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Introduction to the research
The following slides highlight the results of quantitative research conducted by the EPA in 2009 and 2012.
A benchmark study (prior to the launch of the program) was completed in 2009 and a follow up tracking study in 2012.
The research was conducted with 1,200 NSW residents representative of the NSW population by age, gender and location.
Concern about food wasteFrom 2009 – 2012 there has been:
•Increase in the level of concern about the issue of food waste.
•Increase in people who identified food as the largest component of the garbage bin.
•Decrease in people indicating they buy food that gets thrown away before being eaten
•Decrease in people claiming to throw out ‘more’ and ‘much more’ food than they should.
With the increase in concern about food waste it is very timely to continue to deliver local LFHW projects and to leverage this concern by providing the community with tangible actions and solutions to the problem.
Buy it: Planning and shoppingHouseholders are inclined to state that they rarely find food that was purchased that didn't get used yet:
- there is mixed use of menu planning and shopping lists and
- low levels of consideration of amounts that will be used when out shopping.
• Food left in the fridge and freezer is the number one reason cited for food waste.
• Two thirds claim to check what is in the house prior to shopping as well as date labels in store
For our programs, we need to continue to focus our efforts on the planning messages and the benefits of meal planning to avoid food waste.
Buy it: Planning and shopping
2012
2009
2012
2009
2012
2009
Che
ck w
hat f
ood
is a
lread
y in
the
hous
e
Writ
e a
list a
ndst
ick
to it
as
muc
h as
poss
ible
Pla
n m
eals
to b
eco
oked
in th
ene
xt fe
w d
ays
Always Most times
35%
42%
53%
57%
66%
68%
Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly.
Buy it: Planning and shoppingNote: Percentage refers to the total number of respondents who reported to do this behaviour regularly.
18%
66%
66%2012
2009
2012
2009
2012
2009
2012
2009
Che
ck u
seby
and
bes
tbe
fore
dat
esin
sto
re
Buy
food
acco
rdin
g to
a se
t bud
get
Buy
food
base
d on
wha
t is
onsp
ecia
l (in
cl.
2 fo
r 1
deal
s)B
uy it
ems
inbu
lk
Always Most times
18%
18%
66%
42%
39%
46%
43%
66%
Cook it: Preparation and cooking
• Consideration of portion sizes has remained consistent over time
• Making extra for a ‘planned’ future meal has increased
• Making extra ‘just in case’ has decreased
Through retaining food preparation and cooking messages in our programs along with useful tools e.g. serving size calculator and spaghetti measurer we will continue to see improvements in these behaviours.
Cook it: Preparation and cookingNote: Percentage refers to the of the total number of respondents who reported to do this behaviour regularly.
2012
2009
2012
2009
2012
2009
Co
nsi
der
po
rtio
nsi
zes
and
on
lym
ake
as m
uch
as
you
nee
d
Mak
e ex
tra
for
afu
ture
'pla
nn
ed'
mea
lM
ake
extr
a 'ju
st i
nca
se' i
t is
nee
ded
Always Most times
20%
17%
28%
32%
47%
47%
Save it: Storage
• Increase in the number of respondents saving leftovers in the fridge and consuming them
• Decrease in the number of respondents disposing leftovers immediately after a meal
• Decrease in the number of respondents who save leftovers in the fridge or freezer and then throw them out
While very simple, integrating messages about remembering to take leftovers to work/school for lunch the next day is a great way to keep food out of the bin.
Save it: StorageNote: Percentage refers to the total number of respondents who reported to do this behaviour regularly.
62%2012
2009
2012
2009
2012
2009
2012
2009
2012
2009
Sav
ele
ftove
rs in
the
frid
gean
dco
nsum
ela
ter
Sav
ele
ftove
rs in
the
free
zer
and
cons
ume
late
r
Dis
pose
of
lefto
vers
imm
edia
tely
afte
r a
mea
l
Sav
ele
ftove
rs in
the
frid
gean
d th
row
out l
ater
Sav
ele
ftove
rs in
the
free
zer
and
thro
wou
t lat
er
Always Most times
8%
6%
10%
8%
11%
9%
36%
30%
52%
62%
Financial impact of food wasteIn 2012, respondents estimated that they throw away:
$12.24 fresh food$9.57 leftovers$9.28 packaged and long life$8.84 drinks$8.09 frozen food$7.88 take away
TOTAL: $56.00 per week (2012) $19.90 per week (2009).
