The fight against food waste is becoming an increasingly decisive factor in purchasing decisions. Up to 78% of consumers say that knowing what actions retailers take to reduce waste influences their choice of store, reflecting growing awareness and expectations across the sector. This is according to the third edition of the Food Waste Barometer by AECOC in collaboration with Phenix, presented at Alimentaria.
This heightened interest comes alongside a gradual improvement in household habits. Over the past decade, the number of households managing food more efficiently has increased by 53%. However, challenges remain: 23% of respondents admit they still throw food away, the same proportion believe they waste more than they would like, and 86% say they feel guilty when food spoils.
Improving habits, but room for progress
Food waste continues to be closely linked to everyday behaviours. More than half of consumers admit they forget food in the fridge or pantry until it goes bad. Other common causes include miscalculating quantities, overbuying or undervaluing lower-cost products. Millennials stand out as the group most prone to forgetting food.
Fresh produce remains the most wasted category, followed by bread. The main reasons cited are product deterioration (39%) and storage issues (30%). Even so, some positive habits are gaining ground: 58% of consumers freeze leftover bread and 57% store fruit in the fridge to extend shelf life.
Preventive behaviours are also becoming more widespread. Around 64% of consumers freeze products before they expire, 56% check what they already have at home before shopping, and 53% avoid buying excessive quantities. Additionally, 80% check expiry dates before purchasing, 69% buy only what they need, and 79% assess the condition of fresh products to prioritise their consumption. Some 66% also organise food in the fridge according to temperature zones.
At the same time, 48% say they reuse leftovers to prepare new meals, although 31% admit they ultimately end up discarding them once spoiled—an improvement compared to 39% the previous year.
Growing consumer engagement and opportunities for the sector
Outside the home, practices are also evolving positively. As many as 88% of consumers say they ask for leftover food to take away in restaurants, consolidating this habit as a common practice.
In retail, however, there remains a perception gap: 88% of consumers believe supermarkets discard unsold products, yet only 27% say they are aware of specific initiatives implemented by their usual stores to reduce waste, while 64% are unsure whether such measures exist. This lack of visibility contrasts with strong demand for transparency, as 59% would prefer to shop in stores that publish regular indicators on their progress in reducing food waste.
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Discounted products nearing expiry are also gaining traction. Some 83% of consumers report purchasing them, either as additional purchases (29%) or as substitutes for other products (23%). The main barrier remains concerns about quality and freshness.
The study also points to greater awareness of the regulatory framework. Around 51% of consumers say they are familiar with food waste prevention legislation, up from 36% the previous year. In addition, 56% consider food donation an effective solution to reduce waste and tackle poverty, while 24% associate it primarily with reducing environmental impact.
Regulatory push and industry response
During the event, Helena de Miguel, Deputy Director General for Food Quality and Sustainability at the Spanish Ministry of Agriculture, Fisheries and Food (MAPA), highlighted that the new legislation is built on three pillars: awareness, regulation and measurement. Its main objective is to prevent food waste across the entire supply chain by promoting more efficient resource management.
The law establishes a hierarchy of priorities, placing prevention of surplus at the top, followed by food donation for human consumption, use for animal feed, industrial reuse and, as a last resort, energy recovery.
Companies will be required to develop specific plans to identify the causes of food loss and waste and implement measures to prevent them, as well as to promote donation agreements. The legislation also includes a best practices guide and provides certain exemptions for small businesses and farms to facilitate compliance.
In the roundtable discussion “Challenges of food donation in the new environment”, representatives from the Banc dels Aliments de Barcelona, Phenix, Nueva Pescanova and Consum agreed that food waste prevention has become a shared priority for both manufacturers and retailers. They also positively assessed the new law for providing a clearer legal framework to support its implementation.
