Three quarters (74%) of UK shoppers would consider switching to a retailer that actively committed to waste reduction, if they knew how much food waste is adding to their bills, a new study by RELEX Solutions has found.
According to the study, if shoppers were aware of the ‘true scale’ of food waste, many supermarkets would face an ‘exodus of footfall’ to their competitors.
Currently, around two thirds (68%) are unaware of how much food their chosen supermarket currently wastes, while 63% want more food to be donated to charities, and a similar percentage (63%) would like to see better discounts available on products that are going out of date.
Some 43%, meanwhile, demand clearer labelling and education on expiration dates from retailers.
The study also noted that Gen Z (78%) and Millennial (77%) consumers are the most likely to switch supermarkets based on food waste generated.
‘Scale of the issue’
“Consumers care about food waste, but many underestimate the scale of the issue and the impact it has on their shopping bill,” commented Svante Göthe, head of sustainability at RELEX Solutions.
“This presents an opportunity for food retailers to show leadership by embracing smarter supply chain optimisation and introducing initiatives that resonate with shoppers’ expectations on sustainability. It’s a practical step toward building lasting customer trust, especially at a time when value and transparency matter more than ever.”
When asked to estimate the annual cost of food waste in UK supermarkets, most guessed that it stood at around £10 million, considerably less than the actual figure of £429 million.
Food waste at home
The study also examined the level to which food is wasted in the home, with UK households producing around £2.44 billion in wasted food each year.
Despite being the most vocal about waste, almost a third of Gen Z and Millennials (both 32%) throw away 10% or more of their food purchases on a weekly basis.
“Consumers don’t intentionally overbuy, but waste produced at home is still significant,” added Göthe. “Knowing the core drivers for household waste, retailers have an opportunity to empower consumers to reduce waste themselves with smarter planning solutions tailored to stores’ key demographics. Consumers will be receptive to supermarkets that can build trust in their food waste commitments.” Read more here.
