European Food Choice Confidence Has Increased

A new report shows more consumers feel capable of making informed decisions about their dietary health.

Updated on Sept. 28, 2026 in Healthy Food

Bold vector editorial illustration showing a woven basket filled with assorted vegetables and fruits, representing European consumer dietary confidence. — A majority of European consumers reported increased confidence in making informed food choices, highlighting a shift toward greater personal self-reliance in nutrition. AI Illustration. Upload story photo >

Live Poll

Do you trust the information provided to you about the healthiness and sustainability of food?

The EIT Food Consumer Observatory reported that the share of Europeans feeling capable of making good food choices rose to 66% in 2025. This study measured consumer confidence across 18 countries, revealing a growing sense of personal knowledge regarding nutrition.

Why it matters

Rising consumer confidence suggests that individuals are becoming more self-reliant in navigating dietary health information. However, the decline in trust toward food manufacturers highlights a continued skepticism regarding corporate transparency in the food industry.

A survey of 20,000 consumers across 18 European countries found that 72% claim sufficient knowledge about healthy diets. While 62% feel they can accurately judge food healthiness, only 39% of respondents currently view manufacturers as reliable sources.

The players

EIT Food Consumer Observatory

This organization conducts large-scale research on European consumer behavior and perceptions within the food system.

The details

The report provides a comprehensive look at how Europeans assess their own ability to select food based on health and sustainability criteria. Older consumers showed higher confidence levels, with 70% of those aged 55 and older feeling positive about their choices compared to 62% of those under 35.

The baseline metrics for consumer choice and trust were recorded throughout 2024.
The follow-up measurement for these metrics took place in 2025.
The EIT Food Consumer Observatory published the final report on September 28, 2026.

Culture Shift

This data reflects a broader societal shift toward individual agency in health and nutrition management, moving away from reliance on institutional guidance. It highlights a maturing landscape where consumers prioritize personal expertise over traditional manufacturer branding.

This trend suggests that you may find it easier to navigate grocery aisles as your confidence in reading labels and selecting healthy items improves. You can leverage this growing personal knowledge to make more informed purchases that align with your specific nutritional goals.

The takeaway

Consumers are increasingly taking ownership of their dietary health by relying on personal knowledge rather than brand trust. Implementing a more critical eye toward labeling can help you continue to improve your ability to distinguish healthy options from marketing claims.