Investigating the behavioural drivers of domestic food waste

The Problem

Around 20% of food bought is thrown away, and over half of this is generated in the home. Food waste is the largest single contributor to the domestic carbon footprint – around 14% – yet has an unusually high potential for improvement, as a high percentage of its waste is avoidable, and research suggests there is a greater appetite and ability for personal behaviour change.

The Solution

  • An Insights Report which analysed key target audiences and the behavioural drivers of food waste.
  • A survey of existing consumer products and services which reduce food waste


Insights Report: Domestic Food Waste

January 2, 2014

The scale of the issue, the main types of food wasted, key audiences, key food-wasting behaviours and the cultural context of daily decisions that cause these.

Tori Flower and Kathleen Collett

Survey of Existing Consumer Products and Services which Reduce Food Waste

January 1, 2014

Report broken down by the six stages in the domestic food cycle including summary highlighting common themes and relative effectiveness, with recommendations.

Tori Flower and Kathleen Collett


Infographic: The Truth About Food Waste

December 1, 2012

Infographic showing scale of domestic food waste and relative environmental impact of food waste and food packaging.

Tori Flower and Kate Ferrier





wrapThe Love Food Hate Waste at WRAP team contributed to our reports.

Supported by

sfctA collaboration between The Ashden Trust, JJ Charitable Trust and Mark Leonard Trust.

Do you want to get involved? We'd love to hear from you
Email me -