Consumer research on sustainable eating and food waste

Environmental sustainability and food waste are top-of-mind for many consumers, but there are sharp differences of beliefs and behaviors between different groups, according to a new pair of surveys by the International Food Information Council (IFIC) Foundation—A Survey of Consumers’ Attitudes and Perceptions of Environmentally Sustainable and Healthy Diets and A Survey of Consumer Behaviors & Perceptions of Food Waste.

Last spring, the IFIC Foundation’s 14th annual Food and Health Survey found that 54% of consumers say it’s at least somewhat important that the products they buy be produced in an environmentally sustainable way. The Foundation conducted the current follow-up survey to drill down on attitudes and behaviors.

Interestingly, when asked which aspects of an environmentally sustainable diet are important to consumers, “what I eat is healthy for the planet” was the top response, followed by “what I eat is nutritious.” Other factors—such as ingredients people know and recognize, foods that are produced using fewer natural resources, and foods with recyclable packaging—lagged behind.

Two-thirds (66%) of consumers think an environmentally sustainable diet can include protein from both animal sources and plant-based sources, while only 10% disagreed. But there was an education gap in the responses, with 73% of college graduates agreeing versus 62% of non-graduates.

When it comes to food waste, 34% of consumers report that the topic is on their mind while grocery shopping, 28% while eating at home, and 19% while eating out. When asked to choose the top three types of food that most often end up in the garbage, 74% of consumers discarded leftovers of foods prepared at home, 67% threw out fresh produce, and 50% tossed leftovers from restaurants. No other foods—including meats, eggs, or dairy products, or shelf-stable items—were reported to be wasted by more than 27%.

So why does food get wasted at home? In a question that asked consumers to choose their top two reasons, 83% reported spoiled or stale food as the most common reason foods ended up in the trash, followed by cleaning out the pantry (49%) and others in the household who simply didn’t want to eat the foods (28%).

Many consumers report ways they try to reduce food waste: 60% store their foods to maximize shelf life, 54% keep their pantries organized, 51% make grocery lists, and 48% make meal plans. Among those who eat out, 62% take leftovers home, 47% order small meals, and 33% share their meals. Women are far more likely than men to make a grocery list (58% versus 43%).

A Survey of Consumers’ Attitudes and Perceptions of Environmentally Sustainable and Healthy Diets (pdf)

A Survey of Consumer Behaviors & Perceptions of Food Waste (pdf)