Date marking bias leads to food waste, study says
17 July 2023
A study conducted by researchers from Ohio State University found that up to half of US consumers may be throwing away perfectly good milk based solely on the best-before-date label, without considering other factors.
The study – as reported by a Food Ingredients First article – used eye-tracking technology to monitor participants’ responses to different date labels on milk cartons. Regardless of the label phrasing or the actual quality of the milk, 50% of participants decided to discard milk based solely on the date.
The researchers emphasised the need for consumer education on interpreting date markings and reducing food waste. They suggested that extending the date on the label would lead to less food waste. The study also revealed that participants focused more on the date than the label phrase and paid little attention to the phrase regardless of its content.
The problem of consumer misinterpretation of date marking, and of its contribution to household food waste, is not limited to the United States: a study carried out by the European Commission in 2018 estimated that up to 10% of the 88 million tonnes of food wast generated annuallt in the EU is linked to date marking.
To address this issue, the European Commission has been working on a revision of EU rules on date marking as part of its Farm to Fork Strategy. The aim is to prevent food waste caused by misunderstanding or misuse of these dates while ensuring that any proposed changes meet consumers’ information needs and do not compromise food safety.
The problem is complex, because in order to make informed and sustainable consumption choices, consumers need clear and understandable information, and any changes to the current wording used on food products must guarantee this outcome. SAFE is monitoring the issue with great attention.