{"id":4721,"date":"2026-03-09T13:10:23","date_gmt":"2026-03-09T13:10:23","guid":{"rendered":"https:\/\/olioapp.com\/en\/?p=4721"},"modified":"2026-03-09T13:10:24","modified_gmt":"2026-03-09T13:10:24","slug":"90-of-people-try-not-to-waste-food-so-why-are-we-still-throwing-it-away","status":"publish","type":"post","link":"https:\/\/olioapp.com\/en\/olio-updates\/90-of-people-try-not-to-waste-food-so-why-are-we-still-throwing-it-away\/","title":{"rendered":"90% of people try not to waste food – so why are we still throwing it away?"},"content":{"rendered":"\n
\"\"\/<\/figure>\n\n\n\n

For Food Waste Action Week, Olio surveyed 1,614 of our app users about their thoughts, feelings and attitudes around household food waste. This blog explains what they told us, and our take on why it matters.<\/em><\/p>\n\n\n\n

Every year, Food Waste Action Week shines a light on one of the most pressing problems faced by our society today.<\/p>\n\n\n\n

At Olio, we\u2019ve spent the last 10 years building an amazing community of 5 million people living in the UK \u2013 most of whom hate throwing anything away. This year, we wanted to paint a more nuanced picture of how those households really feel about the issue of food waste.<\/p>\n\n\n\n

Via a survey completed by 1,614 people, we dug into what happens with food waste in the home, and why: the feelings, the habits, the barriers, and the changes people actually want to see.<\/p>\n\n\n\n

From the answers we gathered, it\u2019s clear that food waste is a complex problem \u2013 and one that\u2019s not always easy to avoid. But the appetite for change \u2013 at home, in supermarkets, and across the system \u2013 has never been stronger.<\/p>\n\n\n\n

1. Even people who care deeply about food waste struggle to avoid it<\/strong><\/h1>\n\n\n\n

The most striking finding from our survey is the gap between intention and reality.<\/p>\n\n\n\n

9 in 10 respondents say they actively try to avoid wasting food. And yet only 18% reported throwing away nothing at all in the previous seven days. A further 40% said they wasted a small amount, and 6% a moderate or large amount.<\/p>\n\n\n\n

90% of respondents actively try to avoid wasting food \u2013 yet most still waste some every week<\/strong><\/h2>\n\n\n\n

Throwing food in the bin isn\u2019t something people do lightly \u2013 in most cases, they feel this deeply. When asked how wasting food makes them feel, guilt was the most common response (cited by 53% of respondents), followed by regret about money (49%), frustration (44%), worry about the environment (38%), and shame (27%).<\/p>\n\n\n\n

Food waste is not a values problem \u2013 among Olio\u2019s user base, people care enormously. They told us that for them, food waste happens more as a result of current systems and habits. The conditions of everyday life \u2013 busy schedules, large pack sizes, and confusing labels \u2013 make waste almost inevitable, even for those trying hard to prevent it.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

2. What\u2019s actually getting thrown away \u2013 and why<\/strong><\/h1>\n\n\n\n

Fresh fruit, vegetables and salads top the list of most commonly wasted food (29%), followed by bread and bakery items (18%), and cooked leftovers (10%). These are all perishable, and often bought in quantities that don\u2019t match how we actually eat.<\/p>\n\n\n\n

When we asked what situations most often lead to waste, the picture became clearer. The hardest situations to avoid were:<\/p>\n\n\n\n

    \n
  • Food going off before it\u2019s used (23%)<\/li>\n\n\n\n
  • Not eating food in time (22%)<\/li>\n\n\n\n
  • Cooking too much or over-catering for guests (8% each)<\/li>\n\n\n\n
  • Change in diet or preferences, including children changing their minds (8%)<\/li>\n\n\n\n
  • Change of plans \u2013 ordering a takeaway instead (7%)<\/li>\n<\/ul>\n\n\n\n

    These results point to some of the structural changes that would make the biggest difference: smaller pack sizes (especially for people living alone), more loose fruit and veg options, and better meal planning support.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    3. The date label problem is real \u2013 but nuanced<\/strong><\/h1>\n\n\n\n

    Date labels remain one of the most misunderstood aspects of food at home. Our survey revealed a complex picture.<\/p>\n\n\n\n

    On one hand, knowledge among the Olio community is relatively high: 73% correctly identified that Best Before relates to quality, while Use By relates to safety. Average confidence in understanding the difference was 6.5 out of 7. That\u2019s unsurprising considering many of our users will be Food Waste Hero volunteers, and will have learnt this during their food safety training with us. <\/p>\n\n\n\n

    6.5 \/ 7<\/strong> is the average confidence level for understanding Best Before vs Use By \u2013 yet many still wait for food to visibly go off<\/h2>\n\n\n\n

    But when asked whether waiting until food has visibly gone off makes it feel easier to throw away, 19% said yes, and a further 14% said sometimes. People are using visible deterioration as their cue to act.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    4. The changes people actually want<\/strong><\/h1>\n\n\n\n

    We asked respondents to rate the helpfulness of ten potential changes, then choose the single one that would make the biggest personal difference. The results were unambiguous.<\/p>\n\n\n\n

    The top single change, by a significant margin, was more loose and unpackaged options in shops, chosen by 28% of respondents. A further 13% said smaller pack sizes, reflecting the challenge of buying appropriate quantities for smaller households.<\/p>\n\n\n\n

    28% said more loose \/ unpackaged options in shops would make the single biggest difference to their food waste<\/strong><\/h2>\n\n\n\n

    Removing Best Before dates entirely was chosen by 11% \u2013 showing that many people believe structural, systemic changes within supermarkets would help enormously.<\/p>\n\n\n\n

