Food waste messages for maximum impact: research slides April - - PowerPoint PPT Presentation

Food waste messages for maximum impact: research slides

April 2013

In early 2013, WRAP commissioned research to develop and test key messages to build awareness of the context of food and drive preferred behaviours:

• act to prevent food waste;
• use the food waste recycling collection service for any food you can’t eat

A mixed methodology was adopted including focus groups in advance of a wider quantitative survey This document presents key findings from the quantitative research Learn from evidence Behaviour

and message hierarchy

Qualitative testing and refinement Quantitative testing

Background

Research objectives

• Priority: To identify which messages are most motivating, appealing and easy to

understand and identify any differences according to current behaviour and presence of a collection service

• To understand preferences for the timing of communications and identify which

messages resonate best before, during and after roll out of a collection service

• To understand preferences for key communication channels and optimum locations for

messages at each stage of the journey (including leaflets, ads, triggers and prompts in the home etc.)

• To understand knowledge, attitudes and behaviours regarding food waste prevention

and recycling and establish how this affects reactions to key messages

• To identify any differences in knowledge, attitudes and behaviours towards preventing

food waste according to whether respondents have access to and use a food waste recycling service

• To explore reactions to a range of messages around food waste prevention and

recycling, including context facts, “how to”, benefit led and performance related messages

• 2 focus groups were conducted with a sample of the target audience in Scotland and

Wales.

• Attendees were prompted to consider message priorities through the use of mood

boards and also encouraged to develop their own ideas using co-design exercises

• Overall, preferred messages all featured elements of reduction AND recycling,

highlighting the strong inter-relationship between the two messages

• Preferences were then taken forward for further quantitative testing among a

representative sample of the public across Scotland and Wales

A note on the qualitative findings

• Online survey conducted in Scotland and Wales

among representative population

• In field 12 Feb – 28 Feb 2013
• Scotland - 628 responses
• Wales – 628 responses

A 5% B 20% C1 28% C2 20% D 11% E 16%

Social grade Male 47% Female 53% Gender

18-24 13% 25-34 16% 35-44 17% 45-54 17% 55-64 19% 65-99 18%

Age

Standard demographic crosstabs have been produced for all respondents. These include gender, nation, age and social grade. Results have been highlighted where there is a significant difference

Method and sample

Scotland Male Female Quota Respondents Difference Quota Respondents Difference 18 – 24 15% 14% +/- 0.8% 13% 13% +/- 0.2% 25 – 34 17% 18% +/- 0.4% 17% 18% +/- 0.7% 35 – 44 19% 19% +/- 0.1% 19% 18% +/- 0.4% 45- 54 17% 17% +/- 0.1% 17% 17% +/- 0.1% 55 – 64 13% 13% +/- 0.3% 13% 13% +/- 0.1% 65+ 19% 19% +/- 0.1% 21% 21% +/- 0.3% Total 100% 100% 100% 100% Wales Male Female Quota Respondents Difference Quota Respondents Difference 18 – 24 13% 13% +/- 0.5% 13% 13% +/- 0.1% 25 – 34 15% 15% +/- 0.3% 13% 13% +/- 0.3% 35 – 44 17% 17% +/- 0.3% 15% 15% +/- 0.1% 45- 54 17% 17% +/- 0.0% 17% 17% +/- 0.0% 55 + 38% 38% +/- 0.3% 42% 42% +/- 0.5% Total 100% 100% 100% 100%

Age and gender interlocked by nation

4% 4% 5%

11% 10% 11% 23% 28% 19% 29% 26% 31% 29% 29% 30%

3% 3% 4%

Total Scotland Wales None Hardly any A small amount Some A reasonable amount Quite a lot

The majority – around 6 in 10 - claim to throw away a small amount or less. Scottish respondents are slightly more likely to throw some food away

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How much uneaten food do you throw away?

58% 95% 39% 4%

3% 1%

0% 20% 40% 60% 80% 100%

Scotland Wales Yes No Don't know Almost all in Wales and 58% of Scottish respondents stated they have access to a food waste collection service.

Base: 1256

Do you have access to a food waste collection service?

Base: 963 who have access: Scotland 365 Wales 598

56% 47% 62% 19% 26% 15% 8% 12% 6%

4% 4% 5%

12% 12% 12% Total Scotland Wales

Never Very occasionally Sometimes Most times Every time

The majority – 75% claim to use the food waste collection at least most of the time. Not surprisingly, usage is higher in Wales where the service has been operational for longer. 12% never use the service in either nation.

How often, if at all, do you use the food waste recycling collection service?

