Food waste messages for maximum impact: research slides April 2013
In early 2013, WRAP commissioned research to develop and test key messages to build awareness of the context of food and drive preferred behaviours:
act to prevent food waste;
use the food waste recycling collection service for any food you can’t eat
A mixed methodology was adopted including focus groups in advance of a
wider quantitative survey
This document presents key findings from the quantitative research
Learn from evidence
Behaviour and message
hierarchy
Qualitative testing and refinement
Quantitative testing
Background
Research objectives
Priority: To identify which messages are most motivating, appealing and easy to understand and identify any differences according to current behaviour and presence of a collection service
To understand preferences for the timing of communications and identify which messages resonate best before, during and after roll out of a collection service
To understand preferences for key communication channels and optimum locations for messages at each stage of the journey (including leaflets, ads, triggers and prompts in the home etc.)
To understand knowledge, attitudes and behaviours regarding food waste prevention and recycling and establish how this affects reactions to key messages
To identify any differences in knowledge, attitudes and behaviours towards preventing food waste according to whether respondents have access to and use a food waste recycling service
To explore reactions to a range of messages around food waste prevention and recycling, including context facts, “how to”, benefit led and performance related messages
2 focus groups were conducted with a sample of the target audience in Scotland and Wales.
Attendees were prompted to consider message priorities through the use of mood boards and also encouraged to develop their own ideas using co-design exercises
Overall, preferred messages all featured elements of reduction AND recycling, highlighting the strong inter-relationship between the two messages
Preferences were then taken forward for further quantitative testing among a representative sample of the public across Scotland and Wales
A note on the qualitative findings
Online survey conducted in Scotland and Wales among representative population
In field 12 Feb – 28 Feb 2013
Scotland - 628 responses
Wales – 628 responses
A 5%
B 20%
C1 28%
C2 20%
D 11%
E 16%
Social grade
Male 47%
Female 53%
Gender
18-24 13%
25-34 16%
35-44 17% 45-54
17%
55-64 19%
65-99 18%
Age
Standard demographic crosstabs have been produced for all respondents. These include gender, nation, age and social grade. Results have been highlighted where there is a significant difference
Method and sample
Scotland Male Female
Quota Respondents Difference Quota Respondents Difference
18 – 24 15% 14% +/- 0.8% 13% 13% +/- 0.2% 25 – 34 17% 18% +/- 0.4% 17% 18% +/- 0.7% 35 – 44 19% 19% +/- 0.1% 19% 18% +/- 0.4% 45- 54 17% 17% +/- 0.1% 17% 17% +/- 0.1% 55 – 64 13% 13% +/- 0.3% 13% 13% +/- 0.1%
65+ 19% 19% +/- 0.1% 21% 21% +/- 0.3% Total 100% 100% 100% 100%
Wales Male Female
Quota Respondents Difference Quota Respondents Difference
18 – 24 13% 13% +/- 0.5% 13% 13% +/- 0.1% 25 – 34 15% 15% +/- 0.3% 13% 13% +/- 0.3% 35 – 44 17% 17% +/- 0.3% 15% 15% +/- 0.1% 45- 54 17% 17% +/- 0.0% 17% 17% +/- 0.0% 55 + 38% 38% +/- 0.3% 42% 42% +/- 0.5% Total 100% 100% 100% 100%
Age and gender interlocked by nation
4% 4% 5%
11% 10% 11%
23% 28% 19%
29% 26% 31%
29% 29% 30%
3% 3% 4%
Total Scotland Wales
None
Hardly any
A small amount
Some
A reasonable amount
Quite a lot
The majority – around 6 in 10 - claim to throw away a small amount or less. Scottish respondents are slightly more likely to throw some food away Base: 1256
How much uneaten food do you throw away?
58%
95%
39%
4%
3%
1%
0% 20% 40% 60% 80% 100%
Scotland
Wales
Yes
No
Don't know
Almost all in Wales and 58% of Scottish respondents stated they have access to a food waste collection service. Base: 1256
Do you have access to a food waste collection service?
Base: 963 who have access: Scotland 365 Wales 598
56% 47%
62%
19% 26%
15%
8% 12% 6% 4% 4% 5%
12% 12% 12%
Total Scotland Wales
Never
Very occasionally
Sometimes
Most times
Every time
The majority – 75% claim to use the food waste collection at least most of the time. Not surprisingly, usage is higher in Wales where the service has been operational for longer. 12% never use the service in either nation.
How often, if at all, do you use the food waste recycling collection service?
56%
43%
44%
55%
61%
67%
63%
19%
28%
23%
16%
18%
15%
17%
8%
14%
8%
11%
5%
5%
6%
4%
5%
7%
5%
3%
5%
2%
12%
9%
18%
13%
13%
8%
11%
Total
18–24
25–34
35–44
45–54
55–64
65-99
Every time Most times Sometimes Very occasionally Never
Base: 963 who have access: Scotland 365 Wales 598
Use of the collection service increases with age. Those aged 25 – 34 are most likely to never use the service.
