food waste messages for research slides - wrap

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%


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%


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


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


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


Be aware/think

Be responsible/ careful




Store correctly

Cook just enough/ Not too much

Eat it all/ eat all you cook


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


Base 2271

Total number of responses received

Cycle - main message understanding, detail:

40% 36% 43%

47% 50% 43%

10% 10% 10%

3% 3% 3%


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”


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


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:


0 100 200 300 400 500 600


Be aware/think

Be responsible/ careful




Eat it all/ eat all you cook


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%


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


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


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


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


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


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


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


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


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


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

food waste messages for research slides - wrap

Documents