mitoriz Co., Ltd. Less than 5% of expired foods are immediately disposed of, and the tolerance for expired food is increasing!? Seniors are more aware of food loss, but younger people are more likely to practice “temaedori”

[mitoriz Co., Ltd.] Less than 5% of food items are disposed of immediately after expiration, and the tolerance for expired food is increasing!? Seniors are more aware of food loss, but younger people are more likely to practice “temaedori”. Being ​
mitoriz Co., Ltd. Press release: September 26, 2024 Less than 5% of food items are disposed of immediately after expiration, and tolerance for expired food is increasing!? Seniors are more aware of food loss, but younger people are more likely to practice “temaedori” Mitoriz Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Hiroshi Kinase) conducted a “food loss survey” among 3,002 members of the consumer purchasing behavior data service “Point of Buy (R)” (hereinafter referred to as POB). We have carried out. In preparation for October’s “Food Loss Reduction Month,” we will continue to conduct a consumer awareness survey in 2023 to investigate attitudes toward expiration dates and expired foods, as well as the status of “Temaedori” practices. , we are conducting a comparative analysis with the previous survey. 《Research Summary》 ・The number of consumers who are conscious of “food loss” has increased slightly since the 2023 survey, and the older they are, the more conscious they are ・Approximately 90% of people are concerned about “best before/use by dates,” but only 4.4% of people immediately dispose of expired food ・32.0% of people always purchase food in a planned manner, and 58.1% of people consciously prioritize using old food in the refrigerator ・Practice of “Temaedori” increased by 1.2 points from 2023 to 69.6%! Younger people tend to practice it all the time ・The acceptable range for food expiration has decreased by 5.5 points for “2 to 3 days,” and there is a tendency for the acceptable range to be wider overall ・Use and awareness of “Food loss reduction EC” will increase from 2023! Nearly 70% of people use it because it’s cheap The number of consumers who are conscious of “food loss” has increased slightly since the 2023 survey, and the older they are, the more conscious they
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When surveyed on whether they were conscious of food loss in their daily lives, 78.8% of respondents answered that they were conscious (35.6%) and somewhat conscious (43.2%). This is a slight increase of 0.7Pt from the 2023 survey. By age group, over 80% of people in their 50s or older tend to be more conscious of food loss as they get older (Chart 1). Although nearly 90% of people are concerned about the “best before/use by date,” only 4.4% of people dispose of products immediately after the expiration date
https://prcdn.freetls.fastly.net/release_image/106780/59/106780-59-fac201a2f9812959c7cb86118b2fc90d-1417×818.png When asked, “Do you care about expiration dates?”, the most common response was “I always care (46.6%)” and 88.0% answered “I do care about some products (41.4%)”. The result was “Yes.” On the other hand, regarding “handling expired food”, a total of 95.7% of respondents said “I eat it without worrying about it” (28.0%) and “I eat some foods without worrying about it” (67.7%). In both cases, the results were not significantly different from the 2023 survey (Chart 2). 32.0% of people always purchase food in a planned manner, and 58.1% of people consciously prioritize using old food in the refrigerator Image
URL: https://prcdn.freetls.fastly.net/release_image/106780/59/106780-59-78ace5104c257bc43e1615292adda985-1417×830.png When surveyed on whether they purchase food in a planned manner, over 30% of respondents said they “always make a plan when purchasing” (32.0%). The most common answer was “Sometimes I plan, but I end up buying extra food” (42.6), but a total of 74.6% of people said they buy food in a planned manner and are conscious of reducing waste. Regarding “Organizing the inside of the refrigerator and prioritizing the consumption of old ingredients,” the most common answer was “I am always conscious of this” (58.1%). Over 90% of respondents answered, “Sometimes I am conscious of it (32.2%),” indicating that the majority of people are trying to organize their refrigerators and not waste food (Figure 3). ). The practice of “Temaedori” increased by 1.2 points from 2023 to 69.6%! Younger people tend to practice it all the time
https://prcdn.freetls.fastly.net/release_image/106780/59/106780-59-1315df4cccd7333565b798146d40adaa-1417×928.png Regarding the practice of “temaedori,” which recommends purchasing products that are closer to the front of the shelf when eating immediately after purchase, 16.6% of respondents answered, “I always practice it (16.6%),” and “I do it depending on the product.” 53.0%)” totaled 69.6%, an increase of 1.2 points from 68.4% in the 2023 survey. The number of people who answered “I have never heard of it (4.1%)” decreased by 2.0 points from 6.1% in 2023, indicating that the word “temaedori” is becoming increasingly recognized. Furthermore, when looking at the results by age group, there is an interesting trend in that the younger the age groups, the higher the percentage of respondents who answered “I always practice this” (Chart 4). The acceptable range for food expiration has decreased by 5.5 points for “2 to 3 days,” and there is a tendency for the acceptable range to be wider overall.
