Actions linked to sustainability are becoming increasingly integrated into food purchasing and consumption habits

Actions such as planning purchases, making the most of food, reusing packaging, and separating waste are part of household routines, and consumers increasingly value solutions that combine sustainability with functionality, preservation, and ease of use.

Sustainability, integrated into food purchasing and consumption habits

This is according to the sixth edition of the Consumer Barometer from the AINIA technology center, a study that analyzes consumer behavior in areas such as food waste, labeling, and the relationship between packaging and the environment. Its results paint a picture of an organized and informed consumer who combines aspects such as quality, health, shelf life, and sustainability in their purchasing decisions. Among consumers most aware of food waste, there is also greater attention to the environmental impact of packaging, waste separation, and solutions that facilitate reuse without compromising quality, safety, or practicality.

Among the conclusions of this new edition of Observatory, the following stand out:

• A significant part of the practices aimed at preventing waste is incorporated into shopping routines. 54% say they always check expiration dates, 48% check what food they already have at home, and 47% make a list before shopping.
• The reuse of leftover food is also widespread: 45% say they always do it and another 39% often. The main area for improvement lies in advance planning: 26% never plan their meals weekly or bi-weekly, and 40% only do so sometimes.
• Fresh produce accounts for a significant portion of household food waste. Fruits, at 50%, and vegetables, at 48%, top the list of most discarded categories, followed by cold cuts, at 40%, and bread, at 38%. These results highlight shelf-life management, preservation, portion control, and packaging formats as areas with the potential to contribute to reducing food waste.
• The high predisposition towards new ways of utilizing food stands out: 90% of those consulted would be willing to consume suboptimal foods, either directly, integrated as ingredients in other foods and drinks or incorporated into processed products.
• The sustainability of packaging is linked to its ability to adequately fulfill its function. For 47%, preserving food well is the main characteristic that ideal packaging should have, followed by clear labeling that specifies the ingredients (31%), reusable packaging (28%), recyclability or being made from recyclable material (27%), biodegradability (25%), and the absence of plastic or minimal use of plastic (23%).
• Regarding the separation and reuse of packaging, bringing personal bags is reported by 91% of respondents, reusing bags and containers by 90%, and separating waste for recycling by 74%. When asked specifically about food packaging and waste, 61% report always separating it and 17% almost always.
• The amount of material used also plays a role in consumer perception. 70% report frequently encountering packaging they consider unnecessary.
• Finally, regarding the information included on the packaging, 39% report always reading the labels, while 55% do so sometimes. Among those who do read them, 78% say the information has a significant or considerable influence on their final purchase decision. The most frequently consulted aspects are the expiration or best-before date (83%), the ingredients (70%), and nutritional information (55%). Regarding the evaluation of the labels, 64% consider the information useful, but 71% think the print is too small, 45% admit there are elements they don't understand, and 43% point to visibility problems.

The AINIA Consumer Barometer reveals that Spanish consumers are increasingly integrating sustainability into their food shopping routines. The profile highlights an organized and informed shopper who balances quality, health, and environmental impact. Although more than half already prevent waste by checking expiration dates or planning menus, fresh products (such as fruits and vegetables) continue to account for the highest rates of household waste. Improving packaging and shelf-life management are key to reducing this environmental problem.