A new report published today 5th March highlights that changes in consumer attitudes and behaviours around packaging could help reduce household food waste.
Joy Blizzard, the LARAC Chair, comments, "I really welcome this research – Food Waste is such a large proportion of what we have to deal with and anything that helps our residents reduce that waste is very helpful."
WRAP produced the report – Consumer Attitudes to Food Waste and Food Packaging - in partnership with INCPEN, The Packaging Federation, Food and Drink Federation (FDF), Kent Waste Partnership and British Retail Consortium (BRC). The partners have come together to highlight a number of simple solutions for consumers, local authorities and the food and packaging industry to help reduce food waste in the home.
The research launched today reinforces that consumers do not realise the important role packaging plays in helping to reducing food waste, particularly once they get products home. Whilst there is recognition that packaging is important to protect food on its way to, and in, the store, only 13% of consumers believe that it can play the same role in the home.
Despite continued packaging innovation to extend in-home life, through the use of intelligent materials, vacuum-packing and more recloseable packs, most consumers still believe that keeping food in packaging at home leads to it spoiling more quickly. As a result the group behind the research are backing a new initiative from Love Food Hate Waste, ‘Fresher for Longer’ which shows the important relationship that packaging can play to help reduce food waste.
The research also shows that consumers feel confident about how they store food. However only 22% currently look at storage guidance on pack which would maximise life in the home, and many are in reality storing foods in less than ideal conditions. Bread is a great example, with many storing bread in the fridge, even though it goes stale six times faster, similarly by storing apples in the fridge in their original packaging can stay fresher for up to two weeks longer.
The report also suggests that food retailers, manufactures and their trade associations should raise awareness with consumers about the existing innovations in packaging, food labelling, and design that have been made in the last few years and how to keep food fresher for longer. Not surprisingly the research found that, after price, freshness and how long food lasts for are the most important factors for consumers. However throwing away food as a result of it not being used in time is costing UK consumers £6.7 billion a year (*£270 for the average household).
The ‘Fresher for longer’ initiative launched with exclusive retail partner Marks and Spencer at Tunbridge Wells store with the support of Kent Waste Partnership. The creative campaign shows that apples should ‘keep their pack on’ and pears hold onto theirs ‘till lunch do us part’ demonstrating that packaging not only keeps it fresher for longer, but also protects food in the home. The ‘Fresher for Longer’ campaign materials can be used by all retailers, brands and councils from today. Visit Love Food Hate Waste website for all the campaign visuals including handy bag clip postcards, on-pack artwork and posters.
In addition to the national report and campaign launch in Kent, a Parliamentary launch takes place the same afternoon. The All Party Parliamentary Group on Packaging is hosting a special meeting at 2pm in the Houses of Parliament to raise awareness of the partners’ ‘Consumer Attitudes’ report, and also the Fresher for Longer campaign.
