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

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<ul><li><p>Love Food Hate Waste Social research update 2009 - 2012</p><p>EPA12/0947</p></li><li><p> Introduction to the researchThe following slides highlight the results of quantitative research conducted by the EPA in 2009 and 2012. </p><p>A benchmark study (prior to the launch of the program) was completed in 2009 and a follow up tracking study in 2012. </p><p>The research was conducted with 1,200 NSW residents representative of the NSW population by age, gender and location. </p></li><li><p>Concern about food wasteFrom 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. </p></li><li><p>Buy it: Planning and shoppingHouseholders 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 storeFor our programs, we need to continue to focus our efforts on the planning messages and the benefits of meal planning to avoid food waste. </p></li><li><p>Buy it: Planning and shopping</p><p>35%42%53%57%66%68%Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly. </p><p>Chart2</p><p>2642</p><p>2838</p><p>1938</p><p>1934</p><p>1131</p><p>926</p><p>Always</p><p>Most times</p><p>Sheet1</p><p>Planning behaviours</p><p>AlwaysMost times% Total 'regularly'</p><p>Check what food is already in the house2012264268</p><p>2009283866</p><p>Write a list and stick to it as much as possible2012193857</p><p>2009193453</p><p>Plan meals to be cooked in the next few days2012113142</p><p>200992635</p><p>AlwaysMost times% Total 'regularly'</p><p>Check what food is already in the house2012264268%</p><p>2009283866%</p><p>Write a list and stick to it as much as possible20121938575%</p><p>2009193453%</p><p>Plan meals to be cooked in the next few days2012113142%</p><p>200992635%</p><p>Sheet1</p><p>Always</p><p>Most times</p><p>Sheet2</p><p>Sheet3</p></li><li><p>Buy it: Planning and shopping</p><p>Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly. 18%66%66%18%18% 66%42%39%46%43% 66%</p><p>Chart1</p><p>3333</p><p>3531</p><p>1132</p><p>1234</p><p>732</p><p>1032</p><p>315</p><p>414</p><p>Always</p><p>Most times</p><p>Sheet1</p><p>Planning behaviours</p><p>AlwaysMost times% Total 'regularly'</p><p>Check what food is already in the house2012264268</p><p>2009283866</p><p>Write a list and stick to it as much as possible2012193857</p><p>2009193453</p><p>Plan meals to be cooked in the next few days2012113142</p><p>200992635</p><p>Planning and shopping cont</p><p>AlwaysMost times</p><p>Check use by and best before dates in store20123333</p><p>20093531</p><p>Buy food according to a set budget20121132</p><p>20091234</p><p>Buy food based on what is on special (incl. 2 for 1 deals)2012732</p><p>20091032</p><p>Buy items in bulk2012315</p><p>2009414</p><p>Preparation and cooking</p><p>AlwaysMost times</p><p>Consider portion sizes and only make as much as you need2012838</p><p>2009838</p><p>Make extra for a future 'planned' meal2012626</p><p>2009325</p><p>Make extra 'just in case' it is needed2012215</p><p>2009218</p><p>Storage</p><p>AlwaysMost times</p><p>Save leftovers in the fridge and consume later20121547</p><p>20091042</p><p>Save leftovers in the freezer and consume later2012425</p><p>2009630</p><p>Dispose of leftovers immediately after a meal201227</p><p>200938</p><p>Save leftovers in the fridge and throw out later201217</p><p>200919</p><p>Save leftovers in the freezer and throw out later201215</p><p>200908</p><p>Sheet1</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>Always</p><p>Most times</p><p>Sheet2</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>Always</p><p>Most times</p><p>Sheet3</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>Always</p><p>Most times</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>00</p><p>Always</p><p>Most times</p></li><li><p>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. </p></li><li><p>Cook it: Preparation and cooking</p><p>Note: Percentage refers to the of the total number of respondents who reported to do this behaviour regularly. 20%17%28%32%47%47%</p><p>Chart8</p><p>838</p><p>838</p><p>626</p><p>325</p><p>215</p><p>218</p><p>Always</p><p>Most times</p><p>Sheet1</p><p>Planning behaviours</p><p>AlwaysMost times% Total 'regularly'</p><p>Check what food is already in the house2012264268</p><p>2009283866</p><p>Write a list and stick to it as much as possible2012193857</p><p>2009193453</p><p>Plan meals to be cooked in the next few days2012113142</p><p>200992635</p><p>Planning and shopping cont</p><p>AlwaysMost times</p><p>Check use by and best before dates in store20123333</p><p>20093531</p><p>Buy food according to a set budget20121132</p><p>20091234</p><p>Buy food based on what is one special (inlc. 2 for 1 deals)2012739</p><p>20091032</p><p>Buy items in bilk2012315</p><p>2009414</p><p>Preparation and cooking</p><p>AlwaysMost times</p><p>Consider portion sizes and only make as much as you need2012838</p><p>2009838</p><p>Make extra for a future 'planned' meal2012626</p><p>2009325</p><p>Make extra 'just in case' it is needed2012215</p><p>2009218</p><p>Sheet1</p><p>Always</p><p>Most times</p><p>Sheet2</p><p>Always</p><p>Most times</p><p>Sheet3</p><p>Always</p><p>Most times</p></li><li><p>Save it: Storage Increase in 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 outWhile 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.</p></li><li><p>Save it: Storage</p><p>Note: Percentage refers to the total number of respondents who reported to do this behaviour regularly. 