The IGD ShopperVista survey found 18-34-year-olds are twice as likely to agree that they don’t like eating food that is stored in the freezer than over-35s (18% versus 8%).
Many respondents said they used freezers as spaces to save meat soon to pass its use-by date and to store unwanted food gifts from relatives. Some also said they considered the freezer to be an ‘insurance policy’ – a place to make last resort meals from.
Lack of space and skills
A lack of space and skills in food storage were key issues younger shoppers faced when managing household food waste. Those aged 18-34 rated themselves less proficient at organising and storing food than those aged over 35.
Half of 18-34 year-olds (51%) tended to store frozen-bought food rather than home-made leftovers in the freezer, similar to over-35s (54%).
The survey of 4,070 British adults aged 18 and over was undertaken as part of research and training charity IGD’s new ‘Working on Waste’ campaign.
Working in collaboration with the Waste & Resources Action Programme (WRAP), the campaign aims to help the food and grocery industry educate employees on how to minimise food waste at home.
Staff are being offered advice on portion planning, making the most of leftover food, utilising their freezer, education on best-before and use-by dates and the myth that food can go off before its use-by date.
Awareness
Working on Waste hopes the move will drive awareness and engagement to take learnings beyond the workplace, into households.
“A lot of progress has been made already by companies across the industry to help consumers reduce household food waste,” said IGD ceo Joanne Denney-Finch. “However, seven million tonnes of food and drink is still being thrown away by UK homes every year, costing consumers £12.5bn – so there’s more work to be done.
“In its first year, Working on Waste will reach around 650,000 employees in one month through meal planning advice, top tips, what to do with leftovers and much more. And if we can inspire each of these employees to inform their friends and family on how to reduce food waste, the campaign’s impact will be felt far beyond this number.”