Use of food waste recycling collection by age
56%
29%
24%
51%
56%
56%
19%
23%
18%
18%
14%
9%
8%
3%
6%
8%
8%
0%
4%
17%
6%
5%
5%
6%
12%
29%
47%
17%
17%
28%
Total
Neither reducing food wastenor recycling it are important…
Disagree strongly doing my bitfor environment is important
It is more important to preventfood waste than to recycle it
Hardly any uneaten food
No uneaten food
Every time
Most times
Sometimes
Very occasionally
Never
Those who never use the service appear to fall into 2 distinct camps – a minority who don’t believe the environment is important and the majority who do believe prevention is important and have limited uneaten food
Base: 157 who very occasionally or never use the collection service
Reasons for not using the collection service
To
wh
at e
xte
nt d
o y
ou
agre
e th
at d
oin
g m
y b
it to
he
lp th
e e
nviro
nm
ent is
imp
orta
nt p
ers
on
ally
?
Those who don’t use the food waste collection and agree that doing their bit to help the environment is important throw away less food. Those that do throw away more uneaten food are less inclined to believe the environment is important to them.
base 157 who ‘very occasionally’ or ‘never’ use the food waste recycling collection service
20% 20%
44%
49% 54%
35%
13%
18% 9% 15%
12% 3%
8%
Quite a lot/a reasonable amount Some/small amount Hardly any/none
Don't Know
Disagree strongly
Disagree a little
Agree a little
Agree strongly
How much uneaten food, overall, would you say you generally end up throwing away?
Among those who don’t use the collection service, 8 in 10 who don’t throw away food agree the environment is important personally
In what way, if at all, has having a food waste collection, changed how you think about your food waste?
53% 54% 53%
16% 15% 16%
8% 9% 7%
20% 19% 21%
3% 3% 3%
Total Scotland Wales
Other
It hasn't changed much - Iuse the service and that's it
Now the food waste iscollected separately I don'tworry when I do have tothrow food away
Base: All who use collection Total 849 Scotland 323 Wales 526
2/3 say using the collection has increased awareness of food waste and just over half say they try to throw away less. Around 1 in 5 say they use the service and that’s it and only 8% say they now don’t worry when they throw food away
Using the collection increases awareness and encourages people to waste less food
53% 51% 61% 59% 56%
16% 17% 10% 15% 22%
8% 8% 8%
8% 0%
20% 22% 20% 14% 22%
Total None 1 2 3+
Other
It hasn't changed much - I use the serviceand that's it
Now the food waste is collected separately Idon't worry when I do have to throw foodaway
It has made me more aware of the foodwaste in general but I haven't doneanything different
It has made me more aware of the food Ithrow away and now I try to throw awayless
Base: All who use collection Total 849 Scotland 323 Wales 526
6 in 10 of those with 1 or 2 children say they are more aware and try to throw away less compared to 51% of those with no children at home. Using the collection increases effort most amongst the highest food wasting family audience.
In what way, if at all, has having a food waste collection, changed how you think about your
food waste?
Using the collection increases reduction effort among families in particular
53% 62%
45%
30% 22%
16%
13%
19%
15% 22%
8%
8%
6%
10%
22%
20% 13%
28%
43%
33%
3% 4% 2% 3%
Total Agree strongly Agree a little Disagree a little Disagreestrongly
Other
It hasn't changed much - I use the serviceand that's it
Now the food waste is collected separately Idon't worry when I do have to throw foodaway
It has made me more aware of the foodwaste in general but I haven't done anythingdifferent
It has made me more aware of the food Ithrow away and now I try to throw away less
Base: All who use collection Total 849 Scotland 323 Wales 526
In what way, if at all, has having a food waste collection, changed how you think about
your food waste?
Effort to reduce waste is highest among those who agree the environment is important personally:
43%
44%
42%
4%
3%
5%
50%
50%
50%
3%
3%
3%
Total
Scotland
Wales It is more important toprevent food waste than torecycle it
It is more important to recyclefood waste than to prevent it
Reducing food waste ANDrecycling food you can't eatare both equally important
Neither reducing food wastenor recycling it are importantto me
Prevention is seen as equally or more important than recycling. 50% believe both are equally important and 43% believe its more important to prevent food waste than to recycle it Base 1256
Preventing food waste is equally or more important than recycling:
Which ONE of the following statements best reflects your view about food waste?
Which ONE of the following statements best reflects your view about food waste?
