An AHDB survey has found British consumers are more positive about UK agriculture in 2025 than at any point in the last seven years, with 71% of consumers feeling very or somewhat positive towards British agriculture.
Most 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. Fruit and vegetable (79%) and sheep (67%) farming remain unchanged from 2024.
Steven Evans, AHDB lead consumer insight manager, says: “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.”
As well as an increase in general positivity towards agriculture, the data also showed that consumer trust is strong, with 77% of UK adults agreeing that farming was a trustworthy profession, second only to doctors at 80%, and ahead of scientists, teachers and nutritionists.
Interest in farming and food production also 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.
When looking at 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 adds: “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.”
