European food products are praised for quality but score lower on value for money, survey in 11 countries shows

Food products and beverages from the European Union have a better reputation for quality than for value for money among urban consumers surveyed in 11 non-EU countries. A Eurobarometer survey shows that 83% of respondents consider them to be of good quality, while 70% have a favorable view of what they receive for the money they pay. Among those who already consume European products, 40% say lower prices would encourage them to consume more.

In brief EU products are valued for quality by 83% of respondents, for taste by 82%, and for safety by 81%. Value for money receives 70% favorable ratings, remaining positive among a majority. Among those who already consume EU products, 54% cite better quality as a reason to consume more, 41% better taste, and 40% lower prices. Up to three answers were allowed, and the choices do not represent purchase commitments. In China, 91% value the quality of European products, but 58% consider their value for money good. The survey measures perceptions and does not establish what prices would eliminate this gap. The 11,119 interviews were conducted online in February 2026 with urban residents aged 20–55. The results do not represent the entire population of the 11 countries, and methodological changes limit comparisons with 2021.

The report, dated March 2026 and presented by the Commission in July, is based on 11,119 online interviews conducted by Demoscopy between 4 and 11 February at the request of the European Research Executive Agency. People aged 20–55 from urban areas were interviewed, a segment selected because of its greater access to imported food. The results cannot be extended to the entire population of the countries studied.

Quality is also the most frequently cited criterion when choosing food in general, selected by 76% of respondents. It is followed by taste, at 56%, price, at 45%, and safety, at 41%. Participants could select up to three factors, so the percentages show what falls among their stated priorities, without separately measuring each factor’s effect on purchases. The question concerned all agricultural and food products and beverages, regardless of origin.

When the question is narrowed to what would lead existing consumers to consume more EU products, price remains important but does not rank first. Better quality is cited by 54%, better taste by 41%, and lower prices by 40%, again with a maximum of three possible answers. These are hypothetical conditions for increasing consumption, not purchase promises or a measurement of the amounts people would be willing to pay.

The image of European products remains predominantly favorable. In addition to the 83% positive ratings for quality, 82% of respondents consider them tasty and 81% safe. The 70% favorable responses regarding value for money also represent a majority. The difference shows that this dimension is less convincing than quality, without demonstrating that most consumers consider the products too expensive.

China offers one of the clearest examples of the distance between the two perceptions. There, 91% of respondents value the quality of EU products, but only 58% consider their value for money good. In the United Kingdom, where price is among the main purchasing criteria for 56% of respondents, the value-for-money assessment of European products is favorable for 75%. Price sensitivity can therefore coexist with a positive assessment of product value.

The survey does not compare shelf prices and does not establish how much of consumers’ assessment is explained by product costs, their incomes, or the alternatives available. The question about value for money measures agreement with a characterization of European products. A person may value a product’s quality and consider the asking price less attractive, without the response showing whether they bought it or why they chose something else.

The findings are relevant to EU-funded agri-food promotion, which emphasizes quality and recognition of the characteristics of European products. The Commission co-finances campaigns and organizes promotional activities under the message “Enjoy, it’s from Europe!”. For 2026, the promotion program provides €205 million for activities both within and outside the EU; the amount is not intended exclusively for exports.

The report’s authors suggest that, in markets where the gap between perceptions of quality and value is large, clearer explanations of quality and safety guarantees could help. This is a communication recommendation whose effect on sales was not tested by the survey. The data do not establish whether a campaign would change assessments or whether consumers would need actually lower prices to buy more.

Comparisons with the 2021 edition should also be treated with caution. The number of interviews per country approximately doubled, the gender structure changed from 70% women and 30% men to an equal distribution, and the United States was added to the 2026 sample. The report allows differences between responses in the two editions to be identified, but warns that they cannot be read as strictly comparable measurements of a trend.