CFP104-015 Barriers and opportunities for out of home ... 1 Online Why consumers wa… · Quick...

CFP104-015 Barriers and opportunities for out of home consumer food and drink waste prevention

Jayne Cox, Sara Giorgi and Ruth Townend

Quantitative phase presentation August 1st 2012

INTRODUCTION TO RESEARCH

CFP104-015 Out of home food waste prevention

Project aims

To identify barriers to, and opportunities for, out of home food and drink waste prevention from a consumer perspective.

To explore potential consumer messages for food and drink waste out of home on how to most effectively influence consumers.

To develop recommendations for how the Hospitality and Food Service Sector could support consumers in reducing food waste out of home.

Research Questions – people centred approach

1. Factual description: Who wastes food when eating out? When? Where? How? With whom? What?

2. Analytical prism: Why do respondents waste food when eating out?

3. Recommendations: What can be done to address the issue of food wasted out of home?

Restaurants or cafés

Quick service restaurant

Leisure venue

Staff canteen

Food prepared at home

Four countries and six venues

WE ARE HERE

Quantitative phase process – omnibus and pilot

Online* omnibus aims (n=9,080)

To assess venues’ incidence rates by country

To road test some questions

To gather preliminary data for WRAP

Aims of piloting questionnaire (n=50)

To further test questions

Ensure flow of questionnaire worked

Quantitative phase – Sampling

Stratified approach with target samples set for venue type and nation

Restaurants 950 957 260 262 260 263 260 260 170 172

QSR 875 882 240 244 240 242 240 241 155 155

Pubs 875 881 240 244 240 240 240 242 155 155

Hotels 500 505 140 143 140 140 130 130 90 92

Leisure 500 504 140 142 130 130 140 141 90 91

Canteens 500 502 130 130 140 140 140 140 90 92

4200 4231 1150 1165 1150 1155 1150 1154 750 757

Quantitative phase – surveying and weighting

4,231 adults aged 18+ via ICM’s online panel

Self-completion questionnaire

Self-selecting

Weighted to the known out-of-home eating incidence per venue

Weighted to the demographic profile of adults within each nation

Resulting in a representative sample of the UK out-of-home eaters

Quantitative phase – context of this presentation

•Amount of data

•2,064 pages of tables

Resources

•Tight time allocation for analysis

Analysis

•Guided by significance testing outputs

•Key questions as lenses of investigation

•Hunch dumps and team brainstorms

Total sample

•Focus on total weighted sample

Quantitative phase – presentation structure

1. Factual description of food wasters

2. Why is food wasted when eating out?

3. What can be done to address the

issue?

FACTUAL DESCRIPTION OF FOOD WASTERS

Restaurant or cafe

(1,193)

QSR(1,068)

Hotel(1,029)

Pub(391)

Leisure venue(296)

Staff canteen(253)

Venue allocated

QA. Venue (allocated) by Q1. Type of meal

Late evening meal/snack

Morning meal

Evening meal

Day time meal

Base: All respondents (4,231)

Eating out experience: meal type and venue

Type of meal %

Morning meal 6%

Day time meal 55%

Evening meal 37%

Late evening meal/snack

Other <1%

Allocated venue %

Restaurants 28%

QSR 25%

Pubs 24%

Hotels 9%

Leisure 7%

Canteens 6%

Eating out experience: type of outlet/restaurant

21%18%

Casual dining restaurant

Fast food outlet Cafe Fine dining restaurant

Don't know

ondents

Respondent description of venue

QF. How would you describe this outlet/restaurant?

Don’t know* 2%

Fine dining 10%

Café 18%

Fast food outlet 21%

Casual dining 49%

78% of respondents described an occasion which happened in the last month (54% in the past 2 weeks)

15%12%

3% 2%0%

ondents

Who they were with

Q2. Who were you with when you ate out? [multicode]

Eating out experience – people present

13% On their own 65% Adult family (partner)

17% Children 19% Friends

5% Colleagues

Eating out experience – amount of food

1% 0%0%

Way too much A bit too much Just right Not quite enough

Not at all enough Don't know

ondents

Size of meal overall

Q19. Thinking about the size of our meal overall, was the amount of food...

75% 76% 75%

25% 24% 25%

England Scotland Wales Northern Ireland

ondents

Nation

What percentage of respondents wasted food during the meal? By Nation.

Non-Meal Waster

Meal Waster

Meal Waste Status (Q27/Q29)

Meal wasters – overall and nation

Meal wasters

Non-meal

wasters

During which eating out occasions do respondents leave food?

