Trust in Food Index 2026
80% of consumers trust British farmers but lack understanding of how food is produced, latest research shows
The Trust in Food Index (TIFI) is Red Tractor’s comprehensive annual survey of UK shoppers’ attitudes to food standards and quality.
Developed by Grounded Research for Red Tractor, with fieldwork conducted by YouGov in February and March 2026 with a sample size of over 3,500 UK adults, the survey captures nationwide perspectives on trust in the food system, including perceptions of food safety, farmer practices, and the importance of assurance labels.
Launched in 2021, the Index tracks trends in consumer confidence over time, providing insights to farmers, food producers, retailers, and policymakers alike.
Trust in Food in 2026
“Twenty-five years ago, Red Tractor was created to address a simple question: can UK consumers trust the food they eat? The 2026 Trust in Food Index answers this question.
“In a year of declining trust towards many UK institutions, trust in British food has remained consistently high, now standing at 94%. This is not only the highest level of trust in any institution measured, but the only one that has held its ground while NHS care, water from the tap, and local government have fallen. Among highly regulated and standardised institutions, UK food stands apart.”
Paul McLaughlin, Red Tractor CEO
The Trust in Food Index 2026 report provides valuable insights into how shoppers perceive food standards, imports and domestic food production, and assurance schemes in the UK.
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Why trust in UK food matters
Trust in UK food plays a critical role in ensuring the long-term success of our agricultural and food manufacturing sectors, safeguarding both the nation’s food system and the livelihoods of farmers. Maintaining high levels of trust benefits every link in the food supply chain – from farmers and producers to retailers and consumers.
At Red Tractor, we believe trust stems from transparency, rigorous food assurance schemes, and the hard work of UK farmers and growers who produce food to some of the highest standards anywhere in the world. Whether it’s the safety of the food on your plate or ethical considerations like animal welfare, trust encourages shoppers to choose UK produce, supporting our farming communities and the wider UK economy.
Trust in British farmers
“British farmers work incredibly hard to produce food to high standards every single day, but much of that work is taken for granted once food reaches the supermarket shelf.
“It’s encouraging to see the level of trust people continue to place in British farming, particularly at a time when fewer consumers have a direct connection to how food is grown or reared. Trust matters, but it’s 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 are working to deliver.”
Philippa Wiltshire, Red Tractor Deputy CEO and Director of Standards & Operations
Consumers trust UK farmers over imports
UK farmers continue to inspire trust and confidence in the food we eat. Despite facing challenges such as rising input costs and extreme weather, the Trust in Food Index 2026 reveals that farmers remain a cornerstone of the British food system.
Animal welfare: British consumers care about animal welfare most of all, with 76% select it as a top concern, and the area where farmers are perceived to perform best.
Import blind spot: Of all the things UK consumers say they don’t fully understand about food production, one stands above the rest: how food produced overseas reaches their plates. 53% told us that meat and poultry produced to lower animal welfare standards than British production should be banned.
By adhering to high welfare and quality standards, farmers ensure the food reaching UK plates is safe, traceable, and of exceptional quality. This commitment is why 80% of shoppers trust farmers.
Independent assurance fastest driver of trust in food
“The growth in trust for assurance certification demonstrates that consumers want clear, independent proof that standards are being met. Red Tractor plays a vital role in delivering that reassurance every day, and we remain committed to protecting the high standards that make UK food among the most trusted in the world.”
Richard Cattell, Red Tractor Director of Market Development
The growing power of assurance
Nearly half of UK consumers (48%) said they find it confusing or unclear whether the claims made on food packaging are actually checked by anyone.
Food assurance schemes, like Red Tractor, are fundamental in providing consumers with confidence about the food they buy. By implementing rigorous checks at every stage of the supply chain, from farms to fork, these schemes ensure high standards of food safety, traceability, and sustainability.
The Red Tractor logo, the only assurance mark that guarantees standards from farms to fork, has gained recognition and importance among UK shoppers:
The Red Tractor logo has a direct correlation to increasing consumer trust, with almost 2/3 of shoppers saying it gives them trust in the quality of a product.
At least 75% recognition of the logo, with an increasing number of consumers finding it important during food purchases.
With Red Tractor, you’re guaranteed that your food has met trusted standards at every stage of production.
Consumers trust British farmers but lack understanding of how food is produced
2026 Trust In Food Index research finds 94% of UK consumers trust UK food – the highest of any institution measured
Brits demand more food is produced in the UK
Read more about our 2025 research revealing that British shoppers place the greatest trust in homegrown food amid ongoing trade deal debates.