As inflation and the cost of living crisis continues to take its toll on consumers and impact businesses operations, a new report by anti-waste NGO WRAP suggests that excessive portion sizes in meals ordered out of home are fueling consumer concerns about food waste, sustainability and cost. 

Almost half of consumers (48%) say that excessive portion size is driving food waste when eating out of home, with almost 15% of main courses being uneaten, according to the report. Three in five consumers (63%) report concern about wasting money as a result.

The report highlights a growing trend of consumers eating out less but wasting more due to poor portion signposting on restaurant menus. 

“People reported to WRAP a lack of information about portion size and choice, which created a barrier to understanding what would be served,” Sian Morgan, behavioral change project manager at WRAP, tells FoodIngredientsFirst. 

Biting off more than you can chew

As various financial headwinds rise, consumers are choosing to be more conservative with their spending. The study states that UK consumers report an “average of 5.2 sit-down meals outside the home in the past month, down from 5.6 times in March 2020, immediately before lockdown.” 

“Almost half of those questioned (46%) said they were eating out less, with almost a third (32%) ordering fewer takeaways,” the study continues.  

Those who eat out order less and choose cheaper options, with “20% ordering fewer/cheaper drink options, 16% opting for less food/fewer dishes, and 14% choosing more cost-effective options from the menu.”

Ordering large portions from unclear menus also leads to unintended food waste and commensurate concern.

“Around three in five people (63%) were concerned about wasting food when dining out, with the main worry being the waste of money,” says the study.

The study suggests that this trend is “somewhat endemic,” states Morgan.

“There is no link between food left uneaten and different kinds of food venues, suggesting that food waste occurs across all venue types.”

The study surveyed 4,006 UK adults in July 2022, focusing on their most recent sit-down meals out of home. 

Consumer behavior shifting 

The consumer behavior highlighted in WRAP’s report aligns with Innova Market Insights’ Top Ten Trends For 2023, notably Redefining Value, the number one trend.

Value for money is becoming the most significant concern for consumers as they balance economic difficulties and growing concerns about sustainability. 

Balancing these desires is driving trends in thriftiness, as consumers tell the market researcher they have “reduced food waste and upcycled or recycled more as part of their belt-tightening.”

“The main reason why citizens were bothered is that it is a waste of their own money, as cited by around three quarters (74%) of those bothered, compared to just less than half who cite the environmental impact of food waste,” the WRAP report says.

A recent study released by the UK’s Food Standard Agency (FSA) found that most respondents have “made changes to their eating habits in the last 12 months,” with “the most common changes relating to what and wher respondents ate, reducing food costs and increased food management behaviors.” 

As in the WRAP report, the FSA reports, “the main causes of reported changes in eating habits were financial reasons (69%).”

Implications for industry

According to Morgan, both consumers and businesses are becoming more aware and active in tackling food waste.

“Interest from consumers in food waste has increased yearly in Food Standards Agency Attitudes Tracker, and Hospitality and Food Service businesses have participated in WRAP activities, such as the Courtauld Commitment 2030 and UK Food Waste Reduction Roadmap,” she explains. 

The Courtauld Commitment 2030 is a voluntary agreement that calls for subscribing organizations to commit to a 50% reduction of food waste and greenhouse gas emissions across the food chain by 2030.

As WRAP prepares to spearhead its third annual Food Waste Action Week, sponsored this year by Arla Foods, Danone, Tesco and other industry powerhouses, Morgan renews an urgent call for the broader industry to commit to these various roadmaps. 

“Food producers and manufacturers should consider their own levels of food waste,” she flags. 

“By signing up to the Courtauld Commitment 2030 and UK Food Waste Reduction Roadmap they will demonstrate their commitment to reducing their impact and experience commensurate cost savings.” 

Morgan notes that food waste must be tackled across the entire food chain.

“The report highlights the importance of considering the perspective of the end customer in how the HaFS sector plans for, procures and delivers their food,” she says, noting that consumers are open to changes in the current system. 

“The report also highlights the receptivity from the customer to the changes that businesses can make to reduce food waste including delivering a range and flexibility of portion choices which would require the cooperation and support across the supply chain.”

Commitments showing positive data
WRAP recently published the results of the Courtauld Commitment achieved thus far, noting positive results. At the time, Richard Swannell, then-CEO of WRAP, told FoodIngredientsFirst that “those who have been part of the Courtauld Commitment for several years show the largest reduction in food waste, as part of an industry-wide agreement,”

However, he also called for improvements, saying, “We urgently need to accelerate work across the UK and extend our work in the 40 countries we now work in to build on what we have achieved to date.”

Industry is being urged to cooperate with consumers in a united effort against food waste.

“Tackling wasteful patterns of food consumption is an essential part of the supply chain which businesses cannot ignore. Working together to engage consumers on the issue will be essential to minimizing further food loss and waste,” says Eija Hietavuo, VP of corporate affairs, Tetra Pak. 

Waste squeezing industry profits
Aside from the ecological impact, food waste is enormously expensive for producers.

Food waste costs the EU €143 billion annually (US$141.7 billion). Toine Timmermans, director of Wageningen University & Research and Food Waste Free United, recently told us that the producers current bill of food waste is US$750 billion every year.

“One third of food produced worldwide is never consumed,” flags Hietavuo. 

“This pressure on our food systems is set to grow, with the United Nations predicting that there will be 9.8 billion people on the planet by 2050, increasing overall demand for food by 50%.”