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This document discusses research conducted by IGD in 2014 on food waste among 18-34 year olds in the UK. It utilized interviews, surveys, and discussion groups to understand their shopping, storage, and cooking behaviors. Key findings included that this group has chaotic lifestyles and is less planned in their shopping; they experience impulse purchases and buy more food than needed due to lack of suitable pack sizes. They also have limited storage space and forget about food. Cooking behaviors found they prefer convenience over scratch cooking and making leftovers. Suggested solutions to reduce food waste focused on resealable packaging, smaller packs, recipes for leftovers, and smart food labels.
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- 1. © IGD 2014 Toby Pickard
- 2. © IGD 2014 2 Objectives & research methodology About 18-34yr olds and their chaotic lifestyles Impulse driven and uninitiated – shopping behaviour Lack of knowledge and space – storage issues Preparation and cooking – lack of knowledge What we will cover Easy solutions – Possible interventions Source: IGD 2014
- 3. © IGD 2014 3 Research objectives 5. Source: IGD 2014 and ThinkStock
- 4. © IGD 2014 4 MethodologyPHASE1 12 Participant observation in-home interviews • Accompanied shops • Accompanied meals • Storage tour • 1-12 May 2014 PHASE2 Quantitative online survey • 4,070 British adults aged 18+ • 25-29 June 2014 PHASE3 6 discussion groups • 5 with the target group • 1 with control groups -those with children living at home • 21-25 July 2014 Source: IGD 2014
- 5. © IGD 2014 5 Objectives & research methodology About 18-34yr olds and their chaotic lifestyles Impulse driven and uninitiated – shopping behaviour Lack of knowledge and space – storage issues Preparation and cooking – lack of knowledge Content Easy solutions – Possible interventions Source: IGD 2014
- 6. © IGD 2014 6 About the target group (18-34yr olds) London 64% 48% 56% 22% 35% 20% 44% 40% 40% 15% 36% 11% 11% 5% 8% 16% Working full-time Single Urban Cohabiting Rent 4+household Flat 18-34 target35+ Source: IGD 2014 and ThinkStock
- 7. © IGD 2014 7 35+ 18-34 target Experienced change in last year 18% 10% 8% 3% 3% 2% 30% 27% 32% 25% 21% 21% Significant negative change in finances Significant positive change in finances Living with partner Moving to a larger home Moving to home with a garden House sharing with a group of people …and are more likely to have experienced change Experienced change in last year 4% 1% 1% 2% 2% 20% 18% 16% 9% 8% Move to a smaller home Becoming a full-time student Leaving parental home Separating or divorcing Getting married Source: IGD 2014
- 8. © IGD 2014 8 More likely to cite busy lifestyles as a reason for food waste 19% 21% 32% 39% My/our busy lifestyle (e.g. working irregular hours) means that I/we am/are bound to waste some food The different approaches to cooking, food storage and using up leftovers by people in my house means that more food is wasted than if I lived on my own 35+ 18-34 target % agree strongly or slightly …. Source: IGD 2014
- 9. © IGD 2014 9 Objectives & research methodology About 18-34yr olds and their chaotic lifestyles Impulse driven and uninitiated – shopping behaviour Lack of knowledge and space – storage issues Preparation and cooking – lack of knowledge Content Easy solutions – Possible interventions Source: IGD 2014
- 10. © IGD 2014 10 18-34s are less planned 9% 67% 35+ 18-34 target Not good/not one of my strengths Very/fairly good Thinking about your normal food shopping routine and habits, how would you rate yourself on the following… Pre-shopping planning (lists, cupboard checking) 16% 50% Meal planning – planning meals for week 15% 57% 21% 44% “We don't think about it before, we just go and see what's in there.” Female, 22, B, Manchester, Student, Cohabiting Source: IGD 2014
- 11. © IGD 2014 11 14. More/better lunchtime meal deal offers 19% They are influenced by promotions Popularity of reduced to clear Seeking multi-buy offers Prone to impulse purchasing Source: IGD 2014
- 12. © IGD 2014 12 Can’t get what they want, so buy more than they need 18-34 target attitudes towards shopping and food waste 48% 39% 28% 34% 23% 27% I can't always buy a suitable pack size and end up buying more food than I need I don't always notice or believe the portion size guidance on some food products and sometimes buy a larger pack size than I need Disagree Neither agree nor disagree Agree Source: IGD 2014
- 13. © IGD 2014 13 Objectives & research methodology About 18-34yr olds and their chaotic lifestyles Impulse driven and uninitiated – shopping behaviour Lack of knowledge and space – storage issues Preparation and cooking – lack of knowledge What we will cover Easy solutions – Possible interventions Source: IGD 2014
- 14. © IGD 2014 14 More likely to have issues over storage space % stating don’t have sufficient storage space in home to store food and drink Fridge Freezer 35+ 9% 14% 14% 26% 18-34 target Source: IGD 2014
- 15. © IGD 2014 15 Cramming it in Female, 19, C1, Manchester, Student, Single Male, 30, C1, London, Cohabiting
- 16. © IGD 2014 16 Sealing everything after food storage problems Male, 27, C1, London, Single
- 17. © IGD 2014 17 Out of sight, out of mind Male, 30, C1, London, Cohabiting % tend to put new food and drink at the front of the fridge and sometimes forget about what’s at the back or bottom of the fridge until it goes off 35+ 18-34 target 23% 41% Source: IGD 2014
