98% of consumers are actively trying to reduce food waste

Recent research from Kerry (5000 consumers in 10 countries) revealed a an interesting consensus across countries: 98% of us are actively seeking ways to reduce food waste, mostly driven by environmental, social, and financial concerns.

Key Insights:

→ 70% of consumers are interested in products designed to minimize food waste.

→ A significant 72% believe longer shelf-life products are crucial in waste reduction.

→ Stance on preservatives: 82% prefer natural options, highlighting a shift towards healthier, more sustainable choices.

→ Changes in purchasing habits, with 91% of consumers willing to switch brands for better sustainability practices.

Opportunities for Innovation and Marketing Strategy:

With 70% of consumers interested in products designed to minimize food waste, there’s a clear demand for innovative solutions.

This could mean creating products that have a longer shelf life or utilizing ingredients that are typically discarded. For instance, developing products that use “ugly” fruits and vegetables, or creating new foods from by-products of processing, can appeal to environmentally conscious consumers.

Natural Preservatives:

The consumer preference for natural preservatives over artificial ones (82%) means that if your brands leverage natural preservatives they not only cater to the demand for cleaner labels but also position themselves as champions of sustainability.

Marketing and Brand Positioning:

Food waste reduction and shelf life efforts should inform marketing strategies.

Messaging that highlights the sustainability efforts of a brand, especially in terms of reducing food waste will resonate with consumers.

Packaging Innovations:

With consumers willing to switch brands for better shelf life, there’s a substantial opportunity in rethinking packaging. Innovations in packaging that extend the shelf life of products or allow for better portion control can meet consumer demands and reduce food waste.

Smart packaging solutions that incorporate technology to indicate freshness or optimal consumption periods can also be a significant draw.

Consumer Education:

Beyond product and packaging innovations, there’s a role for consumer education in reducing food waste. Brands can engage consumers with tips on storing and preserving food at home, understanding expiration dates, and creatively using leftovers.

This not only helps in building a relationship with consumers but also positions a brand as a thought leader in sustainability.