EU agricultural, food and beverage products in third countries - Eurobarometer report

The European Union operates in a highly competitive and fast-changing global trade environment. Agricultural, food and beverage products are a key part of the EU economy and an important component of trade with third countries. In 2024, the EU reached record levels of agrifood exports, with the total value of exported products amounting to €235.4 billion, while imports also increased but the sector still recorded a positive trade balance of around €63.6 billion. Exports grew by about 3 % compared with the previous year. In this context, strengthening the visibility, reputation, and presence of EU agricultural, food and beverage products in third countries has become a strategic priority. To support the objectives of strengthening the visibility, reputation and trust associated with EU agricultural, food and beverage products, the European Union has developed a range of targeted promotional initiatives and policy instruments: The European Commission cofinances and also directly organises campaigns and events to promote EU farm products worldwide. This is carried out under the slogan “Enjoy, it’s from Europe”, which aims to raise awareness of the efforts made by European farmers to produce quality products including high safety standards, authenticity, environmental sustainability and animal welfare practices. By reinforcing recognition of EU quality schemes and standards, the Union seeks to enhance consumer trust and support export performance. The 2026 Flash Eurobarometer builds on the 2021 wave conducted by Ipsos, while introducing several methodological changes that should be taken into account when interpreting trends over time. The survey tracks the evolution of awareness, attitudes and purchasing behaviour since 2021 in the ten third-country markets already covered in the previous wave (China, India, Indonesia, Japan, Mexico, Saudi Arabia, South Korea, Thailand, the United Arab Emirates and the United Kingdom) and establishes a new baseline in the United States. As a result, comparisons with 2021 are used in this report as indicative signals rather than as strict trend measures.