- 18. © IGD 2014 18 Objectives & research methodology About 18-34yr olds and their chaotic lifestyles Impulse driven and uninitiated – shopping behaviour Lack of knowledge and space – storage issues Preparation and cooking – lack of knowledge What we will cover Easy solutions – Possible interventions Source: IGD 2014
- 19. © IGD 2014 19 Cooking skills and eating behaviours How often do you have the following types of meals? 37% 3% 8% 43% 62% 55% 19% 35% 38% Always or mostly Sometimes Rarely or never Cook from scratch Ready meals or pre- prepared Eat out “Something quick and easy to fit around our lifestyle.” Female, 29, C1, Bristol, Cohabiting Source: IGD 2014
- 20. © IGD 2014 20 More the merrier and New is best 2. More/better round £ offers/zones 33% Don’t always measure out the food to be prepared (e.g. pasta or rice) although do sometimes make too much 59% Would rather have variety in the food rather than using up every last bit of unused food from previous meal 48% Try out buying and eating new recipes or food items although it doesn’t always work out and is sometimes thrown away 42% Rather cook too much and throw away leftovers than risk not have enough to eat when cooking for others 41% % agreeing Source: IGD 2014
- 21. © IGD 2014 21 Not all foods are created equal Food safety I would rather throw away any leftover food than eat something that I was not sure was safe Expensive food I feel worse about throwing away expensive food than cheap food e.g. food bought on special offer or from the reduced to clear aisle Cooked from scratch I would rather throw away any leftovers from take away food or quick meals (e.g. beans on toast) or snacks than meals that I have taken time to prepare from scratch e.g. recipes 66% 60% 53% Source: IGD 2014
- 22. © IGD 2014 22 Strong interest in learning cooking skills and using up leftovers 77% 72% 64% 61% 52% 55% 53% Cooking skills Combining foods using leftovers Meal planning Pre-shopping planning Discipline in the store Storing food and drink correctly Fridge/cupboard organisation 18-34 target % very or fairly interested in finding out more about….. Planning and shopping Storage Preparation andcooking Source: IGD 2014
- 23. © IGD 2014 23 Objectives & research methodology About 18-34yr olds and their chaotic lifestyles Impulse driven and uninitiated – shopping behaviour Lack of knowledge and space – storage issues Preparation and cooking – lack of knowledge What we will cover Easy solutions – Possible interventions Source: IGD 2014
- 24. © IGD 2014 24 The solutions 31% 30% 27% 27% 24% 23% 22% 20% 18% 17% Which, if any, of the following suggestions for helping people to reduce food waste would you most welcome? (top 10 among 18-34 target) More resealable packaging Smart food labels that change colour More small packs Recipe ideas for using leftovers Easy way to donate unused food to local charity Translating multi-buys into price reductions Food with longer product life Separate bins for food waste Able to specify use by dates for online delivery Portion size tools e.g. side of pack Planning and shoppingFood storage OtherPreparation and cooking Source: IGD 2014
- 25. © IGD 2014 25 Opportunities exist to help to reduce food waste % of suppliers have category vision and strategies as a responsibility of category management On pack portioning advice Self service On pack storage information Leftovers safety advice HigherLower Level of appeal Source: IGD 2014 and Googleimages
- 26. © IGD 2014 26 Opportunities exist to help to reduce food waste % of suppliers have category vision and strategies as a responsibility of category management On pack portioning advice Self service On pack storage information Help calculating quantities Automated shopping list Leftovers safety advice Portioning tools HigherLower Level of appeal Source: IGD 2014
- 27. © IGD 2014 27 Opportunities exist to help to reduce food waste % of suppliers have category vision and strategies as a responsibility of category management Small pack solutions Smart food labels Leftover digital solutions Resealable packaging On pack portioning advice Self service On pack storage information Help calculating quantities Automated shopping list Leftovers safety advice Portioning tools HigherLower Level of appeal Source: IGD 2014
- 28. © IGD 2014 Working on waste - Top five take outs #1 Chaotic lifestyles They have a distinct profile, renting and living in urban areas; have undergone considerable change resulting in more food waste #5 Easy solutions There are opportunities to offer easy, time efficient solutions. Resealable packaging, smaller pack sizes, leftover solutions and smart food labels have most potential #2 Impulse driven They are less planned, more prone to impulse purchasing and buy larger pack sizes than they need #3 Storage issues They have less space to store food, often neglect their freezers; are less competent at storage; though are in denial they have a problem #4 Convenient ‘cooking’ They are more likely to have quick meals and eat out; and less likely to measure portion sizes and use up leftovers
Editor's Notes
- Hello My name is ______________ and I am from IGD. During the next 20 to 25 minutes, I am going to share with you the summary results from the consumer research we ran on household food waste Please save your questions till the end. However, if you do have any burning questions, that just cant wait, then please do ask.
