How green is your grocer? UK supermarkets fail to meet shoppers’ sustainability expectations – Digital Intelligence daily digital marketing research

Rubikloud quizzed more than 3,000 European consumers in the report, entitled 2019 European Grocery Data Report: What European grocery shoppers really want and how supermarkets can deliver it with AI

The research showcases the extent of consumers high expectations. 88% of respondents said it’s important that retailers and food manufacturers reduce the amount of food and packaging waste, which ends up in landfill and oceans, in the next three years.

The report shows food waste is no longer just a cost issue for supermarkets, but also a reputational one. 68% of UK shoppers indicated there was no place for supermarkets who refuse to address sustainability. 71% of consumers think large supermarket groups should be legally required to produce annual reports on their food and packaging waste, with 40% saying there should be fines for those who fail to cut their waste levels.

Top 3 most progressive supermarkets when it comes to reducing food and packaging waste:

The report revealed a high level of consumer understanding of the issues driving food waste in supermarkets. Shoppers identified technology as crucial to finding a solution, with more than half (56%) saying the most technologically advanced supermarkets will succeed in reducing waste. Two-fifths indicate supermarkets need to improve their stock forecasting capabilities and more than 50% said supermarkets should offer fewer price promotions (such as buy one, get one free) to reduce food and packaging waste.

“The environmental impact of food loss and packaging waste is a critical global issue,” said Kerry Liu, co-founder and CEO of Rubikloud.

Liu continued: “Retailers have long been challenged with the inefficiencies in their supply chains and promotional strategies, which lead to the product overstock and shrink that is a key consumer concern. AI and machine learning has the power to help supermarkets be better environmental stewards and reduce waste by providing them with actionable insights and improved forecasting.”