Nearly two-thirds of British consumers have a positive sentiment towards pig farming, according to research from AHDB in collaboration with Blue Marble Research.
The survey shows British consumers are more positive about UK agriculture in 2025 than at any point in the last seven years, with 71% feeling ‘very or somewhat positive’ towards the sector.
The figure for the pig sector is 63%, which, although rising, puts it only above poultry.
Most sectors have seen significant increases in positive sentiment this year, with cereal (75%), dairy (72%), beef (68%) and poultry (62%) farming all also rising. The results for fruit and vegetable (79%) and sheep (67%) farming remain unchanged from 2024.
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.
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.
Sources of information
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.
Encouraging
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.”
“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.”
The research was conducted in partnership with Blue Marble Research in August 2025 and shared for the first time at AHDB’s Retail and Consumer Insight conference on in October.