Inflation and Food Waste Reduction: 8 out of 10 French Consumers Adopt New Habits to Minimize Waste
In response to inflation, French households are reassessing their food habits. A study by Yougov for Too Good To Go shows that these adaptations go beyond a simple economic reaction, revealing a shift toward more responsible and sustainable consumption.
In Brief
The "Changing Consumer Habits" study conducted by Yougov for Too Good To Go surveyed 1,020 French consumers from July 18 to 20, 2023. Findings show that 83% of consumers have adopted anti-waste habits to mitigate inflation's impact (+17% rise in food prices in the first half of 2023, according to Kantar). Furthermore, 30% of users and businesses joined Too Good To Go this year, confirming the growing interest in digital solutions that support sustainable consumption. The study also highlights generational differences: students prioritize repurposing leftovers (46%), while retirees (49%) and families with children prefer planning their grocery trips.
Key Takeaways
• 83% of French consumers are adopting anti-waste practices to reduce inflation's impact.
• 1 in 4 French people now use the Too Good To Go app to purchase discounted food baskets.
• 53% of households now plan their meals to prevent food waste.
• €500 average annual savings for Too Good To Go users.
• 64% of French consumers have reduced dining out, opting for homemade meals and repurposing leftovers.
Best Practices
Meal Planning for Better Shopping Management
Meal planning and batch cooking allow households to better manage grocery shopping, reducing both excess purchases and waste. This trend emphasizes the importance of offering versatile products, particularly for long-lasting staples or multi-purpose foods. For F&B professionals, the opportunity lies in creating products based on raw ingredients that are flexible and adaptable across various recipes.
Detailed Shopping Lists for Informed Purchases
Preparing a detailed list helps consumers avoid impulse purchases and focus on essentials. Retailers can support this trend with digital planning tools or apps. Concurrently, merchandising can be adjusted to guide consumers toward sustainable choices and avoid waste from the outset.
Leftovers and Expiration Date Management
With increased attention to repurposing leftovers and managing expiration dates, consumers are reconsidering how they cook and store food. Pre-portioned meal kits or products designed for leftovers can be appealing, while digital reminders for perishable items can prevent spoilage. These practices also open opportunities for restaurants to offer "leftovers-based" recipes, appealing to clients who prioritize waste reduction.
The Growing Popularity of Packed Lunches
By returning to homemade meals, consumers are reducing expenses while incorporating more economical cooking practices. This rise in packed lunches (or “gamelles”) paves the way for meal and product formats specifically designed for portability and reheating, transforming on-the-go meals into practical and sustainable solutions.
Business Opportunity
Service Innovation and Digital Solutions as a Model of Consumer Adaptation
The growth of Too Good To Go demonstrates the impact that digital solutions can have when they address real consumer needs. These platforms make waste reduction accessible on an individual scale while reinforcing a tangible commitment to sustainability. This study highlights Too Good To Go as a model for other services looking to tap into this trend. Integrating similar features—such as automated expiration alerts or discounts on near-expiry products—could attract consumers interested in both savings and sustainability.
Conclusion
Anti-waste practices are evolving from a temporary response to inflation into a new standard of consumption. F&B and retail players have the chance to align with this shift by offering products and services suited to more sustainable habits. This trend, observed in France, could easily spread to other European markets, reshaping food waste management across the board. Beyond inflation, this change hints at a future where digital tools and eco-conscious habits are central to the consumer experience, linking innovation, sustainability, and economic benefits in meaningful ways.
Alice Polack
