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Food Waste Final Report

Understanding Consumer Food Management Behaviour

The aim of this project was to increase our understanding of the consumer decision-making processes that result in food being wasted. This initial research, carried out by Ipsos MORI, was qualitative in nature and explored the whole life cycle from planning food shopping, through in-store shopping behaviour, food preparation/cooking practices and storage decisions to decisions about how and when to dispose of items. It also addressed issues around kitchen waste collection schemes and the length of time householders would be prepared to store waste.

Project code: Research date: 26 January 2006 Date: July 2007

WRAP helps individuals, businesses and local authorities to reduce waste and recycle more, making better use of resources and helping to tackle climate change.

Written by: Michele Corrado – Ipsos MORI

Front cover photography: Examples of the shopping experience. WRAP and Ipsos MORI believe the content of this report to be correct as at the date of writing. However, factors such as prices, levels of recycled content and regulatory requirements are subject to change and users of the report should check with their suppliers to confirm the current situation. In addition, care should be taken in using any of the cost information provided as it is based upon numerous project-specific assumptions (such as scale, location, tender context, etc.). The report does not claim to be exhaustive, nor does it claim to cover all relevant products and specifications available on the market. While steps have been taken to ensure accuracy, WRAP cannot accept responsibility or be held liable to any person for any loss or damage arising out of or in connection with this information being inaccurate, incomplete or misleading. It is the responsibility of the potential user of a material or product to consult with the supplier or manufacturer and ascertain whether a particular product will satisfy their specific requirements. The listing or featuring of a particular product or company does not constitute an endorsement by WRAP and WRAP cannot guarantee the performance of individual products or materials. This material is copyrighted. It may be reproduced free of charge subject to the material being accurate and not used in a misleading context. The source of the material must be identified and the copyright status acknowledged. This material must not be used to endorse or used to suggest WRAP’s endorsement of a commercial product or service. For more detail, please refer to WRAP’s Terms & Conditions on its web site: www.wrap.org.uk

http://www.wrap.org.uk/

Executive summary

This research demonstrates that supermarkets are clearly the preferred choice of shopping location for the

bulk of food shopping across all groups. Where possible however, participants welcome the opportunity to

shop more locally for fresher fruit and vegetables and for speciality foods such as halal meat or organic

produce. Equally, some participants feel that shopping in, for example, the local butcher provides better

value for money. Older and more affluent people are more likely to be diverse in their shopping locations.

Routine is key for the majority of participants, with most saying that they shop on a regular day at the same

time, most often on a weekly basis. However, those who do not work such as the retired and mothers of

young children are often likely to visit more often to purchase fresh food when needed, as are those without

access to a car. Those in the higher income group also follow this pattern as they tend to shop in a more

diverse range of stores.

Some participants feel that more frequent shopping leads to less wastage, as shoppers are more likely to only

buy what is needed for the next few days – indeed this is a motivating factor for some. Conversely however,

this often leads to more spontaneous shopping, which can in turn mean that the shopper buys more special

offers and bargains, which can lead to food wastage.

This and other research demonstrates that some shoppers are becoming more aware of the need to eat

healthily and consider, for example, salt and sugar content of different foods. This can in some cases lead to a

greater willingness to experiment and try new foods. For others however, this creates a need to remain loyal

to brands they know and trust rather than checking the food labelling every time they wish to try a new

product. This is particularly the case for older participants and mothers on a low-income; neither group wishes

to waste either food or money.

Many agree that there is satisfaction in getting a ‘bargain’, particularly when this has not meant a diversion

from the original intention. Participants are conscious that it is easy to be sidetracked by an enticing offer,

and actively avoid being pushed into buying unnecessary items simply because they look like a good deal.

Unsurprisingly, susceptibility to offers like this is higher amongst those who do not make lists or check their

food stocks before shopping.

There is a general feeling that making a shopping list saves time and money, and in turn leaves less room for

waste. There is some variation amongst participants however, with older high-income groups tending to

consult family members yet also being prepared to be inspired whilst in store. Amongst older participants

more generally, and amongst lower income groups, meal planning is seen as a way to avoid waste.

All participants are keen to maximise the lifespan of their food, and there is good awareness of ‘best-before’,

‘sell-by’ and ‘use-by’ dates. However, these are seen as a guide, and often an overly cautious practice on the

part of the supermarkets, although some look at them to ensure they are buying the freshest on the shelf.

Participants on the whole feel able to judge for themselves whether something is still suitable for use.

Unsurprisingly certain foods are seen to carry more risk than others, dairy foods and meat in particular.

Young single participants and students are the least likely to look at these dates when purchasing, whilst

those in the older age groups and those with children are the most likely.

Understanding Consumer Food Management Behaviour 1

All groups apart from the over-70s say that they over-purchase. Key reasons for this are a lack of pre-shop

planning; taking advantage of promotions; and the influence of marketing. However, those with children also

cite their presence as a factor leading to over-purchase (pester power), and for the older age groups, the

presence of a spouse or partner can contribute, particular if they are an infrequent shopping companion.

Equally, car owners will often buy more than those who have to carry their shopping. Restricting store visits

to once a week can, for some, lead to over-purchasing as this is seen to minimise the need to return or to

visit any other stores.

Storage space is another key influence on over-purchasing; those with larger freezers are more likely to buy

more than they need in the knowledge that they can freeze it for use another time. This can lead to a lack of

knowledge about what is actually in the freezer and products becoming forgotten or unusable.

Wanting to get ‘better value for money’ from buying bigger bags or portions can also lead to increased waste,

and amongst older consumers in particular there is more of an inclination to maintain a long lasting store of

basic food stuffs – something some refer to as the ‘war mentality’. However, items bought on offer or

spontaneously are more likely to be wasted than staple basic food stuffs; equally fresh food such as dairy,

meat, fish, fruit and vegetables are more likely to be wasted than for example rice, pasta, and other tinned or

dried foods.

Single people and students are less likely to be concerned with lengthening the life span of their food, and are

more willing to throw food away. At the opposite end of the scale, older participants (again speaking of the

‘war mentality’) often go out of their way to ensure that their food is stored in such a way that will preserve it

for as long as possible, for example buying products that can be easily frozen or in re-sealable packaging. For

others however, much food packaging is impractical and leads to food not lasting for very long, and these

participants tend to decant most of their food into their own containers.

For most participants, food waste is something to be avoided, and this is felt most keenly amongst older

participants, those on a low-income and those who have experience of seeing hunger in other countries.

Older people in particular will use various methods of preservation such as pickling left over vegetables, whilst

for many, other means such as over cooking and freezing meals, rotating shelves and transferring food to

airtight containers are all means of ensuring food lasts as long as possible.

Key amongst foodstuffs cited as being likely to be wasted are bread, fruit, salad, sandwich meats and eggs.

Packaging and size of portions available are seen as being key here. Special offer packs containing larger

amounts than are actually needed are also mentioned as a key reason for wastage.

Whilst cooking from scratch is seen to be the healthiest option and is indeed encouraged, it is clear that this

can produce increased amounts of food wastage from for example vegetable peelings. However, most

participants feel that they make the best use possible of the food they do cook by re-using leftovers or

freezing any extra portions.

Many participants are actively involved in waste minimisation of packaging by reuse and recycling, and buying

products that are packed in more environmentally sound materials. However, people do not tend to go ‘out

of their way’ to reduce waste unless facilities are made easily accessible for them, and reducing waste has not

yet become a habit in most households; for most, waste minimisation centres around the notion of recycling

rather than better management of biodegradable food waste.


Equally, food waste is not seen as an environmental hazard and is therefore not an environmental concern in

the same way that packaging is. Use of composting is limited to those with large gardens and an inclination

to gardening as well as those with more time. With regard to food waste, there is limited awareness of the

adverse effect this may have on the environment.

A common cause of food wastage is often the size of portions available for purchase. For example, some

fruits and vegetables often come in bags of around six pieces to get the best value; bread comes in whole

loaves; bacon usually comes in packs of eight rashers; and so on.

Considering that the proportion of single person households in England and Wales is 30.0 per cent (up from

26.3 per cent in 1991) and in London 40%, there may be an argument for increasing the availability of food

products in smaller packages and in fewer portions.

Given the lack of awareness about composting of food waste, supermarkets could play an active role in

raising awareness of the implications of food waste; they are cited by participants as being their main source

of information about food standards and safety.

Likewise, given the fairly common scepticism about ‘best-before’, ‘use-by’ and ‘sell-by’ dates, there may be

scope for clearer labelling which explains exactly what these mean and therefore discouraging people from

binning products merely because the label bears a certain date. It may also be argued that standardisation of

labelling be implemented, and rather than ‘sell-by’, ‘use-by’ or ‘best-before’, one standard label is introduced

to all products.

