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Trust Report 2023

How much trust do consumers have in the food value chain?

15 May 2024

The Trust Report 2023 reveals that fewer consumers report making healthy and sustainable food choices, against a backdrop of declining trust in the food sector. Now in its sixth year, the report shows that less than half (45%) of Europeans say that they have trust in food, related to the taste, safety, health, authenticity and sustainability of our food system.

Fieldwork for this year’s study was conducted by Ipsos in August and September 2023. Participants were 19,642 European food consumers over 18 years old and nationally representative in terms of age and gender. The TrustTracker® study has been run every year since 2018. The study was developed by the EIT Food Consumer Observatory.

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