Retailers told less waste means more customers

Shoppers are furious about the amount of packaging on everyday food, according to research for the food industry that may encourage companies to reduce waste.

The Institute of Grocery Distribution suggests that manufacturers and retailers who reduce wrappers are likely to improve "brand loyalty" from customers.

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• Waste packaging campaign - the links archive

The Independent's Campaign Against Waste has shown how excessive packaging is disliked by shoppers and harms the environment. In Britain, 3.3 million tonnes of food is thrown away every year, according to a recent study. Most goes to landfill sites, where it causes methane emissions that add to global warming.

In the institute's study, shoppers admitted they were embarrassed by the amount of rubbish they threw away. Of 1,000 shoppers interviewed, 43 per cent thought they should reduce impulse purchases that led to food being discarded.

But 29 per cent also wanted food companies to introduce more resealable packaging, while 23 per cent wished the shelf life of food could be extended and 19 per cent were interested in the development of temperature-sensitive labels to ensure food was chilled correctly.

A strong dislike of packaging also came across in diaries kept by eight families for the report, Beyond Packaging: Food Waste in the Home. One participant said: "I try to avoid things that are overpackaged because I have to bring it home and then recycle it. It's just a never-ending cycle." Another expressed anger over an online order of fruit and vegetables: "We would have bought everything loose but it was all in the plastic stuff and in trays, and is just really annoying."

Sixty per cent of shoppers said they recycled food, 37 per cent reused carrier bags and 19 per cent said they specifically purchased products with packaging that could be recycled.

Pre-packed fruit and vegetables were blamed for the jettisoning of some food, which had come in larger portions than required.

The report also highlighted business reasons for reducing waste.

"The research finds packaging and labelling innovations that reduce food waste are well received by shoppers, helping to provide a competitive advantage and brand loyalty for retailers and suppliers," said Gerardine Padbury, a consumer analyst."Providing solutions for shoppers that will save them money and reduce the guilt of food waste may actually build brand or retailer loyalty."

Doing so "could be a potentially lucrative opportunity for savvy suppliers and retailers."

Changes by retailers

Since The Independent began its Campaign Against Waste, retailers have announced initiatives to cut packaging:

ASDA

Plans to remove plastic from fruit and vegetables.

MORRISONS

Aims to cut packaging and halve waste for landfill.

MARKS & SPENCERS

Plans to become carbon neutral and cut packaging.

SAINSBURY'S

Own brand Easter eggs are now least packaged eggs

TESCO

Innovations on packaging promised. Rewarding customers who re-use bags.