The majority of participants reported wasting very little food, with 96% saying they discard less than 10% of their perishable items each week. Most admitted to throwing food away mainly when it looked or smelled bad - not necessarily when it passed its expiry date.

Interestingly, concerns over whether food is safe to eat were not a major factor. Only a small group regularly discarded food due to uncertainty. This suggests there is room to improve awareness around food safety and shelf life without resorting to waste.

Sustainability is clearly on shoppers’ minds. A third of participants said the environmental impact of packaging always influences their buying decisions, and over half said it sometimes does. That is a strong signal - but there is a catch.

When asked how much more they would be willing to pay for sustainable packaging, three-quarters said no more than 5%. So, while the will is there, affordability remains a sticking point.

Smart packaging that helps reduce waste - such as colour-changing labels or cooking-time indicators - also received a warm welcome. Many respondents said these features would give them greater confidence in keeping food for longer, instead of throwing it away too soon.

The concept of compostable packaging was met with overwhelming support. Most participants not only liked the idea but also knew how to dispose of it correctly, mainly via organic recycling. That level of awareness is a promising step towards more sustainable everyday habits.

When it came to ZeroW’s packaging innovations specifically, feedback was very positive. Participants praised the visual appeal, feel, and ease of use - but also valued substance over style. Smart features and reusability ranked higher than aesthetics.

Suggestions for improvement included better resealing, stronger lids, clearer labelling and more information on how the packaging breaks down after use.

Perhaps the most striking finding? Every single participant said they would be more likely to buy products with this type of innovative packaging in the future. That is a powerful endorsement - and a strong case for bringing sustainable, smart packaging to the shelves.

In short, consumers are ready for better packaging – as long as it is practical, affordable, and genuinely helps reduce waste. The challenge now is to deliver on all three fronts.