Consumers & Food Waste Products
- PARIS – New ventures are exploring ways to enhance edible waste by incorporating it into aperitif cookies and prepared meals.
- Companies specializing in upcycled food are gaining traction.
- Upcycled food is defined as food where at least one ingredient is a byproduct or residue from another product's manufacture (e.g., spent grains from beer), an unsold item...
Upcycled Food: French Consumers Weigh Acceptability of edible Waste Products
Table of Contents
- Upcycled Food: French Consumers Weigh Acceptability of edible Waste Products
- Upcycled Food: Your Questions Answered
- What is Upcycled food?
- Why is Upcycled Food Gaining Attention?
- What’s the Problem with Food Waste?
- Are Consumers Willing to Buy Upcycled Products?
- How Much More Are Consumers Willing to Pay for Upcycled Food?
- What Factors Influence Consumer Acceptance of Upcycled Food?
- Does Adding More “Benefits” Increase Product Value?
PARIS – New ventures are exploring ways to enhance edible waste by incorporating it into aperitif cookies and prepared meals. A recent study involving 941 French consumers investigated teh public’s acceptance of this food upcycling trend.
Companies specializing in upcycled food are gaining traction. These businesses are producing flour from soy milk byproducts, creating flavorings from strawberry seeds, and transforming beer brewing byproducts into aperitif cookies. Bakeries are also joining the movement, using unsold pastries in new snack offerings.
Upcycled food is defined as food where at least one ingredient is a byproduct or residue from another product’s manufacture (e.g., spent grains from beer), an unsold item (e.g., bread), or an ingredient previously considered waste within the supply chain.
The cost of collecting and processing these waste or unsold items often results in higher prices for upcycled products compared to conventional alternatives.The question remains: Are consumers willing to pay more for a lasting food option? Can this niche model evolve into a sustainable business?
France’s Food Waste Challenge
In 2021, France generated 8.8 million metric tons of food waste, according to the Ministry of Ecology. Of this, 4.3 million tons were edible, including packaged foods, leftovers, and other consumable items. To encourage businesses to adopt more ecological production methods, the French government enacted the Antigaspillage law for a circular economy (AGEC) in 2020. The food industry faces significant challenges, including ensuring food security, providing sustainable options, and minimizing waste at all stages of production, distribution, and consumption.
Extended for food waste (foods not consumed still packaged, leftover meals, etc.) in France,in 2021.
Ministry of Ecology
Consumer Acceptability of Upcycled Products
the study aimed to gauge the acceptability of upcycled products and identify factors that could enhance their appeal, focusing on aspects related to the company, product quality, and manufacturing process.
The research, involving 941 consumers, presented participants with facts about aperitif cookies, including price, weight, visuals, and labels. Participants were then interviewed to assess their behavioral response, measured by their attitude toward the product and their willingness to pay.
Information was also provided regarding three potential benefits: the company’s virtuous approach, the taste quality of the cookies, and the quality of the production process.
Willingness to Pay
The study revealed three key findings. First, consumers indicated an average willingness to pay 1.96 euros for the upcycled cookies. While this is higher than the market reference price of 0.90 euros, it remains below the actual cost of the upcycled product and some premium organic brands, which sell for over 3 euros.
Second, the inclusion of any argument highlighting the benefits of upcycling improved the perceived value. Consumers were willing to pay an average of 2.15 euros when presented with such arguments, a roughly 10% increase.However, adding multiple arguments did not further increase the willingness to pay.
consumer acceptance varied based on psychological distance, defined as the subjective experience of proximity or distance to the product. consumers who felt closer to the product expressed a higher willingness to pay and a more favorable attitude. Conversely, those who felt more distant showed a lower willingness to pay and a less favorable attitude, according to the Building Level Theory.
Communicating the Unique Value Proposition
The research suggests that companies in the upcycled food market should focus on communicating a clear and consistent message about the unique advantages of their products.This dialog should emphasize concrete arguments to reduce psychological distance and build credibility.
Adding multiple benefits does not necessarily improve consumer willingness to pay, aligning with findings on multilabeling food products. Studies have shown that having numerous labels or certifications does not significantly increase the perceived value of products like honey.
Companies should target consumers already sensitive to food waste and establish themselves within this niche market before attempting to appeal to a broader audience. This targeted approach allows for tailored messaging that addresses specific concerns and reduces psychological distance, ultimately convincing consumers to purchase upcycled products at a premium.
Upcycled Food: Your Questions Answered
What is Upcycled food?
Upcycled food is defined as food where at least one ingredient is a byproduct or residue from another product’s manufacture,an unsold item,or an ingredient previously considered waste within the supply chain. This means companies are using ingredients that would or else be discarded to create new food products. examples include:
Flour made from soy milk byproducts
Flavorings from strawberry seeds
Aperitif cookies from beer brewing byproducts
Snack offerings from unsold pastries
Why is Upcycled Food Gaining Attention?
Upcycled food is gaining traction because of the consumer interest in sustainability and the growing need to address food waste. Companies are finding innovative ways to transform what was once considered waste into valuable food products, reducing environmental impact and offering consumers new choices.
What’s the Problem with Food Waste?
How Much Food Waste Does France Generate?
In 2021, France generated 8.8 million metric tons of food waste, according to the Ministry of Ecology. Of this, 4.3 million tons where edible, including packaged foods and leftovers.
Where Does This Food Waste Come from?
Food waste comes from various stages of the food supply chain, including production, distribution, and consumer consumption. A notable portion of this waste is edible, which highlights the potential for upcycling initiatives.
What is France Doing to Combat Food Waste?
The French government enacted the “Antigaspillage” law for a circular economy (AGEC) in 2020. This law aims to encourage businesses to adopt more ecological production methods and reduce waste.
Are Consumers Willing to Buy Upcycled Products?
The feasibility upcycled food hinge on consumer willingness to pay. A recent study explored this vrey question in France, specifically regarding upcycled aperitif cookies.
How Much More Are Consumers Willing to Pay for Upcycled Food?
According to a study involving 941 French consumers, the average willingness to pay for upcycled cookies was 1.96 euros. this is higher than the market reference price of 0.90 euros but lower than the actual cost and prices of some premium organic brands, which sell for over 3 euros.
What Factors Influence Consumer Acceptance of Upcycled Food?
The study identified several factors that influence consumer acceptance:
Arguments Highlighting Benefits: Including arguments that highlight the benefits of upcycling increased the perceived value of the cookies, with consumers willing to pay an average of 2.15 euros, a roughly 10% increase.
Psychological Distance: Consumers who felt closer to the product (less psychological distance) expressed a higher willingness to pay and a more favorable attitude.
* Clear Interaction: Companies should focus on communicating a clear and consistent message about the unique advantages of their products.
Does Adding More “Benefits” Increase Product Value?
No