Food waste is a major environmental concern for the UK public. Our Great Green Sustainability Study, which tracks attitudes toward sustainability, shows that 39% rank food waste among the six most important environmental issues – the highest out of 24 issues tested – followed closely by tackling climate change and eliminating plastic waste.

Yet while the public is highly concerned, there’s a gap between perception and reality when it comes to responsibility. Our research shows that 68% believe supermarkets should take the lead in reducing food waste, with 52% pointing to food manufacturers and 51% to the general public. But in reality, households generate around 60% of the UK’s 10.7 million tonnes of food waste each year – far more than retailers (2%) or even the food service sector (10%).

This highlights a challenge for brands, policymakers, and local authorities. While supermarkets and manufacturers are expected to act – and many already are, through initiatives like Tesco’s partnerships with FareShare and Olio or Too Good To Go’s surplus food app – real progress will require shifting public behaviour. More education, clearer portioning and storage guidance and incentives to reduce household waste could help close the gap between concern and action.

For retailers and brands, the opportunity lies in positioning themselves as enablers, providing solutions that make it easier for consumers to waste less, rather than simply absorbing the blame.