Understanding consumer use of the freezer

August 2010

A quantitative study into consumer attitudes, understanding and behaviour with regards to home-freezing food, store-bought frozen food and use of the freezer in general.

Although it is not possible to quantify the potential food waste saving from optimal freezer usage, given the strong interaction between other key food waste behaviours such as planning, portioning and storage, the freezer can act as a pause button, giving consumers more time to eat the food they buy, rather than having it spoil or pass its ‘use by’ date. It is therefore a key tool to help reduce the 5.3 million tonnes of avoidable household food and drink waste thrown away each year.

This quantitative research into consumer attitudes, understanding and behaviour with regards to home-freezing food, store-bought frozen food and use of the freezer in general has been undertaken to inform the Love Food Hate Waste campaign, and to provide evidence for food industry initiatives to help consumers get more out of their freezers and reduce food waste.