- During the presentation I will cover the following: - the objectives of the research, to help you all understand why we did what we did and explain how we conducted the research Then I will dive into the result. I will highlight the distinctions in the shopper profile we have focused on, and showcase their reasons for wasting food During the research we identified a number of key areas that impact on household food waste these were around how the target group Plan for their shop and how they actually shop How they store their food And then how they cook and what they do with leftovers I will then highlight the reactions that we observed to a number of interventions that we posed to the target age group that could help them reduce household food waste
- Before we get into the results I would briefly like to explain to you the objectives of the research. With the support of WRAP, and our Working on Waste industry working group we identified 18-34 year olds without children as a challenging age group to engage with and influence on food waste. Therefore it was decided that the objective of the research would be to understand how to engage with this target group on the issue of food waste, and ultimately how industry could help them reduce their overall levels of food waste This completely new research focuses on this group and compares their food waste behaviour and attitudes to other adults, over 35’s within the United Kingdom. The aim of the research along with the work you will be doing later today is for industry to demonstrate the positive impact it can have when it works together behind one common goal.
- We undertook three phases of consumer research to get the answers we were looking for… In Phase 1 of the research we aimed to identify barriers and how these might be overcome The way we did this was by running 12 depth interviews, each one lasting up to four hours. These interviews covered the whole process of planning, shopping, storage, preparing, cooking, eating, and for the interviewee to complete a food waste diary. All of this help us to get under the skin of these adults and their behaviour. The interviewees consisted of students, single working to couples. CLICK The insights we learnt in Phase 2 helped us to create an online quantitative survey, using an omnibus approach to quantify the barriers and possible opportunities to help overcome the barriers The aim was to see how these differed between: the different demographic groups within the target group e.g. singles vs people who rented vs London etc The target groups vs other adults e.g. 35+ This survey went to 4,000 UK adults CLICK We then took the learnings from phase one and two of the research and ran 6 focus groups to examine appeal and any improvements that they could identify to the selected interventions to reduce household food waste that the first two phases of research highlighted. Used 5 groups within the target group - single males, students, couples by locations and social group. And we also ran one ‘control’ group of over 35s with children IGD oversaw all the research Commissioned Ipsos-Mori to conduct phases 1 and 3. We chose Ipsos for a number of reasons. One key strength they brought was that they are research partners of WRAP. This helped to ensure we were building on existing knowledge. IGD conducted phase 2 and used Populus’ omnibus Notes on Phase 2: 18-34 = 996 (13.9m) 18-34 target (18-34 with no children and living away from family home) = 376 (4.8m) 18-34 with children = 344 (4.6m)
- To understand the reasons for food waste and barriers to overcome it is first important to understand how the target group we were reviewing, 18-34 year olds without children differ in profile to over 35 year olds
- This group has quite a distinct profile They are more likely to working full-time, and be single compared to over 35s They are also more likely to live in urban areas and cohabit They are also prone to live in larger households, rent from private landlords and not have gardens And as you would imagine they are also more likely to live in flats or halls of residence, as a significant number of this demographic will be students.
- They are also much more likely to have experienced change in the last year compared to over 35s And as you can see all of these changes are rather significant All of these changes are characteristics of a busy and often chaotic lifestyle, which could lead to food waste. But it is also important to realise the potential opportunity that theses significant changes offer industry to engage and make life easier for this age group, as people are more prone to behaviour changes during these significant life changes.
