roadshow wow presentation v4
TRANSCRIPT
© IGD 2014
WORKING ON WASTE RESEARCHToby Pickard
© IGD 2014
2
Objectives & research methodology
About 18-34yr olds and their chaotic lifestyles
Impulse driven and uninitiated – shopping behaviour
Lack of knowledge and space – storage issues
Preparation and cooking – lack of knowledge
What we will cover
Easy solutions – Possible interventions
Source: IGD 2014
© IGD 2014
3
Research objectives
To obtain a deeper understanding of the key barriers to reducing food waste among 18-34s without children and how these evolve during that timeframe
To understand how these barriers might be overcome at key life-stage points
5.
Source: IGD 2014 and ThinkStock
© IGD 2014
4
MethodologyPH
ASE
1 12 Participant observation in-home interviews
• Accompanied shops• Accompanied meals• Storage tour• 1-12 May 2014
PHAS
E 2 Quantitative online
survey
• 4,070 British adults aged 18+
• 25-29 June 2014
PHAS
E 3 6 discussion groups
• 5 with the target group
• 1 with control groups -those with children living at home
• 21-25 July 2014
Source: IGD 2014
© IGD 2014
5
Objectives & research methodology
About 18-34yr olds and their chaotic lifestyles
Impulse driven and uninitiated – shopping behaviour
Lack of knowledge and space – storage issues
Preparation and cooking – lack of knowledge
Content
Easy solutions – Possible interventions
Source: IGD 2014
© IGD 2014
6
About the target group (18-34yr olds)
London
64%
48%
56%
22%
35%
20%
44%
40%
40%
15%
36%
11%
11%
5%
8%
16%
Working full-time
Single
Urban
Cohabiting
Rent
4+household
Flat
18-34 target 35+
Source: IGD 2014 and ThinkStock
© IGD 2014
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35+ 18-34 target
Experienced change in last year
Significant negative change in finances
Significant positive change in finances
Living with partner Moving to a larger home
Moving to home with a garden
House sharing with a group of people
18%10% 8%
3% 3% 2%
30% 27%32%
25%21% 21%
…and are more likely to have experienced change
Experienced change in last year
Move to a smaller home Becoming a full-time student
Leaving parental home Separating or divorcing Getting married
4%1% 1% 2% 2%
20% 18% 16%
9% 8%
Source: IGD 2014
© IGD 2014
8
More likely to cite busy lifestyles as a reason for food waste
My/our busy lifestyle (e.g. working irregu-lar hours) means that I/we am/are bound
to waste some food
The different approaches to cooking, food storage and using up leftovers by people
in my house means that more food is wasted than if I lived on my own
19%
21%
32%
39%
18-34 target 35+% agree strongly or slightly ….
Source: IGD 2014
© IGD 2014
9
Objectives & research methodology
About 18-34yr olds and their chaotic lifestyles
Impulse driven and uninitiated – shopping behaviour
Lack of knowledge and space – storage issues
Preparation and cooking – lack of knowledge
Content
Easy solutions – Possible interventions
Source: IGD 2014
© IGD 2014
10
18-34s are less planned
9% 67%
35+ 18-34 target
Not good/not one of my strengths Very/fairly good
Thinking about your normal food shopping routine and habits, how would you rate yourself on the following…
Pre-shopping planning (lists, cupboard checking)
16% 50%Meal planning – planning meals for week
15% 57%
21% 44%
“We don't think about it before, we just go and see what's in there.”Female, 22, B, Manchester, Student, Cohabiting
Source: IGD 2014
© IGD 2014
11
14. More/better lunchtime meal deal offers
19%
They are influenced by promotions
Popularity of reduced to clear
Seeking multi-buy offers
Prone to impulse purchasing
Source: IGD 2014
© IGD 2014
12
Can’t get what they want, so buy more than they need
18-34 target attitudes towards shopping and food waste
I can't always buy a suitable pack size and end up buying more food than I need
I don't always notice or believe the portion size guidance on some food products and
sometimes buy a larger pack size than I need
48%39%
28%34%
23% 27%
Disagree
Neither agree nor disagree
Agree
Source: IGD 2014
© IGD 2014
13
Objectives & research methodology
About 18-34yr olds and their chaotic lifestyles
Impulse driven and uninitiated – shopping behaviour
Lack of knowledge and space – storage issues
Preparation and cooking – lack of knowledge
What we will cover
Easy solutions – Possible interventions
Source: IGD 2014
© IGD 2014
14
More likely to have issues over storage space
% stating don’t have sufficient storage space in home to store food and drink
Fridge
Freezer
35+ 9% 14%
14% 26%
18-34target
Source: IGD 2014
© IGD 2014
15
Cramming it inFemale, 19, C1, Manchester, Student, Single
Male, 30, C1, London, Cohabiting
© IGD 2014
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Sealing everything after food storage problems
Male, 27, C1, London, Single
© IGD 2014
17
Out of sight, out of mind
Male, 30, C1, London, Cohabiting
% tend to put new food and drink at the front of the fridge and sometimes forget about what’s at the back or bottom of the fridge until it goes off
35+ 18-34 target
23% 41%
Source: IGD 2014
© IGD 2014
18
Objectives & research methodology
About 18-34yr olds and their chaotic lifestyles
Impulse driven and uninitiated – shopping behaviour
Lack of knowledge and space – storage issues
Preparation and cooking – lack of knowledge
What we will cover
Easy solutions – Possible interventions
Source: IGD 2014
© IGD 2014
19
Cooking skills and eating behaviours
How often do you have the following types of meals?
