CLOSE MENU
A study by Associate Professor Nevin Cohen and colleagues reveals that food waste in U.S. households varies significantly based on behavioral patterns and shopping habits, rather than simple demographics like age or income alone.
For the study, Cohen and colleagues examined household food waste patterns across the country by surveying approximately 1,000 households about their shopping habits, attitudes toward food waste, and actual waste behaviors.
Rather than simply looking at demographic factors like age or income, the study used a clustering approach based on psychological factors (using the Theory of Planned Behavior) and shopping characteristics to identify distinct consumer groups. Survey questions measured food waste frequency across different meals, food types, and disposal methods to get a comprehensive picture of waste behaviors.
The results revealed three distinct consumer segments with strikingly different characteristics. “Structured Planners” (40% of respondents) showed the most deliberate shopping habits with careful planning and list-making, coupled with strong engagement in food waste reduction. “Flexible Planners” (47%) had similar positive attitudes toward reducing waste but approached shopping more casually and spontaneously. “Younger Wasters” (13%) emerged as a distinct group of younger, lower socioeconomic status households. They had casual shopping habits with less planning, and reported wasting food nearly seven times per week compared to about 4.5 times for the other groups. This third group wasted significantly more protein, oils, and grains, though interestingly not more fruits or vegetables.
The findings have important implications for policies to reduce food waste. Rather than one-size-fits-all campaigns, the research suggests that interventions should be tailored to specific demographic segments. The “Younger Wasters” group, despite having lower incomes, paradoxically wastes the most food, suggesting they would benefit from help with meal planning, food storage, and portion control, especially for expensive items like proteins.
“The study demonstrates that socio-demographic factors like age and income influence waste through interconnected behavioral patterns involving shopping habits and psychological attitudes,” says Cohen. “This provides a clearer approach for policymakers to identify and reach groups most in need of intervention.”
