Bad apples? Emotions play “oversized” role in shopping decisions, says Danish food waste researcher

09 Feb 2021 --- Many consumers assume that fruit with brown spots taste bad. Researchers from the University of Copenhagen (UCPH) in Denmark are drawing attention to the impact this has on food waste, arguing that emotions are playing an “oversized role in our shopping decisions.”

“We choose food based upon an expectation of what it will taste like that is bound to our feelings,” explains Karin Wendin, an associate professor at the University of Copenhagen’s Department of Food Science and one of the researchers behind the study.

For example, people expect a brown banana not to match the taste of a yellow one. Therefore, they are more likely to opt for the latter, explains Wendin.

Approximately 716,000 metric tons of food are discarded in Denmark every year, most of which are fruits and vegetables. Wendin laments this waste because brown fruit does not mean “bad fruit.” 

Approximately 716,000 metric tons of food are discarded in Denmark every year, most of which are fruits and vegetables.Reevaluating feelings
Bruised or oddly shaped fruit can easily be used, Wendin points out. 

“They usually taste just as good as nice looking specimens. In cases when an apple is bruised or a bit floury in texture, one can still use it for juice or pie. When an ‘ugly’ piece of fruit gets tossed, it becomes food waste, which is a big problem – including financially.” 

“This is why we need to work on reevaluating our feelings about brown and oddly-shaped fruit,” she says.

In the study, 130 participants were asked to rate a series of images of apples with varying appearances. Unsurprisingly, apples with deformities and imperfections ranked lowest in how many participants wanted to eat them.

The participants then had to taste a different apple. This was when it became apparent that the bad first impression became “sticky.”

“When participants saw a photo of an ugly apple and then tasted one that was green and perfect, they stuck by their belief that it tasted awful. This speaks to the extent to which our emotions and psychology factor in with taste sensations,” explains Wendin.

“We remember negative feelings and expectations more than positive ones.”

Communication can help limit food waste
According to the researchers, it is “imperative to discover strategies to disrupt the negative emotions associated with brown fruit.”

“As things stand, communication about our foods – and what is good or bad – does not work optimally. People don’t know where to seek advice and guidance,” Wendin remarks. 

“Few go online to investigate Nordic dietary recommendations on the Danish government’s website. Imperfect fruit is often cheaper than its more ‘perfect neighbors,’ even though both products probably taste the same,” the food waste researcher argues.

Wendin believes both consumers and industry have a role to play in tackling the food waste issue. According to the Danish researchers, it is imperative to discover strategies to disrupt the negative emotions associated with brown fruit.

“We need to help supermarkets communicate clearly about how to avoid food waste by grabbing an imperfect fruit, and also explore which platforms are most effective in getting messages about diet and food waste out to consumers,” she explains. 

“Or, should we instead communicate on social media, where people are and spend time on lifestyle issues? It would be interesting to dive into,” she muses.

Food waste in the spotlight
Last month, snacking players, including Arla and Danone, joined forces with Too Good To Go, the anti-food waste app, to tackle date label confusion and work toward eliminating food waste. 

Meanwhile, a recent report from the non-profit organization Circle Economy delved into in-depth circular economy solutions to transform global food systems, including slashing excess food consumption. 

In a previous report, Circle Economy called for raised incentives to commercialize upcycled ingredients. Residual materials found in food processing surplus streams – often categorized as “waste” – can be reused as upcycled ingredients if fair pricing can be ensured. 

Last month, tropical fruit processor Frutco and plant-based ingredient supplier Fooditive teamed up to fight food waste with a new sweetener line in Europe based on banana peels. 

Edited by Elizabeth Green