainability, health, and innovation. The declining trust in food sector actors suggests a need for improved communication and transparency throughout the supply chain.
Sofia Kuhn, Director of Public Insights and Engagement at EIT Food, emphasised the importance of collaboration: “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.”
Future directions
Professor Klaus G. Grunert of Aarhus University, who leads the Consumer Observatory, highlighted the need for a concerted effort to rebuild consumer trust: “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.”
As the food industry grapples with these challenges, the insights provided by the EIT Food Trust Report offer valuable guidance for developing strategies to rebuild consumer trust and promote sustainable, healthy food choices. The onus is now on food scientists, manufacturers, and policymakers to translate these findings into actionable initiatives that address consumer concerns and foster a more trusted, sustainable food system for the future.
- Download the EIT Food Consumer Observatory report:
https://www.eitfood.eu/download-the-eit-food-trust-report-2023
