Food innovation continues to face a challenge in terms of trust among European consumers. According to a new Special Eurobarometer survey released by the European Commission on October 26, 72% of respondents say they do not feel sufficiently informed about foods, ingredients and agricultural crops developed using innovative techniques.

The study was conducted between May 22 and June 24, with 26.456 participants aged 15 or older, across the 27 Member States of the European Union.

The results show that 51% of Europeans have a negative opinion of innovative foods, while 39% have a positive view.

Innovation recognized as a response to agricultural challenges.

Despite the reservations expressed, 68% of participants agree that innovation could provide farmers and manufacturers with new tools to address challenges such as climate change, pests, resource scarcity, and supply chain disruptions.

Among the products analyzed, the greatest acceptance was observed in fruits and vegetables from crops adapted to drought, pests, or extreme weather events. Half of those surveyed stated that they felt comfortable consuming these products.

The result suggests that recognizing concrete benefits, especially those related to the resilience of food production, could influence the evaluation of new technologies.

Knowledge and perception are linked.

One of the most striking differences in the study lies in the relationship between information and attitude towards innovative foods. Among participants who consider themselves well-informed, 72% have a positive opinion of these products. However, among those who claim to have insufficient information, this proportion drops to 27%.

The identified relationship does not necessarily mean that providing more information is enough to change consumer opinion. Familiarity with technologies, trust in institutions, and risk perception can also influence responses.

The study also identifies greater openness among younger consumers, those residing in urban areas, and those with higher levels of education.

Transparency plays a key role.

Communicating about innovation is a key issue for manufacturers and distributors. According to the results released, 85% of consumers believe that innovative foods should provide clear information about the product's characteristics, origin, composition, and production processes.

The demand for transparency poses challenges to the food industry, especially in communicating complex technologies and concepts with which a large portion of consumers are still unfamiliar.

According to the European Commission, innovation can contribute to more resilient and sustainable food systems, provided that applicable safety requirements are respected.

The Eurobarometer demonstrates, however, that technological development needs to be accompanied by understandable information and a relationship of trust between producers, manufacturers, distributors, and consumers.