EU food and drinks enjoy strong, growing reputation internationally, new flash Eurobarometer reveals

The European Commission has published a new Flash Eurobarometer on the image of EU food and drink products in 11 international markets, showing that EU products enjoy a strong and increasingly positive reputation abroad. The findings indicate that EU food and beverages are already well embedded in global consumption habits, especially in the United Arab Emirates and the United Kingdom where 58% and 50% of urban consumers, respectively, consume EU products on a weekly basis.

However, there are still markets where weekly purchases of EU food and drink appear more limited: In Mexico and Japan, 27% and 28% of consumers, respectively, buy EU products each week, suggesting clear scope for further growth. The Flash Eurobarometer finds that quality is by far the main factor driving purchases across all surveyed markets - China, India, Indonesia, Japan, Mexico, Saudi Arabia, South Korea, Thailand, the United Arab Emirates, the United Kingdom and the United States. These findings are particularly encouraging for the EU agri-food sector, as they play directly to the EU's core strength in high-quality production and reinforce the Union's competitive advantage internationally.

Awareness for EU quality labels, such as European organic products, Protected Geographical Indication or the Enjoy, it's from Europe! campaign, which promotes high-quality, safe and sustainable EU food and drink worldwide, has also risen significantly, although the survey shows that further action is needed to improve comprehension.

Additionally, the Flash Eurobarometer results point to considerable room for further growth. Among current non-consumers of EU products in the surveyed countries, 60% say they would be interested in trying EU products, including 13% who say they would definitely start buying them. The highest levels of purchase interest among non-consumers are found in India (26%), Indonesia (25%) and the United Arab Emirates (22%), suggesting promising opportunities for EU agri-food promotion in these countries. The survey findings also reinforce the importance of the Commission's agri-food business missions, which help EU producers expand into markets with strong growth potential.

Success of recent EU agri-food business missions

Recent agri-food economic diplomacy activities and agri-food business missions led by the Commission demonstrate how the EU is already working to strengthen the international presence of its agri-food sector. This includes markets where the Flash Eurobarometer shows there is room for growth, such as Japan.

The EU agri-food business mission to Japan led by Commissioner Christopher Hansen in June 2025 has already delivered positive business impacts. Only a year after the mission, more than one in five surveyed business delegates stated that they had already concluded business deals linked to their participation in the mission.

Following the EU agri-food business mission to Thailand in May this year, nearly 90% of post-mission survey respondents reported establishing new business contacts and expect their business to grow as a result of participating in the mission. In addition, 7% have already concluded business deals.

New EU agri-food business missions' destinations

In 2026 and 2027, the European Commission continues its efforts to support EU agri-food producers in international markets through new EU agri-food business missions.

Commissioner Hansen will visit Mexico in November 2026 and India in early autumn 2027, accompanied in both cases by a business delegation of representatives from the EU agri-food sector. The purpose of the mission to Mexico is to expand the presence of European agri-food and beverages on this market. The mission to India, which will include a programme in Mumbai and Delhi, will build on the momentum created by the recently concluded EU-India Free Trade Agreement, which is expected to be signed by the end of this year. Together with participation of the EU pavilion at Anuga Select India Fair in Mumbai, the EU agri-food business mission will aim to strengthen the presence of EU producers on this dynamic market.

Background

The European Commission continues to promote EU agri-food globally through its ongoing "Enjoy, it's from Europe!" initiatives. The Commission co-finances and directly organises a wide range of promotion activities to showcase the quality and diversity of EU agri-food products worldwide and strengthens recognition of EU quality schemes and labels.

To be informed about the upcoming EU agri-food missions and on how to participate, subscribe to the promotion newsletter REA - Newsroom Subscription Form.