Consumers are scrutinizing every aspect of the food industry. According to the EIT Food Consumer Observatory, a survey conducted recently revealed that consumers are very concerned about all aspects of food production.
The manufacturers are doing worse, as only 47% of Europeans have confidence in them. This is a 1% increase over last year.
The retailers are next, with 51%. The 1% increase is also a record.
Farmers, on the other hand, are soaring high, with a healthy 67% rating of trust, an increase of 2% since 2024.
The EU Department also discovered that consumers have little faith in food authorities like EFSA, who only received a trust rating of 46%, an increase of 1% from last year.
While the numbers in all sectors have improved slightly from last year, they are still far away from being impressive.
Klaus Grunert is a professor of Aarhus, Denmark, and the director of EIT Food Consumer Observatory.
All of this is happening at a moment when the consumer’s confidence has plummeted, causing them to be more cautious in their spending and scrutinize brands with greater intensity.
Why does the trust in food products seem to be so low?
EIT found that consumers felt there was a lack in transparency by the industry.
Grunert, from EIT, says: “The industry must recognise that clear communication with consumers is a key factor in gaining their trust.” Transparency is associated with trust. Transparency is also important in terms of animal welfare and sustainability.
Only 45% of the consumers are confident that they can distinguish between information about food which is reliable and non-reliable. This leaves many confused.
In addition, the consumer is unable to trust food companies as reliable sources of information. This makes any attempt to change perceptions a failure.
Grunert says that consumer trust in the industry as a reliable source of information about health and sustainability, is low.
Many people believe that the food business is purely profit-driven
Klaus Grunert, EIT Food Consumer Observatory
The industry’s focus is on money, which is what makes this situation worse.
Grunert says that many people believe the food industry only cares about profit.
The emergence of anticompetitive practices and shrinkflation has fueled this belief.
There’s still a great deal to do to rebuild consumer confidence.
The shrinking food market has led to a decline in trust. (Image: Getty/wildpixel)
How can the industry restore consumer trust?
This report presents a rather damning image of the consumer’s opinion on food, and trust remains low.
We are working to resolve the problem, focusing on clear communication in order to avoid confusion.
Grunert, from EIT, says that the industry is focused primarily on communicating their competence and concerns for important things for consumers, including sustainability, health and quality.
Current efforts will not suffice if the goal is to boost trust.
Klaus Grunert, EIT Food Consumer Observatory
It is clear that much, much more work needs to be undertaken to change the public’s opinion.
Grunert explains that current efforts will not suffice to boost trust. There is an urgent need to increase transparency and accountability in the food production and processing, raw material sourcing, as well as the information provided and managed by consumers.
The food industry has a great opportunity to make positive changes, as the consumers have given it a very clear direction.
Grunert says that a strong self-regulation of messaging, along with third-party endorsements when appropriate, is vital. Collaboration with authorities, independent experts and NGOs can help to ensure information that is accurate as well as perceived by the consumer.
It’s also not only about increasing consumer confidence in the entire industry. But it’s not just about boosting consumer trust.
Grunert says that trust is essential for the successful marketing of food products. The industry will struggle until consumer trust becomes a key factor for commercial success.
