More Danes are buying discounted “use-by” groceries to fight food waste and save money. But experts question whether this growing trend really helps the climate.
Discounted Food Finds Popularity During Tougher Times
Surprisingly, packs of near-expired groceries, known as “food waste bags,” have never sold better in Denmark. Supermarkets and apps like Too Good To Go are reporting record interest from Danes eager to stretch their budgets and reduce waste. According to industry figures, both major retailers such as Salling Group and Coop and nonprofit food banks have seen continuous growth in these sales.
The timing is no coincidence. The surge began during the COVID-19 pandemic and grew stronger after the war in Ukraine, when inflation drove up living costs. As food prices went up, more Danes turned to discounted items to manage tight budgets.
Denmark’s Salling Group, the company behind Netto and Føtex, reported selling 17 percent more Too Good To Go bags in 2025 than the year before. The same upward trend can be found in other retailers offering “best before” deals on groceries that are still good to eat but closer to their expiration dates.
Climate Impact May Be Overstated
Even though more discounted groceries are being bought, the environmental effect might not be as significant as people think. Experts explain that household waste still accounts for a major share of total food waste in Denmark. Between 10 and 15 percent of what Danish families buy ends up in the trash each year—often because consumers purchase too much or forget what is in their refrigerators.
Interestingly, many food waste bags contain large portions or mixed products that not every household can finish. When that happens, some of these “rescued” foods still get thrown out. So, while the sales of surplus products prevent supermarkets from discarding unsold items, the real effect on total food waste across society may be limited.
Denmark has reduced food waste slightly in the past 10 to 15 years, but experts see no dramatic progress. Retail initiatives help, yet the problem continues to stem mostly from how households handle the food they already own.
Household Habits Still the Key
Without a doubt, changing shopping routines could make a real difference. Poor planning often leads to forgotten leftovers and wasted ingredients. Experts recommend that consumers start by buying only what they need, using shopping lists, and properly storing perishables to extend their freshness.
If food still cannot be used in time, households are encouraged to share, freeze, or repurpose it rather than throw it out. Retailers should also continue to improve how they sort and display near-dated products to reduce unnecessary loss.
Denmark’s residents reportedly discard about 235,000 tons of edible food each year, according to the Danish Veterinary and Food Administration. That accounts for 27 percent of the country’s total food waste. How much each family wastes depends largely on household size, storage habits, and how often they cook at home.
The Bigger Picture
On the surface, rising sales of discounted or “imperfect” groceries look like a win for both climate and budget. Yet the overall reduction in waste will only come if people actually consume the items they buy. Denmark’s focus on sustainability has made food waste a central issue, and many of these measures point in the right direction.
However, the main challenge remains at the consumer level. Until daily habits shift to careful buying and mindful cooking, supermarkets’ green initiatives can only help so much. Reusing food, storing it better, and avoiding overbuying continue to be the simplest ways Danes can support both their wallets and the environment.
Sources and References
The Danish Dream: Food Prices in Denmark Are Increasing Amid Low Inflation
The Danish Dream: Best Grocery Stores in Denmark for Foreigners
DR: Vi køber flere datovarer – uvist om det gør en reel forskel for miljøet
