The source of the problem, according to Wrap's chief executive, Jenny Price, is that people constantly want to have a choice and want to "make sure that there's plenty in the fridge" whenever possible. She also feels that people tend to not think about what it is they're throwing away. Once the food has been tossed into the bin, or sealed up in a garbage bag, the "out of sight, out of mind" maxim kicks in. Most people, according to the research, had no idea what they were throwing away; only 10% admitted that they probably disposed of quite a lot of food.
Proposed solutions include encouraging supermarkets and vendors not to up-sell people into buying more than they need and encouraging shoppers to keep lists - or at least check the cupboards - before heading out to shop. "People who go into stores with a shopping list usually stick to it, and you usually find they have less waste," said Price.