Save the date: Canadians oppose removing expiration dates from food packaging, research shows

26 Aug 2022 --- A study by The Agri-food Analytics Lab (AAL) of Dalhousie University, Canada, reveals that the majority of Canadians oppose eliminating best-before dates on food products to reduce food waste because of food safety contradictions in Canada. 

According to Innova Market Insights, nearly 25% of Canadian consumers claim they never consume a product if it is past the expiration date. This type of consumer behavior contributes greatly to the food waste crisis, which leads to unnecessary packaging production and directly impacts carbon emissions.

While numerous European supermarkets, including Morrisons and Waitrose, have recently decided to do away with best-before dates in an effort to reduce food waste, the AAL study reveals that Canadian consumers are less amenable to the idea.

“Despite the fact that our food safety regime here in Canada is a little different, our lab wanted to know how important these dates are to Canadians, and if consumers here would be willing to purchase products without them,” the researchers detail.

Canada ranks seventh in the world for food security, according to the Global Food Security Index. However, the country also leads the globe in terms of food safety, followed by the US and Ireland. Compared to other nations, Canada has historically placed a greater emphasis on food safety.

The study results show that 73% of Canadians always check the expiration dates on dairy products.Up to date
When asked whether Canadians support eliminating best-before dates specifically to reduce food waste, most Canadians are against such a measure. Only 27% of Canadians either strongly support or support the idea.

Quebec is the province with the highest level of support for such a measure, at 36%, followed by Saskatchewan at 28%. The lowest support is in Alberta, at 22%.

“In light of these results, it is obvious that the food safety culture in Canada is quite strong,” states Dr. Sylvain Charlebois, Director of the Agri-Food Analytics Lab. “Unlike for grocers in Europe, removing ‘best before’ dates will likely be viewed as an unpopular gesture, at least for now,” says Charlebois. 

Depending on the type of food, Canadians’ responses to the question of how frequently they monitor expiration dates will differ significantly.

The study results show that 73% of Canadians always check the expiration dates on dairy products, but only 32% do the same for packaged foods and non-perishables. Consumers who are older and women are more prone to always check expiration dates.

The survey looked into how people decide which foods to buy or consume based on best-before dates.

Firstly, 78% of Canadians consumed food after its best-before date had expired and 44% purchased food past its expiration date because it was marked down to a discount price. Also, 65% of Canadian consumers have thrown away unopened food because it was past its best-before date.

Safety risks
Elaborating on the broad spectrum of consumer habits, Juhasz explains that some consumers are “more inclined toward trusting the food product, and others more risk-averse.”

The researchers assert that the findings clearly show Canada’s inconsistent approaches to food safety. Even though many Canadians are ready to purchase and eat food past the best-before date, many will discard unopened food products.Innova Market Insights says 25% of Canadian consumers claim they never consume a product if it is past the expiration date.

For a great deal, the willingness to purchase a product in Canada without a best-before date would differ significantly depending on the food category. According to the report, only 15% of Canadians would be prepared to buy dairy products without an expiration date while 68% of Canadians as a whole would.

Except for vegetables, there aren’t many statistical differences between areas, however, men are more likely to be willing to purchase food items without a best-before date. With the exception of dairy, younger shoppers are more inclined to purchase products without a best-before date.

To eat or not to eat?
Consumers will use various methods to assess risks and evaluate whether a product is suitable for consumption. Also, 25% of Canadians will rely on best-before dates as a sign of food safety, compared to 28% who will search for the presence of mold.

A total of 20% of consumers will rely on smell, and 17% on the food item’s appearance. The study highlights, though, that it is crucial to remember that the majority of germs that can cause illness do not alter the flavor or appearance of food.

Dr. Mark Juhasz, Research Associate at Dalhousie University’s Agri-Food Analytics Lab says “the results of the survey open up some rich perspective into Canadian consuming habits. It really depends on the sub-category of food, with greater perceived risk of animal-based foods and prepared foods perishability, which can carry greater health threats if the items are going bad.”

By Mieke Meintjes