Shoppers Want Less Food Waste—But Don’t Trust Grocers to Lead Says RELEX Survey 

New consumer survey reveals a widening trust gap, and the strategies shoppers say will make a real difference 

Shoppers say they care about food waste. But when it comes to action, trust, and behavior? It gets complicated. New data from RELEX Solutions reveals a growing mismatch between consumer intentions and expectations of grocery retailers. The result: a widening trust gap, strong support for regulation, and some unexpected behaviors that could help grocers finally connect food waste reduction with real business wins. 

The study, which polled over 2,165 consumers across the US and UK, paints a mixed picture: consumers are eager for waste reduction, but skeptical of vague promises. In fact, while sustainability messaging is everywhere, many shoppers just aren’t buying it—literally. 

The trust deficit: Actions, not words 

The survey uncovers a stark warning for retailers: in the US, a mere 14% of consumers fully trust grocery stores’ sustainability claims, while nearly 1 in 3 actively distrust them. In the UK, the data suggests consumers may be more receptive to retailers’ sustainability efforts, but the expectations are high – 74% of shoppers say they would switch from their current supermarket to one that publicly commits to and actively reports on reducing food waste.  This response, particularly in a market with more established regulation, underscores the rising demand for transparency and measurable action. “Today’s consumers can spot greenwashing from a mile away,” said Svante Göthe, Head of Sustainability at RELEX Solutions. “They’re not looking for perfection, they’re looking for proof. Retailers that communicate with transparency, and show how they’re making a measurable difference, have a real opportunity to earn long-term loyalty.” 

Responsibility on the rise – and a potential regulatory storm brewing 

Consumers aren’t just voicing concerns; they’re calling for regulation. Despite the fact that over half of US consumers (51%) see themselves as the ones most responsible for reducing household food waste, nearly 78% still support stricter government regulations to address the issue. That includes 48% who want action at the federal level, and another 31.5% who prefer state-level mandates.  

In the UK, where regulations are already in play, consumers are more direct: almost half (49%) place primary responsibility on supermarkets, signaling higher expectations for grocery retailers to lead the charge.  

Short-dated discounts: A smart, missed opportunity 

The research overturns another long-held industry belief: consumers avoid short-dated products. In the US, nearly all (93%) shoppers now support discounting such items, with 58% actively seeking them out. Only a small minority (7%) reject these products outright, revealing a massive untapped opportunity for retailers to simultaneously reduce waste and boost sales through smarter inventory practices. 

The UK reveals similar preferences: 59% want visible price reductions tied to waste-reduction efforts, and 63% support improved discounts on short-dated items. 

Far from being a liability, short-dated inventory presents a practical way to reduce shrink, drive sales, and build customer trust—especially in today’s price-sensitive environment.  

Meal planners: The waste culprits 

Perhaps most unexpectedly, the study reveals that structured shoppers may be wasting more than expected. In the UK, 45% of consumers who identify as “Meal Planners” say they throw away food due to overestimating portions. This counterintuitive behavior reveals a missed opportunity for retailers to offer better planning tools, flexible pack sizes, and more responsive inventory strategies. For retailers, this opens the door to support this group in wasting less—and spending smarter.  

Data-driven retailers have the roadmap—now it’s time to act 

Consumers aren’t just asking retailers to care about food waste, they’re showing them how to act on it. Across both markets, shoppers are signaling a desire for waste-reduction efforts that are visible, measurable, and grounded in real-world behaviors. 

Retailers who lean into operational tools—like demand forecasting, markdown optimization, and inventory visibility—are best positioned to meet those expectations. Those who act now won’t just reduce waste—they’ll rebuild trust, increase efficiency, and turn sustainability into a source of long-term growth. 

“The retailers that will lead in the next decade aren’t the ones with the flashiest slogans, they’re the ones who use data to make real change visible,” Göthe added. “That’s what earns loyalty now. That’s what drives results.” 

Methodology 

The RELEX Cost of Food Waste Consumer Survey was conducted by Researchscape in March 2025, polling 2,165 consumers—1,026 in the United States and 1,139 in the United Kingdom. The survey examined attitudes toward food waste responsibility, retailer trust, regulatory preferences, and willingness to purchase short-dated discounted items.