A recent survey of 5000 consumers around the world found nearly all (98 per cent) were actively trying to reduce food waste. The research, by global taste and nutrition company Kerry, also showed greater consumer awareness and understanding of the correlation between shelf life and waste.
The report showed the high level of focus on reducing waste was driven by a range of factors including financial concerns, environmental considerations, and mindfulness of world hunger.
Kerry Food Protection & Preservation VP, Bert De Vegt, said: "Our research clearly demonstrates that consumers have a strong desire to reduce food waste in their own homes, and they increasingly recognise the role of preservation in achieving this goal. As inflationary pressures remain, preventing products from going to waste has become more crucial than ever.
“With 29 September marking the UN International Day of Awareness of Food Loss and Waste, these findings further highlight an urgent need for the food industry to maintain action on food waste and improve the shelf life of products where possible.
Kerry said consumers’ growing inclination to buy products formulated to reduce food waste (69 per cent) was a significant opportunity for food and drink manufacturers to explore updating existing products or creating new ones to keep up with changing consumer expectations.
Kerry APMEA Food Protection & Preservation GM, Ketan Trivedi, said, “The insights reveal a high degree of consumer understanding about food safety, food waste, and importance of food preservation.
“Drawing from this, a clear mandate for brands is to address shelf-life extension and drive an action plan for their products across various markets.”
The study surveyed 5154 consumers across 10 countries including Thailand, Australia, and South Africa. It found 72 per cent believed that extending a product’s shelf life would help them reduce waste; 74 per cent considered preservatives to be important when making food purchases.
While 82 per cent said they accepted the use of natural preservatives, only half (50 per cent) were open to buying products with artificial preservatives, despite purchasing patterns revealing a higher level of acceptance.
In Australia, 78 per cent said they preferred natural preservatives.
De Vegt said if food and drink companies worked to meet the evolving demands of consumers, real change on food waste could occur.
In Australia, Kerry is a member of the Australian Food Pact, and also sits on the Consumer Goods Forum's Food Waste Coalition of Action and uses insights to help customers and consumers demystify on-pack labels and date information.
Study methodology
In early 2023, Kerry embarked on a comprehensive research initiative in collaboration with C+R Research, Qualtrics, and Wageningen University & Research (WUR) to gain a deeper understanding of consumers’ opinions and behaviours regarding food waste. The study involved week-long, in-depth interviews and journaling sessions with 60 consumers in the United States, United Kingdom, Mexico, France, and Thailand, as well as an extensive quantitative exploration with 5,54 consumers across the aforementioned countries plus Brazil, South Africa, Germany, Australia and Canada.
