Brits pour away 490 million gallons of milk every year as one of the biggest contributors to UK food waste, research has shown.

Studies reveal that nearly nine in ten Brits want to reduce their household food waste but analysis shows they will need to consciously change their behaviour to achieve this.

In addition, the UK hospitality industry, facing an existential threat from coronavirus, fears rising levels of surplus food as social distancing restrictions tighten, with recent reports claiming that £16.7m was wasted from this sector during lockdown.

A new study from Arla Cravendale has identified how shopping behaviours in 2020 are also affecting the nation’s intentions to waste less.

The research coupled monitoring consumers’ behaviour in their own homes with bespoke nationally representative data insight.

Five households, reflecting British society today, joined a unique two-week experiment which saw them document their shopping choices, then over the following fortnight track their food waste, complete with ‘fridge cam’ footage and photos to form a diary.

This was then evaluated by behavioural expert, Corinne Sweet, who analysed the diaries and gave the families recommendations and tips to keep in mind when in the shops, which directly resulted in a noticeable reduction in their food waste.

A key report finding highlighted that all experiment participants were trying to be more aware of the items they commonly wasted and wanted to make a change.

In fact, despite 86 percent of Brits stating they wanted to reduce their food waste, the same number said they expected their current shopping habits to continue into next year.

"Although we want to waste less food, we also want to continue with our existing shopping patterns and cooking behaviours – which sadly are currently quite wasteful," said Sweet.

"If we do not change some of our habits, we will inevitably end up throwing away stuff and wasting our money, having been tempted by special offers and impulse purchases.

"If we want to waste less this year and next, we will all have to learn to plan ahead, make savvy decisions, such as buying foods that will last longer so that we are still able to try out that new dish or have peace of mind that we have things in the fridge, should we not be able to get to the shops.”

Arla Cravendale has also bolstered its efforts to help the nation be more sustainable with a new Tesco partnership, in which consumers can claim a free Waste Action pack with every bottle of Arla Cravendale purchased.