The Hidden bias driving food waste: Why healthy foods are more likely to be discarded

Food waste is a staggering global issue, responsible for eight to 10 per cent of greenhouse gas emissions annually. While much attention has been given to overproduction and spoilage, new research highlights an unexpected culprit: our perception of healthy food.

A Journal of Marketing study co-authored by SFU Beedie’s W. J. VanDusen professor of marketing, Brent McFerran, reveals that people mistakenly believe healthy foods expire faster than their less nutritious counterparts, leading to disproportionately higher disposal rates of healthy options. This bias, driven by confusion around expiration dates, not only increases food waste but also undermines efforts to promote healthier eating habits.

Healthy foods: A victim of misguided assumptions

From uneaten salad leftovers to discounted grocery items, many of us face daily decisions about whether to consume or discard food. According to the study, consumers are more hesitant to eat or buy about-to-expire foods perceived as healthy. Leftover lunches framed as “healthy,” for example, were reported to be more likely to end the trash after a few days than identical meals considered “unhealthy.” When shopping for food to eat later, healthy foods are passed over in favour of less healthy options.

Why does this happen? The research points to a widespread belief that healthy foods spoil faster. While this assumption holds true in some cases—like comparing fresh produce to packaged snacks—it is often overgeneralized within the same category. For instance, a “healthier” version of corn chips might be discarded sooner than a traditional bag, even when both have the same shelf life.

Label confusion fuels the problem

The issue is compounded by vague or absent expiration labels, leaving consumers to rely on their flawed instincts. Ambiguous terms like “best before” or “sell by” don’t provide clear guidance, encouraging people to act on the misconception that healthy equals more perishable. This confusion is so pervasive that it influences shopping habits. Consumers are less likely to purchase discounted healthy foods nearing their expiration date and demand steeper price cuts to consider them at all.

The broader implications

For marketers, the study suggests that promotions for healthy, soon-to-expire foods should prioritize price discounts over quantity-based deals like “buy one, get one free.” Consumers are more receptive to savings that reduce financial risk for perishable items.

For policymakers, the findings reinforce the need for clear and standardized labeling. Terms like “consume by” or “use by” reduce ambiguity, helping consumers make informed decisions.

Education campaigns are equally crucial. The study found that individuals with greater knowledge about food expiration were less likely to act on the “healthy foods spoil faster” myth. In categories where consumers are already well-informed, such as dairy, this misconception is less prevalent.

Changing the narrative around healthy foods

The research underscores a troubling paradox: the very foods promoted for better health are often the first to be discarded. As governments and businesses work to combat food waste, addressing this hidden bias is essential. By improving labels, educating consumers, and rethinking promotions, we can not only reduce waste but also ensure healthy options remain viable choices for longer.