Love Food Hate Waste Social research update 2009 - 2012

1. EPA12/0947 Love Food Hate Waste Social research update 2009 - 2012

2. 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.

3. Concern about food waste From 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.

4. Buy it: Planning and shopping Householders 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.

5. Buy it: Planning and shopping Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly. 35% 42% 53% 57% 66% 68%

6. Buy it: Planning and shopping Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly. 18% 18% 18% 42% 39% 46% 43% 66% 66% 66% 66%

7. 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.

8. Cook it: Preparation and cooking Note: Percentage refers to the of the total number of respondents who reported to do this behaviour regularly. 20% 17% 28% 32% 47% 47%

9. Save it: Storage • Increasein 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.

10. Save it: Storage Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly. 8% 6% 10% 8% 11% 9% 36% 30% 52% 62% 62%

11. Financial impact of food waste In 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.

12. 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

13. Segment: Food Lovers • Food 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.

14. 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.

15. 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

16. 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.

17. 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’.

18. 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’.

19. 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.