Europe’s food confidence rebounds, but gaps remain

The European food industry is regaining consumer confidence after several turbulent years, but trust remains shaky. A new appraisal from EIT Food found that trust in key players improved in 2025 following a low in 2023.

The State of Trust in Europe’s Food System, now on its second issue, tracked consumer perceptions across 18 European countries between 2021 and 2025.

According to the findings, 68 percent of Europeans trust farmers, making them the most trusted group in the food chain. 

“Even though consumers rarely personally engage with farmers, they see them as trustworthy, naming twice as many farmers or farming organizations they trust versus those they distrust,” the document reads.

Retailers, on the other hand, are trusted by 54 percent of participants, while restaurants and caterers posted the strongest recovery, climbing from 48 percent to 53 percent between 2023 and 2025. The report also examined trust in manufacturers and public authorities.

Despite gains across all sectors, overall confidence in food remains limited. Fewer than half of respondents said they feel confident in what they consume, and only 36 percent consider it sustainable.

“Consumers often name the mistreatment of animals as a reason to distance themselves from a brand. Either food safety issues in animal product supply chains or welfare mismanagement is reflected very negatively,” the assessment notes.

According to the evaluation, consumers increasingly view food as healthier, safer, and more authentic, but concerns about quality, additives, and corporate profit continue to weigh on trust.

Transparency drives confidence recovery

The survey identified transparency, competence, and care as the main drivers behind improving trust levels. Clear communication and openness helped strengthen consumer confidence, while a perceived lack of care remained a key challenge for the industry.

Negative personal experiences and skepticism toward large food companies continued to undermine consumer confidence, according to the findings.

“The size is often linked to profit and a lack of care for their customers or employees; ‘because big companies can’t be trusted, it’s always about money,’ or ‘they are only greedy for profit’,” the report states.

The results emphasized the need for clearer communication, transparent pricing, and honest labeling across the food sector. The document also highlighted the importance of consistent regulation and guidance from policymakers as Europe continues its efforts to promote healthier and more sustainable diets.

*Graphs courtesy of EIT Food.

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