Millennials and Instagram

Sainsbury’s has released its national supermarket study of the food waste patterns of 5,050 U.K. consumers, which reveals that nearly two-fifths of those age 65-plus say they never waste food, compared with just 17 percent of those under 35. 

The Guardian reports that the study found that more than half (55 percent) of 18- to 34-year-olds had a “live to eat” attitude to food – more about pleasure than necessity, but with higher shopping bills and more waste. Millennials are also more likely to try unusual recipes to create Instagram-friendly dishes involving exotic ingredients that are harder to reuse. Hence, more waste. Older generations were more likely to “eat to live,” with lower grocery bills and reduced waste. 

The study goes on to say that it's a generation gap in attitudes toward cooking and eating that's helping to fuel the United Kingdom’s 15 million tons of food waste problem that's being driven by time-poor, on-the-go millennials who don't understand the value of the food on their plates -- something we can extrapolate on this side of the pond as well. It's estimated that half comes from household food waste. 

In contrast to savvy older consumers familiar with post-war rationing, the study suggests, those age 18 to 34 are preoccupied by the visual presentation of food to photograph and share on social media, while more often failing to plan meals, buying too much, and then throwing it away. When it comes to throwing away leftovers, 18- to 34-year-olds are the most likely culprits, with 17 percent of them leaving leftovers three or more times a week.  

“A post-war increase in household food waste is due to changes in how we value choice, time and money in relation to food,” says food historian and broadcaster Dr. Polly Russell. “Gone are the days of eating the same food on the same days of the week, week in, week out. Most people today, particularly younger generations, demand variety. However, with a menu which changes often, it is more challenging to control waste and plan ahead.” 

The over-55s are the most comfortable in the kitchen, the survey finds, with just 18 percent wishing they knew more about managing and cooking food. In contrast, more than half of those age 18 to 34 admit a lack of culinary know-how.

Younger consumers also fail to plan ahead. Some 20 percent of those under 35 admit to wasting the most food after a big shopping trip, compared with 8 percent of 55- to 64-year-olds and just 7 percent of the 65-plus age group.