Supermarkets could also consider whether there is scope for introducing customer composting facilities; many

participants said they would consider composting if they had the opportunity to. Thinking blue-sky,

arrangements could be made with garden centres to collect and sell on the compost as it is collected. We

know that recycling facilities at supermarkets encourage recycling, so this pattern could be repeated by citing

collection facilities for food waste at stores. Local authorities could be also encouraged to set up central or

community composting facilities in local areas.

Encouragement, information and support are key to changing behaviours, and supermarkets could be

instrumental in providing these. Previous Ipsos MORI research, cited later in this report, has found that

people believe supermarkets, retailers and manufacturers to be largely responsible for waste minimisation,

and activity in this area is seen to be key in encouraging individuals to also take on responsibility.


Contents 1.0 General Shopping Habits.......................................................................................................... 7 2.0 Shopping Decisions and Behaviour ........................................................................................ 10

Case study: Chantal .........................................................................................................12 2.1 Pre-shop planning ...............................................................................................................12

Case study: Dawn and Mike ............................................................................................14 2.2 Over-purchasing..................................................................................................................15

3.0 Storage and Stock Planning ................................................................................................... 17 Case study: Joyce ............................................................................................................19

4.0 Food Preparation and Food Waste ......................................................................................... 20 Case study: Sarnia ...........................................................................................................23

5.0 Disposal and Waste Minimisation .......................................................................................... 24 6.0 Packaging and Food Types..................................................................................................... 28 Appendices ......................................................................................................................................... 32 Topic Guide......................................................................................................................................... 32


Introduction This report presents the findings from qualitative research conducted by the Ipsos MORI Social Research Institute on behalf of the Waste and Resources Action Programme (WRAP). This research seeks to understand consumer decision-making better in relation to purchasing, storing and disposing of food, encompassing the entire food purchasing and consumption process. The findings of this research will inform WRAP’s work on promoting sustainable waste management and reducing obstacles to minimising waste, as well as give an understanding of whether retailer waste minimising initiatives promise to be successful or not. The findings will inform WRAP’s initiatives to reduce the amount of household waste originating from the retail sector, and will feed into a larger quantitative study to be conducted at a later date. Specifically, this study asks:

What kinds of pre-shop planning do consumers do that might result in more or less food waste?

How does consumers’ in-shop behaviour affect food waste generation, and how does over-purchasing occur?

How do consumers manage stocks of food and decide on method of food storage?

How to people prepare food, and how does over-portioning occur?

How do consumers make decisions about the route that disposed food should take – compost bin, recycling or in the

mixed waste?

What kinds of packaging design innovations would consumers like to see?

Methodology Ten 90-minute discussion groups were conducted among the general public across Great Britain in March 2006. A topic guide was used to direct the discussions. This was produced in consultation with Barbara Leach at WRAP and is appended. In addition, four participants were recruited to carry out further case-study research to gain a deeper understanding of their food purchasing behaviour. This section of the fieldwork entailed a video-recorded accompanied shopping trip and subsequent unpacking in the home. The findings are available as a separate visual report, although this volume draws on some of its key conclusions. Within the report, respondents have been distinguished according to their group profile, but have not been identified as individuals by name. Discussion Groups The specific design of the ten groups is described below; all participants were the primary food shopper in their household. Location Group profile Age Class

London (Tower Hamlets) Bangladeshi women 18+ N/A

London (Tower Hamlets) Working professionals 25-35 ABC1

Leamington Spa Low-income parents Under 35 C2DE

Leamington Spa Students and single people 18-25 ABC1C2

Bishop’s Stortford Low-income parents 25-45 C2DE


Bishop’s Stortford High-income parents 55+ ABC1

Leeds Over 70s 70+ N/A

Leeds Parents with children under 16 35-54 ABC1

Edinburgh Medium income parents ABC1C2

Edinburgh Over 40s 40+ C2DE

While groups were not profiled according to gender, the majority of participants were female, reflecting the prevalence of women as primary food shoppers. Each group member was given pre-task materials and an assignment to carry out a week in advance of the discussion. This comprised:

A self-completion food management diary to record details of relevant waste-related behaviour and examples of

household habits and routines;

A Polaroid camera to illustrate the diary with purchasing, packaging, food preparation and waste examples; and

A fridge thermometer to record storage temperatures.

Throughout the report, the survey findings are illustrated with extracts from participants’ food management diaries and photos taken by participants to illustrate their food management behaviour. Ethnographic Case-studies Four participants were chosen from the following discussion group profiles to be the subjects of the case studies:

Bangladeshi woman

Student/single person

Over 70

High-income parent

Interpretation of Qualitative Findings It is important to bear in mind that qualitative research is exploratory and interactive, and allows for an in-depth analysis of key issues. It delivers insights into the attitudes, and the reasons for these attitudes, that could not be probed in as much depth with a structured questionnaire. The qualitative findings are based on a small sample of the general public and therefore should be seen as illustrative only. The findings cannot be said to be representative of Great Britain in a statistical sense, although they provide rich insight. Throughout this report qualitative findings should be noted as perceptions – not facts. Participants may articulate views that are based on incorrect information; these views are reported here. In addition to findings from this qualitative research project, the report cites examples of other relevant research findings. However, it should be borne in mind that consumer food management behaviour is a relatively new research area and many aspects of the topic have yet to be explored. Publication of Findings Any press release or publication of the findings of this project requires the advance approval of Ipsos MORI. Such approval is only refused on the grounds of inaccuracy or misinterpretation of the research findings. Acknowledgements Ipsos MORI Social Research Institute would like to thank Barbara Leach at WRAP for her help throughout the project, as well as the general public who participated in discussion groups and case studies.


Summary of Findings 1.0 General Shopping Habits Supermarkets are by far the most popular source for the bulk of the food shop across all the different research groups, although some participants prefer to shop at specialist or local shops for particular items, such as halal meat at the local butcher. Fruit and vegetables are often considered to be fresher at the local market or local shops and some participants feel that they get better value for money locally compared to the supermarket:

Fruit and veg. from markets are cheaper and nicer Young professional, Tower Hamlets

According to the latest Food Standards Agency Survey on Consumer Attitudes to Food Standards, 92% of UK respondents use supermarkets for most of their shopping1.

While older participants are more likely to mix supermarket visits with trips to speciality shops and fresh produce markets, mothers of young families tend to prefer buying all the food together in one location – although they are also intimidated by large and busy supermarkets: I almost lose the will to live!

Low-income parent, Bishop’s Stortford Internet shopping is popular among some younger low-income groups as they have experienced better stock availability and it is seen as a way of keeping down unintended purchases:

It is sometimes easier to do internet shops as you can go back and change [the] order if your cupboards have something you have not used. Also you are not usually tempted to put miscellaneous items in

Low-income parent, Bishop’s Stortford Not just for food but for school uniforms as well

Low-income parent, Bishop’s Stortford

Research by the Institute of Grocery Distribution (IGD) finds that the Internet is now used by 4% of shoppers2. Whilst older groups recognise the convenience supermarket shopping can bring, they place a high value on the quality, variety and health benefits that independent and speciality producers provide. Younger, low-income shoppers also associate local or specialised shops with better quality and more knowledgeable staff, but such locations are perceived to have fewer facilities for children, be more awkward to manoeuvre around with pushchairs, and entail more expense. 1 Consumer Attitudes to Food Standards: TNS on behalf of the Food Standards Agency and COI, 2006

2 Shopper Trends in Product and Store Choice, 2006: Institute of Grocery Distribution Consumer Unit.


Weekly shops are a common feature across different shopper types, most notably among those with families. Many also stick to a particular day and time which is least busy and most convenient:

I stick to mine rigidly, Monday afternoon between 2 and 5 Low-income parent, Bishop’s Stortford

According to the latest Food Standards Agency Survey on Consumer Attitudes to Food Standards, the majority of UK respondents shop at least once a week3. Older, higher-income groups tend to shop more regularly, particularly as they spend in a variety of stores. For those who live or work near their supermarket and for participants with more time such as ‘stay-at-home parents’ or retired people daily visits for fresh produce are possible and in some cases preferred: If I want vegetables then I tend to buy daily because I want them as fresh as possible

Over 70s, Leeds

When I had a young family, I did a major shop once a week, I found it difficult. Now I live and work three minutes from Waitrose, so I shop every day. It is easy, it is a pleasure and I get amazing bargains

