Seven in 10 Brits admit to buying food knowing it will end up in the bin

Daily Mirror

21-05-2025

A study of 2,000 adults found the average person wastes the equivalent of £387 a year on produce that bypasses plates and goes straight in the bin, with the likes of bread and salad often being thrown away
A survey of 2,000 adults has uncovered that the average Brit squanders a staggering £387 annually on food that never makes it to their plate but is instead chucked straight into the bin. With over a third (36%) confessing they often buy food knowing full well that some will be wasted and not even nearly consumed.
Almost one in four (23%) pointed out they misjudge portion sizes as the culprit for waste, while 18% overlook expiry dates when shopping, and 24% put the blame on impromptu plans.
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Interestingly, the study also found that a sizeable 20% don't consider freezing perishables to avoid waste, with bread, salad leaves, and bananas topping the list of most frequently discarded items.
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Supermarket giant Aldi initiated the research and is collaborating with food waste authority Kate Hall to inspire householders to embrace home freezing and help trim both waste and expenses by stretching their food supplies.
Aldi's national sustainability director, Luke Emery, asserted: "We're committed to reducing food waste wherever we can across our supply chain, whether that be working with suppliers to cut down on waste, or marking down prices of items nearing their sell by date."
Taking this pledge further, he added: "Now we're on a mission to help shoppers minimise their food waste too, while getting even more value from their groceries at the same time."
Highlighting the disconnect, he emphasized: "It seems simple, but the research shows that freezing items still isn't something many do – so we want to showcase just how easy that can be."
The latest data from OnePoll.com has shed light on the foods Brits are hesitant to freeze, with eggs, cucumber, and lettuce topping the list of no-freeze items.
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Despite common misconceptions, two thirds of people avoid freezing certain products like these, not realising they can be perfectly preserved if handled correctly.
Additionally, 36% of consumers worry about texture changes post-defrosting, and 25% fear a loss of flavour in frozen foods.
Yet, a staggering 75% feel remorseful about discarding food, and 31% would be more inclined to freeze if they knew the proper guidelines.
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In an effort to reduce waste, 20% have passed on food before it spoils, and 18% have even resorted to feeding it to their pets instead of binning it.
Aldi has collaborated with Kate Hall to whip up three recipes aimed at helping shoppers prevent food wastage and save money, alongside offering essential freezing advice for novices.
Kate commented: "It's no surprise most of us feel guilty about throwing food away, but you might not expect to find the solution is already in your kitchen."
"Using your freezer is such a simple way to press pause on your food so it doesn't end up in the bin. Freezing food can help our budgets stretch further, and you can actually freeze a lot more than people realise. The trick is knowing the best way to freeze food and what to do with it after freezing."