56% 43% 44% 55% 61% 67% 63% 19% 28% 23% 16% 18% 15% 17%

8% 14% 8% 11% 5% 5% 6% 4% 5% 7% 5% 3% 5% 2%

12% 9% 18% 13% 13% 8% 11% Total 18–24 25–34 35–44 45–54 55–64 65-99 Every time Most times Sometimes Very occasionally Never

Base: 963 who have access: Scotland 365 Wales 598

Use of the collection service increases with age. Those aged 25 – 34 are most likely to never use the service.

Use of food waste recycling collection by age

56% 29% 24% 51% 56% 56%

19% 23% 18% 18% 14% 9% 8% 3% 6% 8% 8% 0% 4% 17% 6% 5% 5% 6%

12% 29% 47% 17% 17% 28% Total Neither reducing food waste nor recycling it are important… Disagree strongly doing my bit for environment is important It is more important to prevent food waste than to recycle it Hardly any uneaten food No uneaten food Every time Most times Sometimes Very occasionally Never

Those who never use the service appear to fall into 2 distinct camps – a minority who don’t believe the environment is important and the majority who do believe prevention is important and have limited uneaten food

Base: 157 who very occasionally or never use the collection service

Reasons for not using the collection service

To what extent do you agree that doing my bit to help the environment is important personally? Those who don’t use the food waste collection and agree that doing their bit to help the environment is important throw away less food. Those that do throw away more uneaten food are less inclined to believe the environment is important to them.

base 157 who ‘very occasionally’ or ‘never’ use the food waste recycling collection service 20% 20% 44% 49% 54% 35% 13% 18% 9% 15% 12% 3% 8%

Quite a lot/a reasonable amount Some/small amount Hardly any/none Don't Know Disagree strongly Disagree a little Agree a little Agree strongly How much uneaten food, overall, would you say you generally end up throwing away?

Among those who don’t use the collection service, 8 in 10 who don’t throw away food agree the environment is important personally

In what way, if at all, has having a food waste collection, changed how you think about your food waste? 53% 54% 53% 16% 15% 16% 8% 9% 7% 20% 19% 21% 3% 3% 3% Total Scotland Wales Other It hasn't changed much - I use the service and that's it Now the food waste is collected separately I don't worry when I do have to throw food away

Base: All who use collection Total 849 Scotland 323 Wales 526

2/3 say using the collection has increased awareness of food waste and just over half say they try to throw away less. Around 1 in 5 say they use the service and that’s it and only 8% say they now don’t worry when they throw food away

Using the collection increases awareness and encourages people to waste less food

53% 51% 61% 59% 56% 16% 17% 10% 15% 22% 8% 8% 8% 8% 0%

20% 22% 20% 14% 22%

Total None 1 2 3+

Other It hasn't changed much - I use the service and that's it Now the food waste is collected separately I don't worry when I do have to throw food away It has made me more aware of the food waste in general but I haven't done anything different It has made me more aware of the food I throw away and now I try to throw away less

Base: All who use collection Total 849 Scotland 323 Wales 526

6 in 10 of those with 1 or 2 children say they are more aware and try to throw away less compared to 51% of those with no children at home. Using the collection increases effort most amongst the highest food wasting family audience.

In what way, if at all, has having a food waste collection, changed how you think about your food waste?

Using the collection increases reduction effort among families in particular

53% 62% 45% 30% 22% 16% 13% 19% 15% 22% 8% 8% 6% 10% 22% 20% 13% 28% 43% 33% 3% 4% 2% 3% Total Agree strongly Agree a little Disagree a little Disagree strongly Other It hasn't changed much - I use the service and that's it Now the food waste is collected separately I don't worry when I do have to throw food away It has made me more aware of the food waste in general but I haven't done anything different It has made me more aware of the food I throw away and now I try to throw away less

Base: All who use collection Total 849 Scotland 323 Wales 526

In what way, if at all, has having a food waste collection, changed how you think about your food waste?

Effort to reduce waste is highest among those who agree the environment is important personally:

43% 44% 42% 4% 3% 5% 50% 50% 50% 3% 3% 3% Total Scotland Wales It is more important to prevent food waste than to recycle it It is more important to recycle food waste than to prevent it Reducing food waste AND recycling food you can't eat are both equally important Neither reducing food waste nor recycling it are important to me Prevention is seen as equally or more important than recycling. 50% believe both are equally important and 43% believe its more important to prevent food waste than to recycle it

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Preventing food waste is equally or more important than recycling:

Which ONE of the following statements best reflects your view about food waste?

Which ONE of the following statements best reflects your view about food waste?

