Approximately 80% of those interested in food loss are unaware of 'hidden food loss'. Meanwhile, over 70% express 'no resistance' to foods made from upcycled ingredients.

ASTRA FOOD PLAN, a food-tech startup with the mission of turning 'Mottainai' (wastefulness) into 'Oishii!' (deliciousness), conducted a survey on 'hidden food loss' among men and women in their 20s to 60s nationwide.

*What is hidden food loss? Food waste not included in general food loss, such as food residues and unutilized agricultural products (non-standard or surplus crops) generated at production sites.

Summary of Survey Results

[Awareness Regarding Food Loss] 72.8% of consumers are interested in food loss, and 84.2% regularly make efforts to reduce it. Top reasons for reduction include "I don't want to waste food" (66.5%), "It's a waste" (65.6%), and "It saves on food costs" (51.5%). "For the environment" was chosen by 23.5%.

[Cognitive Gap Regarding Hidden Food Loss] 80.9% of consumers are unaware that 20 million tons of food are wasted annually at the manufacturing and processing stages. 85.3% are unaware of the term 'hidden food loss'. Even among those interested in general food loss, 83.7% are unaware of 'hidden food loss', showing a cognitive gap regardless of awareness levels.

[Resistance to Upcycled Foods] 71.8% of respondents indicated they have "no or little resistance" to eating foods upcycled from hidden food loss. Acceptance of upcycled foods is high. Top reasons for feeling resistance include "anxiety about quality/safety" (29.3%), "concerns about hygiene" (28.0%), and "difficulty in judging due to lack of experience" (24.2%).