12 August, 2025 – Many factors are catalyzing changes in consumer demand for food and beverage products in Spain. When Innova Market Insights analyzes consumer trends, it looks at 39 different categories of food and beverage products as part of its Innova Category Report. These include beverage, staple items, components for meal preparation, treats, snacks, items that support special diets, and plant-based products. This report looks at Spanish food and beverage consumption habits and assesses the factors that are driving changing demand in specific categories. It also includes an overview of the factors driving consumer trends and an assessment of opportunities based on various observations.
Macro Context for Food Trends and the Spanish Consumer
Several global macro factors affect the food-related insights and preferences of the Spanish consumer. The first is the environment. Food trends in Spain show that health of the planet is the greatest area of concern. Consumers are experiencing the impact of climate change on health, the food supply, and the economy. Strategies to adapt to climate change are at the forefront. The uncertain political environment is leading to instability, an area of great concern for European consumers. Several factors are contributing, including the ongoing war in Ukraine, elections in countries like France and Germany, trade tariffs, and tension between Europe and the US. European consumers also worry about terrorism and security, immigration, economic uncertainty, and job insecurity. The impact of these concerns affects security on the national, financial, and personal level. indicate fears around national, personal and financial security.
Concerns of Spanish Consumers
Several factors impact consumers more directly. Food trends in Spain reveal that consumers are worried about their finances and personal health. They have trouble accessing affordable housing, nutritious food, and good healthcare. Spanish consumers need reassurance, honesty, and transparency because climate change, economic tremors, and political instability are creating a more volatile and uncertain world. Advances in technology are adding to concerns about privacy and job security. At the same time, technology is aiding in the discovery of creative solutions to global woes. Also, it is helping consumers in various aspects of their life.
Drivers of Consumer Behavior in Spain
Spanish consumer behavior is affected by taste and health. Taste and flavor matter in most food and beverage categories, where Spanish consumers skew above the global average. Spanish consumers care about product cost and freshness, especially in dairy, fish, and meat. In contrast, they are attracted by novelty and variety in ready meals and meal components.
Health is a driving force in the food industry in Spain. Nutrition matters to Spanish consumers, especially reductions in fat and sugar. Spanish consumers also are attracted to products that are high in fiber or protein and have functional ingredients. Health and lifestyle needs are a priority in hot drinks and energy bars.
Spanish consumers look for integrity, authenticity, and transparency in products and ingredients. Consumer trends research show that Spanish consumers want products with a clean label and real, natural ingredients. They do not want artificial flavors, artificial colors, or palm oil. Spanish consumers have a high level of interest in snack, spread, and ready meal products that are traditionally made and crafted. Meat, fish, dairy, and bread products that are locally sourced and produced also are attractive.
According to food trends in Spain, consumers care about product safety and quality and need to feel a sense of trust. Safety, trust and ethical values drive decisions. Trusted sources and premium-quality ingredients communicate reliability and quality. When Spanish consumers shop for plant-based products and products with functional claims, they desire ethical products with sustainaCo0nsumerble values and clean label claims. Convenience matters in certain categories.
Spanish Consumer Concerns in Key Categories
Different factors affect Spanish consumers, depending on what they are buying. When shopping for alcoholic and alcohol-free alternatives, Spanish consumers are influenced by taste and flavor, clean label, cost, and the brand itself. Attractive features in soft drinks include clean label and health benefits. For hot drinks, taste and flavor plus health, freshness and cost are important. Everyday staples cover a range of products and desired features. Desired features in bread and breakfast cereal, as well as dairy, are cost, taste and flavor, freshness, and health. These features, plus nutrition, influence meat and fish purchasing. Compared to the global average, Spanish consumers are less influenced by brand, convenience, and shelf life. Items for meal preparation appeal to Spanish consumers if they are flavorful, at a good price, clean label, and convenient. Fat reduction is important in these items. Snacks and treats that are flavorful, healthy, and free of palm oil interest the Spanish consumer. Food trends in Spain show that health and ethical claims matter in plant-based foods and products for special diets.
What’s Next for Food Trends in Spain?
Since taste, variety, and affordability matter in the food industry in Spain, brands can focus on creating affordable and tasty products across a range of food and beverage categories. Additionally, ready meals and snacks with limited-edition flavors and novel formats can deliver excitement plus affordability and familiarity. One idea is a line of value-priced meals from different Spanish regions.
Health drives choice and category growth in the food industry in Spain. Better-for-you products with functional health benefits, products with less sugar and fat, and products with added nutrition can be appealing. It is important to balance taste, wellness, and convenience for at-home and on-the-go consumption. One example is a convenient yogurt drink with no added sugar, extra protein, and extra fiber.
Spanish consumers are swayed by trust and ethics. They want convenient products that are safe, responsible, high quality, ethically sourced, and clean label. One innovation example is a plant-based breakfast wrap made from responsibly sourced ingredients and wrapped in recyclable packaging.
Clean label, local ingredients, and minimal processing connote transparency and can help build trust. Authenticity and craft messaging appeals in heritage as well as modern categories.
This article is based on Innova’s Category Growth Drivers in Spain report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more