Food shelf life may be misleading

A new study has found that people often see the shelf life of food as a sign of how natural or eco friendly a product is. However researchers say shelf life alone may not always give a reliable picture.

The study published in the Journal of Consumer Psychology included several experiments to understand how people judge food products based on their shelf life.

Shorter shelf life seen as more natural

In one experiment participants compared two types of potato chips with shelf lives of five and nine months.

Many participants considered the chips with the shorter shelf life to be more natural and healthier.

On the other hand they viewed the chips with the longer shelf life as more environmentally friendly because they could potentially help reduce food waste.

What influences food choices?

In another experiment participants were asked to choose between pasta sauces with shelf lives of one year and three years.

When the importance of natural food was highlighted about 70% of participants chose the sauce with the one year shelf life. However when environmental protection was highlighted instead the number dropped to 43%.

Shelf life is not a simple measure

Researchers said the findings suggest that consumers may use shelf life as a quick clue when judging how natural a food is or how it may affect the environment.

However a shorter or longer shelf life does not necessarily mean that a product is healthier more natural or better for the environment. Other factors also need to be considered when making food choices.