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 conducted a survey on 'hidden food loss' targeting men and women in their 20s-60s nationwide. While interest in food loss is high, awareness of 'hidden food loss'—not included in general food loss statistics—remains at about 15%. Additionally, over 70% of respondents showed no resistance to upcycled foods using unused ingredients, indicating high acceptance.
📋 Article Processing Timeline
- 📰 Published: May 26, 2026 at 20:00
- 🔍 Collected: May 26, 2026 at 11:31
- 🤖 AI Analyzed: May 26, 2026 at 22:31 (10h 59m after Collected)
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%).
*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%).
FAQ
かくれフードロスとは何ですか？
食品ざんさや産地で発生した規格外農作物や余剰農作物といった、一般的な食品ロスには含まれない食品廃棄のことです。
かくれフードロスの発生量はどのくらいですか？
年間約2,000万トンと推計されており、一般的な食品ロスの約4倍に相当します。
かくれフードロスの認知度はどれくらいですか？
「かくれフードロス」を「知らない」生活者は85.3％にのぼります。
アップサイクル食品に対する生活者の反応は？
「抵抗はない・ほとんど抵抗はない」と回答した生活者は71.8％で、受容性は高い水準です。
アップサイクル食品に抵抗を感じる主な理由は？
品質や安全性への不安（29.3％）、衛生面への懸念（28.0％）、利用経験の少なさ（24.2％）が上位です。