43% 29% 39% 44% 49% 46% 45% 4% 11% 6% 1% 3% 3% 3% 50% 54% 49% 51% 46% 49% 52% 3% 7% 6% 4% 2% 3% Total 18–24 25–34 35–44 45–54 55–64 65-99

It is more important to prevent food waste than to recycle it It is more important to recycle food waste than to prevent it Reducing food waste AND recycling food you can't eat are both equally important Neither reducing food waste nor recycling it are important to me

Those aged 18 – 24 are more likely than other groups to say that recycling is more important, however they are still in the minority compared to those who believe prevention is important

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Attitudes to preventing & recycling food waste by age:

42% 44% 44% 5% 2% 49% 54% 44% 4% 11% Yes No Don’t know It is more important to prevent food waste than to recycle it It is more important to recycle food waste than to prevent it Reducing food waste AND recycling food you can't eat are both equally important Neither reducing food waste nor recycling it are important to me

Regardless of access to a food waste recycling service, the vast majority recognise that it is more important to prevent food waste than to recycle it.

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Do you have a food waste recycling collection?

Similar attitudes between those with and without food waste recycling collection services:

To what extent do you agree with the following statements

53% 74% 11% 70% 38% 22% 30% 26% 5% 2% 29% 3% 2% 1% 23% 1% 2% 1% 6% Doing my bit to help the environment is important to me personally Recycling food waste is good, preventing food waste is better Food waste is not a problem as it breaks down in the ground in landfill I make every effort to reduce the amount of food I throw away Agree strongly Agree a little Disagree a little Disagree strongly Don't Know

Effort to reduce food waste is almost unanimous and 96% agree that “recycling food waste is good, preventing it is better”. 4 in 10 believe that food waste is not a problem as it breaks down in landfill Base 1256

Attitudes to food waste (total sample):

• Effort - % of those saying they make every effort is highest among those who use the

food waste collection every time (76%), those who say the collection has increased awareness of food waste and try to throw away less (77%), those who agree its more important to prevent food waste than recycle it (75%), those who agree strongly its important personally to do their bit for the environment (87%) and those who say they waste hardly any or no food (88%)

• Recycling food waste is good, preventing food waste is better – agreement is highest

among those who use the food waste collection every time (81%), those who say the collection has increased awareness of food waste and try to throw away less (81%), those who agree its more important to prevent food waste than recycle it (81%), those who agree strongly its important personally to do their bit for the environment (88%) and those who say they waste hardly any or no food (85%)

• Food waste is not a problem as it breaks down in the ground in landfill – agreement is

highest among those who feel it is more important to recycle food waste than prevent it (25% agree strongly) and those who agree that neither reducing food waste or recycling are important to me (76% agree)

Attitudes - differences

53% 50% 56% 39% 40% 50% 55% 62% 67% 38% 41% 36% 48% 49% 40% 37% 32% 28%

5% 6% 4% 8% 7% 7% 3% 4% 2% 2% 3% 1% 2% 2% 1% 2% 1% 3% 2% 1% 3% 3% 3% 1% 2% 1%

Total Male Female 18–24 25–34 35–44 45–54 55–64 65-99 Agree strongly Agree a little Disagree a little Disagree strongly Don't Know

Agreement that “doing my bit to help the environment is important” is high – 91% agree and 53% agree strongly, rising from 39% among 18 – 24 year olds to 67% of those aged 65 - 69

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“Doing my bit to help the environment is important to me personally” – agreement increases with age

To what extent do you agree with the following statements? 49% 58% 68% 72% 44% 33% 28% 24%

5% 5% 3% 3% 1% 2% 1% 1% 1% 2%

Scotland - helping environment important personally Wales - helping environment important personally Scotland - every effort to reduce food waste Wales - every effort to reduce food waste Agree strongly Agree a little Disagree a little

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Attitudes to food waste by nation – Wales is slightly more favourable:

74% 74% 9% 13% 23% 21% 29% 30% 1% 3% 30% 29%

1% 24% 23%

Scotland - recycling is good, preventing is better Wales - recycling is good, preventing is better Scotland - food waste is not a problem as it breaks down in landfilll Wales - food waste is not a problem as it breaks down in landfill

Agree strongly Agree a little Disagree a little Disagree strongly Don't Know

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To what extent do you agree with the following statements?

Attitudes to food waste by nation

Reactions to key messages

The food cycle

What do you think this image is asking you to do?

