Opportunities for prevention with household food waste collections

Originally published by WRAP

WRAP is dedicated to exploring a variety of avenues to reduce household food waste. Previous research undertaken by WRAP revealed a significant connection between separate household food waste collection services and reduced levels of food waste arising. This qualitative research explores the behaviours and relationships that people have with food waste recycling in the home to better understand how it can be a way of helping people to waste less.

In WRAP’s pursuit of circular living, one of the critical challenges we face is household food waste. Partnering with SKIM, we explored how behavioral insights can inform strategies to reduce food waste, particularly using recycling services. In the context of recycling reforms in England, we see a significant opportunity to increase this behavior but also enhance awareness and drive household food waste reduction. The insights gained from this study continue to guide our initiatives to achieve these goals.

– Mark Roberts | Senior Specialist Behavior Change | WRAP

Main findings

• The research revealed some key behavioural levers for food waste prevention connected to the use of the household food waste collection system.
• Using a food waste collection system serves as a reminder of food wasted, making people more mindful and conscientious of their waste, while acknowledging that this awareness may diminish over time.
• Users feel satisfaction from diverting waste from ‘landfill’, reducing feelings of guilt associated with discarded food while not giving permission for wasteful behaviour.
• Enhanced visibility of food waste prompts users to reconsider their consumption habits, including meal planning and storage techniques.

The research highlighted key opportunities to help reduce food waste through the recycling system including:

• Boost saliency and awareness of food waste and encourage complete use of a separate food waste collection system.
• Disrupt habits to help users reconnect with the system and create more prominent associations between food waste and food management.
• Communicate tangible benefits and the impact of individual actions by providing feedback and reinforce positive food management habits.

If you’d like to learn more, visit WRAP to download the report.