Trust Report 2026: The state of trust in Europe's food system

Across 18 European countries, the research reveals that after hitting a low point in 2023, trust in farmers, retailers, restaurants & caterers, manufacturers and authorities is rising again. Farmers remain by far the most trusted actor, with 68% of Europeans expressing trust in them, while authorities and manufacturers continue to lag behind. Restaurants & caterers show the strongest gains.

Understanding where trust is rising, where gaps remain, and what is driving these movements is critical for policymakers, food businesses and communicators working to support healthier and more sustainable diets across Europe. The findings highlight how competence, care, and transparency shape consumer confidence, and how openness, in particular, is emerging as the strongest lever for rebuilding trust.

Based on nearly 20,000 consumers surveyed as part of the TrustTracker® study, this chapter provides one of the most comprehensive pictures of consumer trust in Europe's food system today, examining trust evolution from 2021 to 2025 and the underlying determinants that drive or erode confidence in each food system actor.

The 2026 Trust Report is structured across four focused chapters:

1. Europe wants to eat better, so why isn't it happening?
2. The state of trust in the food system
3. Trust in innovation: Between familiarity and fear
4. Who do consumers believe?

If you would like to understand how shifts in consumer trust may affect your organisation, and how these insights can inform strategy, please get in touch via co@eitfood.eu.

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