Building consumer trust in circular food systems

Circularity in the food sector isn’t just about sustainability, it’s about trust. Even as consumers become increasingly aware of environmental issues, their purchasing decisions don’t always align with their values.

Concerns around quality, safety, and reliability continue to hamper the shift toward circular food systems. However, with transparency, certification, and innovation, we can turn hesitation into adoption.

Closing the gap between awareness and action

There’s a clear impetus to move to a circular food system, one involving less waste of both food and packaging. After all, the global food system is a significant contributor to environmental pressures, from greenhouse gas emissions and biodiversity loss to freshwater depletion and soil degradation. Estimates suggest food production is responsible for over a third of global emissions, driven by agricultural practices, land use change and energy -intensive supply chains.

The global study The Tipping Point: Building Trust in the Circular Economy, a collaboration between BSI and the University of Cambridge’s Institute for Sustainability Leadership surveyed 8,000 consumers across eight countries. While 76% acknowledged that their buying habits impact circularity, only a minority followed through when it came to food.

That’s not because people don’t care. BSI refers to this consumer hesitation as the “trust gap,” rooted in concerns about quality, safety, and reliability. In the study, 56% of participants cited quality as a barrier, 51% pointed to safety, and 49% flagged reliability. For many shoppers, circular options, such as oddly shaped produce or food packaged in recycled materials, still feel like a compromise, even among those who are environmentally conscious.

Consumer support

There’s encouraging support for circular solutions among consumers, with 63% agreeing that the food sector should prioritise recycled or recyclable packaging, even if it comes at a higher cost. Similarly, 66% believe composting and reducing food waste should be a priority, even when these practices carry cost implications. Again, however, this intention doesn’t consistently translate into purchasing behaviour.

Only 25% of consumers said they would buy “wonky” or irregularly shaped produce, and just31% were willing to choose products packaged in recycled materials. This hesitation emphasises this persistent disconnect, driven by concerns that reused or recycled packaging may compromise hygiene and safety, especially when it comes to what people eat.

Certification can bridge the divide
So how to overcome this inertia? Evidence builds trust – and that’s exactly what consumers are asking for. More than half (54%) identified quality, reliability, and affordability as key to circular purchases. Another 42% prioritised safety and hygiene.

One of the study’s most actionable insights is the value of certification. A significant 59% of respondents said that a recognised label increased their trust in circular claims, with almost60% identifying the BSI Kitemark as a trusted mark of product quality and sustainability. For brands, this presents a clear opportunity to build consumer confidence, by embracing transparency and third-party validation, to reassure consumers and position circular products on par with conventional options.

A strategic path forward for food brands

Circularity isn’t just a sustainability trend, it’s a viable business model that has the potential to reduce costs, build operational resilience, and resonate with an increasingly eco-conscious demographic. To succeed, brands must move beyond surface-level green messaging and instead demonstrate durability, safety, and value. That involves innovating products and systems to minimise waste, investing in rigorous testing and safety protocols, and using third-party certification alongside open communication to earn consumer trust and position circular practices as a credible, desirable norm.

The industry’s tipping point

Consumers are increasingly ready to adopt circular practices, provided they’re backed by confidence and credibility. Trust is the crucial lever. If food brands can showcase their circular commitments through clear certification, honest communication, and uncompromising product quality, they will pave the way for meaningful progress. With these foundations in place, circularity can move to the mainstream.

About BSI

BSI is a business improvement and standards company that partners with more than 77,500clients globally across multiple industry sectors. BSI provides organisations with the confidence to grow by working with them to tackle society’s critical issues – from climate change to building trust in AI and everything in between – to accelerate progress towards a fair society and a sustainable world.

For over a century BSI has been recognised for having a positive impact on organisations and society, building trust and enhancing lives. Today BSI engages with a 15,000 strong global community of experts, industry and consumer groups, organisations and governments to deliver on its purpose by helping its clients fulfil theirs.

BSI is appointed by the UK Government as the National Standards Body and represents UK interests at the International Organization for Standardization (ISO), the International Electrotechnical Commission (IEC) and the European Standards Organisations (CEN, CENELEC and ETSI).