When it comes to food, Europeans show high trust in fruit and vegetables and almost no trust in 'junk food'

Germans more skeptical

Consumer confidence in food is high in the UK, Denmark and Norway, but low in Italy and Portugal and relatively low in Germany. In addition, research shows that consumers in these countries are particularly skeptical about meat products, quick service restaurants and the food processing industry. These results come from the recently published study "Trust in Food in Europe, A Comparative Analysis" which includes data from surveys in these six countries. The study was carried out as part of the project EU TRUST IN FOOD (2002-2004) This project should lead to a better understanding of the reasons for different levels of consumer trust in food and their implications Institutional studies were carried out in addition to surveys in the six countries and at EU level The initiative is part of broader EU research into consumer attitudes and behaviour, socio-economic and demographic factors and the acceptability of typical food products.

“Today's consumers expect healthy and safe food and increasingly want to know where their food comes from. That is why we are focusing on a new 'fork-to-farm' approach in the EU's research programmes, with a focus on the interests of consumers and their attitudes towards food," said European Research Commissioner Philippe Busquin. “Food production must meet consumer expectations, as well as environmental, health and competitiveness objectives. This requires an ambitious research program with strong public-private collaboration at European level."

Trust highest in apples, not hamburgers

Consumers, wherever they live, have more confidence in fruit and vegetables than in meat products when it comes to food safety. Approximately one in five consumers trust the quality of hamburgers from quick service restaurants and the meals offered in restaurants. However, the level of trust in different foods differs markedly. Consumers in Great Britain are the most trusting, followed by Danes and Norwegians. Confidence is lowest in Italy and Portugal, and Germans are also skeptical. Similar differences between countries were found when consumers were asked about their trust in various facilities in the event of a food crisis. Differences in trust were generally higher between different countries than between different social groups within a country.

A wide sample

The research is based on a total of 8870 questionnaires, to which around 1000 replies were received from the smaller European countries and around 2000 from the larger ones. The selected countries provide a representative picture of European countries as they vary in size and geography and are balanced across southern, central and northern Europe. In addition, countries differ in terms of consumer distrust and institutional change in the food industry.

Many consumers are pessimistic

Research shows that between a third and a quarter of consumers believe that the price, taste and quality of food have deteriorated over time, as have farming practices, nutrition and safety. Consumers in Italy and Portugal are the most pessimistic: 60-80% believe food prices, taste and quality have gotten worse over the last twenty years. However, the percentage of those who think food safety and nutrition has deteriorated is lower. In all countries, pessimism is linked to confidence in individual foods.

"From the table to the farm"

To help overcome some consumers' pessimism about some food products, the EU's Fork-to-Farm R&D approach takes into account consumer demands and feedback throughout the food chain. In this way, consumer expectations and demands in terms of environmental protection, rural development and safety in food production - and not afterwards.

Consumer associations and authorities enjoy more trust than the food processing industry

When asked about their trust in various bodies in the event of a food crisis, consumers rarely believe they are being told the full truth. Less than 10 percent of respondents in the six countries trust the food processing industry to tell them the truth when there is a food crisis. Around 10 percent trusted supermarket chains and 14 percent the farmers. Consumer associations, food experts and government agencies were the most trusted. The ranking of these institutions in terms of trust was practically the same in all six countries.

When interpreting these results, it should be borne in mind that these actors may have different roles and profiles in different countries. However, the results show that consumer associations, food experts and regulatory bodies are widely trusted in all countries.

Confidence is high in the UK, Denmark and Norway

British respondents have the highest level of trust in food. They are also the most optimistic about developments over the last few decades. When it comes to authorities, however, the British are more skeptical. The Danes and Norwegians show relatively high values ​​for most confidence indicators.

However, the level of confidence in food in the UK should be seen as a positive response to the action taken in response to the BSE ("mad cow disease") epidemic and other food crises.

However, distrust does not only arise as a reaction to food crises. German consumers, like Italians and Portuguese, are very skeptical about most of the confidence indicators measured in this study. They balance their general skepticism with appropriate buying behavior and prefer safe foods. However, southern European consumers generally do not believe that their countries are skilful in avoiding these dangers.

The Portuguese are the most pessimistic about the long-term evolution of food quality, but generally trust food more than Italian consumers.

According to the starting point of the study, social and institutional conditions are responsible for this different trust in food standards and individual actors. These differences will be further explored in the next phase of the study. The development of food and consumer policy in the EU will also be analyzed in order to better align European food legislation with the interests of consumers.

Understand the consumer

The TRUST IN FOOD study is part of a series of research projects funded through the EU's research framework programmes. TRUST IN FOOD focuses on food and consumer confidence in the food supply, while other projects examine consumer purchasing behavior and attitudes towards typical food products, and the role of novel foods - such as food additives of natural origin (phytosterol and phytostanol esters). The recently started European HEATOX project (www.heatox.org) will study harmful substances formed during cooking and develop a strategy for communicating about these hazards.

The Trust in Food in Europe report. A Comparative Analysis can be of http://www.trustinfood.org be downloaded. There you can also find more information about the coordinator and partners of the project.

Information on the 'Food quality and safety' priority in the EU's Sixth Research Framework Program (FP6) can also be found at

http://www.cordis.lu/food/home.html

Source: Brussels [eu]