43%
29%
39%
44%
49%
46%
45%
4%
11%
6%
1%
3%
3%
3%
50%
54%
49%
51%
46%
49%
52%
3%
7%
6%
4%
2%
3%
0
Total
18–24
25–34
35–44
45–54
55–64
65-99
It is more important to prevent foodwaste than to recycle it
It is more important to recycle foodwaste than to prevent it
Reducing food waste AND recyclingfood you can't eat are both equallyimportant
Neither reducing food waste norrecycling it are important to me
Those aged 18 – 24 are more likely than other groups to say that recycling is more important, however they are still in the minority compared to those who believe prevention is important Base 1256
Attitudes to preventing & recycling food waste by age:
42%
44%
44%
5%
2%
49%
54%
44%
4%
11%
Yes
No
Don’t know
It is more important toprevent food waste than torecycle it
It is more important torecycle food waste than toprevent it
Reducing food waste ANDrecycling food you can'teat are both equallyimportant
Neither reducing foodwaste nor recycling it areimportant to me
Regardless of access to a food waste recycling service, the vast majority recognise that it is more important to prevent food waste than to recycle it.
Base 1256
Do you have a food waste recycling collection?
Similar attitudes between those with and without food waste recycling collection services:
To what extent do you agree with the following statements
53%
74%
11%
70%
38%
22%
30%
26%
5%
2%
29%
3%
2%
1%
23%
1%
2%
1%
6%
Doing my bit to help the environment is important tome personally
Recycling food waste is good, preventing food waste isbetter
Food waste is not a problem as it breaks down in theground in landfill
I make every effort to reduce the amount of food Ithrow away
Agree strongly Agree a little Disagree a little Disagree strongly Don't Know
Effort to reduce food waste is almost unanimous and 96% agree that “recycling food waste is good, preventing it is better”. 4 in 10 believe that food waste is not a problem as it breaks down in landfill Base 1256
Attitudes to food waste (total sample):
Effort - % of those saying they make every effort is highest among those who use the food waste collection every time (76%), those who say the collection has increased awareness of food waste and try to throw away less (77%), those who agree its more important to prevent food waste than recycle it (75%), those who agree strongly its important personally to do their bit for the environment (87%) and those who say they waste hardly any or no food (88%)
Recycling food waste is good, preventing food waste is better – agreement is highest among those who use the food waste collection every time (81%), those who say the collection has increased awareness of food waste and try to throw away less (81%), those who agree its more important to prevent food waste than recycle it (81%), those who agree strongly its important personally to do their bit for the environment (88%) and those who say they waste hardly any or no food (85%)
Food waste is not a problem as it breaks down in the ground in landfill – agreement is highest among those who feel it is more important to recycle food waste than prevent it (25% agree strongly) and those who agree that neither reducing food waste or recycling are important to me (76% agree)
Attitudes - differences
53%
50%
56%
39%
40%
50%
55%
62%
67%
38%
41%
36%
48%
49%
40%
37%
32%
28%
5%
6%
4%
8%
7%
7%
3%
4%
2%
2%
3%
1%
2%
2%
1%
2%
1%
3%
2%
1%
3%
3%
3%
1%
2%
1%
0
Total
Male
Female
18–24
25–34
35–44
45–54
55–64
65-99
Agree strongly Agree a little Disagree a little
Disagree strongly Don't Know
Agreement that “doing my bit to help the environment is important” is high – 91% agree and 53% agree strongly, rising from 39% among 18 – 24 year olds to 67% of those aged 65 - 69 Base 1256
“Doing my bit to help the environment is important to me personally” – agreement increases with age
To what extent do you agree with the following statements?
49%
58%
68%
72%
44%
33%
28%
24%
5%
5%
3%
3%
1%
2%
1%
1%
1%
2%
Scotland - helping environment importantpersonally
Wales - helping environment importantpersonally
Scotland - every effort to reduce foodwaste
Wales - every effort to reduce food waste
Agree strongly Agree a little Disagree a little Base 1256
Attitudes to food waste by nation – Wales is slightly more favourable:
74%
74%
9%
13%
23%
21%
29%
30%
1%
3%
30%
29%
0
1%
24%
23%
Scotland - recycling is good, preventingis better
Wales - recycling is good, preventing isbetter
Scotland - food waste is not a problemas it breaks down in landfilll
Wales - food waste is not a problem asit breaks down in landfill
Agree strongly Agree a little Disagree a little Disagree strongly Don't Know Base 1256
To what extent do you agree with the following statements?
Attitudes to food waste by nation
Reactions to key messages
The food cycle
What do you think this image is asking you to do?
