Survey reveals 86 percent of people in Japan actively prevent food waste

Gurunavi, Inc. has published survey findings on consumer behaviour regarding food waste, with its Gurunavi Research Department polling its user base to measure awareness of food loss. The results show 86 percent of respondents consciously try to prevent food waste.

Awareness among women is more than 10 percentage points higher than among men. Between 50 and 70 percent of women over 40 actively monitor their food waste, compared with fewer than 40 percent of men under 40.

Despite high awareness levels, only one in four respondents successfully avoided discarding food over the past year. More than 40 percent of those surveyed threw food away because they forgot about the items until they expired or spoiled. Men in their 20s, 30s and 60s were slightly more successful at avoiding waste, with 30 percent in these groups discarding nothing.

Respondents employ several strategies to minimise waste at home, with more than 60 percent consuming ingredients slightly past their best before dates and nearly 50 percent using freezing techniques to extend shelf life. When eating out, roughly 55 percent of consumers tackle the issue by ordering only what they can finish and consuming everything provided.

Interest in food sharing services is growing, as nearly 70 percent of respondents want to try them and 10 percent are regular users who plan to continue. Men in their 20s lead the adoption rate at nearly 30 percent.

“Digital native younger generations may be creating new consumption behaviours that smartly and rationally put waste reduction into practice,” said Kumiko Honma, manager of the Gurunavi Research Group.