European Consumer Food Confidence Has Increased
More adults report feeling capable of making healthy food choices compared to last year.
Updated on Sept. 28, 2026 in Healthy Food
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A new report from the EIT Food Consumer Observatory reveals that 66% of Europeans now feel confident in their ability to make good food choices. This marks an improvement from 60% in 2024, based on survey data from 20,000 participants across 18 countries.
Why it matters
Higher confidence levels suggest that more individuals feel equipped to navigate their own dietary health decisions. Understanding these shifts provides insight into how well public health messaging is reaching populations to support informed eating habits.
This large-scale study utilized responses from 20,000 consumers to track shifts in food literacy. While 66% reported improved choice confidence, trust in manufacturers simultaneously declined from 41% to 39% over the same period.
The players
EIT Food Consumer Observatory
An international organization dedicated to monitoring consumer behavior, food literacy, and trust in the global food system.
The details
The research measured perceived competence in several key areas, including healthy diets, sustainability, and the identification of trustworthy information. Participants were asked to gauge their own knowledge levels, revealing that 72% believe they understand healthy eating, while 62% feel capable of evaluating a product's healthiness. Conversely, sustainability knowledge remains lower, with only 52% reporting sufficient understanding.
Timeline
2024 served as the baseline for comparing consumer trust and food choice metrics.
2025 marked the measurement year for the reported confidence trends.
The EIT Food Consumer Observatory published the full findings on September 28, 2026.
Health Landscape
This report tracks the ongoing evolution of consumer literacy within the European food environment. It provides a benchmark against which future initiatives regarding public nutrition education and industry transparency can be measured.
The findings highlight that while many feel capable of judging healthiness, trust in labels or manufacturers can be subjective. If you find food labeling confusing, it is worth discussing specific nutritional goals with your doctor to better tailor your diet to your health needs.
The takeaway
Self-reported health knowledge is rising, yet consumers remain cautious about manufacturer transparency. Use this as a prompt to independently verify the nutritional components of your food rather than relying solely on front-of-package marketing claims.
Further reading
Learn more about the latest developments in nutrition science and evidence-based eating in our Healthy Food section.
Source note: This article includes information reported by FoodBev Media.
Live Poll
Do you trust the information provided to you about the healthiness and sustainability of food?
