The 2026 Trust in Food Index reveals high and stable confidence in British food and farming, alongside a significant gap in consumer understanding of how it is produced.
UK consumers have more confidence in British food than in any other institution measured, according to Red Tractor’s 2026 Trust in Food Index, conducted by YouGov with a nationally representative sample of 3,514 UK adults.
94% say they trust UK food, a figure that has held consistently high since the Index launched in 2021 and which now leads all other institutions tested. NHS care fell from 90% to 88% since 2024; tap water from 90% to 85%; gas and electricity suppliers from 77% to 69%; local government services from 90% to 83%. Trust in UK food was the only category to increase since 2024, rising by one percentage point.
Doubts about imports and food security
Consumer confidence is, however, notably weaker when it comes to imported food. More than a third (37%) say they are not confident that imports meet UK standards, and a majority (53%) believe products that fall short of UK welfare rules should be banned. Trust in British farmers is high at 80%, but nearly half of consumers (49%) doubt whether the UK could produce enough food to sustain itself, with 18% expressing no confidence in domestic food self-sufficiency at all.
Assurance certification growing as a trust driver
When asked what makes them trust UK food, consumers pointed most consistently to three factors: freshness, UK origin labelling, and assurance certification. Of these, third-party assurance has seen the sharpest growth from 54% in 2022 to 74% in 2026.
Richard Cattell, Director of Market Development at Red Tractor, said: “Consumers want independent verification, not just claims, and they actively look for proof that standards are being met. The growth in trust for assurance certification demonstrates that shoppers are taking a more informed approach to their purchasing decisions, and Red Tractor plays a vital role in delivering that reassurance every day.”
High trust, low understanding
The research also identifies a significant tension. Despite high overall trust levels, 93% of consumers say they lack understanding in at least one aspect of food production, and 87% report experiencing confusion at the point of purchase.
Philippa Wiltshire, Deputy CEO and Director of Standards and Operations at Red Tractor, said: “Trust matters, but it is not enough on its own. If consumers are going to back British farming, they need clearer understanding of what sits behind the food they buy and the standards farmers work to deliver every day.”
What Red Tractor is doing
Red Tractor’s 2026 consumer campaign will focus on educating shoppers about food labelling and what assured standards mean in practice. The organisation is partnering with young farmers to help address common misconceptions about how British food is produced.
Jo Miller, Director of Communications and Engagement at Red Tractor, said: “This research shows that consumers genuinely value British farming and the standards behind it. But it also shows how much work remains to turn that trust into confident informed purchasing decisions. Red Tractor is committed to making that story more visible.
Paul Tompkins, NFU Deputy President, said: “Our farmers work hard and are rightly proud of their world leading production, environmental and animal welfare standards. It’s great to see the findings in this report clearly demonstrating that the British public retains a deep-rooted trust in sustainable homegrown food.
“The report also highlights a lack of confidence on standards of imported products. This is why we continue to call on government to introduce a robust system of core production standards that must be met by both domestically produced and imported food to be sold in the UK.
“While the Red Tractor logo continues to serve as a beacon of reassurance for shoppers, our farmers must also feel valued and supported by the assurance schemes that govern them. The NFU will continue to work constructively with Red Tractor, developing the Farm Assurance Review recommendations, to ensure that standards remain practical, add clear value to farming businesses and do not impose unfair bureaucratic burdens on producers.
“Maintaining public trust is absolutely vital. It requires continuous dialogue and transparency throughout the whole supply chain in order to build a resilient and thriving industry, so we can continue producing high-quality food for the nation.”
The Trust in Food Index is an annual YouGov study commissioned by Red Tractor and Grounded Research, surveying more than 3,500 UK adults. Now in its sixth year, it is one of the UK’s most comprehensive surveys of public attitudes to food, farming and food standards.