62%8%6%10%8%11%9%36%30%52%62%</p><p>Chart2</p><p>1547</p><p>1042</p><p>425</p><p>630</p><p>27</p><p>38</p><p>17</p><p>19</p><p>15</p><p>08</p><p>Always</p><p>Most times</p><p>Sheet1</p><p>Planning behaviours</p><p>AlwaysMost times% Total 'regularly'</p><p>Check what food is already in the house2012264268</p><p>2009283866</p><p>Write a list and stick to it as much as possible2012193857</p><p>2009193453</p><p>Plan meals to be cooked in the next few days2012113142</p><p>200992635</p><p>Planning and shopping cont</p><p>AlwaysMost times</p><p>Check use by and best before dates in store20123333</p><p>20093531</p><p>Buy food according to a set budget20121132</p><p>20091234</p><p>Buy food based on what is on special (incl. 2 for 1 deals)2012732</p><p>20091032</p><p>Buy items in bulk2012315</p><p>2009414</p><p>Preparation and cooking</p><p>AlwaysMost times</p><p>Consider portion sizes and only make as much as you need2012838</p><p>2009838</p><p>Make extra for a future 'planned' meal2012626</p><p>2009325</p><p>Make extra 'just in case' it is needed2012215</p><p>2009218</p><p>Storage</p><p>AlwaysMost times</p><p>Save leftovers in the fridge and consume later20121547</p><p>20091042</p><p>Save leftovers in the freezer and consume later2012425</p><p>2009630</p><p>Dispose of leftovers immediately after a meal201227</p><p>200938</p><p>Save leftovers in the fridge and throw out later201217</p><p>200919</p><p>Save leftovers in the freezer and throw out later201215</p><p>200908</p><p>Sheet1</p><p>Always</p><p>Most times</p><p>Sheet2</p><p>Always</p><p>Most times</p><p>Sheet3</p><p>Always</p><p>Most times</p><p>Always</p><p>Most times</p></li><li><p>Financial impact of food waste</p><p>In 2012, respondents estimated that they throw away:</p><p>$12.24 fresh food$9.57 leftovers$9.28 packaged and long life$8.84 drinks$8.09 frozen food$7.88 take away</p><p>TOTAL: $56.00 per week (2012) $19.90 per week (2009).</p><p>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. </p></li><li><p>Reach and recall</p><p> 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</p></li><li><p>Segment: Food LoversFood 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 populationThese results reinforce the value of recruiting food lovers and the benefits of ongoing engagement through the e-newsletter and special email communications.</p></li><li><p>Segment: PlannersPlanners 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 afterwardsHave 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.</p></li><li><p>Segment: Young consumersHigher than average knowledge about the issue of food waste yet do not demonstrate food waste avoidance behavioursLess likely to buy food according to a set budget or to consider serving sizesWasting $88.69 per household per week compared to $56.00 for the general populationOverall, higher recognition of LFHW materials </p></li><li><p>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.</p></li><li><p>Segment: Rural and regional NSWThose living in a large country town are more likely:- to agree it is easy to make meals from assorted ingredients that needusing 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. </p><p>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. </p><p>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. </p></li><li><p>Segment: CALD communitiesConcerned about the health effects of pollution and high agreement that wasting food contributes to climate changeMore 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.</p><p>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.</p></li><li><p>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. </p><p>Presenter to introduce themselves and their work with LFHWThis presentation focuses on the social research results over the 3 year delivery of the program. Well look at changes in awareness, knowledge, attitudes and behaviours and the implications of this on project design and delivery. </p><p>As a brief introduction, initially the NSW Government drew upon the extensive work of WRAP in the UK to gain an understanding of community, knowledge, attitudes and behaviours and the using this research as a guide, implemented our own research to ensure that our program was relevant for the NSW community. </p><p>OEH commissioned two sets of social research in 2009 to inform the development of the Love Food Hate Waste program. The first was a qualitative study with four focus groups with different types of households in different areas of NSW which aimed to map out community knowledge, attitudes and behaviours. Through the focus groups, the creative concepts and key messages for the program were also tested and explored. </p><p>The second was a quantitative benchmark study completed by 1,200 NSW residents, aged 16 years and older, who were mainly or equally responsible for managing food in their household. This research provided reliable and statistically robust data about householders knowledge, attitudes and behaviours around food waste. A key outcome of this research was the identification of the financial value of food being wasted.</p><p>In October 2012, the EPA re-ran the benchmark survey. Key knowledge, attitude and behaviour questions were retained and additional reach and recall questions were included. As a supplement to this survey, the EPA also invited our LFHW Food Lovers to participate as a separate sample. These results provide insights into the knowledge, attitudes and behaviours of Food Lovers and how they differ to the general population. </p><p>The next few slides focus on the research results providing a comparison between the benchmark study, done in 2009 before the program launched and the 2012 tracking survey. What we have highlighted in the following slides are not only the general results but also results that relate to our key target audience. As we go through the results, start thinking about how these relate to your community and how these can help guide your partner and grant projects. </p><p>The results to date highlight and provide evidence that the LFHW resources and messaging are working. Using these resources (that were shown earlier) in the delivery of your grants program can help to make them more successful as well as ensure a strong and consistent message about food waste avoidance across NSW. </p><p>Measuring and tracking changes in awareness and attitudes over time is critical to eval...</p></li></ul>