Trust Report 2024

Now in its seventh year, the EIT Food TrustTracker® provides insights on European consumer trust in the food system through in-depth qualitative and quantitative research.

Almost 20,000 European consumers from across 18 countries participated in the 2024 Trust Report study and participants were nationally representative in terms of age and gender.

This latest edition includes five core insight chapters:

1. Status of sustainable and healthy diets
2. Desired diet change
3. Confidence in food and trust in food chain actors
4. Adoption of innovation
5. Food knowledge and information

The study revealed that the share of European consumers who take sustainability into account when making food choices has been declining since 2020 and the number has dropped to under half of consumers. The report also finds that less than half of consumers say they know where to find reliable information about food.

Farmers remain the most trusted group of food actors with 63% of consumers finding farmers trustworthy. Consumer trust in food manufacturers, retailers and food safety authorities presents an opportunity for growth in the food system, with around half of consumers expressing trust in these groups.