A new intervention-based study by the Fight Food Waste Cooperative Research Centre (FFW CRC) reveals that there are three types of food waste persona in Australian households: ‘over providers’, ‘under planners’ or ‘considerate planners’.
As part of its ‘Designing effective interventions to reduce household food waste’ project, the FFW identified these personas to support the UN Sustainable Development Goal (SDG) 12.3 to halve food waste by 2030. The project has received support from state and territory governments, supermarkets, food rescue charities and Central Queensland University.
An online survey was completed by more than 2800 Australian households and analysed by researchers. The research also included examining the contents of the bins and in-depth interviews.
FFW CEO Dr Steven Lapidge said strategies to reduce food waste can be learnt from these personas.
“The average Australian throws away $965 of food every year, adding up to almost $20 billion of household food waste across the country. Households carry a staggering 53 per cent of the total economic value of all food wasted and lost in Australia.
“The Fight Food Waste CRC is working with industry, researchers and government to learn more about Australian households’ food habits and help people reduce food waste,” said Lapidge.
What food waste persona are you?
Over providers were identified to waste the most food per home and per person, making up 23 per cent of Australian households.
The CRC found on average this persona group is comprised of young families, both working parents with children who purchase and cook more food than necessary regardless of their shopping planning.
Under planners were noted to be the least prepared with their food shopping and meals, typically being single or couple households. The persona makes up 32 per cent of Australian households and while they aim to be time efficient with shopping and cooking, they generally lack interest.
“If people can relate to these personas, they’ll understand more about their triggers for wasting food and be able change behaviours around how we plan, shop, cook and eat to make the most of the food that we buy,” said Lapidge.
Older couple-based households or “empty nesters” account for 45 per cent of households and are classified as considerate planners. The CRC said this persona type usually plans their food shopping trips, cooks suitable portions, uses leftovers and statistically incorporate more food waste reductions habits.
Lapidge added that regardless of persona type, everyone can implement better practices.