37%
3% 8%
43%
62% 55%
19%
35% 38%
Always or mostly
Sometimes
Rarely or never
Cook from scratch
Ready meals or pre-prepared
Eat out
“Something quick and easy to fit around our lifestyle.”
Female, 29, C1, Bristol, Cohabiting
Source: IGD 2014
© IGD 2014
20
More the merrier and New is best
2. More/better round £ offers/zones
33%
Don’t always measure out the food to be prepared (e.g. pasta or rice) although do sometimes make too much
59%Would rather have variety in the food rather than using up every last bit of unused food from previous meal
48%
Try out buying and eating new recipes or food items although it doesn’t always work out and is sometimes thrown away
42%Rather cook too much and throw away leftovers than risk not have enough to eat when cooking for others
41%
% agreeing
Source: IGD 2014
© IGD 2014
21
Not all foods are created equal
Food safetyI would rather throw away any leftover food than eat something that I was not sure was safe
Expensive foodI feel worse about throwing away expensive food than cheap food e.g. food bought on special offer or from the reduced to clear aisle
Cooked from scratchI would rather throw away any leftovers from take away food or quick meals (e.g. beans on toast) or snacks than meals that I have taken time to prepare from scratch e.g. recipes
66%
60%
53%
Source: IGD 2014
© IGD 2014
22
Strong interest in learning cooking skills and using up leftovers
Cooking skills
Combining foods using leftovers
Meal planning
Pre-shopping planning
Discipline in the store
Storing food and drink correctly
Fridge/cupboard organisation
77%
72%
64%
61%
52%
55%
53%
18-34 target% very or fairly interested in finding out more about…..
Pla
nn
ing
an
d
sh
op
pin
g
Sto
rag
e
Pre
para
tio
n a
nd
cookin
g
Source: IGD 2014
© IGD 2014
23
Objectives & research methodology
About 18-34yr olds and their chaotic lifestyles
Impulse driven and uninitiated – shopping behaviour
Lack of knowledge and space – storage issues
Preparation and cooking – lack of knowledge
What we will cover
Easy solutions – Possible interventions
Source: IGD 2014
© IGD 2014
24
The solutions
31%
30%
27%
27%
24%
23%
22%
20%
18%
17%
Which, if any, of the following suggestions for helping people to reduce food waste would you most welcome? (top 10 among 18-34
target)
More resealable packaging
Smart food labels that change colour
More small packs
Recipe ideas for using leftovers
Easy way to donate unused food to local charity
Translating multi-buys into price reductions
Food with longer product life
Separate bins for food waste
Able to specify use by dates for online delivery
Portion size tools e.g. side of pack
Planning and shoppingFood storage OtherPreparation and cooking
Source: IGD 2014
© IGD 2014
25
Opportunities exist to help to reduce food waste% of suppliers have category vision and strategies as a responsibility of category management
On pack portioning advice
Self service
On pack storage information
Leftovers safety advice
HigherLowerLevel of appeal
Source: IGD 2014 and Googleimages
© IGD 2014
26
Opportunities exist to help to reduce food waste% of suppliers have category vision and strategies as a responsibility of category management
On pack portioning advice
Self service
On pack storage information
Help calculating quantities
Automated shopping list
Leftovers safety advice
Portioning tools
HigherLowerLevel of appeal
Source: IGD 2014
© IGD 2014
27
Opportunities exist to help to reduce food waste% of suppliers have category vision and strategies as a responsibility of category management Small pack solutions
Smart food labels
Leftover digital solutions
Resealable packaging
On pack portioning advice
Self service
On pack storage information
Help calculating quantities
Automated shopping list
Leftovers safety advice
Portioning tools
HigherLowerLevel of appeal
Source: IGD 2014
© IGD 2014
Working on waste - Top five take outs
#1 Chaotic lifestylesThey have a distinct profile, renting and living in urban areas; have undergone considerable change resulting in more food waste
#5 Easy solutionsThere are opportunities to offer easy, time efficient solutions. Resealable packaging, smaller pack sizes, leftover solutions and smart food labels have most potential
#2 Impulse drivenThey are less planned, more prone to impulse purchasing and buy
larger pack sizes than they need
#3 Storage issuesThey have less space to store food, often neglect their freezers; are less competent at storage; though are in denial they have a problem
#4 Convenient ‘cooking’They are more likely to have quick meals and eat out; and less
likely to measure portion sizes and use up leftovers
© IGD 2014
THANK YOU – ANY QUESTIONS
www.ShopperVista.igd.com
@WorkingonWaste #WoW14