Shoppers Want Technology To Help Them Reduce Food Waste

A new piece of research from IGD has revealed that one-in-five shoppers would like technology to help them in reducing for waste.

While the use of tech for discounts, coupons and offers has been on the increase as technology has evolved, IGD’s latest research highlights that 22 percent of shoppers say they would like technology to help with reducing waste, beating those interested in getting help on health and diet information, in-store navigation, fast delivery (one hour) and sourcing product information.

Reducing waste was clearly a priority for younger shoppers (18-25 year olds), with nearly a third wanting to use technology in this way, compared to just 17 percent of shoppers aged 65 and above. A similar contrast can be seen between those in Yorkshire and Humber (29 percent) being most likely to want to use technology for this purpose and shoppers in Wales and London (18 percent) being least likely to. Families with children under five years are also more likely to say they want to use technology to reduce food waste (29 percent), when compared to shoppers with no children under 18 (20 percent).

More than 80 percent of shoppers would like technology to help them with their food and grocery shopping in the future IGD – a training and research charity that helps the food and grocery industry deliver the needs of the public – says. Help with savvy shopping tops the list when it comes to areas where consumers feel technology could help them, with over half of shoppers wanting to use technology to find the best offers.

Highlighting the opportunity for the food and grocery industry to engage further with technology, IGD’s research reveals that while the number of shoppers saying they have a useful app on their phone has jumped from 72 percent in 2014 to 81 percent in 2016, the number of shoppers saying they have a useful food and grocery app on their phone has dropped from 40 percent in 2014 to 34 percent in 2016.

Vanessa Henry, Shopper Insight Manager at IGD, said: “Our research highlights a big opportunity for the food and grocery industry to engage and assist shoppers using technology. However, it’s essential that shopper needs are satisfied as otherwise technology becomes short lived.

“While it’s encouraging to see that the use of technology and digital tools is becoming established ahead of a store visit, particularly when shoppers are planning their shopping or looking for inspiration, there is a real opportunity to harness new innovations and data in driving shopper loyalty for retailers. Shoppers are clearly not shy to advancements in technology in food and grocery, and with the growing demand for progression in this area we look forward to seeing how retailers will continue to rise to this challenge.

“Technologies that might be useful to shoppers in the future could be smart home devices which could help with meal inspiration and planning, and in-store opportunities might include technology that helps speed up the checkout and payment process.”


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