This research explores Portuguese consumer behavior in the consumption of non-prepacked foods, in a context of growing environmental concerns and the negative impacts of plastic pollution and greenhouse gas emissions associated with single-use plastic packaging. As the global food system faces scrutiny for its contribution to environmental degradation, packaging-free retail emerges as a promising solution to mitigate packaging waste and promote sustainable consumption practices. However, despite its potential benefits, barriers such as unfamiliarity, inconvenient shopping experiences and logistical challenges prevent widespread adoption. To this extent, this study aimed to evaluate the state of change in relation to the purchase of non-prepacked foods in the Portuguese population, as well as the underlying preferences that drive their consumption. 514 individuals (393 females and 121 males, and 1 participant who preferred not to disclose their gender) aged between 18–65 years old participated in this study. The subjects completed a translated and adapted version of the “States of Change” questionnaire. Analysis of the results revealed that a significant proportion of individuals already consume non-prepacked food, as a lifestyle choice, presenting a clear opportunity for the development of innovative solutions tailored to this market segment. However, barriers persist, highlighting the need for targeted interventions to encourage sustainable consumption behaviors, particularly among younger people and individuals resistant to change. This study seeks to contribute to the alignment of design and innovation strategies with the needs of consumers in this market segment.