What’s Really Expiring: Your Food or Your Dollars?

The Marketing Psychology of Expiration Dates

Most consumers believe an expiration date is the final countdown for a product, which is exactly what food manufacturers want you to think. This misunderstanding, while innocent for most, is a confusion that marketing people thrive on. Picture Charles “Marketing” Burns, tapping his steepled fingers with approval of another devious plan: “Excellent.” The Expiration Date, also labeled as Best-By, Use-By, or Sell-By, contributes to an enormous amount of waste, with consumers tossing out perfectly good food because they fear contamination or foodborne illness.

Expiration Dates Are Not Federally Regulated

Contrary to popular belief, expiration dates (other than on baby formula) are not federally regulated. Baby formula is the only product for which the federal government enforces strict guidelines, because proper nutrition is vital for infants. The rest? It’s simply not about spoiled food. Most dates are about quality, not safety. Manufacturers use these dates to communicate how long a product should be displayed or consumed at peak freshness.

Expiration Date Confusion Leads to Waste

Let’s talk about that tub of sour cream in your fridge. A few days past its “expiration” date, and you toss it without hesitation. But what if you hadn’t checked the date? Chances are, you wouldn’t have noticed any difference in taste or texture. Yet, because of that tiny printed number, you’re throwing away perfectly fine food and spending another $5 on the next taco night.

Now, repeat this process across millions of households and hundreds of products—milk, eggs, bread, you name it—and you can imagine how quickly it adds up.

The Cost of Confusion

According to the United States Department of Agriculture (USDA), Americans waste 30-40% of the food supply each year, which amounts to a staggering $161 billion annually. The Natural Resources Defense Council (NRDC) estimates that an average family of four throws away approximately $1,500 worth of food each year, which is roughly 1-2 months’ worth of groceries.

The problem isn’t limited to households. ReFED, a nonprofit focused on reducing food waste, estimated that $18.2 billion worth of food is wasted annually at the retail level, largely driven by expiration date confusion. Meanwhile, the Environmental Protection Agency (EPA) notes that 21% of landfill content is food waste, contributing to methane emissions and environmental damage.

All of this economic and environmental impact can be traced back to a misunderstanding of expiration dates, perpetuated by marketing strategies that rely on consumer confusion to drive purchases.

This blog written by Andrea Collins notes how California is calling on the federal government to pass legislation regarding food expiration dates. This will be interesting to follow seeing how many corporate juggernauts have their hands in the cookie jar, but at a time of inflation and Americans needing help with saving, this expiration date issue is quite large, IMO.

What the Dates Really Mean

Here are the real definitions behind those dates on your perishable goods:

• Sell-By Date: This date is meant for retailers and indicates how long a product should be displayed for sale. It’s more about inventory management than product safety. The product is often still good after this date.

• Best-By / Best if Used By Date: This is a suggestion for when the product will be at its peak quality. It’s not about safety—most items are still safe to consume after this date, though the texture or flavor may start to degrade.

• Use-By Date: This is the last date recommended for peak quality, not necessarily safety. It’s often found on perishable items like dairy and meat, but even after this date, the product may still be good for a short time if stored properly.

• Expiration Date: This is the one date that actually means what most people think. After this date, the product may no longer be safe to consume, particularly for items like pharmaceuticals or baby formula.

How Jonathan Shops Educates Shoppers and Consumers

At Jonathan Shops, we believe that knowledge is key to reducing waste and saving money. That’s why we educate both shoppers and consumers about the grocery industry, from understanding expiration dates to making smart purchasing decisions. Through our platform, we share insights on how to interpret date labels, properly store food, and make the most of your grocery budget. We empower gig workers to communicate these tips to customers, ensuring that every shopper is equipped to make informed decisions. By reducing confusion and waste, Jonathan Shops is committed to a more sustainable, efficient grocery experience for everyone.

Closing Thoughts

Understanding the true meaning behind expiration dates can help reduce food waste, save money, and lessen environmental impacts. Food marketing has cleverly taken advantage of consumer misconceptions, driving unnecessary purchases and contributing to the throwaway culture that fills our landfills. So next time you’re about to toss out that yogurt or bread, take a moment to think: is it really expired, or just “best by” another day? Or has it been aged to perfection? Hmm…