High-income 55+, Bishop’s Stortford Participants in the older group are often loyal to local shops or simply find local shops more easily accessible than supermarkets. These groups tend to exercise more choice about where they shop as they generally have more time. Factors influencing their shopping choices include whether shop staff are friendly and helpful, practical factors such as wider aisles and clear gangways, and clear prices displayed on shelves. Where consumers do not have easy access to transport, more regular shops are essential as only a few items can be carried in one outing. Some participants depend on a family member or friend for a regular lift to the supermarket. Those in Tower Hamlets are more likely to say they shop more than once a week; this may reflect a lack of transport in some cases or the close proximity of shops to their homes. Research in Sweden has found that more frequent shopping trips can lead to less wastage as shoppers are more likely to buy only what they actually need4. This is reflected in our qualitative research findings, with some participants who shop on a daily basis claiming to do so for this reason. However, for those who make small regular trips to the shop, lists are less important as planning tools as consumers are shopping for their short-term food needs. This more spontaneous purchasing style may also result in greater unpredictability in purchasing because the consumer may be searching less for particular items and more for bargains, reduced products and special offers; these give a greater propensity for waste than staple choices. Whilst some people enjoy food shopping, others dread it. Attitudes vary across groups and often depend on factors such as convenience and ease as well as the time and money available to the consumer for this purpose. 3 Consumer Attitudes to Food Standards: TNS on behalf of the Food Standards Agency and COI, 2006

4 Home Transport and Wastage: Environmentally Relevant Household Activities in the Life Cycle of Food, 2005: Ulf Sonesson, Frida Anteson, Jennifer Davies and Per-Olow Sjoden


1

Food Shopping

Loyalty cardsBOGOFBargains

SocialisingCar parks

StressQueuing

TediousFrustrating

NecessaryImpatientNightmare

ArgumentsWhat’s gonnago in the bin?

Sore hands

DiscountsConvenience

Smiles – if you are hungry, buy clothes or get a bargain

While the main shoppers for younger families tend to find food shopping a chore, in general higher income and older shoppers see it as a positive or even social experience:

Can’t be bothered Low-income mother, Leamington

It’s a chore Low-income mother, Leamington

The higher-income 55+ consumers tend to see food shopping as an opportunity to experiment with their food and experience the variety on offer:

It’s an experience, don’t auto-pilot, there’s such a broad spectrum of food to try. We shop a lot in France, that’s inspiring

High-income 55+, Bishop’s Stortford

Shopping is an outing, fun, not the laborious task it used to be High-income 55+, Bishop’s Stortford

Good facilities such as large car parks and trolleys for children produce positive responses from the shoppers. Other factors important to participants when shopping include benefiting from point-based initiatives that supermarket chains offer, having a broad range of choice and access to good quality food:

I daren’t forget it! [loyalty card] Low-income parent, Bishop’s Stortford

Participants in general find that good pre-shop planning, shopping lists, a familiar layout and helpful staff all make shopping trips easier and less stressful, whereas factors such as busy shops, high shelves and confusing layouts worsen the experience.


2.0 Shopping Decisions and Behaviour Research by the Institute of Grocery Distribution Consumer Unit suggests that shopping is a habitual and routine process for most shoppers, with nearly half (45%) of shoppers planning over 70% of their grocery shopping5. However, the research also found that shoppers are becoming more impulsive in their shopping habits, indicating greater willingness to try new products and potentially to engage in interaction with retailers6. More impulsive shopping habits may partly be explained by the influence of health and other campaigns on consumers. Research shows that consumers are more health conscious than in the past7 and, as a result, are more likely now to consider their diet and the food they purchase carefully. This is evident in the higher proportions now checking labels and trying to eat more fruit and vegetables8. Some participants for this research feel that their shopping habits are changing:

I’m more aware of ingredients now.….I’m always looking at the back. Salt and things like that, so I do that more

Low-income parent, Edinburgh

I do look at packets to see the salt and sugar content. I can’t go without my glasses

Over 70s, Leeds

However, some participants are loyal to brands for this reason because buying a product they are familiar with saves them the trouble of reading labels to find out the ingredients or nutritional information. Older participants and low-income mothers are least likely to be impulsive shoppers. Both groups have a low-risk strategy to shopping, preferring to stick to brands they know they or their children like. In general, neither group want to risk wasting either the product or their money by choosing something they haven’t tried before and may not like:

I’m wary to try anything new because I think cost comes into it - we don’t want to risk anything

Over 70s, Leeds

Research by the Institute of Grocery Distribution Consumer Unit (IGD) found that brands are increasingly a key driver of product choice9. Whilst shoppers are becoming more impulsive, the IGD suggests that brand-buying signals disengagement with shopping, prompting the retail industry to work harder to capture consumer interest in new products. Most participants feel their shopping habits are not completely determined by marketing but they do take advantage of special offers. There is a consensus that shopping satisfaction often comes from saving money on a promotion which has not diverted the individual from their intended shop or actual needs – getting value for money. Many are aware of disarming offers, and actively avoid being pushed into buying unnecessary items:


6 1 in 4 shoppers plan less than 30% of their main shop compared to 1 in 5 in 2003: Shopper Trends in Product and Store Choice, 2006: Institute of Grocery Distribution Consumer Unit.

7 According to the Food Standards Agency Survey on Consumer Attitudes to Food Standards 2006, UK respondents are more likely than last year to claim to be eating more healthy food such as fruit and vegetables.

8 According to the 2006 Food Standards Agency Survey on Consumer Attitudes to Food Standards, 27% always refer to food labelling, compared with 21% in 2004 and 67% are now aware that we should eat at least five portions of fruit and vegetables a day, up from 43% in 2000. 9 41% compared to 34% in 2003 cited branding as a key driver of product choice: Shopper Trends in Product and Store Choice, 2006: Institute of Grocery Distribution Consumer Unit.


[I like special offers]… but I don’t get conned into taking things we don’t want


Saving makes me feel good, some things I’d buy anyway


Three-for-twos are usually quite expensive unless it’s something you use regularly

Parent, Leeds

Shopping is psychologically manipulative Young professional, Tower Hamlets

Reflecting behaviour by group participants, the Institute of Grocery Distribution also found that the majority of shoppers buy products on promotion to save money10. Susceptibility to marketing is higher among those who do not make lists or have an unclear notion of their stock of food at home; these people are more prone to choosing goods which stand out: I think everyone is influenced by ads…


In addition to promotions and offers, most groups are tempted to try new foods if they are reduced in price – often when they are nearing their ‘best-before’ or ‘use-by’ date, and therefore more likely to be wasted if not eaten in time. However, this behaviour is far less common among the planners; they may have organised the next few meals leaving less scope for spontaneous purchasing. The IGD research similarly found that young, less affluent females with families typically buy products on promotion, whereas older, more affluent males are more likely to reject special offers11.

Our case study of Chantal highlights a health-conscious consumer’s approach to shopping, and how not having transport can affect your behaviour:


11 35% of shoppers say they buy promotions because they think it will save them money: Shopper Trends in Product and Store Choice, 2006: Institute of Grocery Distribution Consumer Unit.


Case study: Chantal Chantal is in her early twenties and has lived in Warwick all her life. She used to share a flat with student friends while studying at the University but has temporarily moved back home to live with her mother and brother before setting off on a backpacking trip around the world. The nearest supermarket for her is Tesco, which is just ten minutes walk away, and she does the majority of her food buying there. Sainsbury’s used to be her local store where she lived before, but even then she would travel out of her way as often as she could to reach Tesco: “I’m used to it and I know it always has good offers” Chantal does one big shopping trip per month though she often comes more frequently to top up or if planning a particular meal. She leaves lots of decisions to chance but has certain staples that she always buys such as pasta and rice, which will not go off quickly. Many items are picked with a view to being frozen, such as Pitta bread. She enjoys picking her vegetables and fruit by hand to ensure she gets the freshest goods – she has had experience of discovering packaged fruit already bad once she got home which had to be thrown away. To her fruit is a five times a day snack – she is very health-conscious in her food-buying choices. The large variety of choice in food and non-food products is something she loves. Offers will often catch her eye as she strolls up and down the aisles, and she will buy and freeze food that she doesn’t need straight away. She thinks ‘buy-one-get-one-free’ is great, and on occasion likes to impulse buy: “You’re getting things half price!” “I thought – that looks tasty – I’ll have one of those!” Leftovers are never of concern as there is always someone else keen to eat more, including the dog. She would sooner see her brother take her items from the fridge than see it wasted: “I tried doing a compost but the dog ate everything – she’s such a gannet – even mouldy teabags!” Very keen on recycling, Chantal finds her local council frustrating; they do not provide her with the means to recycle as much as she would like. She feels that the people you live with, as well limited time, can prevent doing as much as is possible. She thinks supermarkets could do more to promote awareness on how to recycle locally: “I really want to try and do my bit … [but] people lead such hectic lifestyles” 2.1 Pre-shop planning There is a definite split between those who plan before their shop and those who wait to be prompted once in the store. Many consumers write shopping lists before they go shopping, although these lists tend to function as a reminder for essential items rather than as a definitive list. Participants in general feel that by making a pre-shop list they save time and money. Older high-income groups tend to consult other household members on what to buy (for example using chalkboards in the kitchen), and hope to be “inspired in-store”. Many participants in the over 70s group say they plan meals in advance of shopping, resulting in a trip to buy specific items needed for cooking these meals. For older participants, this method often serves as an example of good practice to minimise food waste.


