02 Oct 2023 --- A new study conducted by Kerry has revealed that one-third of consumers are willing to switch to brands or products that offer better shelf life. The results coincide with the UN’s International Day of Awareness of Food Loss and Waste held last week (September 29).

This openness to change is driven by consumers’ strong desire to tackle food waste with 98% of those surveyed found to be actively trying to minimize food waste caused by various factors such as financial concerns, environmental considerations, and mindfulness of world hunger.

Speaking to Food Ingredients First, Bert de Vegt, global VP of food protection and preservation at Kerry, says: “Consumer concern for food waste has increased since the COVID-19 pandemic and has further augmented with the more recent cost of living crises. Consumers are highly motivated to change their behaviors to reduce food waste, driven firstly by a desire to save money and secondly by a concern for the environment.”

There is an increased awareness and acceptance of preservatives (both natural and conventional) as a solution to food waste, notes De Vegt. “Acceptable remaining shelf life came through as one of the top considerations for consumers at purchase.”

“We are also watching consumers change their product choices and behaviors to reduce food waste, citing that the onus is on themselves as well as the industry to reduce waste.”

Global efforts to reduce food waste 
Kerry is learning that the level of remorse consumers have for the foods they waste the most (deli meat and bread) is high, even when that item wasn’t a high-cost purchase.

“We also see that countries such as France and Brazil are the most active and mindful of food waste, with the most concern and proactive behaviors,” explains De Vegt. 

As part of Kerry’s latest study, 5,154 consumers across ten countries were surveyed on their behaviors relating to food waste.“Countries such as Mexico and South Africa were much more highly motivated to reduce food waste by guilt over people left hungry than in other parts of the world.”

He adds that US consumers had a high concern for food waste but the lowest score for proactive behavior, showing room for education and improvement there. 

Meanwhile, 69% of consumers are more inclined to purchase products formulated to reduce food waste. This represents a significant opportunity for the food industry to innovate and create products that meet evolving consumer expectations.

The study also found that 72% of respondents believe that extending the shelf life of a product would help them reduce waste. Additionally, 74% of consumers consider preservatives important when purchasing food.

Role of preservation
Eighty-two percent of respondents expressed acceptance of natural preservatives. At the same time, 50% of consumers are open to purchasing products with artificial preservatives – although buying patterns indicate a higher acceptance of these solutions.

“Our research demonstrates that consumers have a strong desire to reduce food waste in their homes, and they increasingly recognize the role of preservation in achieving this goal,” De Vegt explains. As inflationary pressures remain, he warns that preventing products from going to waste has become more crucial than ever. 

In line with the UN’s International Day of Awareness of Food Loss and Waste, Kerry’s findings further highlight an urgent need for the food industry to maintain action on food waste and improve the shelf life of products wher possible. “By doing so, companies can meet the evolving demands of consumers who are increasingly conscious of the impact of food waste on themselves, society and the planet,” adds De Vegt. 

“As an industry, shining a light on this day is a great way for us to come together with our collective efforts and resources to raise awareness on this topic, representing a common goal for the industry and consumers alike. Seeing the brainpower that comes from sharing the learnings from different parts of the world and the industry is part of how we can make a sustainable difference,” he comments. 

Actioning change 
Kerry’s portfolio includes unique sodium-free buffered vinegars, potassium acetates, multifunctional systems to solve complex preservation challenges in meat products, and a range of fermented wheat products for mold control in bread applications. 

Kerry also sits on the Consumer Goods Forum’s Coalition of Action on Food Waste and uses insights to help customers and consumers demystify on-pack labels and date information.

Methodology 
In early 2023, Kerry embarked on a comprehensive research initiative in collaboration with C+R Research, Qualtrics, and Wageningen University & Research to gain a deeper understanding of consumers’ opinions and behaviors regarding food waste.