Eat a meal cooked at home

(4,227)

Eat a take-away meal at home

(4,065)

Eat a meal out served at your table

(4,201)

Eat a meal out that you buy at a counter or self-

service(4,116)

ondents

Location / type of meal

Q36. How often, if at all, would you say you leave food (that could have been eaten) at

the end of your meal, when you...

Hardly ever

Sometimes

Most of the time

Always

Base: All respondents excluding those who stated 'not applicable'. Sub -bases detailed under 'Location/type of meal'

During which eating out occasions are respondents most bothered about leaving food?

Eat a meal cooked at home(4,227)

Eat a take-away meal at home(4,065)

Eat a meal out served at your table

(4,201)

Eat a meal out that you buy at a counter or self-

service(4,116)

ondents

Location / type of meal

Q37. How much, if at all, does it bother you if you leave food at the end of a meal, when

you...?

Not applicable

Never leave food

Not at all

Not very much

A little

A fair amount

A great deal

Base: All respondents excluding those who stated 'not applicable'. Sub -bases detailed under 'Location/type of meal'

Overall, not many people are bothered about

leaving food – less than a third!

Of the respondents who left food, what was left?

ondents

Type of food left

Q29. Thinking just about yourself, what type(s) of food, if any, did you leave at the end of

the meal? [multicode]

Base: All respondents who left food (1,112)

74% claimed not to have wasted food

from their meal

11%12%13%14%

31%30%

96%94%

97%97%95%

30%29%30%

Appetiser/pre-starter(n= 611)

Starter(n= 1,276)

Main part of the meal(n= 4,006)

Side order(n= 1,334)

Dessert(n=1,412)

ondents

Part of meal

Q27. Thinking just about yourself, did you leave food at the end of your meal? Please say

if you left food from any of the following... (parts of meal eaten) [multicode]

What parts of the meal did respondents eat at what age?

Appetiser/pre-starter(n= 611)

Starter(n= 1,276)

Main part of the meal(n= 4,006)

Side order(n= 1,334)

Dessert(n=1,412)

ondents

Base: All respondents (4,231). Respondents who didn't know the amount of food they had left for a specific course were omitted from the base for that course.

Q27. Thinking just about yourself, did you leave any food at the end of your meal? Please say if you

left food from any of the following...

What parts of the meal did respondents leave at what age?

Socio-dems split by meal and non-meal wasters

Gender(n= 4,231)

Age(n= 4,231)

Ethnicity(n= 4,104)

Social class(n= 4,231)

ondents

Base: All respondents (4,231), with sub-groups excluded in some categories, where sub-base s izes are too small.

Demographics split into wasters and non-wasters 1

Meal Wasters

Non-wasters

Weekly

or never

ice resta

Frequency of eating out(n= 4,217)

Venues eaten at in last three months(n=12,276)

Allocated venue(n= 4,231)

ondents

Eating out basics by wasters and non-wasters

Meal Wasters

Non-wasters

(ren) (1

Teenag

(ren) (1

(ren) (6

(ren) (5

e you w

cts* 1 2 3 4 5 6

re than 6

Who were you with(n=5,841)

Number of people eating(n= 4,231)

ondents

Eating out companion(s) by wasters and non-wasters

Meal Wasters

Non-wasters

lse in

£10.0

£20.0

£30.0

£40.0

£50.0

Over 50*

Who paid for your food?(n= 3,646)

How much was your meal?(n= 4,229)

Vourchers or special offers

(n= 4,201)

ondents

Base: All respondents (4,231), with sub-groups excluded in some categories, where sub-base sizes are too small.

Ways of paying by wasters and non-wasters

Meal Wasters

Non-wasters

Who are the meal wasters? Gender

Meal Wasters(1,081)

Non-wasters(3,150)

r non-w

Meal waste status

Are meal wasters male or female?

Female

Who are the meal wasters? Age

18%19%

Meal waster(1,081)

Non-meal waster(3,150)

r non-w

Meal waste status

What age are the meal wasters?

Who are the meal wasters? Ethnic group

87%90%

1%5%5%

2%1% 1%0% 0%0% 1%

Meal waster(1,081)

r non-w

Meal waste status

To which ethnic groups do the wasters see themselves as belonging?

Chinese

Other ethnic group

Prefer not to answer

Who are the meal wasters? Socio-economic group

Meal waster(1,181)

Meal waste status

What is the class profile of the meal wasters?

Who are the meal wasters? Venue

24%25%

7%7% 7%

Meal Waster(1,081)

Non-Meal Waster(3,150)

r non-w

Meal waste status

Where are meals wasted?

Restaurant or cafe

Quick service restaurant

Leisure venue

Staff canteen

Factual description of food wasters - Summary

Who? Female, not very old and not very young, higher SEG, white

Where? Restaurants/hotels but pubs too

When? Main meals and side

How? Lack of understanding of portions and ‘just right’

With whom? Partner and family adults, not children.