13% 4% 3% 16% 5% 3% 6% 3% 11% 25% 3% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Other Show tips/ gives advice/ tells how to reduce waste Avoid Waste/ reduce waste/ don't waste food/ reduce food waste Recycle food/ recycle what you can't eat/recycle more Eat leftovers/ serve leftovers Cook just enough/ Not too much Store correctly Use the food you buy/ Use food sensibly Buy what you need/ Buy sensibly/ wisely/ Buy less/ save money Be aware/think Plan ahead/ plan/ think ahead/be organised

Extremely positive response and clear understanding of main message - 25% reduce waste, 16% buy what you need, 11% recycle, 13% plan ahead. Only 1% disagree

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Cycle – main message understanding (spontaneous):

269 101 33 63 355 108 79 131 27 78 244 558 76 22 19 23 18 14 9 44

100 200 300 400 500 600

Plan ahead/ plan/ think ahead/be organised Be aware/think Be responsible/ careful Buy less/ save money Buy what you need/ Buy sensibly/ wisely/ Use the food you buy/ Use food sensibly Store correctly Cook just enough/ Not too much Eat it all/ eat all you cook Eat leftovers/ serve leftovers Recycle food/ recycle what you can't eat/recycle more Avoid Waste/ reduce waste/ don't waste food/ reduce food… Show tips/ gives advice/ tells how to reduce waste Food cycle/ Cycle Self explanatory/ message clear Any negative comments OK/ Good Same as before Don't know Other

What do you think this image is asking you to do?

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Total number of responses received

Cycle - main message understanding, detail:

40% 36% 43% 47% 50% 43% 10% 10% 10%

3% 3% 3%

Total Scotland Wales Dislike a lot Dislike a little Like a little Like very much

87% say they like the cycle diagram approach – 13% are consistently negative

Base 1256

How much do you like or dislike this way of communicating?

23% 24% 32% 41% 40% 44% 25% 26% 17% 6% 6% 5% 4% 4% 2% Would encourage me to reduce my food waste Would encourage me to recycle my food waste Tells me reducing food waste and recycling are both important Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree 3/4 (76%) feel that the cycle diagram “tells me reducing food waste and recycling are both important”, 64% say it would encourage them to recycle, 64% say it would encourage them to reduce food waste

Base 1256

Cycle – the majority believe it communicates importance of both reduction and recycling

24% 23% 23% 25% 28% 37% 41% 40% 40% 39% 48% 40% 27% 23% 28% 24% 18% 15%

4% 7% 6% 7% 4% 5% 3% 5% 3% 5% 2% 2%

Would encourage me to reduce my food waste - Scotland Would encourage me to reduce my food waste - Wales Would encourage me to recycle my food waste - Scotland Would encourage me to recycle my food waste - Wales Tells me reducing food waste and recycling are both important -Scotland Tells me reducing food waste and recycling are both important - Wales Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree

Base 1256

Cycle- prompted response – no real differences by nation

11% 30% 50% 10% 20% 24% 40% 36% 17% 42% 33% 19% 9% 38% 24% 21% 6% 4% 21% 9% 11% 4% 1% 13% 5% Tells me new information Is relevant to people like me Is easy to understand Encourages me to buy local food Gives me practical tips to help me reduce my food waste Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree 86% agree that the cycle is easy to understand, 70% agree its relevant to people like me, 62% agree it gives me practical tips. 35% feel it provides new information, while a similar number disagree. ‘Encourages me to buy local’ was inserted as ‘red herring’.

Base 1256

Cycle is easy to understand and relevant to people like me

10% 12% 28% 32% 48% 53% 21% 20% 24% 23% 43% 38% 36% 35% 44% 41% 36% 31% 20% 17% 10% 7% 23% 24%

20% 22% 5% 7% 4% 3% 8% 9%

11% 11% 4% 5% 1% 1% 5% 5%

Tells me new information - Scotland Tells me new information - Wales Is relevant to people like me - Scotland Is relevant to people like me - Wales Is easy to understand - Scotland Is easy to understand - Wales Gives me practical tips to help me… Gives me practical tips to help me… Strongly agree Tend to agree Neither/nor

Base 1256

Cycle – no real differences by nation

“Buy, Eat, Recycle”

What do you think this image is asking you to do?

4% 27% 5% 22% 20% 6% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Other Buy-Eat-Recycle / 3 point message Avoid Waste/ reduce waste/ don't waste food/ reduce food waste Recycle food/ recycle what you can't eat/recycle more Use the food you buy/ Use food sensibly Buy what you need/ Buy sensibly/ wisely/ Plan ahead/ plan/ think ahead/be

• rganised

Clear understanding of main message - 27% buy what you need, 22% recycle, 20% avoid waste. Only 15 negative comments/1865, less than 1%

Base 1865

“Buy, Eat, Recycle”- main message understanding:

What do you think this image is asking you to do?

