Freezers across the UK are ‘neglected’, ‘under-used’ and ‘under-appreciated’, with younger shoppers dubbing them ‘graveyards’ for food that is soon to go off, according to the latest consumer research from IGD ShopperVista.
The research found that 18 to 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 per cent versus 8 per cent), with many instead using it as a space to save meat that is soon to go past its use-by date, and to store unwanted food gifts from relatives.
Some also consider the freezer to be an ‘insurance policy’ – a place to make last resort meals from.
A lack of space and skills in food storage are key issues that younger shoppers face when managing household food waste, with the 18-34 bracket rating themselves less proficient at organising and storing food than those aged over 35.
One in seven 18 to 34-year-olds, meanwhile, complain about a lack of fridge storage space against just 9 per cent of over-35s, while a quarter (26 per cent) of 18-34s feel they have insufficient room in the freezer compared to 14 per cent of over-35s. Those aged 18 to 34 are also much more likely to store new food and drink at the front of fridge than over-35s (41 per cent against 23 per cent), and fewer 18 to 34-year-olds rate themselves as 'good' at organising their fridge or cupboards than over-35s (55 per cent against 63 per cent).
Half of the '18-34s' (51 per cent), though, told the IGD that they tend to store frozen-bought food rather than homemade leftovers in the freezer, similar to over-35s (54 per cent).
Some of the 18-34s surveyed did show an interest in using their freezer more effectively, either by buying a larger one, changing their usage or cooking meals specifically to store in it, the grocery research and training body found.
The study was undertaken as part of IGD’s new ‘Working on Waste’ campaign. Working in collaboration with WRAP, the campaign aims to help the food and grocery industry – which employs 3.6 million people – educate employees on how to minimise food waste at home. Employees 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 – information that Working on Waste hopes will drive awareness and engagement to take learnings beyond the workplace, into households.
Joanne Denney-Finch, chief executive of the IGD, said: “A lot of progress has been made already by companies across the industry to help consumers reduce household food waste. 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.
“As an industry, we employ 3.6m people and it is these employees that will form the bedrock of our campaign, taking learnings from their company into their households. 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.”
In all, 4,070 British adults aged 18 and over were surveyed between 25 and 29 June 2014. The bracket '18-34s' refers to those aged between 18 and 34 with no children and who live away from home.