What? Chips, vegetables and potatoes

WHY IS FOOD WASTED WHEN EATING OUT?

Why was food left?

5% 5% 5% 5% 4% 4% 4% 3% 3% 2% 2% 1% 1% 0% 0% 1%

ondents

Reason for leaving food

Q32. Why did you leave food? [multicode]

Lack of ownership/willingness to change:

1. Portion was too big 2. Things that I didn’t like

3. I’m a fussy eater

Value statement differences

“I always clear my plate” 52% of Meal wasters agree

67% of Non-meal wasters agree

“We should all try harder not to waste food when we eat out”

73% agree or strongly agree in both groups

“I don't want to have to think about leaving food when I eat out”

56% of Meal wasters agree 58% of Non-meal wasters agree

“I find large portions off-putting”

56% of Meal wasters agree 36% of Non-meal asters.

“I always clear my plate” 52% of Meal wasters agree

67% of Non-meal wasters agree

“We should all try harder not to waste food when we eat out”

73% agree or strongly agree in both groups

“I don't want to have to think about leaving food when I eat out”

56% of Meal wasters agree 58% of Non-meal wasters agree

“I find large portions off-putting”

56% of Meal wasters agree 36% of Non-meal wasters.

Experiential versus functional eating

Non-Meal Waster

(base: 3,105)

Meal Waster

(base: 1,081)

Quality of ingredients (net good) 74% 84%

Quality of cooking (net good) 72% 80%

Quality of presentation (net good) 70% 79%

Taste (net good) 81% 81%

Size of portion(s) (net good) 80% 82%

Quality of service (net good) 72% 79%

Value for money (net good) 65% 72%

Meal wasters seemed consistently more impressed with their food than non meal-wasters, in all dimensions except taste

Too much food or poor judgement? Or both?

“If you don’t eat your dinner, you won’t

have any pudding!”

Or will you? 24% of those who left part of their main course went on to order dessert

Meal component Base Non-meal waster Meal waster

Starter, main and dessert 498 63% 37%

Starter and main 374 67% 33%

Main and dessert 354 70% 30%

Main only 1,226 73% 27%

Where were they served ‘too much’ food?

16% 15% 15%

Pub Restaurant orcafe

Hotel Leisure venue Staff canteen Quick servicerestaurant

spondents

ting 'to

Allocated venue

Q19.Thinking about the size of your meal overall, was the amount of food too much

Portions in pubs appear to be largest, with nearly a quarter of respondents allocated to this venue stating that their meal overall was “too much”

If you had that meal component, was it too much?

37% 36%

37%32%

27% 28%

Appetiser (93)

Starter (205)

Main (441)

Sides (171)

Dessert (214)

Starter (56)

Sandwich or wrap

Salad (75)

Hot meal (155)

Sides (71)

Dessert (67)

Non-QSR QSR

ponent 'too m

Part of meal

Which parts of the meal were 'too much' for those whose meal overall was 'too

much'?

Base: Respondents who found their meal overall 'too much' (621). Sub bases individually quoted on horizontal axis: respondents who found their meal too much and who had the specificed meal component.

Respondents tend to ‘blame’ the main part of their meal if their meal overall is considered too much.

Meal type by venue. Which meals were “too much”

12%11%9% 8%

25%24%

16%19%

ice resta

venue*

ice resta

venue*

ice resta

venue*

ice resta

venue*

Breakfast(270)

Lunch(1,805)

Other daytime meal or snack(507)

Evening meal(1,561)

Late evening meal or snack(76)

ondents

ting 't

Venue allocated and type of meal eatern

Q19. Thinking about the size of your meal overall, was the amount of food...?

Base: All respondents, excluding those who ate 'other' meal types (4,219)

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+

ondents

Age of respondents

Q19. Thinking about the size of your meal overall, was the amount of food....

Not enough

Too much

Just right

Base: All respondents, excluding those who 'didn't know' (4,228)

Portion sizes

Ambiguity over fullness

Women getting the same sized portions as men

Weight watchers and older people say meal was “too much”

Leaving food – a social norm issue

Others at the table wasted(687)

No others at the table wasted(2,332)

ondents

Did others leave food?

Q33. Did any of the other people you were eating with leave food at the end of the

Meal Waster

Non-Meal Waster

Base: All respondents who ate with others, and could recall whether others wasted food (3,010)

Why is food wasted when eating out - Summary

Lack of ownership/willingness to change: portion size, disliking the food or being a fussy eater

Meal wasters eat out for the experience rather than for function

Poor judgement and portions that are too big

Social norms at play

The main meal is the sacrificial lamb

WHAT CAN BE DONE TO ADDRESS THE ISSUE?

