Food waste is a major global issue, responsible for eight to 10 per cent of greenhouse gas emissions annually. While much attention has been given to overproduction and spoilage, new research highlights an unexpected culprit: our perception of healthy food.
A Journal of Marketing study co-authored by Brent McFerran, W. J. VanDusen professor of marketing at Simon Fraser University's Beedie School of Business, reveals that people mistakenly believe healthy foods expire faster than their less nutritious counterparts, leading to disproportionately higher disposal rates of healthy options. This bias not only increases food waste, but also undermines efforts to promote healthier eating habits.
From uneaten salad leftovers to discounted grocery items, many of us face daily decisions about whether to consume or discard food. According to the study, consumers are more hesitant to eat or buy about-to-expire foods perceived as healthy. Leftover lunches framed as "healthy," for example, were reported to be more likely to end up in the trash after a few days than identical meals considered "unhealthy." When shopping for food to eat later, healthy foods are passed over in favour of less healthy options.
Why does this happen? The research points to a widespread belief that healthy foods spoil faster. While this assumption holds true in some cases like comparing fresh produce to packaged snacks it is often overgeneralized. For instance, a "healthier" version of corn chips might be discarded sooner than a traditional bag, even when both have the same shelf life.
"People have lay beliefs about all sorts of things, and one of those is that they think healthy food goes bad more quickly than unhealthy food. This is objectively untrue in many cases," says McFerran. "There are some instances where this is true, but people massively over-generalize this belief to other foods where it is not the case."
The issue is compounded by vague or absent expiration labels, leaving consumers to rely on their flawed instincts. In Canada, very few food categories such as baby formula or meal replacements are legally required to list expiration dates.
Additionally, foods with a shelf like of 90 days or less, are required to have a "best before" date listed, but many food categories have no legal labelling requirement. That leaves most food labelling at the discretion of producers and retailers, who use a range of ambiguous terms like "best before" or "sell by" that don't provide clear guidance on food safety, encouraging people to act on the misconception that healthy equals more perishable.
This confusion is so pervasive that it influences shopping habits. Consumers are less likely to purchase discounted healthy foods nearing their expiration date and demand steeper price cuts to consider them at all.
For marketers, the study suggests that promotions for healthy, soon-to-expire foods should prioritize price discounts over quantity-based deals like "buy one, get one free." Consumers are more receptive to savings that reduce financial risk for perishable items.
For policymakers, the findings reinforce the need for clear and standardized labeling. Terms like "consume by" or "use by" reduce ambiguity, helping consumers make informed decisions.
The study found that individuals with greater knowledge about food expiration were less likely to act on the "healthy foods spoil faster" bias. In categories where consumers are already well-informed, such as dairy, this misconception is less prevalent.
"The average Canadian household throws away 140kg of food every year. That's an immense amount of food, and we want to reduce that food waste," says McFerran.
"When people make snap judgments, that's when you see those biases. A lot of what is thrown out is still edible, taking the time to make a sensory evaluation - such as smelling milk - can help people make a more accurate assessment of whether it is still edible."
The research underscores a troubling paradox: the very foods promoted for better health are often the first to be discarded. As governments and businesses work to combat food waste, addressing this hidden bias is essential. By improving labels, educating consumers, and rethinking promotions, we can not only reduce waste but also ensure healthy options remain viable choices for longer.
From uneaten salad leftovers to discounted grocery items, many of us face daily decisions about whether to consume or discard food. According to the study, consumers are more hesitant to eat or buy about-to-expire foods perceived as healthy. Leftover lunches framed as "healthy," for example, were reported to be more likely to end up in the trash after a few days than identical meals considered "unhealthy." When shopping for food to eat later, healthy foods are passed over in favour of less healthy options.
Why does this happen? The research points to a widespread belief that healthy foods spoil faster. While this assumption holds true in some cases like comparing fresh produce to packaged snacks it is often overgeneralized. For instance, a "healthier" version of corn chips might be discarded sooner than a traditional bag, even when both have the same shelf life.
"People have lay beliefs about all sorts of things, and one of those is that they think healthy food goes bad more quickly than unhealthy food. This is objectively untrue in many cases," says McFerran. "There are some instances where this is true, but people massively over-generalize this belief to other foods where it is not the case."
The issue is compounded by vague or absent expiration labels, leaving consumers to rely on their flawed instincts. In Canada, very few food categories such as baby formula or meal replacements are legally required to list expiration dates.
Additionally, foods with a shelf like of 90 days or less, are required to have a "best before" date listed, but many food categories have no legal labelling requirement. That leaves most food labelling at the discretion of producers and retailers, who use a range of ambiguous terms like "best before" or "sell by" that don't provide clear guidance on food safety, encouraging people to act on the misconception that healthy equals more perishable.
This confusion is so pervasive that it influences shopping habits. Consumers are less likely to purchase discounted healthy foods nearing their expiration date and demand steeper price cuts to consider them at all.
For marketers, the study suggests that promotions for healthy, soon-to-expire foods should prioritize price discounts over quantity-based deals like "buy one, get one free." Consumers are more receptive to savings that reduce financial risk for perishable items.
For policymakers, the findings reinforce the need for clear and standardized labeling. Terms like "consume by" or "use by" reduce ambiguity, helping consumers make informed decisions.
The study found that individuals with greater knowledge about food expiration were less likely to act on the "healthy foods spoil faster" bias. In categories where consumers are already well-informed, such as dairy, this misconception is less prevalent.
"The average Canadian household throws away 140kg of food every year. That's an immense amount of food, and we want to reduce that food waste," says McFerran.
"When people make snap judgments, that's when you see those biases. A lot of what is thrown out is still edible, taking the time to make a sensory evaluation - such as smelling milk - can help people make a more accurate assessment of whether it is still edible."
The research underscores a troubling paradox: the very foods promoted for better health are often the first to be discarded. As governments and businesses work to combat food waste, addressing this hidden bias is essential. By improving labels, educating consumers, and rethinking promotions, we can not only reduce waste but also ensure healthy options remain viable choices for longer.
