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.
Launched 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
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
is a priority for consumers, but many are not making best use of the
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,
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, such as Love Food Hate Waste, and other communications
activities around food and food waste can do more to raise awareness of the
of reducing food waste, and the role that packaging can play in that.
inform consumers about the innovations businesses are making around food
labelling and food packaging, and give advice about, for example, buying the
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,
want to keep it for longer buying packaged.
Continued innovation in packaging recyclability along with increased
of recycling services, and clear communication on how to use them, has the
potential to reduce concerns around packaging, helping consumers deal with
at the end of its life.
Further 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
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).
To coincide with the launch of report a number of new communications
are available to download and use from the partners website such as template posters, postcards, bag clip postcards, editorial and tweets.
Last reviewed: 06 Feb 2014