How are we as citizens/consumers in the face of waste?
Righteous, well-intentioned, thrifty, or careless?
These are the 4 profiles of the research commissioned by Babaco Market to Bva Doxa, on the occasion of the national food waste prevention day, scheduled for Sunday 5 February, from which a sort of identikit emerges on the attitudes of Italians towards food waste.
"Virtuous", "well-intentioned" and "thrifty" Italians represent 67% of respondents to the research, demonstrating how awareness of the phenomenon of food waste drives the majority of Italians to adopt anti-waste and virtuous behaviors to face the problem firsthand. While they are in a clear minority compared to the three profiles who actively fight against food waste, the Italians "not caring" (33%) of the "problem".
1. THE VIRTUOSI (30%): "I organize myself and do everything so as not to waste food”
Aware of the extent of food waste and its effects on the environment, they consider the UN target for its reduction by 2030 to be very important. They pay great attention to not wasting food, which is why they are very organised: they buy small quantities of food, adopt a weekly menu to regulate purchases and consumption.
They are very fond of fresh fruit and vegetables, they are attentive to seasonality and the Italian origin is a priority in their purchasing decisions.
Less sensitive to price, they are more inclined to use sites and apps that support made in Italy foods and anti-waste practices.
2. THE WELL MEANING (21%): "I try not to waste, but it doesn't happen every now
and then ..."
They know the problem of food waste and its impact on climate change.
They consider it very important to act personally to reduce waste and are very careful not to throw food away.
However, sometimes it can happen: more often because they forget to consume it, or because they buy too much.
The action they take most frequently to combat food waste is portioning and freezing food.
They love fresh fruits and vegetables, especially since they are considered part of a healthy diet.
They are not willing to spend more on branded products when they buy fruit and vegetables, but they pay little attention to the shopping list and weekly planning.
To achieve better organization, they have a positive interest in sites and apps that support made in Italy foods and anti-waste practices.
3. Thrifty people (16%): "I don't waste to save money"
They are less aware of the extent of food waste and its impact on the environment.
But paying the utmost attention not to waste food for reasons of savings, they don't throw anything away thanks to an organization of stocks by expiry date and the purchase of durable products.
They are not fond of fresh fruit and vegetables and are more sensitive to price.
4. THE NOT CARING (33 %): "I know the problem, but I don't take much action"
They are aware of the problem of food waste, but consider it less important to combat this phenomenon.
They pay little attention to food waste and often throw it away.
They have poor food management: they forget to consume food, they buy too much or in too large formats and left over when cooking.
They are little lovers of fresh fruit and vegetables, seasonality and origin of the products do not interest them.
They often buy frozen or canned vegetables and are not very organised: they don't have the habit of making a shopping list or planning food consumption.
excellence (including slow food principals).
From 2020 to today, Babaco Market has helped save over 750 tons of fruit and vegetables.
In line with the brand's anti-waste mission,