Climate action/ food waste charity WRAP has recently published a study into the behaviour of UK consumers when purchasing fresh fruit and vegetables.
The research revealed a potential increase in the purchase of loose fresh fruit and vegetables with many respondents expressing a willingness to buy more.
Roughly 78% of UK consumers reportedly purchase at least one piece of loose fresh fruit or vegetable, with 60% preferring to buy these items without packaging. Those who already purchase loose produce have noted a reduction in waste, particularly with bananas, apples, and carrots.
The research highlighted challenges in the availability and price comparison of fresh produce in stores, describing the process as difficult and confusing. The major recommendation from WRAP is that retailers make pricing clearer, simpler, and comparable to dispel the notion that loose produce is more expensive.
For further information visit https://wrap.org.uk