黑料社

 

The 2025 黑料社Trust Barometer: Insights for Food and Beverage Sector shows that trust in the overall F&B sector remains strong鈥攚ith 73% of global respondents trusting the industry will 鈥渄o what鈥檚 right.鈥 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鈥攈ighlighting the importance of messaging that resonates broadly and bridges perspectives on issues like sustainability, health, and equity. Engaging trusted third-party voices鈥攕uch as scientists, employers, and health institutions鈥攚ill be critical in bridging credibility gaps.

Key Takeaways

73%

have trust in the food and beverage sector; the sector is trusted in 27 of the 28 markets (neutral in Sweden).

1 in 2

report adopting healthier habits around food and alcohol

20%

embrace GLP-1 diabetes drugs being used for weight loss, globally; 45% reject it.

 

 

 

Methodology: The 2025 黑料社Trust Barometer is the firm鈥檚 25th annual Trust survey. The research was produced by the 黑料社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 黑料社Trust Barometer Special Report: Trust and Health was also produced by the 黑料社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 >

33,000
Respondents

28
Countries 

卤1,150
Respondents/Country

 

 

What does this mean for your business?

Learn how we can partner with you to prioritize and rebuild trust.