    It\u2019s also worth noting what people didn\u2019t prioritise. Removing Use By dates was notably unpopular \u2013 people clearly value safety guidance. The appetite for change is focused on quantity, packaging, and education.<\/p>\n\n\n\n

    5. Retailers are being watched \u2013 and judged<\/strong><\/h1>\n\n\n\n

    One of the clearest findings from our survey is the commercial case for retailers taking visible action on food waste.<\/p>\n\n\n\n

    48%<\/strong> would actively choose a supermarket taking visible action on food waste, with a further 23% saying it would probably or might influence their decision<\/h2>\n\n\n\n

    Among those who answered this question, when asked how visible action would influence their choice between two similarly priced and convenient supermarkets:<\/p>\n\n\n\n

      \n
    • 48% said they would choose the one taking visible action on food waste<\/li>\n\n\n\n
    • A further 23% said it would probably or might influence their choice<\/li>\n\n\n\n
    • Only 7% said it wouldn\u2019t influence their choice at all<\/li>\n<\/ul>\n\n\n\n

      And when people see a retailer taking action, the emotional response is strongly positive. 58% said it feels like the retailer is doing the right thing, 49% felt more positive about the brand, and 31% said they\u2019d be more likely to trust them*. The greenwashing concern \u2013 \u2018feels like marketing rather than real change\u2019 \u2013 was cited by 7%, a real risk if actions aren\u2019t substantive.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      \u201cWhen supermarkets fill bins with perfectly good food, it\u2019s quite disheartening to see.\u201d<\/em><\/p>\n\n\n\n

      *These percentages are based on respondents multi-selecting answers to the question, which is why they don\u2019t add up to a round 100%<\/em><\/p>\n\n\n\n

      6. Olio\u2019s role: filling the gap between surplus and waste<\/strong><\/h1>\n\n\n\n

      Olio exists precisely at the intersection of the problems this survey describes. Among users who share food via the app, the data is striking.<\/p>\n\n\n\n

      55%<\/strong> of people who share food on Olio say their food would probably have been thrown away without the app<\/h2>\n\n\n\n

      When asked what would have happened to shared food without Olio, 55% said it would probably be thrown away. A further 14% were unsure. <\/p>\n\n\n\n

      The benefits go beyond reducing waste. The most commonly cited use of Olio was meeting neighbours and building community (44% of respondents), followed by handling unexpected surplus (40%) and avoiding the guilt of throwing food away (37%).\u201d<\/p>\n\n\n\n

      Two thirds of Olio users (67%) rate the app 6 or 7 out of 7 for importance in helping them reduce food waste \u2013 a signal of how it\u2019s become part of their their everyday habits.<\/p>\n\n\n\n

      7. The \u00a31,000 figure: motivating, but not the whole story<\/strong><\/h1>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Among respondents who were shown this \u00a31,000 figure, 36% said it would motivate them a lot and a further 16% said a little \u2013 a combined 52% finding this genuinely motivating.<\/p>\n\n\n\n

      52% said knowing households waste \u00a31,000 of food a year would motivate them to reduce their own waste<\/strong><\/h2>\n\n\n\n

      But 8% said \u2018not at all\u2019, and the open comments reveal why. Many who already waste little feel the figure doesn\u2019t apply to them. Others are frustrated that the conversation keeps focusing on individual households while supermarkets continue to over-order and over-produce.<\/p>\n\n\n\n

      This reflects a broader sentiment: people believe their own household waste is relatively contained, but they are angry about systemic waste further up the supply chain. When asked where most food waste happens in the UK, 50% pointed to retail \u2013 far more than the 25% who pointed to households.<\/p>\n\n\n\n

      8. The big picture: optimism, with conditions<\/strong><\/h1>\n\n\n\n

      85%<\/strong> believe the UK can realistically halve household food waste*<\/h2>\n\n\n\n

      (Yes + Maybe combined)<\/em><\/p>\n\n\n\n

      Despite the scale of the challenge, our survey reveals genuine optimism. When asked whether the UK can realistically halve household food waste, 53% said yes and 32% said maybe. Only 9% said no.<\/p>\n\n\n\n

      But this optimism is conditional. Respondents consistently indicated that change needs to come from multiple directions simultaneously. When asked how willing they would be to change habits if government, retailers and brands made it easier, 49% gave the maximum score of 7 out of 7, with an average of 5.96 out of 7 across all respondents.<\/p>\n\n\n\n

      What this means for Olio<\/strong><\/h2>\n\n\n\n

      These findings confirm what Olio has always believed: food waste is a collective problem that requires collective solutions. <\/p>\n\n\n\n

      The emotional weight people carry \u2013 the guilt, the frustration, the shame \u2013 deserves to be matched by practical infrastructure that makes doing the right thing easy.<\/p>\n\n\n\n

      Olio exists at the intersection of everything this survey points to: community connection, local surplus sharing, reducing the friction between excess food and people who can use it. <\/p>\n\n\n\n

      The 1,614 people who took part are telling us that the will is there. Now it\u2019s time to make the system match \ud83d\udcaa<\/p>\n\n\n\n

      About this survey<\/strong><\/h2>\n\n\n\n

      Olio conducted this survey across five audience segments \u2013 Food Requesters, Food Adders (adding their own food), Non-food Adders & Requesters, Food Adders & Requesters, and Food Waste Heroes (adding food from businesses) \u2013 collecting 1,614 responses from app users across the UK.<\/p>\n\n\n\n

      Respondents skewed towards people who actively engage with food waste issues, meaning these findings likely reflect a higher level of awareness and motivation than the general population. The survey was conducted in February 2026.<\/p>\n\n\n\n

      olioapp.com<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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