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The 2025 ������Trust Barometer: Insights for Food and Beverage Sector shows that trust in the overall F&B sector remains strong—with 73% of global respondents trusting the industry will “do what’s right.” At the same time, that trust is fragile, and not a given when it comes to innovation and emerging narratives. Fast food and brewing remain among the least trusted subsectors, and scepticism is especially pronounced around new health technologies and nutrition claims, such as GLP-1 drugs and disease-prevention messaging.

These insights underscore the need for thoughtful innovation management and proactive, transparent communication. Brands must directly address public concerns, especially in a climate where 6 in 10 people hold moderate or higher grievances against business, government, and the rich. Trust also varies across audiences—highlighting the importance of messaging that resonates broadly and bridges perspectives on issues like sustainability, health, and equity. Engaging trusted third-party voices—such as scientists, employers, and health institutions—will be critical in bridging credibility gaps.

Key Takeaways

Methodology: The 2025 ������Trust Barometer is the firm’s 25th annual Trust survey. The research was produced by the ������Trust Institute and consists of 30-minute online interviews across 28 countries (33,000 respondents) conducted between October 25 and November 16, 2024. The 2025 ������Trust Barometer Special Report: Trust and Health was also produced by the ������Trust Insitute and consists of 25-minute online interviews across 16 countries (16,000 respondents) conducted between March 4 and March 14, 2025. Learn more >