13%
4% 3%
16%
5% 3% 6% 3%
11%
25%
3%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Other
Show tips/ gives advice/ tells how to reduce waste
Avoid Waste/ reduce waste/ don't waste food/ reduce foodwasteRecycle food/ recycle what you can't eat/recycle more
Eat leftovers/ serve leftovers
Cook just enough/ Not too much
Store correctly
Use the food you buy/ Use food sensibly
Buy what you need/ Buy sensibly/ wisely/
Buy less/ save money
Be aware/think
Plan ahead/ plan/ think ahead/be organised
Extremely positive response and clear understanding of main message - 25% reduce waste, 16% buy what you need, 11% recycle, 13% plan ahead. Only 1% disagree Base 2271
Cycle – main message understanding (spontaneous):
269
101
33
63
355
108
79
131
27
78
244
558
76
22
19
23
18
14
9
44
0 100 200 300 400 500 600
Plan ahead/ plan/ think ahead/be organised
Be aware/think
Be responsible/ careful
Buy less/ save money
Buy what you need/ Buy sensibly/ wisely/
Use the food you buy/ Use food sensibly
Store correctly
Cook just enough/ Not too much
Eat it all/ eat all you cook
Eat leftovers/ serve leftovers
Recycle food/ recycle what you can't eat/recycle more
Avoid Waste/ reduce waste/ don't waste food/ reduce food…
Show tips/ gives advice/ tells how to reduce waste
Food cycle/ Cycle
Self explanatory/ message clear
Any negative comments
OK/ Good
Same as before
Don't know
Other
What do you think this image is asking you to do?
Base 2271
Total number of responses received
Cycle - main message understanding, detail:
40% 36% 43%
47% 50% 43%
10% 10% 10%
3% 3% 3%
Total Scotland Wales
Dislike a lot
Dislike a little
Like a little
Like very much
87% say they like the cycle diagram approach – 13% are consistently negative Base 1256
How much do you like or dislike this way of communicating?
23% 24% 32%
41% 40%
44%
25% 26% 17%
6% 6% 5% 4% 4% 2%
Would encourage me to reducemy food waste
Would encourage me to recyclemy food waste
Tells me reducing food wasteand recycling are both
important
Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree
3/4 (76%) feel that the cycle diagram “tells me reducing food waste and recycling are both important”, 64% say it would encourage them to recycle, 64% say it would encourage them to reduce food waste Base 1256
Cycle – the majority believe it communicates importance of both reduction and recycling
24%
23%
23%
25%
28%
37%
41%
40%
40%
39%
48%
40%
27%
23%
28%
24%
18%
15%
4%
7%
6%
7%
4%
5%
3%
5%
3%
5%
2%
2%
Would encourage me to reduce myfood waste - Scotland
Would encourage me to reduce myfood waste - Wales
Would encourage me to recycle myfood waste - Scotland
Would encourage me to recycle myfood waste - Wales
Tells me reducing food waste andrecycling are both important -Scotland
Tells me reducing food waste andrecycling are both important - Wales
Strongly agree Tend to agree Neither/norTend to disagree Strongly disagree Base 1256
Cycle- prompted response – no real differences by nation
11%
30%
50%
10%
20%
24%
40%
36%
17%
42%
33%
19%
9%
38%
24%
21%
6%
4%
21%
9%
11%
4%
1%
13%
5%
Tells me new information
Is relevant to people like me
Is easy to understand
Encourages me to buy local food
Gives me practical tips to help me reduce myfood waste
Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree
86% agree that the cycle is easy to understand, 70% agree its relevant to people like me, 62% agree it gives me practical tips. 35% feel it provides new information, while a similar number disagree. ‘Encourages me to buy local’ was inserted as ‘red herring’. Base 1256
Cycle is easy to understand and relevant to people like me
10%
12%
28%
32%
48%
53%
21%
20%
24%
23%
43%
38%
36%
35%
44%
41%
36%
31%
20%
17%
10%
7%
23%
24%
20%
22%
5%
7%
4%
3%
8%
9%
11%
11%
4%
5%
1%
1%
5%
5%
Tells me new information - Scotland
Tells me new information - Wales
Is relevant to people like me - Scotland
Is relevant to people like me - Wales
Is easy to understand - Scotland
Is easy to understand - Wales
Gives me practical tips to help me…
Gives me practical tips to help me…
Strongly agree Tend to agree Neither/nor
Base 1256
Cycle – no real differences by nation
“Buy, Eat, Recycle”
What do you think this image is asking you to do?
4%
27%
5%
22%
20%
6%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Other
Buy-Eat-Recycle / 3 point message
Avoid Waste/ reduce waste/ don't wastefood/ reduce food waste
Recycle food/ recycle what you can'teat/recycle more
Use the food you buy/ Use food sensibly
Buy what you need/ Buy sensibly/wisely/
Plan ahead/ plan/ think ahead/beorganised
Clear understanding of main message - 27% buy what you need, 22% recycle, 20% avoid waste. Only 15 negative comments/1865, less than 1%
Base 1865
“Buy, Eat, Recycle”- main message understanding:
What do you think this image is asking you to do?
