Consumer behavior is defined as that part of people's behaviour and the decisions that this implies, when they are acquiring goods or using services to meet their needs. This behavior is conditioned by both, individual and environmental factors. Among the first are psychological (attitudes, perceptions, beliefs, motivations) and personal (psychographic and socioeconomic characteristics) factors. The environmental factors are classified as cultural, social and business. In this unit, we will analyse the influential variables in consumer behavior and new trends in the food market.