Participants in general are keen to maximise the lifespan of their food. For this reason, they are generally aware of ‘best-before’, ‘use-by’ and ‘sell-by’ dates, and use them to some extent as a guide when purchasing goods from the supermarket. Some participants routinely check these dates in order not to be ‘cheated’ by supermarkets, while others do it to ensure they are buying the freshest items on the shelf - particularly for perishable goods like packets of salad. Whilst most participants use these dates as a guide for judging how fresh food is, most are also confident about testing foods personally to see if they are still edible, and many participants will override the ‘use-by’ or ‘best-before’ date if they think they know better:

Well, I wouldn’t buy something that was out-of-date but I think you get wee bit hung up with – I think they cheat a little bit, you know, if you buy something I think you can judge as well

Medium-income parent, Edinburgh

You can tell by the smell Low-income parent, Bishop’s Stortford

I believe these ‘sell-by’ dates are well inside when they need to be. I know somebody in the catering trade who says they put plenty of room on these ‘sell-by’ dates

Over 70s, Leeds

Certain foods are considered more risky, such as dairy produce and meat, whereas dried and frozen foods are often eaten without regard to the suggested dates. Frequently, participants said they are more willing to take risks with their own food, but more caution is exercised for children, older people and guests. According to the 2006 Food Standards Agency survey on consumer Attitudes to Food Standards, half (49%) of respondents who look at food labelling are usually looking for the ‘best-before’ date or ‘use-by’ date12. This survey also found that levels of comprehension of these guidelines remain low, with only a third of respondents giving the correct response to questions on ‘best-before’ and ‘use-by’ dates. Similarly, some participants do not fully understand how this information should be used:

The sell-by’s when you can destroy it? The ‘use-by’’s when it’s good for you before it goes off?

Medium-income parent, Edinburgh

Most participants with children and older participants say they generally look at labels when shopping, particularly when buying new products, although young single participants and students (shopping for themselves) are less likely to do so. These consumers are also more inclined to throw food away without feelings of guilt; this is made more likely by not consulting food dates. Over half of respondents in the 2006 Food Standards Agency Survey on Consumer Attitudes to

12 Consumer Attitudes to Food Standards 2005: TNS on behalf of the Food Standards Agency and COI, February 2006


Food Standards said they always or usually look for nutritional information on the food product labels. However, they claimed to be less likely to look for information such as ‘use-by’/’best-before’ dates and cooking and storage instructions. Older participants have a sense that dates are there mainly to protect supermarkets and producers in a climate where litigation is possible. Some in the older groups compared Britain to other European nations who appear more relaxed about food safety:

Parma Ham - when I was in Spain last year, they’ve got it hanging above the bars … people smoking and all that. Now Parma Ham is delicious there, and it’s hung for years isn’t it … and yet Waitrose will probably reduce it because it’s got to be eaten!


Feelings about food dates and usage are illustrated well by our case study of Dawn and Mike: Case study: Dawn and Mike Dawn and Mike are in their late 50s and have lived in Hertfordshire for over 20 years. Their youngest son has recently moved back to the family home after having studied at university. This has meant an adjustment in their shopping habits, particularly as their chest freezer had to be removed to make room for the son’s car. They always shop together and choose not to do their weekly shopping trips at the nearest supermarket as it is too large and busy. Instead, they go to a fairly small Tesco which offers the products they need with fewer crowds. Dawn regularly cooks from recipes, especially when she is dieting, and always takes a list when she goes shopping. When in the supermarket, Dawn and Mike work well as a team getting items from different parts of the store to save time. They only travel down the aisles they need to so a fixed store layout is important. Planning and routine are clear characteristics of their shopping habits, further shown by a good knowledge of their food stock at home and longer-term purchasing behaviour such as preference for larger packs of non-perishables and long-life milk. Although they do take advantage of special offers, they feel they are only influenced to buy if it is something they would be getting anyway. They do take notice of ‘best-before’ and ‘use-by’ dates but do not consider them to be a definite cut-off: “It doesn’t become inedible at one minute past midnight!” (Mike) They state strong opinions on waste, and make efforts to ensure they buy correct amounts of food for their needs: “Sometimes it seems obscene how much we have” (Dawn) When it comes to dairy produce they use long-life equivalents and airtight containers to lengthen lifespan. For the previous week the only recalled waste item was a pork pie that had been forgotten at the back of the fridge and was past its ‘best-before’/‘use-by’ date - it had been on a “2 for £1” offer. Dawn rarely thinks about packaging but does prefer less wrapping on vegetables and fruit. She usually selects her fresh produce from loose in the box, with the exception of bananas which she buys bagged because they are Fairtrade. Although they are committed to recycling, Dawn and Mike do not compost. Their main association with composting is gardening and their reason for not using food waste is a lack of need for compost: “Our garden’s not big enough to justify it” (Dawn)


2.2 Over-purchasing Over-purchasing is experienced by most groups (with the exception of the over 70s) for a variety of reasons. Lack of pre-shop planning, product promotions and marketing are all influencing factors, but there are other important physical and psychological causes that affect different consumer types:

I end up spending a lot more than my budget Young professional, Tower Hamlets

All participants in the groups were the primary shopper in the household. Some identify having extra “help” with the shopping as a powerful driver of over purchasing. For some low-income families, the presence of children is particularly influential, whereas for older higher-income participants it is more likely to be a spouse or other family member. For participants who can perhaps take more time over their food decisions, being joined by an infrequent food shopper who does not do the majority of the household cooking often results in added treats and experiments:

My husband snuck in two Fray Bentos pies, because I work one night a week so I think he thinks when he’s eating on his own it’s something quick and easy


The accompaniment of children has a particular impact on over-purchasing. Young mothers in the groups often find that their children are very open to marketing from television, labelling and supermarket posters when shopping. Persistence on the part of the child can result in the purchase of unplanned items:

Milkybar buttons … as I was getting to the checkout she started crying, and I thought I need to shut her up!


Munch Bunch drinkie yoghurts, they were buy one get one free, and I had the kids with me doing the shop and they were begging me


The increased stress of having children in a busy store can also mean the parent is less inclined to take time considering the merits of particular products.

Car owners will typically buy more than people who rely on public transport or have to carry shopping home on foot as they will be less constrained by the weight of their purchases. Minimising shopping to one trip a week often causes shoppers to over purchase. Buying in bulk or buying a large amount of food to prevent having to return to the supermarket to stock up is likely to cause participants to buy more food than is needed. Item location and shelf positioning also affect participants’ consumer behaviour. For example ‘associated use’ items placed together on shelves (such as products for babies, or toothbrushes and toothpaste) or ‘bargain’ products placed at the ends of aisles tempt shoppers to buy things they may not have planned to buy:

Disposable bibs…I was getting [my daughter] some food, and they were hanging by the side, and I thought “ooh that’s a good idea, I’ll chuck those in the trolley”. I’ve not even used them



I bought a magic tree for the car, ‘cause it was half price…it was at the end of the aisle, near the checkout and I thought “oh yeah, I’ll have one of those”


Storage space also has an impact on buying patterns. Those with larger freezers are more likely to over-buy than those who have less; this is true across all participant groups and even where there is little space left:

I’ve got quite a lot of storage space so it’s not a problem if I buy too much Low-income parent, Bishop’s Stortford

I buy far too much for three people! I try to limit frozen food items, as both freezers are always brimming, but buy one get one free offers always catch my eye


Although frozen food has a longer lifespan, produce often gets forgotten at the bottom of a large freezer, or falls out of the packaging and becomes inedible. Some group members believe that large storage space makes them ill-disciplined when it comes to stock planning, and food waste had been reduced by using a smaller freezer:

I think the best thing I ever did was get rid of my chest freezer, it’s made me a lot more discerning about what I actually buy that’s frozen … I don’t waste food as much as I did … I used to find the most disgraceful stuff lurking at the bottom


Stocking-up and hoarding is also a motivation for those who over-purchase, particularly for frozen, tinned and dried food. Older consumers feel that ‘war mentality’ has been handed down to them, and they are more inclined to be driven by the desire for a good store of basic foodstuffs. Endeavouring to get better value for money is also often a trigger of over-purchasing. For example, shoppers may buy a larger than necessary bag of potatoes perceiving it to be better value than loose potatoes which can be bought according to need, resulting in excess stock and ultimately waste. Spontaneous purchasing is also more likely to produce waste. Fad diets or well-meant attempts to be healthier may cause participants to buy items that they would not ordinarily buy. Likewise, items bought because they are on offer are less likely to be eaten than more routine, staple items.


