A recent study indicates Gen Z, particularly individuals aged 13 to 28, wastes significantly more food than their parents, largely due to confusion surrounding 'best before' labels. The reliance on these labels has led to increased food wastage, with about 10 million tonnes discarded in the UK annually, much of it still edible. Experts emphasize that younger generations have not learned to assess food quality using their senses—sight, smell, and taste—often driven by fears of food poisoning and misinformation. The importance of educating young consumers about label interpretations and food safety is highlighted.
Experts want people to re-learn to use their own senses of sight, smell, and taste to decide when food is good or bad.
We found the youngest consumers were most likely to rely on date labels. They were most likely to think all the labels are safety dates and to throw food away at the date.
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