Food origin and quality have become key priorities for European consumers

Food quality and origin have become the main factors Europeans consider when buying food, according to the latest Eurobarometer survey. Almost 80% of respondents said EU origin is an important or very important factor in their purchasing decisions.

Nearly nine in ten respondents also consider short supply chains, higher environmental and animal welfare standards, and quality labels important when choosing food products.

The survey also showed strong public support for agriculture. Some 95% of Europeans consider agriculture and rural areas important for Europe’s future, while 93% say a stable food supply is crucial.

Around 70% of respondents believe the EU’s Common Agricultural Policy benefits all Europeans. Its main achievements include securing food supplies, keeping prices reasonable for consumers, managing natural resources sustainably and strengthening farmers’ role in the food chain.

The survey was conducted in May–June 2026 across all 27 EU member states and covered 26,456 respondents. The European Commission said it plans to launch a new “European food” campaign as consumer attention to food quality and origin continues to grow.

Tags: food, agricultural sector, EU