3.0 Storage and Stock Planning Awareness of household stocks of food is generally high among participants, although there are differences between consumer types according to the degree of organisation used. While some individuals have a general notion of what they have stored, others use tools such as chalkboards, weekly freezer rotations and written stock tallies to keep informed; these more organised types tend to be older. Storage is a key issue for shoppers across all groups. Many participants think they do not have enough storage space and therefore feel limited in what they can buy:

Kitchens are very small these days and people don’t have larders Young professional, Tower Hamlets

Participants are generally very resourceful when it comes to storing food, with many re-packaging foods such as rice and pasta into their own containers when they get home in order to save space, and sometimes because they feel their storage solutions are more practical than the packaging that the product comes in. Whereas participants in the singles and students group were less likely to plan their shopping, those responsible for meal planning for the family and older age groups are more likely to check stocks of food before a shopping trip.

Participants in the singles and student group are also less likely to think about lengthening food life, and are more willing to throw food away if it has gone off. In contrast, many other participants – especially the over 70s – go out of their way to ensure that products are stored as resourcefully as possible to lengthen their life.

Methods for lengthening food life include choosing items in the supermarket that appear to be better packaged – for example vacuum-packed meat that is less bulky and can be efrozen, or re-sealable packets of cheese. However, some participants find packaging frustrating and end up re-storing items when they get home from the supermarket in order to efficiently freeze items or prevent food spillages. Storage such as biscuit tins and Tupperware pots are commonly used to lengthen the life of food products:

asily

I take all mine out and transfer it anyway into a biscuit tin or Tupperware thing

Over 70s, Leeds

A general cynicism is prevalent across all groups regarding retailer’s motivations towards product packaging to the extent that shoppers are more inclined to think that packaging is designed to attract the customer to buy the product, or even “fool” the customer into believing a product is bigger than it actually is by presenting it in larger than necessary packaging, than for practical or waste minimisation purposes. There is little appreciation, in general, that packaging – particularly plastic – can serve an important or even essential purpose in lengthening the life of food, although most understand that packaging serves to preserve hygiene. Participants in general resent feeling led to believe they are buying a bigger product (such as cereal boxes that they perceive as only half full), and would prefer to buy products packaged in such a way that they avoid having to re-package items when they get home:


Awkward packaging - it’s frustrating when I buy food in a box which contains 40% air, or meat on a polystyrene tray with Clingfilm that is three times larger than the meat it contains

Parent, Leeds

Frozen food tends to be more well-managed by participants and wasted less often as it is used when needed and is less likely to go off. In contrast, perishable goods are more likely to get wasted despite most participants trying to use them up quickly to avoid waste. Fresh items bought on offer such as ‘two-for-one’ packs of yoghurts commonly get wasted as shoppers do not have time to eat the products before the ‘best-before’/’use-by’ date. Perishable food bought in bulk to get value for money is also often wasted because participants cannot consume the food quickly enough:

If I buy a bag of potatoes, it doesn’t run out in a week, and they start growing

Bangladeshi woman, Tower Hamlets

Previous research in Sweden also found that dairy, meat, fish and vegetables were significantly more likely to be wasted after storage than foods with a longer lifespan such as pasta, rice and porridge oats13, indicating that people have more difficulty managing consumption of products with a shorter shelf life, and waste food as a result. Most participants in the over 70s group say they rotate their shelves to make sure that food is used up. However, this behaviour was uncommon among other groups. Fridges and freezers are often overfilled so that householders lose sight of food items. Temperatures can also be affected by this but participants are generally aware of the temperature their fridge should be at.

My freezer’s always jam packed Medium-income parent, Edinburgh

Our case study of Joyce shows some typical findings from the older participants, and highlights their common re-packaging and storage behaviour: 13 Home Transport and Wastage: Environmentally Relevant Household Activities in the Life Cycle of Food. Ulf Sonesson, Frida Anteson, Jennifer Davies and Per-Olow Sjoden. Royal Swedish Academy of Sciences 2005, http://www.ambio.kva.se


http://www.ambio.kva.se/

Case study: Joyce Joyce is 70 and lives with her husband in Yorkshire. Before retiring she enjoyed working at her local Asda where she continues to do her weekly shop. She still knows many of the staff there so food shopping is an enjoyable and social experience. Planning is central to Joyce’s shop and every week she makes a comprehensive list of both standard and one-off items. She keeps previous lists on the notepad and refers back to them to ensure their menu is varied from week to week. Layout and familiarity are very important to her and the household shopping tends to follow a set routine. Packaging is not something she consciously thinks about when shopping but she feels she is not influenced by labelling. Chosen brands are changed infrequently and she isn’t tempted by the store’s premium-labelled items: “All that glitters is not gold … we know what we like” Joyce does appreciate products that offer re-usable containers such as tea and biscuit tins and is a great user of Tupperware in the home. Although she does buy packaged vegetables and fruit, she isn’t tempted by prepared items (such as pre-washed, pre-chopped) which she associates with a need for convenience and speed: “I’ve got all the time in the world” Where it is possible Joyce selects loose vegetables herself because she believes that in large pre-packed plastic bags items such as potatoes sweat and grow shoots quicker: “There’s enough for an army here!” She likes the idea of the deli counter which offers take-away style meals but this is an option she cannot often take as her husband was diagnosed with diabetes and colitis. Although she thinks supermarkets generally offer an excellent service and high quality produce, when it comes to meat she feels a butcher’s delivers the highest standards: “To me, the best meat would be in a butcher’s” Back in the home, Joyce tries to re-use as many of the plastic bags as possible, for lining bins and as sandwich bags for example. Most products are removed from the shop packaging and put into her own containers which she feels keeps them fresh longer and allows for better storage. She uses a variety of methods to prolong the lifespan of her food including using her freezer efficiently, freezing cooked meals and pickling vegetables such as onions and cucumber. Her husband used to compost their food waste, but they no longer consider it worthwhile as they have a small garden and most plants are in pots.


4.0 Food Preparation and Food Waste The majority of participants feel waste is something to be avoided, seeing the effects as both personal (wasting money) and social (reflecting upbringing and negative associations with greed). There are distinctions between participant groups and sharp contrasts exist between the lengths households will go to in minimising waste. Older participants are more likely to use a range of methods to prolong food lifespan and avoid waste, such as scrupulously planning meals, writing detailed shopping lists, carefully managing their food stocks and rotating shelves and items in the fridge and freezer, using up all leftovers, cooking more than is needed and freezing the excess, pickling vegetables, using airtight containers and trusting their own judgement on food edibility rather than relying on ‘best-before’ and ‘use-by’ dates. When cooking they will make just the right amount and ensure nothing is wasted:

I tend to buy the correct amount as this limits waste Over 70s, Leeds

I struggled to get a picture of food left on the plate, I tell you Over 70s, Leeds

I’m pretty spot on with everything. There’s no waste whatsoever Over 70s, Leeds

In some cases there is really strong dislike of waste among this group:

I detest waste, I just detest waste Over 70s, Leeds

This level of effort in the older group also exists for recycling whereas younger participants feel the time entailed conflicts with other obligations they have. Younger and low-income participants, particularly with children, also dislike wastage, largely because they cannot afford it and throwing away food is perceived to be essentially wasting money:

We can’t afford to [throw food away] Bangladeshi woman, Tower Hamlets

I don’t waste food or money Low-income mother, Leamington

A primary concern among young mothers is encouraging their children to eat enough food; this overrides other concerns and particular food will be chosen because they know their children will eat it. However, children are unpredictable and will often leave food because they don’t feel like it or because they are fussy. Wasting food is also an issue of personal values, with most participants having a strong sense of ‘waste is bad’ ingrained in them:

We oldies were brought up not to waste food unless the food was not palatable

Over 70s, Leeds

[I don’t like waste] I’ve just been brought up really well Young professional, Tower Hamlets

I don’t believe in wasting food and that’s something I’ve taught my children

Young professional, Tower Hamlets

Despite a dislike of waste, even those who organise their food stock well usually produce some food waste. Recurrent sources of discarded food include bread, bad fruit, salad, sandwich meat and eggs.


