• Consumers are actively trying to minimize food waste by switching to brands or products that offer an extended shelf life.
A recent survey conducted by the company Kerry, shows that more than 70% of consumers surveyed believe that extending the shelf life of products is the solution to combating food waste.
This openness to change is driven by a strong desire to act on reducing food waste, highlighted by factors such as increasing financial concerns (70%), environmental considerations (59%) and feelings of guilt towards people going hungry (52%). The Kerry survey also found that 46% of those surveyed had these values ingrained in their upbringing.
Currently, one-third of all food produced worldwide is wasted, which means 1,3 billion tons of food thrown away every year worldwide, worth an estimated $230 billion. Much of the amount of food thrown away could be recovered through alternative uses, and when we consider the large number of people who still suffer from hunger globally, food waste is also a serious problem of social inequity.
Avoidable waste
Searching on Google in "The World Counts", we will see how the thousands of tons of food wasted this year are endlessly counted and we will truly understand the gravity of the situation. From the beginning of 2023 until now, the counter has exceeded millions of tons of food already wasted this year around the world, and the number continues to rise. And bread and potatoes represent the largest amount of food waste that could be avoided.
With inflation on the rise and pressures on the supply chain ever greater, it has never been more important to prevent product waste. More importantly, however, food waste influences consumer choices, negatively impacting a brand's reputation and even causing many people to abandon brand loyalty in favor of products with a longer shelf life .
To assess consumer behavior towards food waste, the company Kerry together with its partners C+R Research, Qualtrics, and Wageningen University & Research (WUR) conducted a survey in May of this year in which 5.154 consumers from 10 countries participated.
Due to overproduction – 10% of all bread produced is wasted along the supply chain before it reaches the consumer – and the short shelf life inherent in the bakery product category, consumers most often throw away bread because it has gone stale or it went moldy.
Specially designed products
However, Kerry's research showed that 69% of consumers would be willing to buy products specifically designed to reduce food waste. 72% believe that extending the shelf life of the product is the solution, and 74% understand the importance of preservatives.
However, when it comes to preservatives, the preference for clean labeling is still present, with 82% of survey participants insisting on using natural preservatives, compared to 50% who are open to artificial preservatives – although purchasing patterns indicate greater acceptance of these solutions, the Kerry survey reports.
The research clearly demonstrates that consumers have a strong desire to reduce food waste in their own homes and are increasingly recognizing the role of conservation in achieving this goal.
These results further highlight the urgent need for the food industry to maintain actions to combat food waste and improve shelf life where possible. By doing so, companies can meet the evolving demands of consumers who are increasingly aware of the impact of food waste on themselves, society and the planet.
Article written by Gabriela Dan, Editor of Arta Albă
Read on White Art and: Producers' Dilemma: Clean Labels or Extended Shelf Life?
