Consumer reputational landscape

Maintaining the positive reputation of agriculture is critical to underpinning the future success of the industry. AHDB monitor and analyse consumer opinions and attitudes towards key reputational issues in the food and farming industry on an ongoing basis. In this series of articles and reports, AHDB will be exploring and analysing how attitudes towards the food system have evolved over time focussing on trust, transparency, the environment, health, and animal welfare. This will provide context and evidence on how these issues impact consumer shopping behaviour for all of our levy payers and stakeholders. Keep checking back as new articles will be added.

Trust and transparency

It is crucial that consumers feel they can trust in one of the most fundamental human needs – the food we eat, and how that food is produced. Find out more on how consumer attitudes towards the food system have evolved over time and how this could impact shopping behaviours in future.

Farmers are the most trusted part of the food supply chain


As climate change becomes an ever more pressing societal concern and government and the supply chain move towards demonstrating environmental improvement there are increased pressures on agriculture. Consumers are increasingly considering the environmental impact of the food they eat. We examine to what extent the environment is impacting consumer purchase decisions and how this might change over time.

66% of consumers claim to consider the environmental impact of the food they consume


Health is a long-standing concern for consumers and therefore is a topic AHDB monitors regularly. Understanding the evolving health needs of the consumer is vital for the industry in order to understand how to position nutritious foods like red meat and dairy.

72% of consumers claim to try to lead a healthy lifestyle


Consumers value the welfare of farmed animals highly yet aren’t always willing to pay for higher welfare options. Therefore, consumer opinion and attitude towards this area is a key reputational theme AHDB monitors regularly, as animal welfare practices can have a significant impact on consumer buying behaviour and attitudes.

88% of consumers claim animal welfare is an important part of food production

Meat and dairy reduction and plant-based

In the past five years, flexitarianism has become more common and a small minority have excluded all animal products from their diet. This section looks at what drives these behaviours and how the market for meat and dairy alternatives is developing.

Flexitarian info graphic - 15% of consumers claim to be flexitarian

Catch-up on our consumer landscape webinar

While AHDB seeks to ensure that the information contained on this webpage is accurate at the time of publication, no warranty is given in respect of the information and data provided. You are responsible for how you use the information. To the maximum extent permitted by law, AHDB accepts no liability for loss, damage or injury howsoever caused or suffered (including that caused by negligence) directly or indirectly in relation to the information or data provided in this publication.

All intellectual property rights in the information and data on this webpage belong to or are licensed by AHDB. You are authorised to use such information for your internal business purposes only and you must not provide this information to any other third parties, including further publication of the information, or for commercial gain in any way whatsoever without the prior written permission of AHDB for each third party disclosure, publication or commercial arrangement. For more information, please see our Terms of Use and Privacy Notice or contact the Director of Corporate Affairs at  © Agriculture and Horticulture Development Board. All rights reserved.