Household Food Management Survey in Wales 2025

Key findings

• Cost of living pressures have escalated: The proportion of Welsh citizens saying they are keeping up without difficulty has decreased from 45% in 2024 to 38% in 2025, while those struggling a lot has increased from one in five (20%) to one in four (26%). Concerns about food prices and the ability to buy enough food for oneself or one’s family continue to rank higher than concerns about food waste.
• Food management behaviours have improved overall: The proportion of people scoring themselves weaker at judging and buying the right amount fell slightly, suggesting more deliberate shopping under rising cost-of-living pressures. Other competencies also improved.
• Self-reported waste the four key products (bread, potatoes, milk and chicken) has slightly decreased in 2025: Potato waste is now at a historic low, while bread waste has increased slightly. The average waste across these foods in Wales stands at 19.3%, marginally above the UK average of 18.8%.
• Attitudinal tolerance of food waste and time pressures are increasing: Fourteen per cent now report they are comfortable not using up all the food they buy, up from 11% in 2024, while reported time pressure rose from 39% to 44%.
• Displaced meals (meals eaten outside the home) are increasing in Wales: 17% of Welsh citizens report to have a high number of meals eaten outside the home (up from 9% in 2024).
• High food wasters are increasing: The share of high food wasters rose from 24% to 28% (UK: 27%), concentrated among younger adults, households with children, larger households, frequent shoppers, and those with lower food management skills or higher number of displaced meals.
• Food waste ‘denial’ persists: Around eight in ten people believe they waste less food than the average household, and many accept that some food waste is inevitable. This reduces motivation to change and can limit the impact of information-led campaigns.
• Pack sizes / formats and pricing continue to influence purchasing decisions: Buying near expiry is most common; smaller packs are less popular. Two-thirds choose smaller packs for household size, over 80% buy larger packs for value. Support is strongest for fairer/proportional pricing and more loose fruit and vegetables. Unit pricing is inconsistently used, especially by those who would benefit most.
• Recall of food waste communications has declined, particularly awareness of the amount of food thrown away. Recognition of the Love Food Hate Waste logo remains above the UK average (35% vs 33%).
• Food waste collections remain widely used, highlighting Wales’ strong recycling participation and providing a platform for further prevention.

Read the full findings and insights on household food waste and management in our latest report below.