New research from Red Tractor indicates that British consumers are beginning to regain confidence in the quality and standards of UK food, although levels have not yet returned to those seen in 2021.
The survey, which polled 3,563 UK adults, found that 75% now express trust in domestically produced food, ending a three-year downward trend. While this marks an increase from 71% in 2023, it still falls short of the 81% recorded in 2021.
Notably, when questioned about trust in food produced solely within the UK, consumer confidence surged to 91%, according to the fourth annual Trust In Food Index published by the food and farm assurance scheme.
Additionally, the poll revealed that shoppers currently place greater trust in UK food than in NHS care. Confidence in the health service has declined from 81% in 2021 to 70% today, and trust in water supplies has dropped from 81% to 73% over the same period.
Despite ongoing concerns such as animal welfare, pollution from food production, and food safety scandals, the survey recorded a general rise in confidence across various aspects of UK food production and assurance.
Red Tractor has recently been under scrutiny following its abandoned plan last spring to introduce a new retailer-backed module called the Greener Farms Commitment. This proposal angered farmers and led to two separate reviews into farm assurance, with the second expected to present findings later this month.
The Trust In Food Index further revealed that 83% of respondents believe that food produced in the UK is safe, up from 72% in 2023, and that 81% rate UK food as good quality compared to 73% the previous year. Confidence in the traceability of UK food through the supply chain also increased, with 74% now confident compared to 64% in 2023.
“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,” said Red Tractor CEO Jim Moseley.
“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.”
Moseley credited farmers’ continued efforts to work to “some of the highest standards in the world”, which he claimed had “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,” Moseley continued.
“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.”
These results follow a recent YouGov poll that reported 39% of British adults do not trust major food brands and supermarkets to be truthful about the origin of food or the farms that produce it. The November survey of 2,260 UK adults also revealed that over half (53%) doubt the transparency of major food brands and supermarkets regarding the sustainability of specific foods.
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