Increase in families reducing food waste to save money should have brands looking for a way to get up close and personal

Brands need to gain and act upon a more detailed understanding of the way we are living our lives today, after new research from the consumer organisation Which? found that consumers are making greater efforts to waste less food.

Brands need to gain and act upon a more detailed understanding of the way we are living our lives today, after new research from the consumer organisation Which? found that consumers are making greater efforts to waste less food.

The survey, which says that around 14 million people are reducing food waste by cooking with leftovers, making smaller portions and freezing more to save money, should have brands working hard to gain a more detailed understanding of the challenges their consumers are facing.

It is a very revealing study. Brands not only need to be aware that 78% are worried about rising food prices and 45% spending a larger proportion of our income on food compared to a year ago, they need to consider what they as a brand can do to support consumers at this time and, in so doing, create a sustainable brand/consumer relationship.

The Which? report also detailed how 47% of shoppers said they freeze food or cook with leftovers to avoid waste, whilst 39% said they cook smaller portions, so there is less chance of meals going to waste. A third ( 35%) are buying less food and a quarter ( 26%) are doing more frequent top-up shops rather than one main food shop.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts