British Shoppers Regain Faith In Uk Food

New research finds trust in UK food at highest level for three years

Trust in UK food has reached its highest level since 2021, following three years of falling confidence in food standards
75% of UK adults now say they trust food in the UK, up from 71% in 2023
UK public now trusts UK food more than NHS care or water from the tap
Findings form part of Red Tractor’s 4th “Trust in Food Index” – the UK’s most comprehensive survey of attitudes to food standards and quality

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.

15 January 2025: 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.

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 [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 3,000 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.”

Role of Farmers crucial to improving confidence

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 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.

Consumers continuing to rely on Food Assurance schemes for trust

Food assurance and inspection schemes continue to play a vital role in providing trust in UK food production and are seen as more important than the government or food industry in ensuring high standards of food safety and quality.

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.

Meanwhile the importance of the Red Tractor logo when choosing food has risen to its highest level in the four years since the Trust in Food Index began. 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.

67% of consumers say they recognise the Red Tractor logo, with only the FairTrade (78%) and British Lion (69%) kitemarks gaining wider recognition.

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. 

“In the past, after periods of pressure like this, we’ve seen trust in food fall as people have had to trade down to cheaper items or supermarkets. What our 2024 findings show is that this time, UK food has come through the storm. UK shoppers are incredibly confident in the standards of food produced and sold in the UK, trusting all UK-produced food at every price point in all supermarkets. Third-party assurance schemes and logos like the Red Tractor have proved crucial in driving this resurgence, showing shoppers a product has undergone rigorous checks before reaching the shelf. 

“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.”

Professor Susan Jebb, Chair of the Food Standards Agency, said:

“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.

The FSA has a well-established working relationship with Red Tractor, which is one of the FSA Approved Assurance schemes. We look forward to continuing to work in close collaboration with them to protect public health and ensure that people have food that they can trust. ”