Methodology
In early 2023, we set out to develop a deeper understanding of consumers’ opinions and behaviour toward food waste and their rising concern to minimise its impact on an individual level.
To achieve this, we engaged in a multi-prong research with our partners – C+R Research, Qualtrics and the advisory guidance of Wageningen University & Research (WUR).
Our insights on food waste are drawn from:
- Week-long, in-depth interviews and journalling sessions with 60 consumers (in United States, United Kingdom, Mexico, France and Thailand) in January 2023.
- An exhaustive quantitative exploration with 5,154 consumers across 10 countries in May 2023.
