Verdict’s survey looked at the increasing popularity of clearance food websites, as well as current overall consumer habits.
South Yorkshire based Approved Food specialises in selling surplus stock, some of which is nearing the best-before-date and provides an alternative route to market for distributors, suppliers, manufacturers and supermarkets.
The business currently has over a quarter of a million customers registered, delivering over 2,500 orders a week.
The survey reported an increase in cost-conscious consumers buying branded products near or past the best before date, with over 40 percent of online shoppers willing to buy their groceries from a clearance website.
Dan Cluderay, from Worksop, who founded the business in 2008, he said: “I’m in dreamland. Seven years ago I wasn’t even in the Top 10 retailers on the market selling food and drink and now to be placed alongside the biggest players in UK retailing is absolutely unbelievable.
“I am delighted that we have been recognised in the Top 10 online shops for food and groceries and also for the increasing recognition of the important role we play in reducing the massive food waste generated in this country.
“Much of this waste is generated unseen further up the supply chain by the actions of the supermarkets and we would love to work even closer with the major retailers and their suppliers to help reduce this costly burden further.
“We’ve saved over 32 million items from landfill since we began and this creative approach means we can be competitively priced and environmentally focused at the same time,” Dan added.
The survey recognised the popularity of Approved Food and other clearance websites. As the convenience of online shopping increases, retailers are providing options for consumers gaining confidence in short-dated products and looking for value for money.