Fewer Than Half Of British Consumers Trust Food Labels, Survey Finds

Fewer than half of British consumers trust the information displayed on food labels, according to new research highlighting widespread confusion among shoppers.

A survey of 2,000 British adults conducted by Soil Association Certification found that only 44 percent trusted food labels.

More than half of respondents, 53 percent, described the information presented on labels as overwhelming, suggesting that the growing number of claims, symbols and certification marks is making it increasingly difficult for shoppers to make confident choices.

The research also identified significant concern about chemicals used within food production. Three-quarters of shoppers said exposure to artificial pesticides and chemicals such as PFAS was a concern when buying food, with one in three describing it as a major concern.

PFAS, or per- and polyfluoroalkyl substances, are commonly known as forever chemicals because of their persistence in the environment.

Despite the wider lack of confidence in food labelling, the survey found that a majority of consumers were more likely to trust products carrying an organic logo.

The findings have been released to coincide with Organic September, the Soil Association's annual campaign encouraging consumers to try organic food and learn more about the standards behind organic production.

Soil Association figures indicate that 83 percent of British households now buy organic food and drink, placing certification and clear labelling under increasing scrutiny as more shoppers seek products aligned with their health, environmental and animal welfare priorities.

For fresh produce growers, suppliers and retailers, the results underline the importance of providing clear, easily understood and verifiable information at the point of sale.

Organic food must be independently certified before it can carry an approved organic logo. Certification is designed to assure consumers that products have been produced, processed and handled in accordance with defined organic standards.

This year's Organic September campaign is encouraging shoppers to make one or two manageable changes to their weekly shop, rather than attempting to switch everything they buy at once.

The campaign presents the organic logo as a straightforward way for consumers to identify certified products amid an increasingly crowded and complex labelling landscape.