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Latest EIT Food Trust Report finds declining trust in the European food system

European food innovation organisation EIT Food's latest consumer trust findings call for better consumer engagement to improve trust and access to information, processes, and decision-making.

As the world’s population is expected to reach 9.7 billion by 2050, EIT Food says embracing new technologies and ways to collaborate across the entire food supply chain is crucial to ensure the world can sustainably provide accessible and healthy food to all.

In August and September 2023, EIT Food carried out its latest study, the EIT Food Trust Report 2023, analysing European consumers’ trust in food and the wider food systems. The study was conducted with 19,642 European food consumers from 18 European countries.

Published in May 2024, the study found dwindling trust in actors across the food supply chain, including manufacturers and retailers, and fewer consumers opting for sustainable and healthy food options.

“The findings of the report indicate the need for manufacturers and brands to engage more closely with consumers, not only to increase transparency and access to information but to ensure consumers are more involved in processes and decision-making across our food value chains,” Sofia Kuhn, Director of Public Engagement at EIT Food told Ingredients Network.

Sustainable and healthy diets

Pursuing sustainable and healthy diets to meet the global population’s demands is vital, yet there is a concerning need for improvement in European diets, EIT Food says. There is a worrying decrease in the intention to live sustainably, particularly regarding food choices.

In 2020, 78% of Europeans intended to live sustainably, but by 2023, this figure had lowered to 71%, highlighting the need for more consumer support around sustainable diets. A more focused approach is important to enhancing European diets’ health and sustainability.

Consumers are increasingly considering health when making food choices, despite a declining intention to eat healthily, which lowered from 60% in 2021 to 56% in 2023. However, EIT Food says there is less of a gap between attitude and intention compared to sustainable behaviour. There is a widespread understanding of what constitutes healthy and unhealthy food, which makes it easier for people to integrate healthy eating into their daily routines.

However, consumers struggle to determine what exactly qualifies as sustainable food. The data shows a strong connection between eating healthy and sustainable food, with 91% of those who predominantly or always eat sustainable food also predominantly or always eating healthy food. The findings are promising, EIT Food says, as progress in one aspect can lead to progress in the other.

A lack of confidence in new food and technologies

Embracing new methods is key to enhancing consumer diets, EIT Food says. Introducing new products, ingredients, and technologies can all contribute to creating a healthier and more sustainable food system.

However, Europeans’ receptiveness to trying new food products remains low at around one-third and shows no recent increase. There appears to be a general reluctance toward adopting new approaches, particularly if the solutions are perceived as ‘industrial’ or ‘unnatural.’ Of those consumers who are receptive to new food ideas, 63% have confidence in food technology, and 64% have confidence in the food system’s integrity.

Consumer enthusiasm for food innovation lags behind other food-related topics, often giving rise to distrust and scepticism. European consumers do not have much confidence in the food system. Additionally, sustainability does not seem to be a key factor driving the adoption of new foods.

Trust remains elusive

“From previous EIT Food Trust Reports, we know that consumers tend to trust individuals over anonymous organisations, which is why farmers are often trusted over manufacturers and brands,” says Kuhn. “However, when a person represents a brand or organisation in the food chain, such as a manufacturer, this can be a strong motive for the consumer to support and trust the business,” Kuhn adds.

Trust in retailers has decreased from 53% to 50% since 2021. A lack of openness requires the most improvement, with consumers believing only 36% of manufacturers and 39% of retailers demonstrate openness. Furthermore, only 38% of consumers perceive manufacturers to show care, while this figure was 40% for retailers.

Consumers look to retailers to promote healthy, local, and sustainable food options with minimal packaging while reducing waste. Simultaneously, they expect retailers to maintain affordable pricing, and hold supermarkets partly responsible for price increases on essential items. European retailers are generally trusted to bring safe foods to the market. Still, consumers would like to see more evidence that retailers care about health and the planet, which may include adding more vegan products or highlighting local products.

“While consumers agree that both small and large companies can neither be trusted nor distrusted completely, it is clear that consumer trust increases when investment into quality control is evidenced,” says Kuhn.

Manufacturers may hesitate to compromise on quality due to concerns about their reputation, which restricts their ability to take shortcuts. However, some consumers link this industry with scandals, leading to boycotts of certain multinational companies due to a lack of trust. Consumers often associate lobbying with manufacturers, believing that large companies gain special treatment and favourable conditions by influencing politicians behind the scenes, contributing considerably significantly to the lack of trust and perceived lack of transparency.

“Companies, both big and small, can therefore improve consumer trust by clearly communicating their steps to maintain and increase quality along their supply chains and processes,” Kuhn adds. “Transparency, as always, is the key,” Kuhn says.