100 200 300 400 500 600

Plan ahead/ plan/ think ahead/be organised Be aware/think Be responsible/ careful Buy less/ save money Buy what you need/ Buy sensibly/ wisely/ Use the food you buy/ Use food sensibly Eat it all/ eat all you cook Eat leftovers/ serve leftovers Avoid Waste/ reduce waste/ don't waste food/… Buy-Eat-Recycle / 3 point message Green/ environmental Self explanatory/ message clear Any negative comments OK/ Good Same as before Don't know Other

Base 1865

Total number of responses received

“Buy, Eat, Recycle”- message understanding - detail:

34% 31% 36% 49% 51% 47% 13% 13% 13% 4% 5% 3% Total Scotland Wales Dislike a lot Dislike a little Like a little Like very much

83% say they like the “Buy, Eat, Recycle” approach – 13% are consistently negative

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How much do you like or dislike this way of communicating?

20% 21% 29% 36% 39% 42% 29% 26% 17% 10% 8% 7% 5% 5% 3% Would encourage me to reduce my food waste Would encourage me to recycle my food waste Tells me reducing food waste and recycling are both important Strongly agree Tend to agree Neither/nor

71% feel that it “tells me reducing food waste and recycling are both important”, 60% say it would encourage them to recycle and 56% say it would encourage them to reduce food waste

Base 1256

Buy eat recycle – most believe it communicates importance of both reduction and recycling

19% 20% 19% 23% 27% 32% 37% 36% 40% 38% 44% 41% 30% 27% 28% 23% 20% 15% 9% 11% 7% 10% 6% 8% 5% 6% 5% 5% 4% 3% Would encourage me to reduce my food waste - Scotland Would encourage me to reduce my food waste - Wales Would encourage me to recycle my food waste - Scotland Would encourage me to recycle my food waste - Wales Tells me reducing food waste and recycling are both important -Scotland Tells me reducing food waste and recycling are both important - Wales Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree

Base 1256

Buy eat recycle - prompted response – no real difference by nation

8% 25% 53% 10% 12% 17% 39% 36% 15% 26% 32% 22% 7% 36% 28% 26% 8% 2% 24% 22% 16% 5% 1 15% 12% Tells me new information Is relevant to people like me Is easy to understand Encourages me to buy local food Gives me practical tips to help me reduce my food waste Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree

89% agree that it is easy to understand, 64% agree its relevant to people like me, 38% agree it gives me practical tips. 25% feel it provides new information, while 42% disagree. ‘Encourages me to buy local food’ was inserted as a ‘red herring’.

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Buy eat recycle – easy to understand but less practical and informative

8% 7% 23% 27% 49% 57% 9% 10% 12% 13% 18% 17% 42% 37% 40% 32% 15% 15% 25% 27% 34% 30% 23% 20% 8% 7% 39% 33% 27% 28% 24% 29% 6% 10% 2% 2% 23% 25% 22% 21% 16% 17% 6% 5% 2% 1% 13% 16% 13% 11%

Tells me new information - Scotland Tells me new information - Wales Is relevant to people like me - Scotland Is relevant to people like me - Wales Is easy to understand - Scotland Is easy to understand - Wales Encourages me to buy local food - Scotland Encourages me to buy local food - Wales Gives me practical tips to help me reduce my food… Gives me practical tips to help me reduce my food…

Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree

Base 1256

Buy eat recycle - no major differences by nation

Comparing the two images, please select the one you think is most effective for...

65% 48% 61% 67% 66% 46% 35% 52% 39% 33% 34% 54% Encourages me to reduce the amount of food I throw away Encourages me to recycle the food waste I can't avoid Encourages me to both reduce the amount of food I throw away AND recycle what I can't avoid Tells me that preventing food waste and recycling are both important but that preventing food waste is better Tells me that reducing my food waste is more important than recycling it Tells me that recycling my food waste is more important than reducing it Cycle diagram "Buy, Eat, Recycle" The cycle diagram is more effective than “Buy Eat Recycle” for combined messages. 2/3 feel that the cycle encourages me to reduce the amount of food I throw away and tells me that preventing food waste and recycling are both important but that preventing food waste is better

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Overview of approaches – which is more effective:

66% 63% 48% 49% 63% 59% 68% 66% 68% 64% 46% 46% 34% 37% 52% 51% 37% 41% 32% 34% 32% 36% 54% 54%

