Understanding Consumer Attitudes Towards Food Safety
Six Insights for Category Directors
Navigating the Challenges of Food Safety: Given the potential confusion around food safety messaging, it’s vital that labelling is clear (rather than technical) to earn consumer trust. Overly detailed information may prove a barrier to purchase. It’s also worth noting that 60% of consumers are more likely to buy a product based on cost versus safety (46%) (The European Food Safety Authority, 2025).
-
Insight 1
of consumers consider food safety as important as having a healthy diet.
The European Food Safety Authority, 2025 -
Insight 2
say it is ‘important’ or ‘very important’ that food products have clear packaging and expiry dates
Safe Food Advocacy Europe, 2025 -
Insight 3
believe ‘reducing the use of pesticides and antibiotics’ is ‘extremely’ or ‘very’ important.
The European Consumer Organisation, 2025 -
Insight 4
consider themselves “personally interested” in food safety.
The European Food Safety Authority, 2025 -
Insight 5
believe food safety information is often highly technical and complex
The European Food Safety Authority, 2025 -
Insight 6
are aware of the risks of microplastics, an eight‑point increase compared with 2022
The European Food Safety Authority, 2025
Understanding Consumer Attitudes Towards Food Safety
Six Insights for category directors
Take the next step
At Bord Bia, we can help you navigate the complexities of food safety,
including around the latest scientific research, regulations, and consumer attitudes. To find out more, get in touch.
