The UK public is regaining confidence in the quality and standards of food in the UK, halting three years of declining trust after the pandemic and during the cost-of-living crisis.
75% of UK adults now say they trust food in the UK, up from 71% in 2023, although still below the level of trust felt by shoppers in 2021 (81%). The figure rises to 91% when consumers are asked whether they trust food exclusively produced within the UK.
The higher level of trust in food is broad based, with rising confidence across all aspects of UK food production and assurance. 83% of adults now believe that food produced in the UK is safe [2023: 72%], 81% say it is good quality [2023: 73%], and 74% are confident that UK food is traceable through the supply chain [2023: 64%].
The findings, which draw on research from over 3,500 UK consumers, form part of Red Tractor’s annual “Trust in Food Index”. The Index was first produced in 2021 and is designed to provide the most comprehensive assessment of consumer attitudes to food in the UK. This year’s findings will give a boost to Britain’s battered food industry, after years of rising costs and higher prices for consumer during the cost-of-living crisis.
One survey respondent said: “I think the UK and Europe have some of the strictest regulations on food and drink, from growing, transporting, storing, labelling and cooking. You do occasionally hear about recalls, but it’s fairly rare and only serves to show how seriously companies take food standards.”
85% of adults say they trust UK farmers, compared to just 9% of whom express distrust. Animal welfare remains the most important aspect of food production for UK consumers, and 72% of adults say UK farmers follow good animal welfare standards.
72% of adults said that assurance labels were a reason to trust food, and 77% said that labels showing where food comes from helps build trust. 58% of consumers say the Red Tractor logo is important to them when making choices on what food to buy, up from 51% in 2023. The British Lion kitemark had recognition among 69% of consumers.
Jim Moseley, Chief Executive Officer of Red Tractor, said: “It should be a source of huge pride to everyone involved in food production in the UK that food is now more trusted than water or any other basic service we rely on every day. At Red Tractor it is our job to continue to support the industry’s work and to communicate to millions of UK shoppers that assured British food is produced to some of the highest standards in the world.”