Encourages me to reduce the amount of food I throw away - Scotland Encourages me to reduce the amount of food I throw away - Wales Encourages me to recycle the food waste I can't avoid - Scotland Encourages me to recycle the food waste I can't avoid - Wales Encourages me to both reduce the amount of food I throw away AND recycle what I can't avoid - Scotland Encourages me to both reduce the amount of food I throw away AND recycle what I can't avoid -Wales Tells me that preventing food waste and recycling are both important but that preventing food waste is better - Scotland Tells me that preventing food waste and recycling are both important but that preventing food waste is better -Wales Tells me that reducing my food waste is more important than recycling it -Scotland Tells me that reducing my food waste is more important than recycling it - Wales Tells me that recycling my food waste is more important than reducing it - Scotland Tells me that recycling my food waste is more important than reducing it - Wales

Cycle diagram "Buy, Eat, Recycle"

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Comparing approaches – no real differences by nation

27% 12% 38% 16% 7% 23% 15% 36% 19% 7% 31% 9% 39% 13% 8% Two thirds of food and drink waste could have been avoided if we had eaten it in time or cooked the right amount In Scotland, we throw away more food from

• ur homes than packaging every year /In

the UK, we throw away more food from… Food waste costs Scottish homes the equivalent of £35 a month /Food waste costs UK homes the equivalent of £50 a… Food waste harms the environment - wastes energy, fuel and water that went into producing it and produces methane,… Recycled food that can't be eaten is used to make fertiliser and biogas Wales Scotland Total

Cost remains the key motivator followed by the fact that 2/3 of food waste could have been eaten

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Which of the following true facts would make you try to throw less food away are most motivating?

Single most important:

40% 42% 32% 39% 23% 40% 44% 33% 38% 23% 40% 41% 31% 40% 24% Two thirds of food and drink waste could have been avoided if we had eaten it in time or cooked the right amount In Scotland, we throw away more food from our homes than packaging every year /In the UK, we throw away more food from our homes than packaging every year Food waste costs Scottish homes the equivalent of £35 a month /Food waste costs UK homes the equivalent of £50 a month Food waste harms the environment - wastes energy, fuel and water that went into producing it and produces methane, a damaging gas, when it rots in landfill. Recycled food that can't be eaten is used to make fertiliser and biogas Wales Scotland Total

At a secondary level, the volume of food waste relative to packaging and environmental harm are of more interest than end uses of recycled food waste

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2 next most likely:

Which of the following true facts would make you try to throw less food away are most motivating?

33% 45% 42% 31% 50% 34% 42% 43% 42% 47% 38% 48%

11% 6% 8% 12% 6% 10% 4 3 3 5 3 4 2 2 3 2 2 2 8 1 2 3 1 2

How to use any food waste recycling collection service (if one is available in your area) Tips to help you reduce food waste A combined guide to help you reduce food waste AND recycle food you can't eat Facts to show what happens to recycled food waste Information to show me how reducing food waste can save me money Information to show me how reducing food waste is good for the environment Very useful Quite useful Not very useful Not at all useful Don't know N/A

88% would value information to show how reducing food waste can save money, 88% would find reduction tips useful and 84% would find a combined guide useful

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What type of information would you find most useful to help you reduce and recycle food waste?

Similarities between responses. Slight increase on Scottish residents indicating that information on how to use recycling services would not be applicable, which coincides with access to collection services

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33% 33% 43% 47% 39% 44% 31% 32% 48% 51% 34% 35% 41% 43% 44% 42% 45% 40% 47% 47% 39% 37% 49% 47% 7% 14% 6% 6% 8% 9% 12% 12% 6% 6% 10% 11% 3% 5% 4% 3% 3% 3% 4% 6% 3% 3% 3% 4% 2% 2% 2% 1% 2% 3% 2% 2% 1% 2% 2% 2% 13% 4% 2% 1% 3% 1% 3% 1% 2% 1% 2% 1%

How to use - Scotland How to use - Wales Tips to help - Scotland Tips to help - Wales A combined guide - Scotland A combined guide - Wales Facts on food waste - Scotland Facts on food waste - Wales Information to save money - Scotland Information to save money - Wales Information on the environment - Scotland Information on the environment - Wales N/A Don't know Not at all useful Not very useful Quite useful Very useful

What type of information would you find most useful to help you reduce and recycle food waste?

15% 29% 23% 19% 33% 18% 45% 50% 6% 53% 47% 44%

23% 10% 16% 13% 8% 19% 10% 7% 9% 10% 8% 12% 5% 3% 5% 4% 3% 6% 2% 1% 1% 1% 1% 1%

How to use any food waste recycling collection service Tips to help you reduce food waste A combined guide to help you reduce food waste AND recycle food you can’t eat Facts to show what happens to recycled food waste Information to show me how reducing food waste can save me money Information to show me how reducing food waste is good for the environment Very useful Quite useful Not very useful Not at all useful Don't know N/A

Respondents who never or very occasionally use their food waste recycling collection service

Only 15% of those who never/very occasionally use the food waste recycling collection would find “how to recycle” information very useful. Conversely 1 /3 would value reduction information to save money

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What type of information would you find most useful to help you reduce and recycle food waste?

