# Happy Hour-Themed Food Discounts S-Market Deeply Discounts Soon-To-Expire Food At 9 PM Each Night By Grace Mahas | Published 2019-09-13 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/soontoexpire-food References: [mymodernmet](https://mymodernmet.com/s-market-food-waste-solution/) & [mymodernmet](https://mymodernmet.com/s-market-food-waste-solution/) In an effort to reduce food waste and increase profits, S-Market, a Finland-based grocery store chain, launched a "happy hour" where customers can purchase soon-to-expire food at a deeply discounted price. This hour of lowered prices begins after 9 PM every evening and food prices are discounted between 30 to 60 percent. The happy hour-styled sale was launched in an effort to limit the brand's negative environmental impact by reducing the amount of food that enters the landfills. According to a recent study, food that rots emits a methane gas that's 25 times more harmful than carbon dioxide and ensuring food isn't wasted will help the brand and consumers live a more eco-conscious lifestyle. S-Mart hopes its discounted food hour will encourage shoppers to purchase more soon-to-expire food. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 75% | Activity: 89% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Reducing Food Waste:** Grocery stores can implement happy hour-style sales to reduce food waste and increase profitability. - **Eco-conscious Consumerism:** Discounting soon-to-expire food can encourage consumers to make more sustainable purchasing choices. - **Circular Economy:** Implementing discounted pricing for soon-to-expire food can contribute to the development of a circular economy by reducing waste and maximizing resources. ### Sectors Adopting This - **Grocery Retail:** Grocery stores can capitalize on the happy hour-style sale trend to attract customers and improve sustainability efforts. - **Food Service:** Restaurants and cafes can adopt the happy hour concept to reduce food waste and offer cost-effective options to customers. - **Sustainability:** Various industries can incorporate the concept of reducing waste and promoting eco-consciousness to align with sustainable business practices. ## Related on Trend Hunter - [Affordable Grocery Store Subscriptions](https://www.trendhunter.com/trends/affordable-grocery-store.md) - [Smoothie Happy Hours](https://www.trendhunter.com/trends/smoothie-happy-hour.md) - [Online Discount Grocery Stores](https://www.trendhunter.com/trends/online-discount-grocery-store.md) - [Surplus Food Grocer Initiatives](https://www.trendhunter.com/trends/aldi-and-too-good-to-go.md) - [Affordable Private Grocery Labels](https://www.trendhunter.com/trends/odds-and-ends.md) - [Low-Cost Restaurant Meals](https://www.trendhunter.com/trends/restaurant-meal-prices.md) - [Food Waste Reduction Tools](https://www.trendhunter.com/trends/expiremate.md) - [Leftover Bread-Based Beers](https://www.trendhunter.com/trends/hop-foundry.md) - [Low-Cost Supermarket Meal Deals](https://www.trendhunter.com/trends/5-meal-days.md)