Supermarkets not meeting shoppers’ sustainability expectations, Rubikloud

Consumers believe that British supermarkets’ are not doing enough to go green, particularly around food and packaging waste, according to a report from Rubikloud.

The company surveyed more than 3,000 European shoppers. 81% said it was important that retailers and manufacturers reduce the amount of food and packaging waste, which ends up in landfill and oceans, in the next three years.

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.

Shoppers also identified technology as crucial to finding a solution, with 56% saying the most technologically advanced supermarkets will succeed in reducing waste. Two-fifths indicated 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).

“The environmental impact of food loss and packaging waste is a critical global issue,” says Kerry Liu, Co-Founder and CEO, Rubikloud. “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.”