October 16th, 2023, Janice Fernandes
World Food Day, celebrated on October 16, has a global mission to raise awareness of hunger and help people move towards a sustainable food future.
To mark the occasion, we conducted a survey among Britons to gauge their involvement in food-related initiatives, such as reducing food waste and supporting food banks, and understand their expectations from brands. Notably, a significant proportion are actively engaged in these efforts. About 20% of respondents report frequent participation, with 43% indicating that they engage somewhat often.
However, 28% of Britons pick ‘not very often’ – admitting to rarely taking any action to reduce food waste or support food banks. And about 7% of respondents across age groups never participate in food-related initiatives.
Data further reveals that older demographics, particularly those over 55 (28%) and aged 45-54, (20%) very often lend a hand in these initiatives.
Shifting our focus to the influence of brands in purchase decisions, we discover that one in ten Britons (10%) is significantly swayed by a brand's commitment to addressing global hunger and promoting healthy diets. Meanwhile, 31% mention that it somewhat affects their choices. On the other hand, a third of respondents (34%) express that a brand's involvement in addressing global hunger has minimal influence, and 20% declare it has no influence at all in what they purchase.
Breaking down the data by age groups reveals that younger Britons (18-24-year-olds) are slightly more influenced, with 13% stating that a brand's commitment impacts their decisions a lot. Meanwhile, the 55+ age group is the least influenced by this factor, with only 7% indicating a significant influence and 26% saying their purchase decisions are not at all influenced.
What actions do consumers desire brands to undertake?
For those Britons whose purchase decisions are influenced a lot or somewhat by a brand's commitment, there are specific expectations. Around three-quarters believe that brands should implement sustainable sourcing practices to reduce food waste (78%), collaborate with local food banks and community programmes (75%), and participate in food rescue efforts to redistribute surplus food (74%).
Around half of the respondents believe brands should support education and skill-building programmes related to food and agriculture (57%), donate a percentage of profits to food-related charities or organisations (56%), partner with NGOs to address food insecurity on a global scale (49%).
Fewer than one in five but still a considerable share of Britons (39%) believe brands should collaborate with other brands to amplify their impact to genuinely contribute to food security and positively impact society.
The data showcases an opportunity for brands to align their actions with consumer values.
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Methodology: YouGov polled 1,000 UK consumers on October 13, 2023. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade. Results are nationally representative of adults in Great Britain. Learn more about YouGov Surveys: Self-serve.
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