Food industry trust in the dumps, but things are looking up

All areas of food production are under immense consumer scrutiny. That’s according to a recent survey by EIT Food Consumer Observatory.

Manufacturers are faring worse though, with 47% of European consumers having trust in them. However, this is up by a meagre 1% on last year.

Next are retailers, who scrape past the halfway mark, garnering 51%. Again, up by 1% on the previous year.

By contrast, farmers are flying high and boasting a relatively healthy 67% trust rating, up 2% on 2024.

The EU department also found that food authorities such as EFSA hold little trust with consumers, with a 46% trust rating, up 1% on last year.

And while numbers across all sectors are marginally better than the previous year, they remain a long way from impressive.

“Despite being stable, trust in the food system is still at a relatively low level overall,” says Klaus Grunert, professor at Denmark’s Aarhus University and director of EIT Food Consumer Observatory.

What’s more, all of this comes at a time when consumer confidence is in sharp decline, meaning spending decisions are becoming more careful and scrutiny of brands more intense.

Why is trust in the food industry so low?

Lack of transparency is a big issue for consumers, with EIT finding consumers feel there is a lack of transparency from the industry.

“The industry needs to recognise the link between clear and honest communication and consumer regard,” says EIT’s Grunert. “When transparency is perceived to be high, trust is naturally higher. This includes transparency around sustainability practices and animal welfare.”

Just 45% of consumers say they’re confident in distinguishing between reliable and unreliable information on food, leading to many feeling confused.

Added to this, consumers are struggling to view the food industry as a reliable source for information resulting in efforts to improve perceptions being doomed to fail.

“Consumer trust in industry actors as reliable sources of information on health and sustainability is generally low,” says Grunert.

This is exacerbated by the view that the industry is really only focused on one thing – money.

“There is for many people a belief that the food industry is only profit-oriented,” says Grunert.

This belief has been fuelled by the emergence of things like shrinkflation and anticompetitive trading practices.

In short, there’s a lot to be done to restore consumer trust.

What can industry do to restore trust?

The report paints a fairly damning picture of consumer opinions on the food industry, with trust remaining low.

However, work is being done to address the issue, focussing particular attention on communication to eliminate confusion and misinformation.

“The industry is focused on communicating its competence and concern for things that are important for consumers – this includes areas such as sustainability, health, quality, and animal welfare," says EIT’s Grunert.

But much much more needs to be done to effectively change public opinion.

“If the aim is to give trust a boost, current efforts are not enough,” explains Grunert. “There is a considerable need for more transparency and openness regarding the way food is produced and processed, the way raw materials are sourced, and the way information channelled to consumers is derived and controlled.”

Consumers have provided a clear directive for the food industry, creating a big opportunity to achieve positive change.

“Strong self-regulation in messaging is essential, alongside third-party endorsements where appropriate,” says Grunert. “Collaboration with authorities, NGOs and independent experts can also help ensure that information is not only accurate but also perceived as credible by consumers.”

And it’s not just about boosting consumer trust in the industry overall. It’s also about building trust in individual brands.

“Trust is a prerequisite for successfully marketing food products,” says Grunert. “Until consumer trust is acknowledged by the industry as a core factor in commercial success, the industry may struggle to make the changes necessary to boost consumer confidence in their businesses and products.”