New findings from the Agriculture and Horticulture Development Board (AHDB) trust study, in collaboration with Blue Marble Research, shows consumer confidence rising through the agricultural supply chain and across sectors, with farmers seen as experts who deliver on their promises.

British consumers are more positive about UK agriculture in 2025 than at any point in the last seven years, with results showing that 71% of consumers feel very or somewhat positive towards British agriculture.

Most major farming sectors have seen significant increases in positive sentiment this year, with cereal (75%), dairy (72%), beef (68%), pig (63%) and poultry (62%) farming all rising, while fruit and vegetable (79%) and sheep (67%) farming remain in line with their 2024 scores.

Steven Evans, AHDB Lead Consumer Insight Manager, said: "This is the seventh year we have carried out this research, and it is encouraging to see consumer perception of British agriculture continuing to grow.

"Consumers not only feel more positive about UK agriculture, but they also trust farming as a profession and feel that farmers align with some of their key values. This is a testament to the hard work and dedication of British farmers and growers in providing food for our nation."

As well as an increase in general positivity towards agriculture, the data also showed that consumer trust is strong, as 77% of UK adults agreed that farming was a "trustworthy profession" second only to doctors at 80% and ahead of scientists, teachers, and nutritionists.

Farmers also continue to outperform other food-related professions when it comes to consumer perceptions of their key values. In particular, expertise, caring about people and animals, and delivering on promises.

Interest in farming and food production continues to grow, with 48% of consumers now expressing strong interest or specialist knowledge, up from 44% last year. These scores peak for those aged 18-24 (58%) and 25-34 (78%). However, a quarter of consumers still feel poorly informed, often citing lack of time, contradictory information, or not knowing where to find reliable sources.

Examining the channels that sway consumer food choices, social media has now matched TV in its influence. This is especially true for the under-44s, with YouTube, Facebook, Instagram, and TikTok leading the way. When questioned about which sources impact their decisions, shoppers identified supermarkets (46%) and health professionals (37%) as their primary influences. While farmers (19%) featured lower down on this list, 64% of those influenced by farmers found their advice trustworthy.  

Steven added: "It's clear that British consumers are more engaged and optimistic about farming than ever before and there is an ongoing opportunity for farmers to provide clear, accessible information to further build on this trust.

"With social media's influence growing, offering new opportunities for farmer-led, relatable communication will be vital to target a wide range of consumers."

AHDB's consumer trust research was conducted in partnership with Blue Marble Research in August 2025 and was shared for the first time at their Retail and Consumer Insight conference last week (16 October).

To read the full consumer trust report, visit: https://ahdb.org.uk/news/consumer-insight-consumer-positivity-towards-british-agriculture-hits-new-high-in-2025