The Impact of Consumer Behaviour on Food Waste in Supermarkets

As consumers navigate their weekly food shopping, their choices significantly influence the levels of food waste in supermarkets. This research, titled "Until Later is Preferred Over Sooner: Multiplicity in Product Expiration Dates and Food Waste in Retail Stores," sheds light on consumer behaviours related to food expiration dates and their implications on waste in multinational supermarkets. Nitish Jain, an Associate Professor of Management Science and Operations at London Business School, conducted the study, which explores the complex dynamics of consumer decision-making and its effects on the environment.

Key Findings:

Freshness Preference:

    • Consumers strongly prefer fresher products, opting for items stocked at the back with later expiration dates.

    • This behaviour disrupts the optimal flow of stocking practices to reduce waste, leading to adverse environmental impacts.

Extent of Waste:

    • Based on over 15 million sale transactions across various stores, the research provides extensive evidence of "multiple date expiration waste" across diverse product-store combinations.

    • Surprisingly, many shoppers contribute to this waste by choosing products with later expiration dates, undermining efforts to minimise waste.

Environmental Consequences:

    • Consumers' inclination towards fresher items results in unnecessary waste and poses environmental challenges.

    • While a "buy sooner-to-expire, produce first" approach may not guarantee an overall reduction in societal waste, it highlights the need to balance consumer preferences and waste reduction strategies.

Implications for Supermarkets:

    • Supermarkets grapple with the challenge of aligning consumer choices with optimal stocking practices.

    • The study emphasises that supermarkets should focus on providing incentives and aligning pricing strategies to encourage the purchase of items closer to their expiration dates, reducing waste at the retail level.

Quantifying Waste Contribution:

    • On average, approximately 23-24% of expiration waste across multiple stores is attributed to the simultaneous presence of products with mixed expiration dates.

    • The research serves as an "auditing tool" for supermarket managers, enabling them to identify and address the specific drivers of waste in their stores.

Conclusion:

This research underscores the need for a nuanced approach to tackle food waste in supermarkets. While consumer preferences for fresher products are understandable, finding a balance that aligns with waste reduction goals is crucial. Supermarkets are encouraged to explore pricing strategies and incentives that guide consumer choices without compromising on their individual preferences. As global initiatives aim to reduce food waste, insights from this study contribute valuable perspectives for supermarkets committed to meeting sustainability goals by 2030.

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