The study found that 76% of shoppers say they are more likely to shop more often and in smaller quantities to avoid having to throw away unwanted or spoiled food. Around 74% are now likely to buy more frozen food for the same reason, and 50% state they are now prepared to buy the “ugly” fruit and vegetables.
Men are more willing than women to accept less attractive foodstuffs (56% vs 46%).
As for who is most responsible for food waste, 41% of respondents said it is farmers, while 42% said it is manufacturers. Less than a quarter said it was consumers’ responsibility to reduce food waste by changing their own behaviours and shopping habits. Hence, the study suggests that the onus is on the food sector to do more to reduce the amount of discarded food. Nevertheless, 77% say they’re trying to reduce “food miles” by buying more locally sourced produce.
Graeme McCracken, managing director at Proagrica, said:
“US consumers still feel it is primarily the responsibility of farmers and food producers to do more to alleviate the problem. Businesses in the food and agriculture industries need to actively show they are working together to make their operational processes more transparent and more efficient.”