Danish consumers link food waste to financial loss

A nationwide survey conducted by Norstat for Too Good To Go and Netto reveals that Danish consumers primarily associate food waste with financial loss rather than environmental or climate impacts. According to the study, 35 percent of respondents specifically link food waste to “spild af penge” (waste of money).

Data indicates that the average Danish household discards food valued at approximately 180 DKK per month, totaling roughly 2,150 DKK annually. While 61 percent of Danes report making active weekly efforts or being highly motivated to reduce waste, there remains significant untapped potential; 38 percent of respondents believe at least half of their own food waste could be avoided.

Ken Vanhoegaerden, country director for Too Good To Go Denmark, noted that any motivation to save food is positive, stating that if economic savings drive people to use their services, it ultimately ensures more good food is eaten instead of thrown away.