• A recent study conducted by Reveal Marketing Research in collaboration with Up Romania revealed that 7 out of 10 Romanians intend to reduce the amount of food thrown in the trash.
• These conclusions are part of a larger effort to understand attitudes and behaviors related to food waste among the Romanian population.
The Reveal Marketing Research study was conducted online between March 22-27, 2024 on a representative sample for the segment of people aged 18+, Internet users, from the urban environment. The sample size was 1003 respondents and the maximum sampling error is +/-3.1% at a 95% confidence level.
Produced by Reveal Marketing Research in collaboration with Up Romania, Study no. 153 explored the eating behavior of Romanians, finding that 7 out of 10 interviewees intend, by adopting various strategies, to throw less food in the trash.
The study analyzed buying and consumption habits, discovering that 85% of Romanians buy food several times a week or daily, and 6 out of 10 buy more when they experience the feeling of hunger while shopping.
Cooked food tops the discarded product categories
The main categories of products thrown in the trash are cooked food (48%), vegetables (37%), bread or other bakery products (35%) and fruit (34%). Among 25-34 year olds, cooking food waste is mentioned by a higher proportion (65%), while men tend to throw away more vegetables than women (42% men vs. 33% women ).
Regarding the causes of food waste, most of the Romanians point to the excessive purchase of products and the expiration of the validity period before being consumed (47%), as well as excessive cooking (38%). 25-34 year olds are more likely to over shop (56%) and cook more than they can consume (49%), these behaviors reflecting a significantly greater trend towards consumerism in young people's lifestyles.
According to the study data, representatives of Generation Z (18-24 years old) are more likely to waste food. Looking at the causes of food waste, young people between 18 and 24 years of age mention that they lack information on anti-waste measures (19% against 10% of the total sample) and that they tend to buy more products than they need (57% against 47 % total sample). They most often throw away dairy products (43% vs. 16% total sample) and meat products (23% vs. 10% total sample).
71% of those interviewed believe they lose less than 50 RON in a typical week due to food waste, especially those over 55 (89%), while 19% believe the loss is between 51-100 RON, especially young people between 18 and 34 years old (32%).
Young people - tempted to overbuy
In terms of responsible shopping behavior, 57% of respondents say they would like to have a special price area where they can buy and consume immediately, especially those between 35 and 44 ( 65%), and 53% of respondents would like to have as many options as possible to buy in bulk or by the piece.
In addition, it is noted that 9 out of 10 Romanians have the habit of checking the expiration date of the products they buy, young people between the ages of 18 and 24 adopting this habit to a lesser extent (77%). Also, 86% of those who check product expiration dates say they do so most of the time or even always.
In the context of the responsible behavior of Romanians when they choose to go to a restaurant, it is highlighted that they would be more willing to act responsibly if they were informed and supported in taking the unconsumed food as a package (61%) and if they had the opportunity to to choose between two types of portions, medium and large (50%).
The results of the study also highlight a growing awareness among Romanians of the need to reduce food waste, both for financial reasons and out of concern for the environment. Efforts to reduce food waste include storing and freezing food properly (73%), accurately estimating portions (71%), preparing a shopping list (71%) and purchasing food for short periods of time (65%).
Notable differences between age categories
The study revealed significant differences between genders and age groups in the adoption of these anti-waste strategies. Women, due to their greater involvement in food and household management, are more open than men to adopting measures to reduce food waste.
Analyzing the age segments, it was found that mature people over 55 years of age are more likely to store and freeze food properly to extend their consumption period (84%). Also, representatives of Generation Z are less open to adopting various measures to reduce food waste, such as purchasing food products for short periods of time (51% Generation Z versus 65% total sample).
The results of the Reveal Marketing Research study concluded that consumer education and support are essential in promoting responsible behaviors to reduce food waste, emphasizing the need to orient the population towards more sustainable practices through active actions and collaborations between all parties involved.
Article written by Gabriela Dan, Editor of Arta Albă
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