Respondent ideas for recommendations

14% 14%

5% 4% 4%

2%2% 2%

ondents

Recommendation

Q40. When eating out, what do you think could be done to help you waste less food?

Feedback on options

0% 20% 40% 60% 80% 100%

Eating food left by someone else in your party

Being given the option of smaller portion sizes even if it's not any cheaper

Calorie information on a menu to help you choose

Being given a detailed description of the food to help you choose

More information on portion s ize when ordering or paying

Being given the option of having a starter as a main meal

Being offered a ‘doggy bag’ or container to take your leftovers home

Choice of larger and/or smaller portion sizes for individual parts of meals (e.g. starter)

Being given the option of smaller portion sizes for a lower price

Percentage of respondents

Q41. Here are some ideas for what could happen. To what extent are you in favour of the

following?

Strongly in favour

Slightly in favour

Neither in favour nor against

Slightly against

Strongly against

Base: All respondents (4,231). 'Don't know' excluded from sub-bases.

Attitudinal position of respondents

0% 20% 40% 60% 80% 100%

When I eat out, I'd rather leave food than appear to be greedy

When eating out, how much I eat depends on who I'm with

When eating out, I prefer to stick to the things I like rather than try new foods

Small portions are poor value for money

Large portions of food are off-putting

Asking for a container to take leftovers home is embarrassing

I don't want to have to think about leaving food when I eat out

When I eat out I always like to clear my plate

I prefer s ide orders to be included in the price of my main meal

We should all try harder not to waste food when we eat out

Percentage of respondents

Q44. To what extent do you agree or disagree with the following statements?

Strongy agree

Neither agree nor disagree

Disagree

Strongly disagree

Base: All respondents (4,231). 'Don't know' excluded from sub-bases.

Doggy bag stigma

Meal Waster Non-Meal Waster

ondents

Meal wasters versus non-meal wasters

Q44. To what extent do you agree or disagree with the following statements? Asking for a

container to take leftovers home is embarrassing.

Disagree

Base: All respondents who agreed or disagreed with this question (3,429)

Responses to suggested solutions - Doggy bags +Women, those under 65, single person HH

+Those who talked about eating in a staff canteen

+Those who leave food ‘often’ as opposed to those who leave it ‘sometimes’

Responses to suggested solutions - Info on portions + women, 25-34 year olds, house people.

+NI, 1 or 3+ person HH

+Those who talked about eating ‘on my way’

+Those who left the main part of the meal, those who often leave food

+Those bothered, with environmental concerns and those with budget concerns

Responses to suggested solutions – cheaper smaller portions

+ women

- retired people

+house people, 1 p HH and 3+ p HH

+NI and Scotland, moderately frequent eaters out

+ people who found their meal too much, main wasters and high leavers, those who don’t clear their plate.

+Bothered, weight and budget concerned

Responses to suggested solutions – Starter as main

+ women, ABC1, Better off

+ Scotland, Wales and NI

+ Want to do more for the environment

+ Not familiar with the menu

+ Mains leavers, frequent leavers

+Weight watchers, those with environmental concerns, and those on a budget

Responses to suggested solutions – choice of size of meal components

+ Women

+ house person, income £41-62,000, 1 p HH, 3+ p HH

+ those who felt their meal was not enough, meal leavers, frequent leavers and cheap eaters (less than £10)

+Bothered, weight watchers, and those who don’t clear their plates

Informed diners still go on to waste their meal

Yes No Not sure Yes No Not sure Yes No Not sure**

Yes No Not sure**

Q12. Did you know what s ize the portion was going to be when you ordered?

(3,819)

Q12. Was there a choice of portion s ize?

(3,819)

Q12. Did you ask for information on portion

s ize? (3,838)

Q13. Was there a choice of portion s ize for what

you wanted? (474)

ondents

Bases: Listed under horizontal axis

Q12.For ther meal you ordered...

Q13. For any food you served yourself...

Meal Waster

Non-Meal Waster

Nation differences People in Scotland and Wales were more

likely to state that they were bothered by food waste when eating out because

“it’s bad for the environment’”(19% in

each country) as opposed to people in England (13%) and

Northern Ireland (9%).

People in Scotland

and Northern Ireland were more keen to be offered smaller portions (23% and 22%

respectively) than people in England (13%) or in Wales

(17%).

What can be done to address the issue - Summary

No clear cut, one size fits all solution

Tailored perfect portions plan

Incongruence: Smaller portions but respondents prefer sides to be included

Meal wasters have a tendency to be more sceptical about solutions

Social norms remain at play

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