Study Finds Healthy Foods Are Discarded More Often Due to Misleading Perceptions

Despite ongoing efforts to reduce food waste, a recent study reveals that healthy foods are disproportionately discarded compared to less healthy options, primarily due to consumer misconceptions about their perishability. Published in the Journal of Marketing, the research indicates that consumers often believe healthy foods spoil faster, leading them to throw these items away sooner, especially as they near expiration. The study, authored by Christine Kim, Young Eun Huh, and Brent McFerran, explores how perceived healthiness influences disposal decisions for foods that are about to expire.

The findings show that consumers tend to demand larger discounts for healthy foods close to their expiration dates because they perceive these items as riskier to consume. This belief fosters a bias where healthy foods are more frequently wasted because consumers are less inclined to eat or retain them once they assume they are less safe, even if they are still fresh. Additionally, consumers are less likely to choose healthy leftovers and are quicker to discard them, further contributing to waste.

This misconception poses significant challenges for reducing overall food waste and undermines public health initiatives promoting healthy eating. Marketers and policymakers can play a vital role in addressing these biases through clearer product labeling that emphasizes the durability of healthy foods, consumer education campaigns to correct false beliefs about perishability, and innovative pricing strategies that encourage the purchase and retention of healthy items.

Implementing such measures could not only decrease waste but also support greater access to healthy diets by making nutritious foods more affordable and less likely to be unnecessarily discarded. The study highlights that small changes in messaging and packaging could have a substantial impact on consumer behavior, fostering more sustainable and healthier food consumption patterns.

Ultimately, shifting perceptions about the lifespan of healthy foods is crucial for advancing food sustainability efforts and promoting better public health outcomes.

Source: https://medicalxpress.com/news/2025-05-healthy-foods-explores-perceptions-disposal.html