Survey: Half of all Consumers Unsurprised by How Much Food They Waste

Of 2002 consumers surveyed, 50% admitted to discarding up to a quarter of the berries they purchase, and 51% were not surprised by these high levels of waste. 32% of participants stated some of their berries go to waste after purchase, with 93% claiming this was because the berries ‘went off’ before they had a chance to eat them, according to a survey by Manor Marketing Consultancy, conducted between 21 and 29 May 2013.

“Consumers may be resigned to waste but the industry can’t afford to lose focus on the problem,” commentsSimon Lee, Director of It’sFresh!. “Fresh produce represents 29% of avoidable food waste, and the International Development Committee has recently called for sanction-backed food waste reduction targets. Will the prospect of potential regulatory pressure force growers and retailers to step up their waste-reduction efforts, for example by hastening their adoption of technologies such as It’sFresh! that can keep berries fresher for longer in the home?”

 

While new waste-reduction laws remain a potential challenge to the industry, reduced sales caused by spoilage are a clear and present problem for berry growers. Evidence from the survey indicates high spoilage levels have already deterred some shoppers from buying berries: 5% of the sample claiming they don’t buy berries anymore due to concerns over perishability. Almost a quarter (24%) of consumers surveyed admitted that deterioration makes them less likely to buy berries from the same place again.

 

On the upside, meanwhile, 74% of consumers did state that if their berries could be kept fresher for longer, it would encourage them to buy more packs, more often. 62% stated they would purchase up to four more packs of berries per month if their supermarket was able to offer this guarantee (e.g. by deploying technologies such as It’sFresh!, which can extend shelf life by a minimum of two extra days).

 

Commenting on the survey findings, postharvest scientist Dr Chris Bishop of Writtle College says: “Consumers have become desensitised to berry waste in the home: 30% of those who were surveyed, and half of those who threw away some berries every month, accept that their berries go off—it should be 0%. With technologies now available to take greater care of berries along the supply chain and thus provide greater freshness and longevity, there’s a golden opportunity for industry companies to be good corporate citizens while also helping consumers reduce what they discard.”

 

It’sFresh! is being used by leading retailers in the UK, US and Chile, across a range of fresh produce.