The European Institute of Innovation and Technology (EIT) Food Trust Report 2024 has revealed that farmers are the most trusted group of food actors in the industry at present.
The report, now in its seventh year, was developed by the EIT Food Consumer Observatory, an initiative that aims to deliver greater knowledge, strategy, and guidance to agri-food stakeholders, educators, policymakers, and businesses.
EIT Food was supported by the EIT, a body of the European Union, throughout, and the study was conducted by a consortium of pan-European academic partners in July and August 2024.
Researchers surveyed 19,500 consumers from 18 countries in Europe and the Middle East to gather data for the report.
The survey found that 67% or two-thirds of consumers trust farmers, which is an increase of 2% from the previous year’s figure, while 51% and 47% trust retailers and manufacturers respectively, compared to 53% and 46% in 2020.
It reported that just 46% of consumers trust food safety authorities, which is slightly less than the 47% revealed in the 2020 findings.
This year, for the first time, the study asked respondents to name specific food systems actors they either trusted or didn’t trust, and to list the reasons justifying their answer.
Farmers
The study found that farmers are typically trusted due to their perceived integrity and transparency, while manufacturers and retailers are trusted for their perceived legacy, reputation and ethics.
When trust in farmers, manufacturers, or retailers is questioned, consumers reportedly cited concerns such as sustainability, animal welfare, and the perception of profit being prioritised over quality.
“Addressing these concerns presents a significant opportunity to rebuild trust and align with consumer values,” the report stated.
When it comes to regulators, national food standards agencies were frequently trusted by respondents for their perceived high standards and commitment to acting in the public interest.
The consumers surveyed also indicated a desire for clearer communication from government agencies that they have consumer interests at heart.
The study revealed a distinct disconnect between consumers, sources of information and knowledge about food.
EIT Food Trust Report 2024
According to the report, 45% said they can distinguish between reliable and unreliable information about food, with 48% reporting confidence in locating reliable information about food.
46% said they have sufficient knowledge about the sustainability of food.
While farmers were identified as the most trusted group when it comes to information and knowledge about food, they were only trusted by 50% of respondents as a source of information on health, and by 47% as a source of information on sustainability.
Meanwhile retailers, authorities, restaurants, and caterers languish at the lower end of the spectrum, with fewer than 30% of consumers considering them a reliable source of information on the healthiness and sustainability of food.
Unsurprisingly, doctors and medical professionals were named as the most trusted sources of information on healthy diets, with 66% of consumers reporting to trust them “totally or to a large extent”.
Scientists and academics were revealed to be the leading figures for information on sustainability in food, with 57% of consumers trusting them “totally or to a large extent”.
The study found that less than one-fifth of consumers trusted the media to provide accurate information on the healthiness and sustainability of food.
Meanwhile, consumers who have low trust in food chain actors also indicated a lack of trust in all sources of information – including doctors and health professionals.
When it comes to making dietary changes, 51% of respondents said they prioritise health, while 12% prioritise affordability and only 9% prioritise sustainability.
In addition, the findings also revealed that the share of consumers considering sustainability, when choosing what to eat, has dropped from 51% to 46%, since 2020.
Director of public insights and engagement at EIT Food, Sofia Kuhn said, “While we can see a desire by consumers to eat more healthily, we’re not seeing the same desire to prioritise sustainability through dietary changes.
“But linked to this, we’re also seeing consumers struggle with gauging reliability of information about food. How can we expect consumers to change their behaviour if they can’t access the information they need to do so?
“Across the board, we’re seeing a lack of trust in food systems actors to put consumers’ best interests at heart and provide accurate information about food, health, and sustainability,” she continued.
“As food systems professionals, we have a major opportunity to transform the way consumers perceive the bodies that produce, process, market and regulate the food they eat. Collaboration will be key as we move towards greater transparency and accountability.”
