Fresher for Longer - Consumer Attitudes to Food Waste and Food Packaging

'Fresher for longer' is a new communications initiative under WRAP's Love Food Hate Waste programme designed to show how food packaging and the way consumers use it can help reduce food waste.

Love Food Hate WasteLaunched on 5 March 2013, this initiative builds on the findings of new independent research into consumer attitudes and behaviours around food, food waste and food packaging on which FDF has been working alongside BRC (British Retail Consortium), INCPEN (Industry Council for Packaging & the Environment), Kent Waste Partnership and The Packaging Federation as part of a Wrap-led Steering Group. Marks & Spencers have also partnered the Steering Group for the launch.

Approximately 60% of household food waste arises from products 'not used in time', mainly perishable or short shelf-life products, with a value of around £6.7 billion. This integrated research demonstrates how long food stays fresh for is a priority for consumers, but many are not making best use of the information on pack, or the packaging itself, to achieve this. Nor are they aware of the benefits that packaging can offer to maximise in-home shelf-life. However, there is a clear interest in packaging that can maintain food freshness and in more effective on-pack messages about how to store food.


The research highlights several opportunities:


As consumers we can all make more use of the information provided on packaging, particularly as much of this is being updated, and the packaging itself, to ensure that the way we store food at home keeps it fresher for longer

Local authorities, consumer groups and others

Local authorities, consumer groups and others can provide advice on buying food with the appropriate packaging (for example, if it will be eaten straight away, buying loose or, if you want to keep it fresher for longer, buying packaged), buying the right pack size and looking more closely at labels.

Food and packaging organisations

Food and packaging organisations (retailers, manufacturers, trade associations) should consider whether they, or their members, can do more to innovate their packaging or inform consumers about the innovations they are already making to raise awareness of the benefits and encourage consumers to make use of these

Consumer campaigns

Consumer campaigns, such as Love Food Hate Waste, and other communications activities around food and food waste can do more to raise awareness of the benefits of reducing food waste, and the role that packaging can play in that.

They can inform consumers about the innovations businesses are making around food labelling and food packaging, and give advice about, for example, buying the right pack size and looking more closely at labels.

They could also offer updated guidance around the best way to buy food with the appropriate packaging to keep it fresher for longer, for example if it will be eaten straight away buying loose, if you want to keep it for longer buying packaged.


Continued innovation in packaging recyclability along with increased provision of recycling services, and clear communication on how to use them, has the potential to reduce concerns around packaging, helping consumers deal with packaging at the end of its life.

Further opportunities

You make my shelf life complete - postcardFurther to the opportunity for brands and retailers to highlight to consumers how best to use their food packaging and the information on food labels this new Love Food Hate Waste initiative is a great opportunity for members to do this, through social media, using the editorials and materials provided (see below).

Downloadable resources

To coincide with the launch of report a number of new communications materials are available to download and use from the partners website such as template posters, postcards, bag clip postcards, editorial and tweets.

More information

Last reviewed: 06 Feb 2014