Wrap publishes Packaging Report - Unpacking Fresh Fruit and Veg: A UK Behavioural Insight Study

22 Mar 2024

Key findings from mixed methods research undertaken between August and November 2023.

There is scope to grow loose fresh fruit and veg purchases… and people indicate they are willing to buy more

• Around three quarters (78%) of UK consumers buy at least one fresh fruit and veg item loose.

• Three in five (60%) agreed that they ‘would prefer to buy fresh fruit and veg loose / not in packaging'.

People who are buying loose tell us that they waste less as a result.

• Those that bought fresh fruit and veg loose reported wasting less than those buying pre-packaged, especially for bananas, apples, and carrots.

You can find the report here:

Unpacking Fresh Fruit and Veg: A UK Behavioural Insight Study | WRAP