When considering whether to waste food, consumers focus attention on food label dates rather than phrases

Date labels have been implicated as a driver of premature discard of food by consumers, which has led to recommendations to change date labels as a way to reduce food waste. However, most proposed date label reform has focused on changing the phrase that accompanies the date on the label, and not how the date is selected. To explore the relative importance of these date label elements, we track consumers' eye movements when evaluating milk container images. When making decisions about the possible discard of milk, participants fixate significantly more on the date printed on the container than on the phrase (e.g., "use by") with >50% of decisions involving no visual fixation on the phrase. This relative inattentiveness to phrases suggests regulation of food date labels should include more focus on the process of choosing label dates.