British Shoppers Reclaim Trust in UK Food

New research reveals trust in UK food has reached its highest level in three years, surpassing trust in NHS care and tap water.

For four years, Red Tractor’s Trust in Food Index has been tracking consumer confidence in the UK food system. Despite the challenges of recent years—ranging from the cost-of-living crisis to international disruptions—trust in UK food has rebounded significantly.

Our 2024 findings show that 75% of UK adults trust food produced in the UK, the highest level since 2021. This resurgence in trust is driven by the belief that UK food is safe, traceable, and of good quality, with consumers increasingly recognising the role of UK farmers and food assurance schemes like Red Tractor in maintaining these high standards.

This year’s research also highlights the vital role of farmers in rebuilding consumer confidence, with 85% of adults expressing trust in UK farmers. As shoppers place greater value on animal welfare, traceability, and food safety, assurance labels like Red Tractor are more important than ever, providing reassurance that food has undergone rigorous checks from farm to fork.