45% 56% 50% 40% 59% 40% 41% 39% 37% 45% 33% 48%

7 3 9 7 4 7 2 1 1 3 2 2 1 1 2 1 1 4 1 2 3 1 2

How to use any food waste recycling collection service Tips to help you reduce food waste A combined guide to help you reduce food waste AND recycle food you can’t eat Facts to show what happens to recycled food waste Information to show me how reducing food waste can save me money Information to show me how reducing food waste is good for the environment

Very useful Quite useful Not very useful Not at all useful Don't know N/A

Among those who say they throw away a lot of uneaten food, 59% would welcome information to show how reducing food waste can save money and 56% would welcome tips to reduce food waste

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What type of information would you find most useful to help you reduce and recycle food waste?

Respondents who throw away quite a lot or a reasonable amount of uneaten food

Communications channels

14% 13% 13% 14% 22% 25% 24% 7% 11% 13% 28% 16% 10% 10% 79% 76% 74% 58% 62% 65% 66% Website Social Media (Facebook, Twitter) Leaflet sent to home Sticker on food waste recycling container Information on product packaging Posters in the supermarket Prompts in the kitchen Reduce food waste Recycle food waste Both reduce and recyle

There is an overwhelming preference for combined messages across all channels – 8 in 10 want combined messages on a website, 3/4 on a leaflet and 2/3 on prompts in the kitchen

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What are the best places to communicate information about reducing and recycling food waste to you?

There is no overall difference between those respondents who have access to a food waste recycling service compared to the total number of respondents. However, for respondents without a food waste recycling service, there is a preference for recycling messages to be reinforced at the point of recycling, indicating a greater preference for them to appear on food waste recycling containers.

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14% 14% 14% 16% 23% 25% 23% 8% 11% 14% 27% 16% 11% 11% 78% 75% 72% 57% 61% 64% 66%

Website Social Media (Facebook, Twitter) Leaflet sent to home Sticker on food waste recycling container Information on product packaging Posters in the supermarket Prompts in the kitchen

Reduce food waste Recycle food waste Both reduce and recyle

Those respondents who DO have a food waste recycling collection Those respondents who DO NOT have a food waste recycling collection

11% 10% 11% 7% 20% 24% 24% 6% 8% 12% 33% 17% 7% 9% 83% 82% 78% 60% 64% 69% 68%

What are the best places to communicate information about reducing and recycling food waste to you?

Those who have a food waste recycling service are receptive to receiving messages about the reduction of food waste on their food waste recycling containers Do you have a food waste recycling collection and what are stickers on food waste recycling containers best for communication information about...

Base 1256 16% 7% 11% 27% 33% 37% 57% 60% 52% Yes No Don’t know

Reduce food waste Recycle food waste Both Reduce AND recycle food waste

Stickers on food waste recycling containers would be a good place to communicate a reduction message:

14% 13% 12% 14% 14% 13% 14% 14% 22% 22% 25% 24% 24% 24% 8% 7% 11% 10% 12% 14% 27% 29% 16% 17% 11% 9% 11% 10% 78% 80% 76% 77% 74% 73% 59% 57% 62% 61% 64% 67% 65% 66% Website - Wales Website - Scotland Social Media (Facebook, Twitter) - Wales Social Media (Facebook, Twitter) - Scotland Leaflet sent to home - Wales Leaflet sent to home - Scotland Sticker on food waste recycling container - Wales Sticker on food waste recycling container - Scotland Information on product packaging - Wales Information on product packaging - Scotland Posters in the supermarket - Wales Posters in the supermarket - Scotland Prompts in the kitchen - Wales Prompts in the kitchen - Scotland Both reduce and recyle Recycle food waste Reduce food waste

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What are the best places to communicate information about reducing and recycling food waste to you? - location

11% 16% 11% 16% 15% 15% 12% 17% 22% 23% 23% 26% 24% 23% 6% 8% 9% 10% 13% 10% 34% 20% 15% 16% 11% 10% 12% 10% 83% 77% 80% 74% 72% 74% 53% 63% 64% 61% 66% 64% 64% 67% Website - AB Website - DE Social Media (Facebook, Twitter) - AB Social Media (Facebook, Twitter) - DE Leaflet sent to home - AB Leaflet sent to home - DE Sticker on food waste recycling container - AB Sticker on food waste recycling container - DE Information on product packaging - AB Information on product packaging - DE Posters in the supermarket - AB Posters in the supermarket - DE Prompts in the kitchen - AB Prompts in the kitchen - DE Both reduce and recyle Recycle food waste Reduce food waste

