British shoppers regain faith in UK food after years of decline

75% of UK adults now say that they trust food in the country, which marks an increase from 71% in 2023. Although it is 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.

Significantly, more people now say they trust UK food than NHS care, water from the tap, or any other core UK service or utility.

Trust in NHS care has declined from 81% in 2021 to 70% today, while trust in water supplies has fallen from 81% to 73% over the same period.

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, compared to 72% in 2023. 81% say it is good quality, compared to 73% in 2023, and 74% are confident that UK food is traceable through the supply chain, marking an increase from 64% in 2023.

Crucial role of farmers

The findings, which draw on research from over 3,000 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 consumers during the cost-of-living crisis.

As one survey respondent commented: “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.”

UK farmers have faced several years of significant challenges, including rising costs, severe weather events, poor harvests, and the prospect of rising taxes on the horizon. Despite this, the value farmers bring to UK food production is clear amongst consumers.

85% of adults say they trust UK farmers, compared to just 9% of whom express scepticism.

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.

‘Brutal years’

Jim Moseley, chief executive officer of Red Tractor, said: “The past four years have been brutal for almost everyone in the food industry – from farmers fighting to put food on our plates, through to shoppers battling against a cost-of-living crisis.

“Not since the foot-and-mouth crisis over 20 years ago has the UK food industry had so much to contend with.  UK farmers have been at the forefront of this struggle, who have faced tougher weather, regulation and input costs to doing business.

“Yet, despite the extremely challenging environment, farmers’ continued efforts to work to some of the highest standards in the world has played a significant role in driving a resurgence of consumer trust in UK food. “

Professor Susan Jebb, chair of the Food Standards Agency, added: “The FSA’s mission is to ensure people can trust the food they eat is safe. Maintaining high standards from farm to fork is a crucial part of that.”

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