Consumer Trust in Food Information Has Declined
A new EIT Food study reveals that public confidence in farmers, scientists, and manufacturers dropped over the past year.
Updated on Oct. 5, 2026 in Organic Food
Live Poll
Do you trust the health and sustainability claims made by food and beverage companies?
A 2025 survey of 19,954 consumers across 18 countries found that trust in food manufacturers, farmers, and medical professionals fell compared to 2024. While more shoppers now feel confident in their ability to make healthy food choices, skepticism toward food claims remains high.
Why it matters
Consumers are increasingly skeptical of food claims, often suspecting that corporate profit motives outweigh transparency. The confusion caused by overly complex information tools further complicates how people perceive the sustainability and healthiness of their diet.
The EIT Food Consumer Observatory study shows 66% of respondents feel capable of making good food choices, up from 60% in 2024. Additionally, 72% of surveyed consumers claim they are informed about healthy diets, while 52% feel informed about sustainability.
The players
EIT Food
This organization is a pan-European knowledge and innovation community focused on sustainable food systems.
The details
Shoppers are increasingly utilizing digital aids like logos and short videos to verify transparency, though they remain wary of generic environmental claims. This scrutiny is being shaped by the European Union's Empowering Consumers for the Green Transition Directive, which aims to limit misleading marketing.
Timeline
Survey fieldwork for the EIT Food study was conducted during July and August 2025.
Data comparisons track changes in consumer sentiment between 2024 and 2025.
Culture Shift
This decline in institutional trust marks a departure from traditional reliance on experts toward a new era of digital skepticism. Against the backdrop of the European Union's Empowering Consumers for the Green Transition Directive, food companies are entering an era of heightened regulatory pressure.
Shoppers may find it easier to navigate product labels as new EU directives force brands to replace vague green claims with more transparent data. For your household, this means more reliable information is becoming available, though discerning quality still requires checking specific certifications.
The takeaway
When choosing food, look beyond marketing buzzwords and prioritize brands that provide verifiable, simple documentation. Skepticism toward labels is healthy, as it encourages companies to provide the transparency needed for informed decision-making.
Further reading
For more information on market trends, visit the Organic Food section.
Live Poll
Do you trust the health and sustainability claims made by food and beverage companies?
