Food makers and retailers have been reworking label phrases to discourage unnecessary food waste. But fresh research suggests their focus may be misplaced.
In developed countries, most food waste occurs in the home. And much of that, according to consumer research, is tied to confusion around ‘use by’ and ‘best before’ labelling.
Eurobarometer research suggests that 53% of consumers do not know the meaning of ‘best before’ labelling, and 60% do not know the meaning of ‘use by’.
But fresh research out of the US suggests consumers are more focused on the date in question rather than the label phrases themselves…