0 100 200 300 400 500 600
Plan ahead/ plan/ think ahead/be organised
Be aware/think
Be responsible/ careful
Buy less/ save money
Buy what you need/ Buy sensibly/ wisely/
Use the food you buy/ Use food sensibly
Eat it all/ eat all you cook
Eat leftovers/ serve leftovers
Avoid Waste/ reduce waste/ don't waste food/…
Buy-Eat-Recycle / 3 point message
Green/ environmental
Self explanatory/ message clear
Any negative comments
OK/ Good
Same as before
Don't know
Other
Base 1865 Total number of responses received
“Buy, Eat, Recycle”- message understanding - detail:
34% 31% 36%
49% 51% 47%
13% 13% 13%
4% 5% 3%
Total Scotland Wales
Dislike a lot
Dislike a little
Like a little
Like very much
83% say they like the “Buy, Eat, Recycle” approach – 13% are consistently negative Base 1256
How much do you like or dislike this way of communicating?
20% 21% 29%
36% 39%
42%
29% 26% 17%
10% 8% 7% 5% 5% 3%
Would encourage me toreduce my food waste
Would encourage me torecycle my food waste
Tells me reducing foodwaste and recycling are
both important
Strongly agree Tend to agree Neither/nor
71% feel that it “tells me reducing food waste and recycling are both important”, 60% say it would encourage them to recycle and 56% say it would encourage them to reduce food waste Base 1256
Buy eat recycle – most believe it communicates importance of both reduction and recycling
19%
20%
19%
23%
27%
32%
37%
36%
40%
38%
44%
41%
30%
27%
28%
23%
20%
15%
9%
11%
7%
10%
6%
8%
5%
6%
5%
5%
4%
3%
Would encourage me to reduce myfood waste - Scotland
Would encourage me to reduce myfood waste - Wales
Would encourage me to recycle myfood waste - Scotland
Would encourage me to recycle myfood waste - Wales
Tells me reducing food waste andrecycling are both important -Scotland
Tells me reducing food waste andrecycling are both important - Wales
Strongly agree Tend to agree Neither/nor
Tend to disagree Strongly disagree Base 1256
Buy eat recycle - prompted response – no real difference by nation
8%
25%
53%
10%
12%
17%
39%
36%
15%
26%
32%
22%
7%
36%
28%
26%
8%
2%
24%
22%
16%
5%
1
15%
12%
Tells me new information
Is relevant to people like me
Is easy to understand
Encourages me to buy local food
Gives me practical tips to help mereduce my food waste
Strongly agree Tend to agree Neither/nor
Tend to disagree Strongly disagree
89% agree that it is easy to understand, 64% agree its relevant to people like me, 38% agree it gives me practical tips. 25% feel it provides new information, while 42% disagree. ‘Encourages me to buy local food’ was inserted as a ‘red herring’. Base 1256
Buy eat recycle – easy to understand but less practical and informative
8%
7%
23%
27%
49%
57%
9%
10%
12%
13%
18%
17%
42%
37%
40%
32%
15%
15%
25%
27%
34%
30%
23%
20%
8%
7%
39%
33%
27%
28%
24%
29%
6%
10%
2%
2%
23%
25%
22%
21%
16%
17%
6%
5%
2%
1%
13%
16%
13%
11%
Tells me new information - Scotland
Tells me new information - Wales
Is relevant to people like me - Scotland
Is relevant to people like me - Wales
Is easy to understand - Scotland
Is easy to understand - Wales
Encourages me to buy local food - Scotland
Encourages me to buy local food - Wales
Gives me practical tips to help me reduce my food…
Gives me practical tips to help me reduce my food…
Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagreeBase 1256
Buy eat recycle - no major differences by nation
Comparing the two images, please select the one you think is most effective for...