1

Sandwich meat/bacon Eggs

Food

Vegetables

Salad

Black bananas/old fruit

Bread/ rolls

Binned food

“

“

We never finish a loaf, they are too big

Lack of planning BOGOF offer, but only used one

You have to use it within three days

I didn’t like it

The younger generation throw things away so

much easier

Pork pie

For bread and meat, packaging is a key limitation to lifespan and cause of waste; in two-person households a standard loaf of bread is too large to be eaten while it is fresh, and, once opened, sandwich meat quickly dries and deteriorates in the fridge. Fruit and salad naturally degrade fairly rapidly, but pre-washed salad has a particularly short lifespan. Fruit is often sold in larger special offer packs which participants find hard to use before they are inedible. In both cases, the problem of waste due to natural lifespan is worsened by perceived inappropriate packaging. Ipsos MORI has previously found that people frequently feel unable to limit their waste as they perceive that the amount is determined by manufacturers and supermarkets rather than themselves14. They feel they have limited power when it comes to packaging design, accepting the choice the supermarkets have made on material, size and shape. Many consider that larger packaging producers should be held more responsible for their actions, and consumers want to be met halfway in their efforts in minimising waste. There is a general consensus that a certain amount of waste is inevitable and that they as consumers have a limited amount of food packaging choice. As with other waste and disposal issues, there are differences between participants in the level of concern about packaging, and whether or not they as consumers would want more of an influence on its design.

Most groups expressed the view that they would like to produce less waste and supermarkets could make this easier by reducing the amount of packaging used. There has been an increase in traditional eating habits since last year, with more people claiming to prepare at least one meal a day from scratch using fresh ingredients15. Whilst this may have benefits for the family and the individual’s

14 Literature review for Project Integra, October 2004, MORI

15 According to the 2006 Food Standards Agency survey on consumer Attitudes to Food standards, 54% now claim to prepare at least one meal per day from raw/fresh ingredients compared with 51% in 2004 and 48% in 2003.


health, it also creates a lot of waste from raw ingredients such as vegetable peelings which most participants throw in the bin. Meal preparation is another issue for which differences in approach were found between different participant groups. This may well be a factor in the amount of food waste produced. Convenience and speed is commonly of the essence in cooking for young low-income families, with tastes and preferences secondary considerations. Some mothers cook one meal for the adults and another for the children because children will only eat certain foods:

I cook two meals because the kids won’t eat what I fancy


Older, high-income participants on the other hand cook most of their food from scratch using raw ingredients, and are wary of the health dangers of convenience food:

[Cooking from scratch] doesn’t take any longer, and you know what’s in it


Reliance on past experience is the most common approach to deciding puse scales and measures for pasta and rice. It is common for over-portioning of rice to occur but some participantsconsider rice to be inexpensive enough for it not to cause concern:

ortions for meals, although some participants

High-inco

Most participants do not generally see over-portioning

e it

y husband will take the kids to

-income parent,

My dog sometimes eats the

edium-income parent,

In general, instances where leftovers are most likely include times when food has been brought into the home, for

articipants are reluctant to throw away food that is going off and are careful about preventing waste as far as they can:

I just make soup and throw in whatever’s needing using up. I never used

Over 40s, Edinburgh

But then if you know it’s becoming rotten, well what I do is clean it. And

deshi woman, Tower Hamlets

Cheese – dried out and we had to chuck it away – it was kind of humming

Bangladeshi women, Tower Hamlets

I have reached an age where I know how much to cook and buy

me 55+, Bishop’s Stortford

as a problem as they consider themselves to be resourceful with leftover food, preferring to re-us(making a fry-up the next day or feeding it to the dogor the birds) rather than throwing it away: Mfeed the ducks

MediumEdinburgh

leftovers M

Edinburgh

example from a takeaway, where the consumer has less control over the quantity of food purchased. P

to be like that – it must be my age!

then I put it…in the fridge and it stays good Bangla

………..You can just slice that bit off


Sarnia is a good example of a young mother who is very cons em with leftovers:

dy: Sarnia

cious of food waste, and rarely has a probl

Case stu Sarnia16 is in her early thirties and lives in Tower Hamlets with her husband and their six children. Their nearest supermarket is within walking distance but they choose to drive as it’s more convenient and has good parking; they shop at least once a week. Shopping for Sarnia and her family is usually a group experience. They choose Tesco because they are used to the layout, believe in the food’s quality, and the children love it. A shopping list is used – they don’t systematically keep track of stocks but the fridge is always checked before heading off to the supermarket: “We generally just buy things we know we are going to use up for meals during the week” However, she is quite happy to be influenced in her purchasing choices by her children seeing something they want: “If they’re with you, you always end up with extra stuff. I’ll get it as long as they will eat it and it won’t go to waste” With a family the size Sarnia has, some things must be bought more often than once a week and so perishables like bread and milk come from wherever is convenient; vegetables are often also bought at local markets. During their trip around the store they frequently buy spontaneously when coming across buy one get one free deals. She tries to be conscious of packaging in her decisions, preferring open fruit and veg for instance. She feels that packaging is often used as a way of attracting people to a product: “Sometimes people fall for pretty packaging” Halal groceries are something that they feel Tesco does try hard at but Sarnia still likes to get these from local specialist shops. This is especially the case for meat which Sarnia buys in bulk at the Halal butcher because she feels it is more reliable. She often buys a whole lamb which is cut into pieces back at the house and refrigerated or frozen in their own plastic containers, which also means less waste packaging. Sarnia hates waste and maintains that she never has leftover or gone-off food. Her children are very good at making sure there is nothing left on the plate: “I have been home to live for a couple of years [India] and seen just how important food is…when you see the shortages. We are so lucky in this country and I educate my children about this” Recycling is something also done with the children getting involved as they learn about it at school: “The kids are always really enthusiastic about the recycling and love to help”

16 All names used in case studies have been changed.


5.0 Disposal and Waste Minimisation Previous Ipsos MORI research has found that ‘waste minimisation’ is a concept that is generally understood to include reusing items such as plastic bags and food containers and buying products that have less/no packaging material. This research suggested that many people are already engaged in a number of waste minimisation and re-use activities as part of their every day activities, including re-using plastic bags from supermarkets, buying recycled products, re-using wrapping, buying refills and buying in bulk17. As mentioned in previous sections, many of the group participants are also engaged in these kinds of waste minimising activities.

In previous research18 Ipsos MORI has also found that most people find the concept of reducing waste only practical to a limited extent as it requires a conscious effort, and the motivation to reduce waste is not enough in itself. This finding was mirrored among our group participants, especially when this incentive conflicts with other obligations such as keeping the house clean, spending time doing more “important” things than washing out jars and tins for recycling, or preparing meals as quickly as possible for hungry children. Reducing waste is not consciously habitual in many households, the exception the older generation. When discussing waste minimisation, there was a tendency for participants to gravitate towards the topic of recycling. Most participants are aware of the importance of recycling and exhibit either a small degree of pride for good conduct or guilt for their inaction. Most participants expressed surprise at the amount of rubbish they had produced as they carried out their week-long diary completion task, but again this centred on packaging waste rather than biodegradable food waste.

It’s shocking the amount of waste


I noted how much plastic is on everything, no other place than the bin Low-income parent, Bishop’s Stortford

Home composting is not yet a ‘normalised’ activity and few participants engage in composting their household biodegradable waste. Whilst there is an element of guilt among most participants for throwing away plastic items and other waste understood not to be biodegradable, there is less concern about perceived biodegradable waste as this is not generally seen as an environmental hazard. Take-up of composting is most notably low among young low-income families and students. Higher-income 55+ participants are more likely to be aware of the benefits of composting, but action is by no means widespread:

I have got a compost bin and tried to use it a couple of years ago without success as it turned into a soggy mess. Does anyone want it? I like the idea of compost-making but need some help


Those who do carry it out tend to use their own bins and have large gardens to store and use the output. Lack of storage and space and lack of local authority initiative and support are identified as barriers to composting. For many participants composting is seen as very impractical:

I wouldn’t mind, but I live in a flat and it would smell Medium-income parent, Edinburgh

In addition, composting is associated almost entirely with gardening and enriching soil rather than waste minimisation such that most of the younger participants with families had given little or no thought to the possibilities of composting.

17 Recycling and Waste Minimisation Communications Strategy, MRI on behalf of Project Integra, 2005

18 Recycling and Waste Minimisation Communications Strategy, MRI on behalf of Project Integra, 2005


In contrast, participants are generally aware of a range of reasons to recycle, including landfill reduction, efficient natural resource use and reduction in waste; these all give an effective incentive for participants in some of the groups to “do their bit”. Previous Ipsos MORI studies have found that members of the public in general have positive views about recycling but do not necessarily act on these19. A variety of barriers exist to recycling, many which are specific to certain lifestyle groups such as young families or single households; some of these are explained below.

