Transparency drives recovery in Europe’s food system trust

Trust in Europe’s food system is showing signs of recovery following a historic low point in 2023, though overall confidence remains fragile and unevenly distributed.

According to a new, freely accessible report from EIT Food titled The State of Trust in Europe’s Food System, deep gaps persist between different sector actors, and less than half of Europeans say they are confident in the food they eat.

Drawing on responses from nearly 20,000 consumers across 18 European countries, the Consumer Observatory Trust Report tracked how trust evolved between 2021 and 2025 across farmers, retailers, restaurants and caterers, manufacturers, and public authorities. The findings show that while consumers increasingly perceive food as healthier, safer, and more authentic, only 36% consider it sustainable.

Farmers continue to emerge as the most trusted group in the food system, with 68% of Europeans expressing trust in them in 2025. Restaurants and caterers achieved the strongest recovery, climbing from 48% to 53%, while retailers reached 54% trust. Conversely, food manufacturers and public authorities are recovering from historic lows but continue to rank as the least trusted actors overall.

The report identifies transparency, competence, and care as the core drivers of this trust recovery, with openness and clear communication serving as the main factors behind recent gains. However, a perceived lack of care remains a significant challenge. Trust continues to be undermined by negative personal experiences, concerns regarding additives and food quality, and a prevailing consumer perception that large companies prioritize profit over public interest.

“Trust is a fundamental condition for a well-functioning food system,” said Klaus G. Grunert, Professor of marketing at Aarhus University and Lead of the EIT Food Consumer Observatory. “The results show that trust is recovering across Europe, but not evenly across all actors. Transparency, competence and care will be essential to close these gaps and support the transition towards healthier and more sustainable diets.”

For food manufacturers and retailers, the study underlines an urgent need for clearer communication, honest labelling, and transparent pricing. For policymakers, the data highlights that consistent regulation and clear guidance remain critical to fostering long-term consumer engagement and supporting dietary transitions.