Research has highlighted generational divide in attitudes towards food as millennials focus on its appearance while buying too much. Consumers aged 18-34 are more interested in the visual presentation of food to photograph and share on social media but fail to plan meals and buy too much which ends up in the bin. The UK alone has of 15m tonnes of food waste a year 7m of which comes from households. The younger generation tends to buy food to try unusual recipes recreating those seen on Instagram that involve exotic ingredients that are harder to reuse. Whereas the older generations are more likely to have an ‘eat to live’ philosophy with lower grocery bills and reduced waste. The findings are part of Sainsbury’s £10m ‘waste less, save more’ scheme to help households save money by cutting food waste.