Sainsbury’s research

Liz Gyekye / PackagingNews

Sainsbury’s: Brits bin 10% of weekly food shop

The average British shopper estimates that they bin almost 10% of the food bought in their weekly shop, according to new research led by Sainsbury’s.

A total of 8% admit to throwing away as much as a quarter of their food on a regular basis.

Households could save £50 a month, or £12bn a year across the UK, by taking steps to tackle the growing problem of food waste.

Yet nearly half (46%) admit that they do not know the correct way to store it safely.

More than two-thirds (67%) of consumers claim they do not always plan their shopping trips by making a list or meal planning, but spontaneously decide what to buy in the store.

The research, which saw 2009 adults surveyed, was carried out by Sainsbury’s – in conjunction with Wrap.

‘Untouched food’

It found two main reasons for people throwing food out: either too much is cooked or prepared, or food is left to go off, completely untouched or opened but not finished. But supermarkets have also come under fire from environmental groups for throwing away large quantities of food that is still safe to eat.

The study identified six types of people, who waste food in different ways according to their lifestyles and beliefs. Sainsbury’s has subsequently drawn up a set of waste ‘typologies’ to help people identify the ways they waste food.

‘Hungry Hoarders’

Hungry Hoarders, who make up 11% of the UK adult population, shop while hungry, resulting in impulse purchases. They often fail to plan ahead meaning their shop might not create complete meals.

Another key offender is the Ditsy Diarist, who accounts for 9% of the population. Ditsy Diarists do not consult their little black books before their trip to the supermarket and as they eat out a lot or work late, much of what they buy sits unused in the fridge and is eventually thrown away.

Sainsbury’s head of climate change and environment Jack Cunningham said: “No one wants to waste food, but unpredictable lifestyles and hectic schedules mean many think it is unavoidable.”

Wrap Love Food Hate Waste Campaign head Emma Marsh said: “The industry has a huge role to play in helping reduce the amount of food we waste and we are working together to achieve solid results.

“Our research shows, for example, that Brits throw away around 37m slices of bread a day in the UK and we have a long way to go to prevent this. We hope that by working with Sainsbury’s, we will help individuals enjoy their food more by learning to love their leftovers, which will help the environment and save money.”

‘Food date labelling’

Recycling minister Lord Taylor said: “Too much food gets wasted, which is not only bad for the household budget, but also bad for businesses’ bottom line.

“Since publishing the Waste Review we’ve introduced new guidance on food date labelling to help clear up confusion for customers and stop good food going to waste.

“We have also set up responsibility deals with the food industry to tackle waste in the supply chain and help them to save money.”

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