Interest in regenerative agriculture is rising across Europe, and consumers increasingly pay attention to how their food is produced, according to an ADM after survey of European consumers.
The research reveals that awareness of regenerative agriculture is growing – even if many consumers are still learning what the concept means in practice.
“Regenerative agriculture resonates deeply with today’s consumers. While understanding is still developing, a strong foundation of positive perceptions is already in place,” said Paula Labine, sustainability marketing director for ADM. “Brands can leverage and strengthen these associations with authentic storytelling that educates and inspires consumers, moving them from awareness to action. For companies that invest in messaging, the opportunity is not just to meet expectations but to help define the future of food.”
Consumers in the United Kingdom (73%) and Germany (74%) report the highest levels of having heard of regenerative agriculture, while awareness is somewhat lower in France (60%), the Netherlands (63%) and Poland (58%).
Compared with other sustainability concepts – such as organic farming or net-zero and low-carbon agriculture – regenerative agriculture remains less widely understood and reinforces the need for a clear explanation of how regenerative practices fit into a broader sustainability conversation, suggests ADM.
Despite limited familiarity with terminology, many consumers already recognise the practices and outcomes associated with regenerative agriculture. Concepts like crop rotation, restoring soil health and biodiversity are widely understood, and when consumers learn how regenerative practices contribute to environmental sustainability and food production, their interest in purchasing related products increases significantly.
Gen Z and Millennial consumers show higher levels of familiarity with regenerative agriculture than older generations and are more likely to prioritise environmental and social impact when choosing food products. Younger consumers are
increasingly making sustainability part of the buying decision.
