Poles do not trust food producers. New data shows the scale of the problem and challenges for the food industry

The study’s conclusions also highlight the growing need for transparent and responsible communication from companies.

Confidence in food

An increasing number of consumers are looking for transparency and reliable information that will allow them to make informed purchasing decisions. As a result, food companies are faced with the need not only to clearly communicate the value of their products, but also to consistently deliver on their promises. The lack of consistency between declarations and reality may lead to loss of trust and negative image consequences, as shown by the growing importance of responsibility and ethics in the food business.

– We are increasingly saturated with communication, especially from the agri-food sector. Trust in marketing messages is decreasing, and consumers are becoming increasingly cautious about what food producers say. Doubts concern the authenticity of the declarations, the composition of the products and the intentions of the companies. Trust in Food, i.e. building trust in food products, is one of the key market trends today. Our report aimed to check whether and to what extent Poles still trust the food industry – emphasizes Iwona Kubicz, president of the PRCN agency.

Why is communication a challenge?

The main challenge for the food industry today is to rebuild trust in the conditions of growing social skepticism and an abundance of marketing messages. Customers are becoming better informed, more demanding and actively seek reliable information about the products they buy. At the same time, manufacturers today have at their disposal many modern technologies that allow them to reach consumers with communication more effectively, provided that it is transparent and reliable.

At the same time, the food industry is subject to increasingly stringent regulations, both national and EU. Producers must implement food quality and safety systems, such as HACCP, and obtain certifications in accordance with international standards (e.g. IFS, BRC), as well as meet standards regarding product labeling and composition.

It is no longer enough to say that a product is healthy or natural. Today, this has to be proven – clearly, specifically and reliably, preferably through certificates, labeling and real CSR activities. The consumer expects a dialogue, not an advertising monologue – adds Iwona Kubicz.

– Consumers today have a huge number of food products to choose from. The value of the food market in Poland increased by 8% in 2024 compared to the previous year, which results not only from the growing demand, but also from the increase in prices. Such intense competition means that communication plays a key role in the process of making purchasing decisions by consumers – summarizes Julita Raczko-Cierpicka, Marketing and Promotion Director of the Top Farms Group.

The modern world poses many challenges to food producers. One of them is to support society in leading a healthy lifestyle. The problem of obesity affects almost every country, and in Poland, as many as 57% of the population is currently struggling with excess body weight. Therefore, caring for consumers’ health should become one of the priorities. The World Health Organization (WHO) recommends eating at least 400 grams of vegetables and fruit a day, while in Slovakia the recommendations reach up to 1,000 grams. According to the principles of healthy eating, half of each meal should consist of vegetables and fruits.

Food trends or seasonal fashion?

In the era of growing consumer awareness, the discrepancy between what brands declare and what they actually implement is quickly noticed. Consumers increasingly verify the information contained on labels and expect compliance with applicable product labeling regulations.

Almost 80% of new products introduced to the market in Poland disappear from the shelves within just 12 months. As manufacturers, we must respond quickly to changing trends and consumer needs, while being aware of the increasingly shorter product life cycles – emphasizes Julita Raczko-Cierpicka, Marketing and Promotion Director of the Top Farms Group.

– Price comes second, but for consumers the most important thing when choosing fruit and vegetables is quality. Therefore, education in the field of nutrition is crucial, as it plays an extremely important role in making informed purchasing decisions – sums up Paulina Kopeć, Secretary General of the Association of Polish Fruit and Vegetable Distributors “Unia Owocowa”.