A recent study of 2,000 adults revealed that over half of the adult population in the UK has unintentionally purchased expired food items from supermarkets. The research indicated that a significant £11.8 billion worth of food is wasted annually in the country. On average, individuals discard about £17.90 worth of groceries per month, totaling around £214.27 each year.
Among the reasons cited for this wastage, half of the surveyed shoppers mentioned that food often spoils before they can consume it. Additionally, some individuals forget about items stored in their refrigerators or fail to check the expiration dates. Surprisingly, 51% of consumers admitted to unknowingly buying products past their sell-by dates while shopping at supermarkets. Notably, a notable incident in July involved Asda receiving a hefty fine of £640,000 for selling expired food in two of its Cardiff stores.
The study highlighted a public sentiment that 70% of people believe supermarkets should take more action to address food waste, with a significant portion indicating that the industry’s role in this issue surpasses that of households. Consequently, three-quarters of respondents suggested that clearer labeling could help mitigate food wastage.
Furthermore, 35% of participants expressed support for a mandatory requirement for all food products to include codes linking to current storage and expiry information. Anne Godfrey, the head of GS1 UK, emphasized the importance of clearer guidance and innovative solutions to aid consumers in making informed choices and reducing waste.
The research also unveiled that a considerable number of individuals, particularly those aged 18 to 24, discard food due to safety concerns, with an average annual wastage of £309 per person. Moreover, the study revealed that individuals aged 25 to 34 discard nearly double the national average, amounting to around £409 annually, leading to feelings of guilt over both food and financial wastage.
Respondents also indicated a desire for improved inventory management and demand forecasting in stores, with almost half expressing willingness to utilize scannable codes for tracking expiration dates and receiving alerts about nearing use-by dates. Additionally, a significant portion believed that scanning smart QR codes for freshness information would enhance their trust in product quality.
Anne Godfrey emphasized the potential benefits of using smart QR codes for retailers to monitor stock, prevent the sale of expired items, and reduce household waste. She highlighted the ability of these technologies to offer valuable information such as storage tips, recipes, and timely alerts to enhance consumer decision-making.