Food Innovation: Building Public Trust and Outreach

EUROBAROMETER Report May-June 2026

This Special Eurobarometer explores Europeans’ awareness, perceptions and attitudes towards innovative foods.

The findings are based on interviews with 26456 respondents from different social and demographic groups, conducted in 27 Member States, in the appropriate national language.

It examines how informed citizens feel about the topic and the extent to which they had heard, read or seen information about innovative foods prior to the survey.

It also analyses overall attitudes towards food innovation and comfort levels with different types of innovative food products. The report further investigates the concerns and opportunities Europeans associate with innovative foods. It explores citizens’ views regarding potential health impacts,
perception of how natural it is , trust, transparency and implications for farmers and traditional food production, alongside perceived benefits such as food security, environmental sustainability, improved nutrition, innovation and economic opportunities.

A particular focus of the report is the role of trust in shaping public acceptance. The survey examines the conditions under which Europeans may be willing to try or purchase innovative foods, including the role of labelling, safety assessments, informatio n provision and pricing. The report
also analyses which institutions and information sources citizens trust most when seeking information about the safety and environmental impact of innovative foods

KEY INSIGHTS from the Summary Report:

Most EU citizens do not feel well informed about innovative foods and their attitudes remain cautious Europeans recognise opportunities associated with innovative foods, but concerns remain centred on health, production methods and transparency

Transparency and regulation emerge as key conditions for public acceptance

Even when innovative food products are described as meeting EU safety standards and being clearly labelled, Europeans remain more unwilling than willing to purchase them (54% vs. 42%)

Willingness to purchase innovative foods remains limited, despite guarantees on safety and labelling