Whilst knowledge about recycling does not always determine whether or not people engage in recycling, it is always an influencer of behavioural change towards recycling: I normally just put it in the bin but sometimes I feel guilty and recycle


Without knowledge and information on the environmental importance of waste minimisation, this cannot be at the top of everyone’s agenda: It’s just easier to bury it in the bin and get rid of it


Previous research has found that people are not particularly aware that their behaviour may have an adverse affect on the environment20; our research found this to be the case regarding disposal of biodegradable waste. Research by the Food Standards Agency found that, when prompted, supermarkets are the top source of information about food standards and safety21. This indicates that supermarkets are very influential for consumers and could potentially be a powerful force on consumer behaviour related to waste minimisation.

Provision of good recycling facilities is a key determinant of whether or not participants recycle. In areas where kerbside or doorstep collection takes place, participants find it much easier to recycle and the process becomes more ‘normalised’. Participants who are keen to recycle are concerned that their recycling efforts might be thwarted if collections are not regular enough. There is common feeling among the over 70s group that their commitment is stronger than the council’s commitment and that they have to ‘fight’ for regular collections and large enough storage bins for recyclable goods. My recycle bin’s next to my wheelie bin, it’s marvellous. My husband used to go down the supermarket but now we’ve got all these containers just go out the door with nothing

Over 40s, Edinburgh

We’ve had that recycling bin out in the street now so it’s easier. If I go to work in the morning I grab whatever’s to hand and take it with me, you know, but only because it is easy – if it was harder I wouldn’t do it

Over 40s, Edinburgh


20 Driving Public Behaviours for Sustainable Lifestyles: Report 2 – Commissioned by COI on behalf of DEFRA- Andrew Darnton/2004

21 27% mentioned supermarkets, followed by 23% mentioning the FSA. Consumer Attitudes to Food Standards: TNS on behalf of the Food Standards Agency and COI, 2006


In addition, having the storage space to store items hygienically and safely for recycling is an important consideration; where this is not the case, and where there are pets or young children in the household to consider, participants may find this to be a barrier. Recycling is sometimes perceived to be too “mucky” to engage in as well as too time consuming. Recycling behaviour is very much connected to lifestyle and culture. Previous Ipsos MORI research has found that the image of recycling is a problem among some groups22 who see it primarily as an activity for certain sections of society with different mindsets and values. This research also found that the general public hold a number of misconceptions about the recycling process and this is another important barrier to recycling23. Some perceive no apparent benefits to themselves or their community; our research found this to be particularly true of young, low-income mothers in Leamington. However, many people are interested to know more about the recycling process24, and could be encouraged to engage in recycling. If people can see the benefits of recycling more clearly and how it is relevant to their lifestyle, recycling among the ‘harder to reach’ groups may become more widespread:

If you put a leaflet through the letterbox, and all that, so at last people know what the benefit is


Ipsos MORI has devised some recycling typologies from its previous quantitative research based on reported level of recycling25. Participants in the WRAP focus groups generally fit these patterns:

12 Recycling typologies

High recyclers

Female, aged 45+, ABC1, Live in a house,

with a garden, no children, not working

Medium recyclers

aged 25-54, ABC1, live in a house, with a garden, have children, working

(part/full time)

Non - recyclers

aged 16 - 24, C2DE, live in a flat, no garden

Low recyclers

aged 16-44, C2DE, Live in a flat, no garden, work

full time

Recycling Typologies

In the discussion groups, the low-income families, short term residents and students were typically more likely to think that recycling and waste minimisation is not their responsibility. Although practically more difficult for older people in some cases, members of this group are much more likely to make an effort to overcome barriers: 22 Literature review for Project Integra, October 2004, MORI

23 MORI, Recycling and Waste Minimisation Communications Strategy for Project Integra, 2004




Because of disability, we do not have wheelie bins - we separate plastics, glass, paper and take them to the recycling centre

Over 70s, Leeds

Yes, I’m very keen on recycling and always wash and place the items in my green bin

Over 70s, Leeds

Glass – I have to put it in the ordinary bin ‘cause there’s no bottle bank within walking distance. Only up two hills, and I’ve got arthritis in my legs and I’ve got a heart thing so there’s no way I’m walking up the hill with bottles….but I would do [recycle] if they collected it

Over 70s, Leeds


6.0 Packaging and Food Types Consumers across the different groups opt for a mix of food types to suit their routines and lifestyles. The high-income 55+ consumers have a preference for fresh produce, reflected in their high regard for speciality shops and farmers’ markets. For them, there is more “fun” to be had choosing fresh foods, which are perceived to be both better quality and healthier. In contrast, this group has a low opinion of ready meals which in their view have too many additives, salt and sugar. Tinned food also has little appeal. Younger consumers and those with low-incomes have a greater preference for frozen foods because they allow them greater flexibility and last longer. Tinned food is also chosen as a back-up option for when stocks are running low. Tinned food is seen as more convenient than fresh food for products such as vegetables; fresh food goes off too quickly. The key concerns among participants about packaging are convenience-related. Packaging that is easy to store, easy to handle (particularly for elderly participants), robust and hygienic is preferred. Whether or not it is recyclable is also important to some participants, although many do not actively consider the environmental impact of packaging when purchasing. Individual purchasing decisions are more driven by quality, practical use and price26

1

Good packaging

Fruit & veg.skins

Can recycle and easy to store

Paper bags & small packets/sachets

Cardboardboxes

Glass and plastic bottles

Airtight containers/tins

Tinned food

I like soft packets you find that you might get sauces and pasta and all that in because you can put that in the bin

Over 40s, Edinburgh

26 Literature Review for Project Integra, 2004


2

Bad packaging

Poor food lifespan,can’t recycle & doesn’t

degrade

Plastic packing for meat

Plastic wrapping

Yoghurt pots and plastic containers

Plastic tubs for

fruit & veg,

excess packing,

netting

I find wrapping a problem, too much of it. Too much cling film, too many plastic carrier bags, the staff are encouraged to pack for you so use bags when [it’s] not always necessary.


Plastic tubs are usually bulky and messy to wash so they usually go int’ rubbish bin

Parent, Leeds

However, participants keen on recycling do look out for packaging that is easy to recycle when shopping – i.e. not messy, bulky etc.

Well, if there’s two different prices ‘cause sometimes you can get a refill bag of something and there’s a difference in price, I’ll go for thee refill bag ‘cause I usually have a container anyway

Over 70s, Leeds

With salads I find I go for the ones that have – it’s like a cellophane wrap – It keeps better, the storage – with a, rather than in a plastic bag when it all goes sweaty

Over 70s, Leeds

There is a fine balance to be struck with packaging as participants would like it to be functional yet as resource-minimising as possible. Keeping a product clean is particularly important:

If it’s in a packet there’s…you’ll feel safer, for some things Bangladeshi woman, Tower Hamlets


They say ‘freshness locked in’ and it’s nice to read something like ‘freshness locked in’….


There is a particular resentment of plastic, particularly amongst older participants: You can’t get away from plastic

Over 70s, Leeds

Everything now seems to be wrapped in plastic Over 70s, Leeds

I get very annoyed with packaging on packaging on packaging. You get, say, a packet of biscuits which are inside a box which is covered with paper which is then covered with shrink wrap. Why?

Over 70s, Leeds

Some participants would prefer to use paper rather than plastic bags:

I like to buy things like mushrooms and so on in paper but it seems to me that very few paper bags exist any more

Over 70s, Leeds

Why can’t we have things like bread in paper these days – I don’t know. Why has it got to be wrapped up in this wretched plastic all the time?

Over 70s, Leeds

According to the 2006 Food Standards Agency survey on Consumer Attitudes to Food Standards only 5% of UK respondents were concerned about the distribution and packaging of food. Respondents were more likely to be concerned about production-related issues (such as use of pesticides/chemicals) or meat-related issues (such as food/meat preparation/slaughtering practices etc.)27.

