A study of 19,500 consumers across 18 European countries has found that since 2020, the number of consumers taking sustainability into account in their diets has declined from 51% to 46%.
The EIT Food Trust Report, now in its seventh year, has been developed by the EIT Food Consumer Observatory, an initiative that aims to deliver greater knowledge, strategy, and guidance to agrifood stakeholders, educators, policymakers, and businesses. EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union, and the study was conducted by a consortium of pan-European academic partners.
The report found that when considering changes to the diet, consumers prioritise health over sustainability by a considerable amount. When asked what they would like to change in their diet, half (51%) say that eating more healthily is their first priority, whilst less than one in ten (9%) want to prioritise eating more sustainably. Changes many consumers would like to make include eating less fat (57% of consumers), less sugar (61% of consumers) and less processed food (59% of consumers). Meanwhile, under one in five (18%) currently avoid animal-based products, with a quarter (25%) saying they would like to reduce further their intake of animal-based products.
Respondents were quizzed on the barriers to changing their diets, with budget emerging as the main barrier for nearly a third (31%). Breaking current habits is also a barrier for over a quarter (27%).
The study also focused on assessing the level of trust that consumers have in food systems actors. While two thirds (67%) continue to have trust in farmers (the same proportion as in 2020), trust in retailers, manufacturers and food safety authorities remains limited. 51% and 47% trust retailers and manufacturers respectively (compared to 53% and 46% in 2020), while an even lower proportion (46%) trust food safety authorities (compared to 47% in 2020).
Questions around trust
For the first time, the study asked respondents to name specific food systems actors they either trusted or didn’t trust, and why. The study found that when farmers are trusted, it is due to their perceived integrity and transparency, whilst manufacturers and retailers are trusted for their perceived legacy, reputation and ethics. When trust in farmers, manufacturers, or retailers is questioned, consumers cite 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.
When it comes to regulators, national food standards agencies are frequently trusted for their perceived high standards and commitment to acting in the public interest. Consumers indicate a desire for clearer communication from Government agencies that they have consumer interests at heart.
The Trust Report reveals a distinct disconnect between consumers and sources of information and knowledge about food. Less than half (45%) say they can distinguish between reliable and unreliable information about food, with a similar number (48%) confident that they know where to find reliable information about food. Less than half (46%) say they have sufficient knowledge about the sustainability of food.
Sofia Kuhn, director of public insights and engagement at EIT Food, 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. 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.”
Whilst farmers are the most trusted group when it comes to information and knowledge about food, they still are only trusted by 50% of consumers as a source of information on health, and by 47% as a source of information on sustainability. Meanwhile retailers, authorities, and restaurants and caterers languish at the other end of the spectrum, with fewer than 30% of consumers considering them a reliable source of information on the healthiness and sustainability of food.
More broadly, doctors and health professionals are the most trusted sources of information on healthy diets, with two thirds (66%) of consumers trusting them totally or to a large extent. Scientists and academics lead when it comes to information on sustainability in food, with 57% of consumers trusting them totally or to a large extent. Less than a fifth of consumers trust the media (newspapers, magazines, and television) to provide accurate information on the healthiness and sustainability of food. Consumers who have low trust in food chain actors also have less trust in all sources of information – even doctors and health professionals.
Klaus G. Grunert, professor of marketing at Aarhus University and lead of the Consumer Observatory, said: “It’s clear from our findings that actors across the food value chain – from manufacturers and retailers to regulatory authorities – have a lot of work to do to build trust with consumers. This trust will be essential in building a more equitable and sustainable food system. All actors owe it to the public to provide transparent and accurate information about healthy and sustainable diets, to allow consumers to make informed decisions about the food they eat.”