65%
48%
61%
67%
66%
46%
35%
52%
39%
33%
34%
54%
Encourages me to reduce the amount of food Ithrow away
Encourages me to recycle the food waste I can'tavoid
Encourages me to both reduce the amount of foodI throw away AND recycle what I can't avoid
Tells me that preventing food waste and recyclingare both important but that preventing food waste
is better
Tells me that reducing my food waste is moreimportant than recycling it
Tells me that recycling my food waste is moreimportant than reducing it
Cycle diagram "Buy, Eat, Recycle"
The cycle diagram is more effective than “Buy Eat Recycle” for combined messages. 2/3 feel that the cycle encourages me to reduce the amount of food I throw away and tells me that preventing food waste and recycling are both important but that preventing food waste is better Base 1256
Overview of approaches – which is more effective:
66%
63%
48%
49%
63%
59%
68%
66%
68%
64%
46%
46%
34%
37%
52%
51%
37%
41%
32%
34%
32%
36%
54%
54%
Encourages me to reduce the amount of food I throw away -Scotland
Encourages me to reduce the amount of food I throw away -Wales
Encourages me to recycle the food waste I can't avoid -Scotland
Encourages me to recycle the food waste I can't avoid - Wales
Encourages me to both reduce the amount of food I throwaway AND recycle what I can't avoid - Scotland
Encourages me to both reduce the amount of food I throwaway AND recycle what I can't avoid -Wales
Tells me that preventing food waste and recycling are bothimportant but that preventing food waste is better - Scotland
Tells me that preventing food waste and recycling are bothimportant but that preventing food waste is better -Wales
Tells me that reducing my food waste is more important thanrecycling it -Scotland
Tells me that reducing my food waste is more important thanrecycling it - Wales
Tells me that recycling my food waste is more important thanreducing it - Scotland
Tells me that recycling my food waste is more important thanreducing it - Wales
Cycle diagram "Buy, Eat, Recycle" Base 1256
Comparing approaches – no real differences by nation
27%
12%
38%
16%
7%
23%
15%
36%
19%
7%
31%
9%
39%
13%
8%
Two thirds of food and drink waste couldhave been avoided if we had eaten it in
time or cooked the right amount
In Scotland, we throw away more food fromour homes than packaging every year /Inthe UK, we throw away more food from…
Food waste costs Scottish homes theequivalent of £35 a month /Food wastecosts UK homes the equivalent of £50 a…
Food waste harms the environment -wastes energy, fuel and water that wentinto producing it and produces methane,…
Recycled food that can't be eaten is used tomake fertiliser and biogas
Wales Scotland Total
Cost remains the key motivator followed by the fact that 2/3 of food waste could have been eaten Base 1256
Which of the following true facts would make you try to throw less food away are most motivating? Single most important:
40%
42%
32%
39%
23%
40%
44%
33%
38%
23%
40%
41%
31%
40%
24%
Two thirds of food and drink waste could have beenavoided if we had eaten it in time or cooked the right
amount
In Scotland, we throw away more food from our homesthan packaging every year /In the UK, we throw awaymore food from our homes than packaging every year
Food waste costs Scottish homes the equivalent of £35a month /Food waste costs UK homes the equivalent of
£50 a month
Food waste harms the environment - wastes energy,fuel and water that went into producing it and produces
methane, a damaging gas, when it rots in landfill.
Recycled food that can't be eaten is used to makefertiliser and biogas
Wales
Scotland
Total
At a secondary level, the volume of food waste relative to packaging and environmental harm are of more interest than end uses of recycled food waste Base 1256
2 next most likely:
Which of the following true facts would make you try to throw less food away are most motivating?
33%
45%
42%
31%
50%
34%
42%
43%
42%
47%
38%
48%
11%
6%
8%
12%
6%
10%
4
3
3
5
3
4
2
2
3
2
2
2
8
1
2
3
1
2
How to use any food waste recycling collectionservice (if one is available in your area)
Tips to help you reduce food waste
A combined guide to help you reduce food wasteAND recycle food you can't eat
Facts to show what happens to recycled foodwaste
Information to show me how reducing food wastecan save me money
Information to show me how reducing food wasteis good for the environment
Very useful Quite useful Not very useful Not at all useful Don't know N/A
88% would value information to show how reducing food waste can save money, 88% would find reduction tips useful and 84% would find a combined guide useful Base 1256
What type of information would you find most useful to help you reduce and recycle food waste?
Similarities between responses. Slight increase on Scottish residents indicating that information on how to use recycling services would not be applicable, which coincides with access to collection services Base 1256
33%
33%
43%
47%
39%
44%
31%
32%
48%
51%
34%
35%
41%
43%
44%
42%
45%
40%
47%
47%
39%
37%
49%
47%
7%
14%
6%
6%
8%
9%
12%
12%
6%
6%
10%
11%
3%
5%
4%
3%
3%
3%
4%
6%
3%
3%
3%
4%
2%
2%
2%
1%
2%
3%
2%
2%
1%
2%
2%
2%
13%
4%
2%
1%
3%
1%
3%
1%
2%
1%
2%
1%
How to use - Scotland
How to use - Wales
Tips to help - Scotland
Tips to help - Wales
A combined guide - Scotland
A combined guide - Wales
Facts on food waste - Scotland
Facts on food waste - Wales
Information to save money - Scotland
Information to save money - Wales
Information on the environment - Scotland
Information on the environment - Wales
N/A
Don't know
Not at all useful
Not very useful
Quite useful
Very useful
What type of information would you find most useful to help you reduce and recycle food waste?
