Consumers the world over have an aversion to wasting food, especially meat, bread and baked goods. This is the conclusion from Kerry’s Left on the Shelf proprietary study that examined global public attitudes to food waste by surveying more than 5000 consumers across 10 countries. More than 80 per cent confirmed they were concerned about wasting food, with their reasons ranging from personal finances to broader social issues such as alleviating global hunger and addressing climate change.
Among other findings, the study revealed that 83 per cent of global consumers are likely to consider the environment when making a purchase. Quite simply, most people want to do something to fight global warming and be environmentally responsible. For manufacturers, this means that a strong focus on sustainability – with front-of-pack claims about longer shelf life – can be a key differentiator in today’s ultra-competitive marketplace. In fact, many manufacturers have already made strong public commitments to sustainability and carbon reduction.
The report’s sub-survey of 517 consumers in Australia showed similar global attitudes to cutting meat and bread waste. On the other hand, it also revealed that Australians are less concerned with food waste than consumers elsewhere: Just 71 per cent of Australian responses put food waste top of mind – versus 82 per cent globally – and only 60 per cent have raised their concern in recent times – versus 69 per cent overall. This represents an opportunity for Australian food brands and manufacturers.
Studies show that some 50 per cent of consumer food waste can be prevented by extending a product’s lifespan. According to the United Nations’ Food and Agriculture Organisation, the average American consumer wastes 10 times more food annually than consumers in Southeast Asia. In emerging markets, 60 per cent of food loss occurs early in the supply chain – before it reaches the retailer.
Educating Australian consumers about the food waste challenge should be both a high priority and a fundamental strategy of product manufacturers, grocery retailers and foodservice providers. As consumers look increasingly to support products that align with their values, implementing measures such as extending food shelf life in food and beverage products can be a key advantage.
Younger consumers care about sustainability
There are significant incentives to cutting waste. One is keeping costs down in a competitive environment through providing products that offer an extended period of freshness. Another is fostering brand loyalty, especially among younger consumers who care deeply about sustainability. From beer and liquor to bread, meat and other products, the younger generation has reported a willingness to switch brands to support companies with sustainable practices. Overall, consumers benefit from a “feel good” factor when they buy sustainably produced items, and it’s a state of mind that shows no signs of abating.
Meat: The most expensive category
Globally, meat is the most expensive category of food waste. Unknown to many, the traditional consumer “sniff test” is not an infallible guide to determining if meat is safe to eat, as the kinds of pathogens that can make people sick often don’t have an odour or are obvious visually. Therefore, while you can see mouldy bread and sniff sour milk quality issues that don’t necessarily lead to illness, ironically – determining a meat product’s viability is not so simple.
The growing demands of consumers around the world for cleaner labels, including all-natural ingredients and the absence of certain “undesirable” additives, also impact meat’s shelf life. This is because some clean-label ingredients afford a shorter shelf life than their conventional counterparts, necessitating a multifunctional, integrated approach, i.e., a “building blocks” system, to fill the gap. A wide range of both natural and traditional preservatives can be applied to protect such items as luncheon meat to ensure they will stay fresh longer. Clean-label smoke technologies, for instance, can provide additional protection while adding desirable flavour.
Sodium in meat products is also a key health focus, with governments around the world flagging sodium reduction measures. One technique is to replace sodium-based meat preservatives with alternatives, essentially enabling allowable sodium content to be banked; “saltiness” can then be added back to products during the reformulation process in a way that enhances appeal. When creating products with an eye to cut sodium and extend shelf life, it is critical to partner with the right ingredient supplier to ensure best results.
With reducing meat waste a growing imperative, implementing shelf-life extension processes demands a whole-industry approach. This means both input and action from regulatory agencies, along with high-level public education efforts. Furthermore, food safety concerns aren’t limited to meat: Contrary to common belief, plant-based meat alternatives do spoil, and sometimes faster than meat. However, whether animal- or plant-based, products that can stay fresh longer reduce waste overall, equaling a positive environmental impact through lower carbon production and water/feed usage. In short, solutions that extend the life of food products can pack a large bang for the buck when it comes to consumer brand loyalty.
Bakery: The largest volume category in food waste
Just as meat is the most expensive category, bread and baked goods represent the largest volume category when it comes to global waste of packaged, processed foods. The main driver of bakery waste is mould, followed by staleness. Consumers will simply not eat food that does not look, taste or smell appealing. In the effort to extend shelf life, all aspects of the eating experience must be considered; microbial control and sensorial shelf life come as a package deal. Unfortunately, despite best efforts, ingredients occasionally underperform for one reason or another, leading to premature moulding. In such cases, the backlash from consumers can be considerable. By the time a problem is discovered and its cause pinpointed, the damage to sales, the cost of returns, and the knock-on effect to purchasing loyalty can be detrimental to a brand.
As Kerry’s global research has shown, consumers are now firmly focused on reducing food waste, and are watching carefully for signs of freshness or staleness in the baked products they buy. For bread manufacturers in particular, extending shelf life can often allow for on-pack claims of “fresh for longer” that help build loyalty and drive sales.
Luckily, a wide range of advanced technologies – enzymes, organic acids, emulsifiers, fermentates, vinegars and other bakery processing ingredients – are available to extend viable end-use dates, and ensure food protection and preservation. In addition to avoiding waste, this works to lower distribution costs by reducing the frequency of restocking. Cutting food waste is a new “must” for consumers and a win for all concerned.
Kerry is a member of the Australian Food Pact that is committed to help reach Australia’s goal to cut food waste by half by 2030. Launched in October 2021, the Australian Food Pact led by End Food Waste Australia is a voluntary agreement that brings together signatory companies to help tackle Australia’s annual $36.6 billion food waste challenge.
