Around 70% of the food wasted in the UK is produced by citizens in their own homes, with over 4.5 million tonnes of food that could have been eaten being thrown away by UK households every year. Inherently this is a result of consumers purchasing too much food.
Please note that for the most recent data on the quantity of food waste in the UK please refer to Food Surplus and Waste in the UK Key Facts - updated November 2023.
WRAP developed and piloted the Calm State Space behaviour change intervention to help shoppers overcome the psychological factors which lead to overbuying food in a supermarket. This intervention is an area, or messaging, in the supermarket, just before the check-out that provides a place, or time for reflection
on purchases, allowing the shoppers to think about whether they will eat all of the food items they’ve picked up.
Read the case study to find out more about the intervention and the results from the pilot.
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Behaviour Change Intervention Case Study: Calm State Space
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