New reasons behind changing habits in relation to food waste

A recent survey by Kantar Sifo, on behalf of Matsmart, shows that 37 percent of Swedes are now actively working to reduce food waste, mainly for financial reasons.

At a time when financial pressures on Swedish households are palpable, many Swedes have chosen to become more involved in reducing food waste. A recent survey by Kantar Sifo, commissioned by Matsmart, shows that 37 percent of participants actively strive to reduce the amount of food they throw away compared to previous years. The survey reveals that almost half (49 percent) of respondents are motivated by financial considerations to reduce their food waste. At a time when the cost of living is rising, more people are starting to review their spending and consider options to cut costs.

The reduction in food waste is still also motivated by environmental considerations, with 47 percent stating this as the main reason. The survey also indicates that more people are willing to buy products with short best-before dates at reduced prices, a practice that can help reduce food waste in the trade. A breakdown between the sexes shows that women (43 percent) strive to reduce their food waste to a greater extent than men (32 percent). This suggests a gender-related difference in attitudes and actions towards the handling of food and the reduction of food waste.

As with many other consumer choices in the current situation, economic reasons are the main reason for the reduction and not environmental reasons. In the same way, we see a clear opt-out of organic products throughout the Nordics, and it is clear because organic products are more expensive than their conventional alternatives.

Research methodology

The survey was conducted in Kantar Media’s web panel, the Sifo panel, and included 1184 respondents aged 18–79. The results provide an insight into how Swedish households adapt to reduce food waste and balance the economy, with a future hope for a more conscious and sustainable lifestyle.

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