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The EIT Food-funded TrustTracker® project surveyed more than 19,800 people from 18 countries across Europe about trust in the food sector and its various aspects. The latest TrustTracker® survey which took place during 2020 showed that farmers and food retailers scored highest among parts of the food sector, with farmers once again scoring highest across all European countries. The findings also showed that food retailers improved their trust scores during the pandemic as they managed to keep up with demand from shoppers.
Among the new evidence found in the latest report, consumers were asked about trust about food features such as the safety, healthiness and sustainability of food items.
Consumer trust in the food sector has increased over the course of the COVID-19 pandemic, a new report from EIT Food can reveal. A study of 20 000 consumers across 18 European countries reveals trust in the food sector has increased over the course of 2020, yet the majority of consumers don’t consider the sector to be working in the public interest.
The EIT Food Trust Report surveyed 19 800 consumers from 18 European countries to measure trust in the food system and confidence in food products. The study was conducted by a consortium of pan-European academic partners including the University of Reading , the European Food Information Council (EUFIC), Aarhus University , KU Leuven , and the University of Warsaw .
Green is good, but who trusts it?
A new study finds only a third of EU consumers trust the green credentials of food products
Image: Shutterstock
Only a third of European consumers feel confident that food products are generally produced in a sustainable way.
That’s according to a report by Europe’s leading food innovation initiative EIT Food, which suggests almost 76% of Europeans feel a moral obligation to use environmentally-friendly products.
The survey of nearly 20,000 people across 18 European countries also shows that 60% also said they would buy sustainable goods over those that are not if they were given the choice.
Farmers chosen as most trusted group within the food sector by European consumers
28 January 2021
News, EIT Food Projects, Press
Study of 20,000 consumers across 18 European countries reveals trust in the food sector has increased over the course of 2020, yet the majority of consumers don’t consider the sector to be working in the public interest.
Consumer trust in the food sector has increased over the course of the COVID-19 pandemic, a new report from Europe’s leading food innovation initiative can reveal.
The EIT Food Trust Report surveyed 19,800 consumers from 18 European countries to measure trust in the food system and confidence in food products. The study was conducted by a consortium of pan-European academic partners including the University of Reading, the European Food Information Council (EUFIC), Aarhus University, KU Leuven, and the University of Warsaw.