27 Consumer Attitudes to Food Standards 2005: TNS on behalf of the Food Standards Agency and COI, February 2006


References Shopper Trends in Product and Store Choice, February 2006 Institute of Grocery Distribution www.igd.com/consumer Shopper Trends in product and Store Choice, February 2006 The Shopper Module Institute of Grocery Distribution Consumer Unit www.igd.com/consumer The 1998 Food Waste Feasibility Study, Social Survey Division of the Office for National Statistics on behalf of Ministry of Agriculture, Fisheries and Food. David Savage, March 1999 Home Transport and Wastage: Environmentally Relevant Household Activities in the Life Cycle of Food. Ulf Sonesson, Frida Anteson, Jennifer Davies and Per-Olow Sjoden. Royal Swedish Academy of Sciences 2005, http://www.ambio.kva.se Increasing Material Capture Rates in Recycling Schemes through Working with Households to Address Issues in the Home. WRAP on behalf of Rotate Recycling Advisory Service: Ashley Robb, David Luckin, Emma Kerrigan. January 2006 Recycling and Waste Minimisation Communications Strategy Literature Review, on behalf of Project Integra: MORI 2004 Consumer Attitudes to Food Standards 2005: TNS on behalf of the Food Standards Agency and COI, February 2006 Recycling and Waste Minimisation Communications Strategy, 2004: MORI on behalf of Project Integra. Recycling and Waste Minimisation Communications Strategy, 2005: MORI on behalf of Project Integra.


http://www.igd.com/consumer

http://www.igd.com/consumer

http://www.ambio.kva.se/

Appendix 1 Topic Guide

WRAP Understanding Consumer Food Management Behaviour

Final Topic Guide 6 March 2006

Core Aims and Objectives To understand the food management behaviour of different types of consumer

To identify how pre-shop planning and in-shop behaviour affect food waste generation

To identify how consumers make decisions about food storage, and if they effectively use fridges and freezers

To identify how consumers manage stocks of food and decide when, what and how food should be thrown away

To identify preferred packaging for improving food lifespan

Outline of Research Programme

10 x 1.5 hour discussion groups in total

8 groups in England

2 groups in Scotland

Group Location Group profile Detailed information Date Time

1

London (Tower Hamlets)

Bangladeshi women Aged 18+, mix of ages Tuesday 7 March 5pm

2

London (Tower Hamlets)

Working professionals

ABC1, mixed gender, aged 25-35 Tuesday 7 March 7.30pm

3

Midlands (outlying area)

Low-income parent

C2DE, aged under 35, with children. Household size 2+

Wednesday 8 March 5.30pm

4

Midlands (outlying area)

Students and single people

Aged 18-25, mixed gender, ABC1C2 Wednesday 8 March 7.30pm

5 Edinburgh

Medium income participants with families

ABC1C2, with children, mixed gender Wednesday 8 March 6.30pm

6 Edinburgh

Over 40s, mixed household composition

C2DEs, aged 40+. Mixture of household types Wednesday 8 March 8.30pm

7 Bishop's Stortford

Low-income parent

C2DE, aged 25-45, with children under 16. Household size 2+ Tuesday 14 March 5.30pm

8 Bishop's Stortford

High-income parent

ABC1, aged 55+. Household size 2+ Tuesday 14 March 7.30pm

9 Leeds Over 70s Mixed gender Tuesday 14 March 3.30pm

10 Leeds

Parents with children under 16

ABC1 35-54, mixture of mums and dads Tuesday 14 March 7.30pm


Discussion Areas Notes Approx. Timing

Welcome and Introduction 5 mins

Thank respondents for coming

Introduce self, Ipsos MORI, WRAP (Waste and Resources

Action Programme) and explain the aim of the discussion –

understanding food management behaviour among

consumers.

Role of Ipsos MORI – researcher, gather all opinions. All

opinions valid, disagreements OK, want to hear all voices.

Confidentiality, MRS Code of Conduct

Housekeeping - toilets, fire exit, refreshments, mobile

phones.

Get permission to record – request that people speak clearly

and one at a time

Explains the research objectives and what will happen to the results Establish rapport and lay down ground rules of the group

Respondent Introduction 5 mins

Each person to introduce themselves:

First name

Where they live (place and with whom – describe household

and type of house)

Where they work/ what they do

Length of time been in area

Where they shop

Establish personal profiles Give people a chance to start interacting Provides contextual background information to be used in the analysis

General shopping habits 15 mins

REFER TO p.4 -7 OF DIARY. WRITE EXAMPLES ON FLIPCHART

Where do you generally shop for food stuffs for the home?

Why do you choose to shop in supermarket/local shop?

REFER TO EXAMPLES ON FLIP CHART

How often do you go food shopping in a normal week? How

long does it take?

Do you always go at the same time? IF NOT How do you

decide when to go shopping?

Look at where and when people chose to shop. Identify how shopping related decisions are made, motivation for buying items and shopping habits affecting food waste Helps the moderator assess some of the general key issues and top of mind thoughts about shopping


BRAINSTORM ON FLIPCHART

Can you give me some words or phrases that you associate

with ‘Food shopping’? PROBE Why do you say that?

IF IN DOUBT Is this word positive or negative? Why?

Is shopping easy or difficult? Why do you think that?

Shopping decisions and behaviour 15 mins

REFER TO p.4 -8 OF DIARY

Would you say your food shopping habits are more

structured and planned, or do you just buy what attracts you

in the shop? Do you plan what you want to buy in

advance/make a shopping list?

Have you made any changes to your food shopping habits in

the last year? Why? What changes?

How do you decide what to buy? WRITE ON FLIPCHART

Do you buy the same things every time? Why/why not?

Do you ever buy food stuffs that you didn’t plan for/need?

Why? PROBE ON SPECIAL OFFERS AND PROMOTIONS

Do you ever buy the wrong quantities of food? Too much?

Too little?

What factors lead you to buy too much/too little? PROBE

FULLY

What happens when you have bought too much?

What types of food do you regularly buy/avoid? Why? RAW

INGREDIENTS v PREPARED FOOD

Looking at your receipt in your diary p.8 or from what you

remember, is there anything that you hadn’t planned to buy?

Is there anything that was on offer?

Helps the moderator assess levels of planning and attention to issues affecting food waste Assess thought processes and key drivers of shopping decisions (i.e. health/environment/convenience) Prompts participants to examine a real example of their own shopping behaviour


In the home – storage and stock planning 15 mins

REFER TO p.9,12 &13 OF DIARY

Looking at your receipts, or thinking about your last shopping

trip, is there any food that went off and you had to throw it

away. What? Why?

Was there anything else you had to throw away? Why?

Did you all measure the temperature in your fridge and

freezer? Do you know the recommended temperature your

fridge/freezer should be? Was the temperature cold

enough/too cold?

What kinds of packaging do you prefer to buy? RECORD ON

FLIPCHART. PROBE: Tins/re-sealable bags/frozen

goods/boxes? Why?

What is easiest to store? Why? What is easiest to dispose of?

Do you keep track of the food you have? How/how much of

a track/how often? How full are your

cupboards/fridge/freezer?

What storage do you use most? PROBE ON DRY

FOODS/FRESH FOODS/REASONS - HOW LONG ITEMS

CAN BE USED

Lead on to next section on food waste to elicit real examples Examine participants’ awareness of correct fridge storage Examine levels of consideration of packaging for storage purposes/ disposal Do consumers buy packaging aimed at lengthening product life?

In the home –food preparation and food waste 15 mins

REFER TO p.15 OF DIARY

How do you prepare your meals? PROBE FROM

SCRATCH/PRE-PREPARED. IF FROM SCRATCH How do

you decide which ingredients to use and which to throw

away?

Who generally prepares meals in your household?

What is the difference between ‘use-by’ and ‘sell-by’ dates?

Do you use them as a guide or more of a definite rule?

How do you decide how much food to prepare for meals?

Is there food left on the plate after meals? (See p.15 of

diary) Why? PROBE – USING A RECIPE? COOKING

WHEN HUNGRY? FEEDING UP CHILDREN? PORTION

TOO BIG?

Have you thrown away any food in the past week, apart from

what’s left on the plate? Why? PROBE – USE BY DATE/

Assess decisions making in terms of selecting foods to eat/ dispose of/ reasons for rejecting food/ reasons for wasting food. Examine consumer attention to official advice


WAS IT OBVIOUSLY OFF?

In the home – food/packaging disposal 15 mins

REFER TO p.14 OF DIARY

How do you dispose of food waste? Compost/standard

waste? PROBE – DO THEY KNOW OF/WANT OTHER

OPTIONS FOR FOOD WASTE?

Do you separate food waste from other items, particularly

recyclable? What do you recycle? How do you recycle? Do

you recycle food?

How often is your waste collected? Is this too often/about

right/not often enough?

Explore decisions about the route of disposal. Do consumers think about where their waste goes?

Thoughts for improvement - packaging 10 mins

What are good and bad examples of good food packaging?

FLIPCHART LIST GOOD/BAD

What are your feelings about packaging?

How could food packaging be improved? PARTICULARLY

STORAGE & LIFESPAN

-materials

-recyclability

-sizing/portions

-reduce resources needed for packaging

Identify innovative packaging designs aimed at maximising food lifespan


Final message, wrap up and thanks 5 mins

What do you think are the key messages we should be taking

back to WRAP from this discussion? Why?

EXPLAIN ABOUT WRAP (Our client for this work is WRAP, which stands for Waste and Resources Action Programme. This organisation is working to remove barriers to reducing waste, re-using and recycling).

How would those help/change things in your opinion?

Is there anything else you would like to add or feel we

haven’t covered in this discussion?

Thank and close and hand out incentive

Moderator to get a response from each participant


www.wrap.org.uk/retail

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