Consumers’ trust in Irish food is now higher than that of British food, says a recent new report from Red Tractor.
The ‘Trust in Food’ Index noted an 8 percent reduction in trust in food originating from the UK, down from 81 percent to 73 percent whereas trust in Irish food in Britain has increased to 74 percent.
The results have come into effect as a result of changing consumer spending habits due to the cost-of-living crisis. UK consumers also noted that potential new trade deals may lower food standards, with the US’ and India’s current targets for trade deals having low levels of trust.
43 percent of consumers believe that the potential new trade deals will reduce standards of food in the UK further.
This new report highlighted 88 percent of UK shoppers remaining as open as ever to choosing food & drink from Ireland, higher than any other country of origin outside of the UK.
In addition, 87 percent of UK shoppers are open to purchasing Irish beef, with key drivers for purchase including trust, taste, quality and grass-fed. The research also highlights that UK beef shoppers are looking for value for money but also for a product that delivers on traceability and animal welfare.
Ireland currently exports a supply of food and drink to the UK to the value of €4.5 billion in 2021.
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