DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
A-Brands

Freezing Food Less Popular With Younger Consumers - IGD Study

By square1
Share this article
Freezing Food Less Popular With Younger Consumers - IGD Study

Frozen-food brands will need to increase their efforts to win over young shoppers following the latest consumer research from IGD ShopperVista, revealing that 18- to 34-year-olds are twice as likely to agree that they don’t like eating food that is stored in the freezer than do over-35s.

Many taking part admitted to using the freezer as a place to save meat that is soon to go past its use-by date.

Lack of storage space is a key issue that younger shoppers are faced with when taking care of household food waste, and 18-34s said that they were less efficient at storing food than those aged over 35.

The study revealed how 14 per cent of 18- to 34-year-olds complained about having little fridge storage space, compared to 9 per cent of the over-35s age group.

Meanwhile, 26 per cent of 18-34s said that they they have insufficient room in the freezer, compared to 14 per cent of those taking part over the age of 35.

ADVERTISEMENT

The report also highlighted how 18-34s are more likely to store newly purchased food and drinks at the front of fridge than would over-35s (41 per cent versus 23 per cent, respectively).

An impressive 51 per cent of 18-34s said that they store shop-bought frozen food in the freezer, instead of home-made food.

The study was carried out as part of IGD’s new Working on Waste campaign. Partnering with WRAP, the initiative aims to help the food sector educate employees on how to reduce food waste in the home.

Speaking on the results, Joanne Denney-Finch, chief executive of IGD, said, “A lot of progress has been made already by companies across the industry to help consumers reduce household food waste. However, seven-million tonnes of food and drink is still being thrown away by UK homes every year, costing consumers £12.5 billion, so there’s more work to be done. She added, “As an industry, we employ 3.6 million people, and it is these employees who will form the bedrock of our campaign, taking learnings from their company into their households. In its first year, Working on Waste will reach around 650,000 employees in one month through meal-planning advice, top tips, what to do with leftovers and much more. And if we can inspire each of these employees to inform their friends and family on how to reduce food waste, the campaign’s impact will be felt far beyond this number.”

ADVERTISEMENT

© 2014 - European Supermarket Magazine

To receive this news directly in your inbox, send an email with the subject ‘ESM newsletter’ to [email protected].

To subscribe to ESM magazine, please email [email protected].

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.