Well-meaning consumers are wasting food because they are wary of eating spoiled produce.
The difference between how long consumers expect food to remain fresh and their confidence in knowing when it is still safe and enjoyable to eat is known as ‘the shelf life gap.’
It is a behaviour extensively studied by natural food and beverage ingredients firm Kalsec, which recently released an e-book, The Shelf-Life Gap: Why Consumers Waste Food Despite Their Best Intentions, on the topic.
“The shelf life of a product usually isn’t the main purchase driver; however, once the food is in their kitchen, it matters a lot,” says Melissa Laupp, Director of Global Marketing at Kalsec.
“More than half of global consumers check expiration dates before eating, and 80% say smell is the main reason they throw food away.”
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