The research by Proagrica, the global agricultural and animal health data business, shows 67% of consumers are now likely to buy more frozen food for the same reason, and 76% suggest they are prepared to buy the ‘ugly’ fruit and vegetables that often sit unwanted on the supermarket shelf.
More than 40% of respondents believe it is their responsibility to do the right thing, while 21% thought the responsibility lies with grocers and supermarkets.
The survey also highlighted the growing number of UK consumers who take ethical considerations into account when buying their food. Almost a third (32%) say the ethical credentials of the retailers and producers influence their purchase choices whenever possible.
In addition, 71% say they’re more likely to try and reduce food miles by buying more locally-sourced produce.
Graeme McCracken, managing director at Proagrica, said: “The UK, like many countries, faces a serious food waste challenge and this research shows that consumers are changing their shopping habits accordingly. They’re shopping more often, in smaller amounts, and buying more frozen food that will stay edible for longer.
“Even though many consumers feel it’s down to them to throw away less food, businesses in the food and agriculture industries need to do their part. They need to actively show they are working together to make their operational processes more transparent and more efficient. That can also help them demonstrate their ethical credentials, which is another factor that heavily influences what people buy and from where.”