Nudgelab

85% reduced their food waste by half in eight weeks

Food waste is a major environmental problem, with Norwegian households accounting for over 40%. Matvett wanted to test behavioral science and nudging to create lasting changes in people's food-wasting habits.

Results
100%
Participants implemented new strategies such as planning, using shopping lists and leftovers.
Results
9/10
Inkluded their families.
Results
3/4
Threw away less food in general, not just the self chosen food categories.

Results

100%

Participants implemented new strategies such as planning, using shopping lists and leftovers.

Results

100%

Participants implemented new strategies such as planning, using shopping lists and leftovers.

Results

9/10

Included their families.

Results

9/10

Included their families.

Results

3/4

Threw away less food in general, not just the self chosen food categories.

Results

3/4

Threw away less food in general, not just the self chosen food categories.

“Unforeseen events constantly occur that force us to throw away food.”

Participant

Process

The main goal of the Matvett Challenge was to change people's food-wasting habits over the course of eight weeks. 231 people from all over the country participated in the Matvett Challenge. They chose three types of food items they would waste less of, created a specific plan, and had access to a landing page with information on strategies they could use to achieve their goal. The nudge group received daily SMS reminders and weekly motivational messages based on behavioral science principles.

Results

85% halved their food waste in eight weeks. The Matvett Challenge shows that small, targeted measures supported by behavioral science have a significant effect. Even the participants without daily reminders showed progress—choosing specific goals and making a plan was a game-changer in itself. Based on the findings, Matvett is now working on a national strategy to reduce food waste—with local initiatives, digital tools, and support for households across the country.

📄 Read the full report here: Matvett-utfordringen-Nudgelab.pdf

What did not work?

The results are based on surveys, which are limited by self-report bias, selection bias, and the risk of misunderstandings. The influence of these factors was reduced through the use of validated scales and thorough reviews of the questions' wording and order.

"I’ve become more conscious of what I have and what I use. It has become a bit of a sport."

Participant

Sources