A recent study by Metroscopia for Pipas USA reveals that sunflower seed consumption in Spain is high, with 50% of the population enjoying them in the last year. These seeds are particularly favored by Millennials and Generation Z. Flavor is the most important factor for consumers, with salt preferences varying by age. Medium-sized bags are the most popular, and supermarkets are the preferred shopping destination. The majority of Spaniards are aware of the health benefits of sunflower seeds, including their high fiber content and mood enhancement. Despite this, 72% of consumers are unaware that the seeds they consume are not grown in Spain. The study also shows a growing environmental consciousness, with 76% of respondents collecting the seeds to discard them properly, up from 75% in 2022.