Consumer Confidence in Food Choices Has Risen
More people feel capable of navigating diet decisions even as trust in traditional information sources has declined.
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 new report from the EIT Food Consumer Observatory reveals that 66% of shoppers now feel capable of making good food choices, up from 60% in 2024. While consumer confidence grew, the survey of 19,954 individuals across 18 countries found a simultaneous dip in trust toward food industry and health experts.
Why it matters
Rising skepticism toward manufacturers and scientists suggests that consumers are increasingly wary of potential profit motives behind product claims. This environment forces shoppers to rely more on their own judgment as they navigate complex information about health and sustainability.
In a survey of 19,954 consumers, 66% reported confidence in their food choices, though trust in information sources including farmers (46%), scientists (55%), and doctors (58%) all declined between 2024 and 2025. These figures provide a cross-sectional view of sentiment during July and August 2025.
The players
EIT Food Consumer Observatory
An innovation body that tracks food-related consumer behaviors and industry trust markers across Europe.
The details
Consumers increasingly rely on visual aids like logos and short videos to decode product information. This shift comes as regulatory efforts, such as the European Union's Empowering Consumers for the Green Transition Directive, move to restrict generic environmental claims to combat confusion. Many shoppers remain skeptical, fearing that complex transparency tools may obscure rather than clarify corporate motives.
Timeline
Fieldwork for the study was conducted in July and August 2025.
Consumer sentiment was compared across the 2024 to 2025 period.
Health Landscape
The push for clearer labeling is currently governed by the European Union's Empowering Consumers for the Green Transition Directive. This regulatory effort mirrors a broader shift toward standardizing nutrition and sustainability claims to combat consumer fatigue.
When evaluating food health claims, look past generic terminology and seek out verifiable certifications on the packaging. It is worth discussing your specific dietary needs with a physician if you are confused by conflicting nutritional messaging in the marketplace.
The takeaway
While confidence in your ability to choose healthy foods is improving, trust in traditional expert sources is waning. Use this skepticism as a prompt to verify nutritional claims for yourself rather than relying solely on front-of-package marketing.
Further reading
For more on how to vet food claims and understand ingredient labels, visit our Organic Food section.
Live Poll
Do you trust the health and sustainability claims made by food and beverage companies?
