Misinterpretation by consumers of the meaning of the "use by" and "best before" dates can contribute to household food waste. In 2022, the Commission carried out consumer research to identify new ways of expressing date marking that meet consumers’ information needs whilst minimising food waste. Using data from this research, the Commission launched a consumer segmentation study in June 2024. The findings of the study define three consumer profiles according to their understanding, attitudes and behaviours related to date marking and food waste. The profiles for EU consumers and for consumers in each EU Member State will help stakeholders and national authorities to tailor and implement interventions to prevent consumer food waste, according to different audience segments and their characteristics.
The consumer segmentation study was carried out between June 2024 and March 2025, and it considered consumer behaviours concerning food waste in general and in relation to date marking. The final report includes a literature review of similar studies, and an analysis of survey replies from over 25 000 consumers from all EU countries on how they manage food daily. Considering the motivation and attitudes of consumers regarding food management, food waste and date marking, the study developed three consumer types and provided tailored recommendations for actions to help them reduce food waste.
The three consumer profiles are:
- Unconcerned food wasters: people who frequently waste food, mainly motivated by personal interest and convenience.
- Pragmatic food wasters: people who waste food occasionally, mainly motivated by practical considerations.
- Aware food wasters: people who waste food occasionally, motivated by holistic considerations (environmental, ethical etc.)..
Although these consumer profiles are distributed differently in each EU country, all consumers showed a low level of understanding concerning date marking on food.
The report provides recommendations of different types of actions, tailored for each consumer profile:
- Informative actions
- Tools
- Coaching.
Further information and related documents:
- Final report
- Animation on the results of the study (with subtitles in all EU languages)
- Animations on the meaning of date marking (with subtitles in all EU languages)
- Factsheets with EU consumer profiles (in English, French and German)
Factsheets for each EU country (in English and national languages)
Flash Eurobarometer 425 on food waste and date marking
In 2015, the Commission carried out pan-European quantitative consumer research in order to find out more about people's attitudes to food waste prevention. The study also looked into citizen's awareness, understanding and use of date marking on food products.
Behavioural study on consumer choices linked to date marking
During EXPO 2015, a behavioural study on consumers' food choices and eating habits was conducted to explore how consumers respond to the absence of "best before" dates on shelf stable, non-perishable foods such as: pasta, coffee, UHT orange juice and canned tomato sauce. The study highlights the importance of the "best before" date in reassuring consumers about product quality and safety throughout their shelf life. The presence of the "best before" date also reduces the likelihood of consumers throwing away foods before the end of the period indicated on the food labels.
More information and the Report at the Commission's site on Behavioural research
A study carried out by the European Commission (2018), estimates that up to 10% of food waste generated annually in the EU is linked to date marking.
In order to help inform its work on date marking, the Commission launched a study to map how date marking is used in the market by food business operators and control authorities.
The market study found wide variation in date marking practices within product categories surveyed in the EU. The legibility of date marks was judged to be poor for 11% of products sampled. The study highlights the role that strengthened cooperation and innovation in the food supply chain can play in preventing food waste and finds that additional guidance may be needed to facilitate food redistribution past the "best before" date.
Based on the study's findings, the authors conclude that avoidable food waste linked to date marking is likely to be reduced where:
- a date mark is present, its meaning is clear and it is legible;
- consumers have a good understanding of the meaning of date marking (and the difference between "use by" as an indicator of safety and "best before" as an indicator of quality);
- "use by" dates are used only where there is a safety-based rationale for doing so, consistent with the Regulation on Food Information to Consumers
- the product life stated on the packaging is consistent with the findings of safety and quality tests, and is not shortened unnecessarily by other considerations, such as product marketing;
- storage and open life guidance are consistent with the findings of safety and quality tests;
- there is a level of consistency in storage of food at retail and guidance for consumers regarding the temperatures at which products should be stored in the home.
Market study on date marking and other information provided on food labels and food waste prevention.
Sub-group on date marking and food waste prevention
A dedicated sub-group of the EU Platform on Food Losses and Food Waste on date marking was active between 2018 and 2024 and discussed possible options and help guide work in this area involving all actors concerned: public authorities in EU Member States, food business operators, consumer - and other NGOs. From 1 January 2025, this topic will be addressed in Action and Implementation and Consumer food waste prevention subgroups.