Increased awareness of the issue may have resulted in more accurate estimations. Rising food prices may also have contributed to the significant increase in value wasted.
Reach and recall
• Consistent recognition of LFHW brand
• Significant increase in recognition of the LFHW logo
• Apple continues to be the most ‘recalled’ promotional material
• Almost one in two people who were exposed to the program claimed it motivated them ‘very much’ or ‘quite a bit’ to avoid food waste.
People continue to be motivated by the environment and to save money
Segment: Food LoversFood Lovers’ are individuals who have registered to receive the LFHW newsletter. Food lovers are predominately female, live in Sydney followed by a large country town and 25-54 yrs.
Compared to the general population, Food Lovers:
• Have a greater awareness and concern about environmental issues
• Have a greater knowledge of the issue of food waste and the environmental impacts
• Are more likely to admit to wasting food yet waste significantly less financially compared to the general population
These results reinforce the value of recruiting food lovers and the benefits of ongoing engagement through the e-newsletter and special email communications.
Segment: Planners•Planners are more likely than non-planners to ‘always’ or ‘most times’:
- write a list, check what already in the fridge/freezer/cupboard, check date labels, buy food according to a set budget, buy items in bulk, consider serving sizes and save leftovers in the fridge and consume them afterwards
•Have a lower average value of food wastage per week than non-planners.
•Apart from just planning their meals in advance, planners also implement a lot of other key behaviours which avoid food waste because they are thinking ahead.
The greatest gains that can be made will be by encouraging those that are doing these behaviours ‘sometimes’ to do them ‘most times’ or ‘always’.
Encouraging the uptake of planning behaviours will have huge benefits for household budgets and the reduction of food waste.
Segment: Young consumers• Higher than average knowledge
about the issue of food waste yet do not demonstrate food waste avoidance behaviours
• Less likely to buy food according to a set budget or to consider serving sizes
• Wasting $88.69 per household per week compared to $56.00 for the general population
• Overall, higher recognition of LFHW materials
Segment: Families with children
• One in two families with children admits to wasting food
• High proportion admit to throwing out ‘more’ and ‘much more’ than they should
• Contributing factors to food wastage for families with children can be identified at various stages:
- 47% ‘always’ or ‘most times’ buy food that is on special- 25% say family members do not finish their meals- Cite cooking too much as the key reason for food waste.
Segment: Rural and regional NSW
Those living in a large country town are more likely:- to agree it is easy to make meals from assorted ingredients that need
using up- to check what food is already in the house before shopping- to estimate significantly lower value of food wastage, $44.90 on average per week compared to $56 for general population.
Those living in small country towns are significantly:- more likely to ‘always’ or ‘most times’ buy food according to a budget- wasting less money on food waste, $39.97 compared to $56 for general population.
Those living in country rural areas are:- more likely to report wasting ‘very little’ or ‘no’ food- more likely to disagree with the statement that ‘busy lifestyles make it
hard to avoid food waste’.
Segment: CALD communities• Concerned about the health effects of pollution and high agreement that
wasting food contributes to climate change
• More likely to:
- correctly identify food as the largest component of the average bin
- estimate higher annual values of food waste
- make extra ‘just in case’
- store leftovers in the freezer only to throw them out later.
• Less likely to:
- ‘always’ or ‘most times’ write a list and stick to it
- plan meals to be cooked in the next few days
- understand the meaning of ‘best before dates’.
For your projects• Continue to build awareness and understanding of the issue of food waste avoidance and develop supporting skills to take action particularly in regard to planning behaviours.
• Continue to use the LFHW messages and resources to engage with the community and raise the profile of the issue. Of those who have seen the LFHW materials, 1 in 2 were at least motivated to think about the issue, and are taking some form of action.
• Leverage the increase in concern about the issue of food waste and ongoing media attention.
• Design your projects to meet the needs of the identified target audiences.
• Encourage community members to register as Food Lovers. Recruitment of new food lovers and the retention of existing food lovers is an excellent strategy to ensure on going engagement and to re-enforce food waste avoidance behaviours.