European consumers’ perception of food quality has become an increasingly important indicator for the industry, and the 2024 Eurobarometer provides detailed insight into the criteria that influence purchasing decisions. According to the survey, 68% of EU citizens choose food products based on safety and trust in the producer, while 54% cite origin as a decisive factor. Price remains relevant, yet market differentiation is increasingly driven by transparency and clear labelling information.

EFSA emphasizes that food safety continues to be the area in which consumers show the highest level of confidence, thanks to the European control system, which includes DG SANTE audits, RASFF monitoring, and harmonized standards. However, the Eurobarometer reveals that only 40% of European consumers say they fully understand food labels, indicating the need for clearer wording and more coherent presentation of ingredients, processes, and nutritional values.

Another significant aspect concerns the perception of processed foods. Approximately 47% of respondents state that they avoid certain products due to a lack of trust in processing levels, yet EFSA stresses that processing is not a risk in itself but a necessary technological tool for safety and stability. The gap between perception and reality is particularly visible in this segment, making accurate information essential to reducing confusion.

For the food sector, the survey results underline the importance of communicating technical information in an accessible way. Producers who clearly explain their procedures, the origin of raw materials, and the role of ingredients achieve higher levels of consumer trust. European Commission data show that products with simplified labelling and transparent information generate higher consumer loyalty, and European retailers are increasingly introducing additional requirements regarding how information is presented on packaging.

In 2025, the food industry must treat technical communication as a strategic component. Consumer perception shapes demand, and without coherent information, technological or quality advantages are difficult to translate into market value.

(Photo: Freepik)