- This age group agree that their busy lifestyle is likely to mean that they waste food, for example they don’t get time to eat the food they have bought before it goes off, or their plans change so that they are no longer able to eat the foods they thought they could before they have gone off. and the fact that they live with others is a contributing to food waste
- Although planning and shopping did not feature heavily in the main reasons for food waste, our qualitative research uncovered a number of areas that contributed to food waste…
- The first area concerns a lack of planning before going shopping. 18-34s rate themselves as not being good at planning for meals compared to those aged over 35 Interestingly if and when this group did plan shopping trips, they were more inclined to use physical shopping lists, very few of them used smart phones CLICK When shopping they acknowledged that they are not very good at meal planning. During phase one of the research it was observed that this group were not great at stock checks. And even when they did check their stocks, they often missed things and therefore accidentally bought stuff they didn’t need. We had one participant who admitted that on the first time she went shopping on her own, when she went off to University, she discovered on getting back to her Halls or residents, that even though she had purchased a lot of food, she didn’t actually have the ingredients for a meal, none of the ideas she bought could be combined to make a meal, so she ended up calling her mum and the two of them had to go back to the shops and her mum needed to teach her what to buy, highlighting a real lack of knowledge around meal planning.
- Impulse was more of an influence for some participants than others. Frequent top-up shopping resulted in impulse buying and less control over spend Some had a strategy of buying foods on offer, so were swayed towards impulse choices even of unfamiliar foods, and even those on strict budgets allowed themselves impulsive treats. CLICK A few respondents would use end-of-day price reductions and freeze the items bought CLICK Buying long-lasting staple items such as cereal and pasta on multi-buy was quite common. Also buying some fresh items on multi-buy Quite a few were concerned that some offers meant items were short-dated.
- The target group indicated that they can not buy suitable pack sizes and therefore often bought more than they need. Maybe there is something industry could do to help this group to be able to get the products in the pack size they want. [Pause] However, it should be noted that some were swayed to buy larger pack sizes as they think they offer better value for money, and they do not believe the portion advise given on pack and therefore buy more.
- We found respondents had key issues with storage
- This group felt they really don’t have enough cold storage space. One in seven complained about a lack of fridge storage space CLICK and a quarter claimed they didn’t have sufficient freezer space And just over half of this target group tend to store frozen food in their freezer rather than using the freezer as somewhere to keep leftovers. So there could be something that industry could do to help people learn to love their freezers and leftovers?? Some even went as far as considered the freezer a “graveyard”. With people saying they often loose food in the freezer. However, it’s not all despair for the freezer, some did show an interest in using their freezer more effectively, as they did see its value.
- As you can see from these photos that were taken during phase one of the research there really is a lack of space for storage, so no wonder things get forgotten about and therefore end up getting wasted as they may believe they have gone off.
- We did one example from a man in London who had experienced a fly infestation as he hadn’t previously been storing food correctly. This infestation had resulted in a significant behaviour change as he now wraps and clips all his food, and stores as much a possible in the fridge or freezer.
- This group is much more likely to store new food and drink at the front of fridge than over 35s, and this can result in them forgetting what they have. CLICK This photo from phase one of our research is a nice illustration of this age group front loading their fridge when they get home. This man from London found an old paste jar at the back of the fridge during the interview. He had another at the front of the fridge.
- There was a real lack of knowledge on some pretty basic food skills from the group For example they have concerns about if food was still safe to eat, how much food they should prepare and cook and they admitted to often making mistakes or accidents when cooking which would result in them wasting food. And there was also a lack of knowledge about what to do with leftovers
- This is not a group of people that cook from scratch. CLICK - They are more likely to eat out than over 35s+ CLICK – and they are also more likely to have ready meals This eating behaviours seem to be due to a lack of cooking skills and their busy and frantic lifestyles
- They are not great a measuring out portions, which can lead to them making too much food However, they would rather over cater, especially when cooking for others. So if industry was able to help them portion more accurately and highlight the financial benefits of not cooking too much, it could create more engaged and loyal shoppers. CLICK This is an age group that we wanting new and exciting foods. So if companies were able to show them how to create new and exciting dishes from leftovers and how to use new ingredients effectively they may be able to engage with this group like they haven’t before. The boredom of eating the same foods and under developed cooking skills means they are less confident in re-incorporating their leftovers into a different meal.
