What consumers do (and don’t) consider food waste

A leftover that’s been in the fridge too long. Milk just past its expiry date. The end slice of a loaf that no one wants. Most Dutch consumers throw these out without hesitation. But do they actually see it as food waste? According to new research by the Voedingscentrum, opinions vary.

What counts as waste

Almost everyone agrees that throwing out bruised strawberries or half an avocado is food waste. The same goes for scraping dinner leftovers straight into the bin—83% of Dutch consumers see that as waste. But when that same portion has been sitting in the fridge for a few days, only half still think so. And when it comes to milk past its expiry date? 41% say it’s not waste, while 48% think it is.

Limited self-awareness

On average, people in the Netherlands waste 33 kilos of food per person each year. Yet 81% believe they waste less than others. That perception doesn’t match reality. The most commonly wasted items are bread, vegetables, fruit, potatoes, and dairy.

Smarter choices in the kitchen

A lot of waste can be avoided. For example, by measuring portions more accurately with a kitchen scale or Eetmaatje, storing leftovers at eye level in the fridge, or labelling food with tape. Checking what you have before going shopping also helps. And knowing the difference between THT and TGT labels gives a clearer sense of what really needs to be thrown out and what’s still safe to eat.

Voedingscentrum.nl