Fewer than half of Europeans are confident in the food they eat, and only 36% consider it sustainable
Trust is rising again after 2023, but unevenly across the food system
Transparency is the strongest driver of trust recovery
Trust in Europe’s food system is showing signs of recovery, but confidence remains fragile and uneven across actors, according to a new, freely available report from EIT Food. Less than half of Europeans say they are confident in the food they eat, highlighting a persistent gap between improving trust in food system actors and perceptions of food itself. EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union.
The new Consumer Observatory Trust Report, The State of Trust in Europe’s Food System, tracks how trust has evolved between 2021 and 2025 across farmers, retailers, restaurants and caterers, manufacturers and public authorities. After reaching a low point in 2023, trust has increased across all actors, although recovery remains uneven.
Farmers continue to be the most trusted group in the European food system, with 68% of Europeans expressing trust in 2025. Restaurants and caterers show the strongest recovery, rising from 48% to 53%, while retailers have reached 54% trust. Manufacturers and authorities are also recovering from historic lows, but remain among the least trusted actors overall.
Despite these improvements, overall confidence in food remains limited. While consumers increasingly perceive food as healthier, safer and more authentic, fewer than half express confidence in food overall, and perceptions of sustainability remain particularly low. This disconnect underlines the importance of rebuilding trust not only in institutions, but in the food people consume every day. Transparency plays a key role in trust recovery
The report identifies transparency, competence and care as the key drivers of trust. Across the food system, openness and clear communication are the main factors behind recent trust gains, while perceived lack of careremains the biggest challenge. Negative personal experiences, concerns about food quality and additives, and perceptions that large companies prioritise profit over consumer interests continue to undermine trust. Klaus G. Grunert, Professor of Marketing at Aarhus University and Lead of the EIT Food Consumer Observatory, said:
“Trust is a fundamental condition for a well-functioning food system. The results show that trust is recovering across Europe, but not evenly across all actors. Transparency, competence and care will be essential to close these gaps and support the transition towards healthier and more sustainable diets.”
For the industry, the findings highlight the need for clearer communication, honest labelling and transparent pricing. For policymakers and authorities, consistent regulation and clear guidance remain critical. As Europe moves towards healthier and more sustainable diets, rebuilding trust will be essential to enable innovation, consumer engagement and long-term change.
Fonte: EIT Food