- This group is cautious when it comes to food safety, although not a cautious as over 35s, with two thirds stating they would throw away leftover food if they have food safety concerns However, they are more concerned than over 35s about wasting expensive foods and meals they have created
- So how do we engage with this group to get them to reduce household food waste? Well they are mostly interested in preparation and cooking , and not so much in storage which is one of the key issues, and therefore a challenge. So this raises as dilemma… Do we try and engage with this group in the area they say they are most interested in or do we try and tackle one of the main issues, planning and storing food correctly, but something the target audience are less interested in. I will leave this for you all to think about and discuss later during the round table sessions.
- I will showcase possible solutions that could help you to engage with the target age group and get them to reduce food waste.
- This shows the top 10 answers to a number of suggestions that we posed during the quantitative research about what they thought would help them reduce food waste We then tested some of the suggested solutions to reduce food waste and included other potential solutions and interventions during phase 3 of our research, when we conducted in depth qualitative research.
- We provided respondents with details and pictures, and where possible actual products of potential food waste solutions Before we go in to the details of the possible solutions it is important to note that none of the solutions we showed were seen as the finished article by the respondents. All needed more work on them. CLICK - These solutions that had limited appeal with the focus groups we tested were On pack portioning advice – such as a measuring guide. Respondent comments included: Portion size preferences varies; this makes food more expensive. Leads to more food waste i.e. some packs contain more portions than can be eaten within date “Portions are too stingy” “Everybody has different body shapes” Self service e.g. being able to self select 100g of cream rather than having to buy 150g packs – Respondent comments included - messy, less convenient, time consuming, can’t be bothered, costly “If it’s the same price for more you are going to get more” On pack storage information – Info on pack about how things can and should be stored e.g. how to freeze food – Respondent comments included - not always accurate; feel confident with own sensory checks. Needs to reflect real world flexibility. “I read it but I take my own opinion” Leftovers safety advice – Offering advice on how to use leftovers safely. Respondent comments included - Could lead to more waste. Information overload; already know this; no hard and fast rules “They tell you never to reheat rice so I don’t”
- There were three solutions that had mixed response from the group. Help calculating quantities – allow you to change serving size and works out quantity required for recipe e.g. for 2 rather than 6. Positive – cooking for few people; new recipes; Negative many don’t look up recipes; does not change for personal portion preferences; too much effort; “Even to get the scales out I’m lazy”. Some suggested this could be combined with a leftover recipe app Automated shopping list– see a recipe you like and it automatically adds it to your shopping list. Positive - convenient, good for online shoppers; Negative but too rigid, may not reflect their preferences, may result in leftovers ie may differ from available pack size; would not allow for men vs women portion sizes; Suggested – specify product range; scale for number eating; consolidate a week’s ingredients and select best value; roll over partially used ingredients. Combine with leftovers recipe Portioning tools – such as pasta measurers to stop overcooking pasta. Positive - overcomes a problem. Can be reused. Negative - limited to spaghetti. Inflexible portion size. Suggested: Need to enhance usage to other products. Account for different portion sizes
- And finally these solutions appeared to have the most potential to make the most impact with the groups we tested. The results were similar to our quantitative research, which is reassuring. – small pack solutions such as Kingsmill’s little Big Loaf smart food labels that change colour as the fruit ripens Resealable packaging such Cathedral city cheese Also tested leftover digital solutions i.e. online info or apps that can help respondents put together different leftovers and ingredients into a new enticing recipe e.g. showed them Sainsbury's Food Rescue Although, these are the solutions that had the highest level of appeal, it is important to note that none of the groups thought that they were not the finished article. They all thought more work needed to be done. This should therefore give you lots to think about and discuss this afternoon…
- Before I finish, I would just like to run through what I think are the key take outs from the research… CLICK - This age group live very chaotic lifestyles which can lead to them wasting food CLICK - They are prone to being impulse driven in-store and are less likely to plan their shopping trips CLICK - They have issues when it comes to storing food and they really aren’t keen on their freezers. CLICK - They not very food literate CLICK - And finally we need to make the solutions easy – and easy is not necessary a digital solution. They want easy to understand and quick to implement solutions. Lets not forget this is a group who are receptive to learning new things and being educated. They are keen to learn. But currently they are learning food management skills in a haphazard, trial and error way. So a more structured approach to providing solutions could be beneficial to this group. This provides an opportunity for industry to engage and inspire them. And the number of major life changes they are going through provides an opportunity for industry to influence them.
- Thank you for your time. I hope you found that interesting. I will now hand back to Alan for the Q&A session.