Understanding Consumer Trust in the UK Food System

This research opportunity aims to develop a comprehensive understanding of consumer attitudes toward and trust in the UK food system. Building on AHDB's annual tracking research since 2019, this project will measure consumer confidence across the entire food supply chain, assess how attitudes have changed over time, and identify key factors that influence trust in British agriculture and farming practices. Recent 2025 data shows strong consumer sentiment, with 71% of consumers viewing British agriculture positively and 77% believing farming is a trustworthy profession. This project will expand beyond traditional tracking to evaluate attitudes across the broader food system and determine which factors are most critical for maintaining and strengthening consumer trust in the future. This is a mini competition awarded to shortlisted suppliers on framework RM6126. The research will provide evidence-based insights to support the food industry and policymakers in building and sustaining consumer confidence during a period of significant change.