The most recent study conducted by Reveal Marketing Research in partnership with Up Romania aimed to identify Romanian attitudes and behaviors regarding food waste reduction.

85% of Romanians usually buy food products several times a week or even daily/almost daily.

7 out of 10 Romanians consider strategies to reduce the amount of food wasted.

59% of Romanians buy more food products if they are hungry when shopping.

Representatives of Generation Z (18-24 years old) waste the most food due to excessive product purchases (57% vs. 47% total sample).

In an average week, Romanians choose to consume home-cooked meals in about 7.5 out of 10 meal occasions.

According to the results of the study conducted by Reveal Marketing Research for Up Romania, 47% of Romanians usually buy food products several times a week, while 38% do so daily or almost daily.

Regarding eating habits, most Romanians consume home-cooked meals (7.5 out of 10 meals). However, young adults aged 25 to 34 adopt this practice to a significantly lesser extent, consuming an average of 6.5 home-cooked meals out of a total of 10.

This discrepancy suggests openness to alternative consumption methods that are more efficient in terms of time management, with representatives of this generation being recognized for their active lifestyles.

In the same vein, ordering food delivery at home is most commonly used by respondents aged 18-24 (almost 1 in 5 meals), while eating out has the highest incidence among those aged 25-34 (1.7 out of 10 meals).

Efforts to reduce food waste among Romanians. 7 out of 10 Romanians consider strategies to reduce the amount of food wasted.

Losses by categories

The main categories of products thrown away are: cooked food (48%), vegetables (37%), bread or other bakery products (35%), and fruits (34%). Among those aged 25 to 34, wasting cooked meals is mentioned to a greater extent (65%), while men tend to waste more vegetables than women (42% men vs. 33% women).

Turning our attention to the causes of food waste, most Romanians indicate excessive product purchases and expiration before consumption (47%), as well as excessive cooking (38%). Young adults aged 25 to 34 are more inclined to over-purchase (56%) and cook more than they can consume (49%), reflecting a significantly higher tendency towards consumerism in the lifestyle of young people.

Romanians also demonstrate an increased awareness of the importance of efficient food management, with the main measures considered by them to reduce food waste being proper storage and freezing of food to extend its shelf life (73%), accurate portion sizing to cook only what is needed (71%), making a shopping list to be followed (71%), and purchasing food for short periods (65%).

Women are more open than men to adopting measures to reduce food waste, as they are more involved in food and household management.

If we analyze age segments, we can observe that mature individuals over 55 are more inclined to properly store and freeze food to extend its consumption period (84%).

"The study results highlight an increasing awareness among Romanians regarding the need to reduce food waste, motivations being influenced by both financial considerations and aspects related to environmental protection responsibility. We observe that the majority of Romanians are open to adopting strategies to reduce the amount of food wasted and to adapt their behaviors accordingly.

Therefore, educating and supporting consumers in adopting responsible behaviors is essential to reduce food waste," mentioned Marius Luican, CEO of Reveal Marketing Research.

6 out of 10 Romanians buy more food products if they are hungry when shopping

71% of respondents believe they lose less than 50 RON in an average week due to food waste, especially those over 55 years old (89%), while 19% consider the loss to be between 51-100 RON, especially young people aged 18-34 (32%).

Regarding Easter meal planning, most Romanians (79%) kept the tradition of having the meal at home and consuming food prepared in their own homes. Additionally, 3 out of 4 respondents estimate that the proportion of food they threw away during the Easter holidays was approximately 10% of the total amount of household food.

"We are committed to continue educating and supporting consumers in adopting responsible and sustainable behaviors. Furthermore, we aim to intensify efforts to reduce food waste and to closely collaborate with partners and the community to promote much more responsible and sustainable eating practices. We believe that only through initiatives and active collaboration can we contribute to building a more sustainable future for all," said Elena Pap, CEO of Up Romania.

According to the study data, there is a significant trend among Romanians to buy more if they are hungry when shopping. Specifically, 6 out of 10 respondents state that they purchase more products in such situations. This behavior translates into increased purchases by up to 10% for 51% of respondents, or between 10%-30% for 41% of them.

Regarding responsible shopping behavior, 57% of respondents express a desire for a zone with specially priced products that they can buy and consume immediately, especially those aged 35 to 44 (65%), while 53% of respondents would like to have as many options as possible to buy in bulk or by weight.

Additionally, it is noteworthy that 9 out of 10 Romanians have the habit of checking the expiration date of the products they buy, with young people aged 18 to 24 adopting this habit to a lesser extent (77%). Furthermore, 86% of those who check the expiration date of products state that they do so most of the time or always.

In the context of responsible behavior when dining out, Romanians are more likely to act responsibly if they are informed and supported in taking unconsumed food home (61%) and if they have the option to choose between two portion sizes, medium and large (50%).

Generation Z (18-24 years old), leader in food waste

According to the study data, representatives of Generation Z (18-24 years old) are more predisposed to wasting food. More than a third of them say they lose between 51-100 lei in an average week due to food waste (36% Generation Z vs. 19% total sample), while the majority of Romanians lose less than 50 lei (71% total sample vs. 51% Generation Z).

Regarding the causes of food waste, young people aged 18-24 are more likely to mention a lack of information about anti-waste measures (19% vs. 10% total sample) and a tendency to buy more products than necessary (57% vs. 47% total sample).

Upon closer inspection, it can be observed that they most often throw away dairy products (43% vs. 16% total sample) and meat products (23% vs. 10% total sample).

Furthermore, representatives of Generation Z are less open to adopting various measures to reduce food waste, such as purchasing food for short periods (51% Generation Z vs. 65% total sample). (Photo: Freepik)