Almost 9 in 10 (87%) adults believe that supermarkets should donate unsold leftover food to charity. This is one of the findings from recent research amongst a nationally representative sample of 1,051 adults aged 18+, conducted on behalf of Retail Intelligence by Empathy Research. The purpose of the research was understanding how important food waste management is amongst shoppers and how sustainability may influence shopper behaviour in the future.
Further to wanting retailers to donate unsold food to charity, there is a potential opportunity for retailers to impact their bottom line through this behaviour as almost 6 in 10 (58%) shoppers claiming would be more likely to shop in a store that donates their left-over food to charity. This is highest amongst those aged under 34 (60%).
While there is an onus on retailers to ensure they are eliminating food waste, shoppers themselves are also taking responsibility, with almost two thirds (65%) of shoppers claiming they have reduced the amount of food they buy to try and cut down on the level of waste.
Shoppers are also trying to reduce their carbon footprint when it comes to the distance food has to travel; almost two thirds (63%) of shoppers claiming they try and purchase food which is produced in Ireland or as close to Ireland as possible.
In line with shoppers wanting retailers to become more accountable in terms of food waste, there is a significant proportion of shoppers (36%) who claim they would be more likely to shop in a shop that used sustainable methods to power it, again highest amongst those aged under 34.
For further information and more in-depth analysis in relation to consumer behaviour and what they want to see from retailers when it comes to food waste and sustainability, please contact Robbie Clarke at Empathy Research.
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