15%
29%
23%
19%
33%
18%
45%
50%
6%
53%
47%
44%
23%
10%
16%
13%
8%
19%
10%
7%
9%
10%
8%
12%
5%
3%
5%
4%
3%
6%
2%
1%
1%
1%
1%
1%
How to use any food waste recycling collectionservice
Tips to help you reduce food waste
A combined guide to help you reduce food waste AND recycle food you can’t eat
Facts to show what happens to recycled foodwaste
Information to show me how reducing foodwaste can save me money
Information to show me how reducing foodwaste is good for the environment
Very useful Quite useful Not very useful Not at all useful Don't know N/A
Respondents who never or very occasionally use their food waste recycling collection service
Only 15% of those who never/very occasionally use the food waste recycling collection would find “how to recycle” information very useful. Conversely 1 /3 would value reduction information to save money Base 157
What type of information would you find most useful to help you reduce and recycle food waste?
45%
56%
50%
40%
59%
40%
41%
39%
37%
45%
33%
48%
7
3
9
7
4
7
2
1
1
3
2
2
1
1
2
1
1
4
1
2
3
1
2
How to use any food waste recycling collectionservice
Tips to help you reduce food waste
A combined guide to help you reduce food waste AND recycle food you can’t eat
Facts to show what happens to recycled food waste
Information to show me how reducing food wastecan save me money
Information to show me how reducing food waste isgood for the environment
Very useful Quite useful Not very useful Not at all useful Don't know N/A
Among those who say they throw away a lot of uneaten food, 59% would welcome information to show how reducing food waste can save money and 56% would welcome tips to reduce food waste Base 189
What type of information would you find most useful to help you reduce and recycle food waste? Respondents who throw away quite a lot or a reasonable amount of uneaten food
Communications channels
14%
13%
13%
14%
22%
25%
24%
7%
11%
13%
28%
16%
10%
10%
79%
76%
74%
58%
62%
65%
66%
Website
Social Media (Facebook, Twitter)
Leaflet sent to home
Sticker on food waste recycling container
Information on product packaging
Posters in the supermarket
Prompts in the kitchen
Reduce food waste Recycle food waste Both reduce and recyle
There is an overwhelming preference for combined messages across all channels – 8 in 10 want combined messages on a website, 3/4 on a leaflet and 2/3 on prompts in the kitchen Base 1256
What are the best places to communicate information about reducing and recycling food waste to you?
There is no overall difference between those respondents who have access to a food waste recycling service compared to the total number of respondents. However, for respondents without a food waste recycling service, there is a preference for recycling messages to be reinforced at the point of recycling, indicating a greater preference for them to appear on food waste recycling containers. Base 1256
14%
14%
14%
16%
23%
25%
23%
8%
11%
14%
27%
16%
11%
11%
78%
75%
72%
57%
61%
64%
66%
Website
Social Media (Facebook, Twitter)
Leaflet sent to home
Sticker on food waste recyclingcontainer
Information on product packaging
Posters in the supermarket
Prompts in the kitchen
Reduce food waste Recycle food waste Both reduce and recyle
Those respondents who DO have a food waste recycling collection
Those respondents who DO NOT have a food
waste recycling collection
11%
10%
11%
7%
20%
24%
24%
6%
8%
12%
33%
17%
7%
9%
83%
82%
78%
60%
64%
69%
68%
What are the best places to communicate information about reducing and recycling food waste to you?
Those who have a food waste recycling service are receptive to receiving messages about the reduction of food waste on their food waste recycling containers
Do you have a food waste recycling collection and what are stickers on food waste recycling containers best for communication information about...