Different SEG respond to different messages. A further recycling prompt framed in a new way may encourage AB groups to recycle more. Whilst using online channels are effective in targeting reduction messages to DE groups

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What are the best places to communicate information about reducing and recycling food waste to you? - SEG

Summary and conclusions

• Almost all in Wales and 6 in 10 in Scotland have access to a food waste collection service
• 3/4 claim to use the food waste collection at least most of the time - higher in Wales and

among older audiences who are more environmentally aware

• 12% never use the service in either nation – highest among those aged 25 – 34, those who

don’t believe the environment is important and conversely those who do believe prevention is important and have limited uneaten food

• 2/3 say using the collection has increased awareness of food waste and just over half say

they try to throw away less (rising to 62% among the most environmentally aware and 60%

• f those with 1 or 2 children).
• Prevention is equally or more important than recycling. 50% believe both are equally

important and 43% believe its more important to prevent food waste than to recycle it.

The vast majority understand the waste hierarchy and there is strong evidence that access to a recycling service is a key trigger point to influence food waste reduction behaviour.

Summary – attitudes and behaviours

• Effort to reduce food waste is highest among those who use the collection every time (76% agree

strongly) and those who say the collection has increased awareness of food waste and try to throw away less (77%)

• Agreement that “Recycling food waste is good, preventing food waste is better” is also highest

among those who use the food waste collection every time (81%), those who say the collection has increased awareness of food waste and try to throw away less (81%)

• 4 in 10 believe that food waste is not a problem as it breaks down in landfill , rising to 76% among

those who say that neither reducing food waste or recycling are important to me

The vast majority understand the waste hierarchy and there is strong evidence that access to a recycling service is a key trigger point to influence food waste reduction behaviour.

Summary – attitudes and behaviours

• The personal cost of food waste remains the fact of most interest followed by the fact

that 2/3 of food waste could have been eaten.

• The volume of food waste relative to packaging and environmental harm are of more

interest than end uses of recycled food waste

• Financial messages are key to all groups - 88% would value information to show how

reducing food waste can save money

• Tips on reducing food waste are useful to all – 88% would find reduction tips useful, and

56% of those who throw away a lot of uneaten food would find tips ‘very useful’.

• Information on using recycle collection services is seen as less useful than prevention

information – only 15% of those who never/very occasionally use their recycling collection service would find “how to recycle” information very useful. Conversely 1 /3 would value reduction information to save money

Saving money by reducing food waste is the key hook for all audiences and is of significantly more interest than recycling information. There is no evidence that combined messages cause any confusion as they are a natural fit.

Summary – message and channel preference

• There is an overwhelming preference for combined messages across all channels
• 84% would find a combined reduce and recycle guide useful
• 8 in 10 want combined messages on a website, 3/4 on a leaflet and 2/3 on prompts in

the kitchen

Saving money by reducing food waste is the key hook for all audiences and is of significantly more interest than recycling information. There is no evidence that combined messages cause any confusion as they are a natural fit.

Summary – message and channel preference

Food cycle diagram

• Clear understanding of main message
• 25% reduce waste
• 16% buy what you need
• 11% recycle
• 13% plan ahead.
• 87% say they like this approach – 13% are

consistently negative

• 76% feel that it “tells me reducing food waste

and recycling are both important”, 64% say it would encourage them to recycle, 64% say it would encourage them to reduce food waste

• 86% agree that it is easy to understand, 70%

agree its relevant to people like me, 62% agree it gives me practical tips. 35% feel it provides new information

Buy Eat Recycle

• Clear understanding of main message:
• 27% buy what you need,
• 22% recycle
• 20% reduce waste
• 83% say they like this approach – 13% are

consistently negative

• 71% feel that it “tells me reducing food waste

and recycling are both important”, 60% say it would encourage them to recycle and 56% say it would encourage them to reduce food waste

• 89% agree that it is easy to understand, 64%

agree its relevant to people like me, 38% agree it gives me practical tips. 25% feel it provides new information The cycle diagram is more effective than “Buy Eat Recycle” for combined messages. 2/3 feel that the cycle “encourages me to reduce the amount of food I throw away” and “tells me that preventing food waste and recycling are both important but that preventing food waste is better”

Summary – reactions to approaches