The domain of food safety and food quality is relevant in the contemporarily world due to appearance of a number of diseases caused by the consumption of hygienically untested or unsafe food products. Nowdays, consumers are not satisfied only with safe and healthy correct products, but they also want a higher quality of life, more enviromentally friendly products and also they care about their own health and protection of animals. The paper presents trends in the food industry, the role of food quality factors in consumer behavior and the purchasing decision-making process, also the role of the trade and other participants in creating product offerings in the market. The topic of the paper is consumer familiarity with food quality labels in Croatia and therefore an online survey was conducted in the form of a survey questionnaire in the period from August 2019 to January 2020 on a sample of 160 respondents over 15 years. The results showed that consumers in Croatia are not adequately familiar with the quality labels of food products that are present on the market, only 33% of respondents knew how to correctly connect the product with the corresponding quality label on which it is located. However, it can be concluded that consumers are not interested in this topic, according to most examinees still read the declarations on food products and are willing to pay a higher price if they are guaranteed a higher level of product quality.