40% of consumers have stopped buying a product because they considered its packaging unsustainable

Sustainability remains a priority for Spanish consumers, although it is increasingly linked to saving money and consumption efficiency. This is reflected in the data. AECOC Shopperview's 2026 Sustainability Barometersponsored by Checkpoint Systems, LIDL, Natulim and Smurfit Westrock, this edition specifically analyzes the role of packaging in purchasing decisions.

The study shows that 74% of consumers consider sustainability issues important. However, only 37% say they find it easy to maintain a sustainable lifestyle, a difference that highlights the difficulties people still face in translating this concern into their daily lives.

In this context, the most widespread sustainable actions increasingly combine environmental benefits with economic savings. Ninety-seven percent strive to reduce food waste and buy only what is necessary, a practice motivated primarily by caring for the planet (43%), but also by saving money (54%). Ninety-four percent also reduce their water and energy consumption, and 93% separate and recycle waste, while 92% opt for more efficient appliances and 90% use packaging made from recycled or recyclable materials. The study concludes that, compared to previous editions, the economic component is gaining prominence in many of these decisions without diminishing environmental concerns.

Packaging, a decisive factor in the purchase

The barometer results confirm that packaging plays an increasingly important role in purchasing decisions. Seven out of ten consumers acknowledge that the type of packaging influences their choice, and 40% say they have stopped buying a product because they considered its packaging unsustainable. Furthermore, another 33% admit to having considered packaging at some point. This perception is also reflected in their consumption habits, as 87% say they buy products with less packaging.

Consumers demand diverse solutions and better information

The study also reflects that consumers expect companies to implement various initiatives to improve packaging sustainability. Among the main demands are the use of easily recyclable, single-material packaging, a priority for 77% of respondents, as well as providing clear information on how to recycle products (80%) and reducing packaging whenever possible (78%). Furthermore, 77% consider it important to have more readily available information on the packaging.

At the same time, 75% would be willing to change packaging formats if it significantly reduces waste. However, consumers also recognize the role of packaging. While 80% believe some packaging is unnecessary, 67% believe products must be properly protected to ensure food safety, and 58% want to buy products that arrive in perfect condition thanks to appropriate packaging.

The barometer concludes that sustainability remains a competitive factor for brands, although price increasingly influences purchasing decisions. 42% of consumers say they have stopped buying products from brands they consider unsustainable, and 26% say they prefer sustainable brands as long as they maintain a comparable price. However, 25% of consumers believe that companies are making sufficient efforts to improve the sustainability of their packaging.