Base 1256
16%
7%
11%
27%
33%
37%
57%
60%
52%
Yes
No
Don’t know
Reduce food waste
Recycle food waste
Both Reduce ANDrecycle food waste
Stickers on food waste recycling containers would be a good place to communicate a reduction message:
14%
13%
12%
14%
14%
13%
14%
14%
22%
22%
25%
24%
24%
24%
8%
7%
11%
10%
12%
14%
27%
29%
16%
17%
11%
9%
11%
10%
78%
80%
76%
77%
74%
73%
59%
57%
62%
61%
64%
67%
65%
66%
Website - Wales
Website - Scotland
Social Media (Facebook, Twitter) - Wales
Social Media (Facebook, Twitter) - Scotland
Leaflet sent to home - Wales
Leaflet sent to home - Scotland
Sticker on food waste recycling container - Wales
Sticker on food waste recycling container - Scotland
Information on product packaging - Wales
Information on product packaging - Scotland
Posters in the supermarket - Wales
Posters in the supermarket - Scotland
Prompts in the kitchen - Wales
Prompts in the kitchen - Scotland
Both reduce and recyle Recycle food waste Reduce food waste Base 1256
What are the best places to communicate information about reducing and recycling food waste to you? - location
11%
16%
11%
16%
15%
15%
12%
17%
22%
23%
23%
26%
24%
23%
6%
8%
9%
10%
13%
10%
34%
20%
15%
16%
11%
10%
12%
10%
83%
77%
80%
74%
72%
74%
53%
63%
64%
61%
66%
64%
64%
67%
Website - AB
Website - DE
Social Media (Facebook, Twitter) - AB
Social Media (Facebook, Twitter) - DE
Leaflet sent to home - AB
Leaflet sent to home - DE
Sticker on food waste recycling container - AB
Sticker on food waste recycling container - DE
Information on product packaging - AB
Information on product packaging - DE
Posters in the supermarket - AB
Posters in the supermarket - DE
Prompts in the kitchen - AB
Prompts in the kitchen - DE
Both reduce and recyle Recycle food waste Reduce food waste
Different SEG respond to different messages. A further recycling prompt framed in a new way may encourage AB groups to recycle more. Whilst using online channels are effective in targeting reduction messages to DE groups Base 648
What are the best places to communicate information about reducing and recycling food waste to you? - SEG
Summary and conclusions
Almost all in Wales and 6 in 10 in Scotland have access to a food waste collection service
3/4 claim to use the food waste collection at least most of the time - higher in Wales and among older audiences who are more environmentally aware
12% never use the service in either nation – highest among those aged 25 – 34, those who don’t believe the environment is important and conversely those who do believe prevention is important and have limited uneaten food
2/3 say using the collection has increased awareness of food waste and just over half say they try to throw away less (rising to 62% among the most environmentally aware and 60% of those with 1 or 2 children).
Prevention is equally or more important than recycling. 50% believe both are equally important and 43% believe its more important to prevent food waste than to recycle it.
The vast majority understand the waste hierarchy and there is strong evidence that access to a recycling service is a key trigger point to influence food waste reduction behaviour.
Summary – attitudes and behaviours
Effort to reduce food waste is highest among those who use the collection every time (76% agree strongly) and those who say the collection has increased awareness of food waste and try to throw away less (77%)
Agreement that “Recycling food waste is good, preventing food waste is better” is also highest among those who use the food waste collection every time (81%), those who say the collection has increased awareness of food waste and try to throw away less (81%)
4 in 10 believe that food waste is not a problem as it breaks down in landfill , rising to 76% among those who say that neither reducing food waste or recycling are important to me
The vast majority understand the waste hierarchy and there is strong evidence that access to a recycling service is a key trigger point to influence food waste reduction behaviour.
Summary – attitudes and behaviours
The personal cost of food waste remains the fact of most interest followed by the fact that 2/3 of food waste could have been eaten.
The volume of food waste relative to packaging and environmental harm are of more interest than end uses of recycled food waste
Financial messages are key to all groups - 88% would value information to show how reducing food waste can save money
Tips on reducing food waste are useful to all – 88% would find reduction tips useful, and 56% of those who throw away a lot of uneaten food would find tips ‘very useful’.
Information on using recycle collection services is seen as less useful than prevention information – only 15% of those who never/very occasionally use their recycling collection service would find “how to recycle” information very useful. Conversely 1 /3 would value reduction information to save money
Saving money by reducing food waste is the key hook for all audiences and is of significantly more interest than recycling information. There is no evidence that combined messages cause any confusion as they are a natural fit.
Summary – message and channel preference
There is an overwhelming preference for combined messages across all channels
84% would find a combined reduce and recycle guide useful
8 in 10 want combined messages on a website, 3/4 on a leaflet and 2/3 on prompts in the kitchen
Saving money by reducing food waste is the key hook for all audiences and is of significantly more interest than recycling information. There is no evidence that combined messages cause any confusion as they are a natural fit.
Summary – message and channel preference
Food cycle diagram
Clear understanding of main message
25% reduce waste
16% buy what you need
11% recycle
13% plan ahead.
87% say they like this approach – 13% are consistently negative
76% feel that it “tells me reducing food waste and recycling are both important”, 64% say it would encourage them to recycle, 64% say it would encourage them to reduce food waste
86% agree that it is easy to understand, 70% agree its relevant to people like me, 62% agree it gives me practical tips. 35% feel it provides new information
Buy Eat Recycle
Clear understanding of main message:
27% buy what you need,
22% recycle
20% reduce waste
83% say they like this approach – 13% are consistently negative
71% feel that it “tells me reducing food waste and recycling are both important”, 60% say it would encourage them to recycle and 56% say it would encourage them to reduce food waste
89% agree that it is easy to understand, 64% agree its relevant to people like me, 38% agree it gives me practical tips. 25% feel it provides new information
The cycle diagram is more effective than “Buy Eat Recycle” for combined messages. 2/3 feel that the cycle “encourages me to reduce the amount of food I throw away” and “tells me that preventing food waste and recycling are both important but that preventing food waste is better”
Summary – reactions to approaches