Ninety-six percent of EU citizens say quality is a factor when deciding whether to buy a food product, survey says; 91% say price is a key factor

Nevin Barich

Nevin Barich

Jul 6, 2012 – European Commission

BRUSSELS , July 6, 2012 (press release) – More than 90% of EU citizens find quality and price an important factor when buying food, and more important than origin (71%) and brand (47%) – indeed they were deemed "very important" by 65% (quality) and 54% (price), according to a new EUROBAROMETER survey on food security, food quality and the countryside, which is published today. Quality labels are important for two-thirds of respondents, and there is an improvement on previous years in the recognition of the different EU quality logos. The survey showed that 24% of those asked already recognise the EU organic logo, less than 2 years after it was launched. On food security, three-quarters of EU citizens expressed concern at the challenge of feeding the world’s population, but less than 60% are concerned about the ability of the EU and Member States to meet the food needs of their populations. Most EU citizens regard agriculture as making a positive contribution to preserve rural areas. This is consistent across most Member States and socio-demographic groups. There is a broad consensus that agriculture plays a beneficial role. For the survey, more than 26 500 European citizens aged 15 and above were interviewed in all 27 EU Member States.

Key findings:

"Food security": Some 56% of respondents are not preoccupied by the level of food production in their country and 57% are not preoccupied by this at EU level as a whole. On the other hand, 76% of respondents are preoccupied by the level of food production in the world. Following on from those results, 84% of people agree that the EU should help other countries to increase their food production. Some 81% agree that the EU should increase its own food production to depend less on imports, and 77% agree that EU should produce more to satisfy the needs of its own citizens, as well as the demand from outside the EU.

Food quality: For 96% of respondents food quality is a factor when deciding to buy or not to buy products – it comes even before price, which is cited by 91% of respondents. The origin of the product is less crucial, but still important to 71% of respondents. By contrast the brand is not considered important by 50% of respondents, as opposed to the 47% of those who consider it important. Quality labels are important to 67% of respondents.

Agriculture and the countryside: When asked about the relationship between agriculture and the countryside, 81% of respondents consider that agriculture is beneficial for the environment, 86% agree that it contributes to the beauty of the countryside and 89% believe that agriculture helps to protect rural areas.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.


About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025 795

+1 (310) 558 0008
+1 (310) 558 0080 (FAX)

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.