Unlocking transparency: what do consumers want to know?

Bridging the gap between consumer expectations and food transparency

As European consumers increasingly call for clearer, more meaningful information about the food they buy, questions remain about which transparency claims actually influence purchasing decisions and how brands can communicate them effectively.

Our recent report published by EIT Food Consumer Observatory is entitled, Unlocking Transparency: What Do Consumers Want to Know?, explores consumer expectations around food transparency and offers practical guidance for how producers can build trust and engagement through strategic communication.

Bridging the gap between trust and transparency

While many consumers say they want more transparency from food brands, this study explore to what extent this information shapes their food choices. Trust in food manufacturers remains low. Consumers may believe that profit guides companies’ choices. We explore how companies can earn trust and communicate information effectively. Consumers are particularly sceptical of overly complex formats such as QR codes that require extra effort, and prefer simple and direct transparency, especially regarding ingredients and sourcing.

Clear, accessible information that feels relevant and trustworthy helps consumers feel informed without adding cognitive burden.The study also identifies the types of information consumers value most; from health and nutrition to ingredient origin and sustainability.

Recommendations for effective transparency

The research offers guidance for food businesses on how to prioritise and communicate transparency claims:

Focus on clear, accessible information that matters to consumers.
Prioritise content that builds trust over technical detail that may confuse or overwhelm.
Innovate with communication formats that match consumer behaviour, avoiding barriers such as hard-to-scan QR codes.

Outcomes for industry and innovation

This research highlights a strategic opportunity for food businesses: not all transparency is created equal. Information that is perceived as relevant, trustworthy and easy to access is far more likely to influence consumer choices than dense technical data.

In doing so, the study supports a broader shift toward consumer-centric communication that can help restore trust in the food system and unlock value for brands that get it right.

About EIT Food Consumer Observatory

Powered by EIT food, Consumer Observatory brings together research and consumer insight organisations to produce bespoke research and unique insights from the agri-food community. Its goal is to maximise the impact of consumer insights providing greater knowledge and guidance to stakeholders, educators, policymakers, and businesses, ultimately driving informed, consumer-focused change in the agrifood system.

We can help you to optimise your product or service, by offering real feedback from real consumers. Find out more here.

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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.