Waitrose and WRAP tap eye tracking tech and behaviour change science to push loose produce benefits

This Food Waste Action Week (18th-24th March), Waitrose and WRAP are trialling Point of Sale messaging to encourage more customers to buy fresh produce loose to cut household food waste, save money and reduce single use plastics and unnecessary packaging.

This is taking place in Waitrose’s Thatcham store near Reading, with eye tracking software monitoring shopping habits.

Catherine Loader, Sustainability Manager at Waitrose, says: "We are committed to supporting customers in buying what they need, and during Food Waste Action Week we’re running trials to understand how signage and customer communications influences purchase of loose fruit and veg.”

“This trial is part of a wider strategy and pledge to offer more loose fruit and veg in store, which also reduces plastic waste. We’re committed to helping our customers reduce household food waste, with over 100 lines now packaging free.”

“We look forward to sharing the results of the trials and continuing to help our customers choose what they’ll use."

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— Waitrose & Partners (@waitrose) March 18, 2024

WRAP is working with Waitrose to assess how messaging and placement affects purchases of loose fruit and veg - including the use of eye tracking software to follow shoppers’ unconscious reactions.

People will be recruited by a specialist research company to take part in this element of the study. This will include wearing hardware while they shop to track their eye movements and identify which signage has been viewed and for how long.

Estelle Herszenhorn, Head of Food Systems Transformation - WRAP, comments: “We’re delighted to work with Waitrose on this important trial.”

“We know from our consumer research that selling more loose, pricing being clear, making loose an attractive offer and engaging with customers on the benefits of buying loose are key ways retailers can take action and it's crucial that more follow Waitrose’s example.”

“But we, as shoppers, need to embrace loose produce and be open to change. Actions like this trial show us the possibilities of how retailers and shoppers can change together, to begin the massive shift needed in how fruit and veg is sold and our ingrained shopping habits.”

Waitrose will be running loose fruit and veg trials throughout Food Waste Action Week and until 10th April.