Sustainable Consumers in Spain Reach 30%, Driving a $28.8 Billion Market
Eco-Active consumers in Spain now form 30% of the population, creating a $28.8 billion market but facing price barriers in sustainable purchasing.
- • 30% of Spaniards are Eco-Active consumers, above the global average of 23%.
- • Eco-Active consumers represent a $28.8 billion market value in consumer goods.
- • Price is the main barrier, with only 6.7% willing to pay more for sustainable packaging.
- • Climate change and plastic pollution are major concerns among Spanish consumers.
Key details
The sustainable consumer segment in Spain is growing significantly, with Eco-Active consumers now comprising 30% of the population, surpassing the global average of 23%, according to a recent Worldpanel by Numerator report. This group—which integrates sustainability into their daily lives—represents a market value of $28.8 billion, underlining the strategic importance of sustainable practices for brands seeking to attract new customers.
While Eco-Considerers, who are aware but less active, hold steady at 41%, Eco-Dismissers have decreased slightly to 29%. Climate change ranks as the top concern for 14.4% of Spaniards, and worries about microplastics and excessive plastic use are rising, with 32.3% and 45% expressing concern respectively.
Despite this commitment, price remains the chief barrier to sustainable consumer behavior. Though 90.6% of Spaniards would accept compromises for sustainable packaging, only 6.7% are willing to pay more. Jordi Freixas, Solutions Director at Worldpanel, emphasizes that brands must balance cost, performance, and environmental responsibility to appeal to these consumers. Recyclable packaging materials such as aluminum and glass play a crucial role in sustainability perception.
As environmental concerns intensify, companies offering affordable, practical, and reliable sustainable products are best positioned to gain consumer loyalty and address global challenges.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.
