fevereiro, 06 2026

By Brazil Without Waste

Only 1% of Brazilians believe that food waste is one of the main problems in the country, but 59.9% say they are very concerned about the topic. Despite this, more than half of the population (57.2%) is “disengaged” from the theme, an index that reaches 73.8% among the elderly.

The data are part of the unprecedented survey Loss and Waste of Food among Brazilian Consumers, prepared for the Brazil Without Waste program, commissioned by WWF-Brazil and Wrap and carried out by the Akatu Institute and Market Analysis, outlining a detailed overview of the habits, perceptions and practices of the Brazilian population. Carried out from online research and discussion groups with more than a thousand people in all regions of the country, the survey shows a scenario of contradictions: although the theme mobilizes emotionally, it is not yet treated as a public priority, nor daily practice.

The research shows that "pain touches but does not move". If 47.7% of Brazilians are sensitized to relate waste to hunger, only 6.2% engage in practical solutions. The big challenge is to transform empathy into concrete action and engage society broadly to face a problem that involves not only individual choices, but also productive chains, public policies and companies.

In the survey, it is evident that the engine of consciousness is linked more to the pocket than to sustainability: for 93.9% of respondents, wasting food is synonymous with losing money. This perception shows that, in addition to the ethical and environmental dimension, the fight against waste is understood as a central economic value.
Another fact that draws attention is the discrepancy between self-image and practice: 69.7% of the people surveyed believe they waste less than family and friends, and 67.9% say they have not wasted food in the last week, although numbers show relevant disposal of meals and spoiled products. The appearance of food is also confirmed as a barrier, since less than half of consumers consume items outside the aesthetic standard, reinforcing prejudices that result in avoidable losses.

Who are the wasters?

In the Southeast and South regions are the consumers who least naturalize waste (more than 62% with low naturalization). In the other regions, moderate naturalization remains balanced in the 30% range, pointing to a key group that already recognizes the problem, but still needs to be mobilized to actively reject it.

The research also segmented the behavior of Brazilians into different profiles. The personalities analyzed include the Planners, who represent 55.2% of the population and are driven by the logic of the domestic economy, responding well to practical and objective messages. The data shows that the vast majority of Brazilians are pragmatic, rational in their choices, calculate quantities and demonstrate strong control over consumption, avoiding excesses.

The other respondents are distributed among Sustainable (17.1%), Engaged (8.8%), Chameleonic (12.2%), Guardians (3%) and Collective (3.8%).

In the Southeast and South regions are the consumers who least naturalize waste (more than 62% with low naturalization). In the other regions, moderate naturalization remains balanced in the 30% range, pointing to a key group that already recognizes the problem, but still needs to be mobilized to actively reject it.

Who leads the fight against loss and waste?

The survey also shows that the government is seen as the actor that should lead the fight against the problem, followed by supermarkets, industries and consumers. The majority perception is that the solution depends on the articulation between public policies, business practices and individual choices. 

For Daniela Teston, director of Corporate Relations at WWF-Brazil, the journey of waste goes through all stages of the food routine, from purchase to disposal. “Sales and emotional triggers, for example, lead to over-buying. In preparation and consumption, the problem is in the recurring leftovers of rice and beans, which end up in the trash. In storage, disorganization and lack of information compromise the durability of food. And, finally, reuse does not advance due to lack of time, motivation or culinary repertoire," explains the specialist. 

On the other hand, according to her, the results show more cultural paradoxes and contradictions. "At the same time that qualitative research reinforces that waste is perceived as a morally condemnable act, related to hunger and social inequality, it becomes culturally naturalized as part of everyday life," she adds.

How to engage Brazil in the cause?

Among the strategic recommendations, the directors highlight the need to associate the fight against waste with the domestic economy, expand the presence of reliable voices in popular channels, offer practical and easy-to-apply solutions, value female protagonism in food management and encourage greater male participation. The campaigns, according to the study, should be segmented by profiles and regions, balancing emotional, rational and institutional appeal. In addition, Brazilians show a preference for educational campaigns, even before regulatory measures, such as laws or donation obligations.

"Food waste is a silent pain that affects all of us, as it weakens the environment, aggravates social inequalities and weighs on the pockets of families. This research shows us that Brazilians already feel the impact of this problem, but they have not yet transformed this awareness into practice," says Lucio Vicente, Director General of the Akatu Institute.

“The challenge now is to inspire everyday changes, showing that every gesture matters: planning, storing, reusing. When society, companies and government come together, we can turn waste into opportunity and build a more just, sustainable and responsible future,” he adds.

The survey was carried out by the Akatu Institute and Market Analysis - at the request of WWF-Brazil, an NGO focused on socio-environmental conservation, and Wrap, a global environmental action NGO.

The summary of the study was presented at the launch of the Brazil Without Waste Program, an initiative led by WWF-Brazil, in partnership with WRAP, which took place at the end of last year.