https://prcdn.freetls.fastly.net/release_image/106780/59/106780-59-2a38abe9a40785936ece5775ba66fba5-1417×813.png Regarding the “acceptable range for food expiration,” the most common response was “2 to 3 days (40.2%),” but this has decreased by 5.5 points from 2023. On the other hand, “up to 1 week (34.2%)” is 3.0Pt, and “up to half a month (8.0%)” is 2.5Pt, which has increased since 2023, and overall the tolerance is from 1 week to 2 to 3 months. The range has increased compared to 2023. “Up to six months (1.3%)” and “I don’t mind more than six months (5.9%)” have slightly decreased compared to 2023, but overall there is a tendency for the tolerance for expiration to be wider. (Chart 5). 14.1% have used EC to reduce food loss, an increase of 2.6pt compared to last year! Approximately 70% of people use it because it’s cheap
https://prcdn.freetls.fastly.net/release_image/106780/59/106780-59-d4c80f89116b75bdef3f773a8e39c787-1417×1092.png Regarding “experience using food waste reduction e-commerce sites” where you can purchase products with close sell-by dates at bargain prices, the proportion of “I often use them (3.4%)” increased by 1.0 points from 2.4% in 2023, and “I occasionally use them.” (10.7%)” has increased by 1.6 points from 9.1% in 2023. The number of people who answered that they did not know about the existence of the site decreased from 37.1% to 34.3%, indicating that the use of food waste reduction e-commerce sites is increasing and awareness is improving. We asked 421 people who have used the service why they use it. The most common answer was “Because it’s cheap (67.8%),” followed by “I want to reduce food loss (31.2%)” and “I want to consume in an environmentally friendly way (25.8%).” It can be said that the low price of the product is a major motivator for its use (Chart 6). [Summary of survey] Survey period: September 10th to September 11th, 2024 Survey target: Registered members (POB members) of mitoriz’s consumer purchasing behavior report data service “Point of Buy (R)” POB members (average age 50.9 years) Survey method: In-house survey via the internet (Number of valid responses: 3,002) [Notes on reprinting and quoting] The copyright of this report is held by mitoriz Co., Ltd. If you wish to reproduce or quote any part of the contents of the research report, please contact us in advance. When contacting us, please let us know the following: 1.Research report you wish to reproduce/quote and its scope 2.Usage/Purpose Please note that depending on the content, we may refuse to reproduce or quote it. *When quoting or reprinting this release, please be sure to include our company credit Example: “According to a survey conducted by mitoriz Co., Ltd….” *The following acts are prohibited. ・Altering part or all of the data ・Selling and publishing this report
・Reprinting or quoting without specifying the source [Press inquiries] Corporate Headquarters Business Management Department Tanaka (Tanaka) TEL: 03-6328-0052 FAX: 03-6328-3631 MAIL: press@mitoriz.co.jp [Company Profile] Company name: mitoriz Co., Ltd. Head office location: 5th floor, Sanyo Akasaka Building, 3-5-2 Akasaka, Minato-ku, Tokyo Established: July 2004 / Capital: 100 million yen Representative Director and President: Hiroshi Kinase HP: https://www.mitoriz.co.jp/ Utilizing a network of more than 600,000 registered staff (including survey members), mainly housewives nationwide, we cover more than 227,537 stores such as drug stores, supermarkets, convenience stores, and specialty stores nationwide from Hokkaido to Okinawa, and provide sales support ( rounder) and market research (mystery shoppers, in-store surveys, etc.). Utilizing the Cast Data Network, we will create new connections, reveal the latent value of people and things, provide new value to society, and solve social issues through business.