Consumer Trends  

Throwing offers in the bin

Research has revealed an interesting trend which may encourage shoppers to think twice before buying discounted food items
 Households discard £165 worth of expired food per year

It has emerged that, on average, shoppers in the UK throw away £165 worth of food items that have expired before they got around to eating them.

This stems from consumers’ apparent willingness to purchase items they see as good value, regardless of whether they want them or not. Buy-one-get-one-free (BOGOF) deals as well as ‘three for the price of two’ promotions seem to lure in the most hardiest of shoppers, but this has led to a significant amount of food being thrown out once the items pass their expiration date.

The report also found that an average household will indulge in up to six special offers during their weekly shop. One in five of these people even admitted that some of the offers they succumb to include things they do not even like, or would not purchase under normal circumstances.


Similarly, 80 percent of the surveyed masses stated they do look out for bargains intentionally and another 13 percent confirmed they end up buying unnecessary items as a consequence.

Ironically, being enticed into purchasing extra items, purely because they are on offer, can often lead to people spending more than they intended on their shopping trip in the first place. Adding on the factor of throwing away much of what they have purchased, and the trend of discount indulgence suddenly becomes more expensive than it should.

Not only does this bring about an issue of monetary waste, but also food waste, with household bins full of previously fine items which other consumers may have made use of.

“It's completely unnecessary that so much food is going to waste,” declared a spokesperson for the Organic, Naturally Different Campaign.

“The findings show that just because a certain food is discounted or part of an offer people feel the urge to give in and buy it regardless of whether they need it or not.

“It's false economics if you end up buying food because it's cheap but subsequently don't like it or end up throwing it away.”

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