Date Labelling and Storage Advice: Consumer Interviews: Insights Report

This report discusses the findings from 125 consumer interviews conducted as part of the End Food Waste Australia Project 1.2.4, National Date Labelling and Storage Advice (Phase 1). Project 1.2.4 is part of the ’Reduce’ program at End Food Waste Australia and aims to explore how consumers use (or do not use) existing food date labelling and storage advice to determine food freshness. In summary, the results highlight a complex picture of consumers’ perceptions of date labels and storage advice. Different food categories elicited different behaviours: date labels on lower-risk categories (Fruits & Vegetables, Bakery, or Packaged & Processed Food) were often ignored. In these categories, consumers relied on sensory evaluation (self-test) to determine edibility and freshness of the food. In contrast, date labels on higher-risk categories (Dairy & Eggs or Meat & Seafood) were followed more closely. Many consumers theoretically understood the difference between “Use by” and “Best before” date labels. However, practically, they were often treated the same, with food being disposed of when it reached either date. Storage advice was often interpreted as vague and unclear. Consumers wanted more information about how to extend the product’s shelf life through freezing. There is a need for clearer date labels and storage advice to assist consumers in reducing food waste.