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.

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.