November 19, 2025 – Soft drinks play an important role in the daily lives of Spanish consumers seeking refreshment during the hottest months of the year. Although in recent years the preferences for products in the category have changed and the brands behind them are adapting to these trends. To comprehend the status of the market in the country, Innova Market Insights takes a deep dive into soft drinks in Spain.
What Does the Soft Drink Market Look Like in Spain?
For soft drinks, the rise in growth will likely continue at a steady rate for the next two years. Largely related to an aging population, this will present a challenge to soft drinks manufacturers, who need to identify opportunities and stabilize consumption frequency among existing users. The trend of better-for-you drinks will continue to develop, as will the appeal of drinks with low or no calories and no aftertaste. Examples of natural sweeteners like stevia or monk fruit can meet safety concerns and are worth trying. This trend makes this area of innovation more enticing for consumers to buy into, and the introduction of boosted nutrition benefits, such as added vitamins, minerals, protein, and more, is sought after.
Identifying gaps in flavor offerings can help attract younger generations and support frequency among existing older users whose tastes are shifting. Beyond category standards of orange, lemon, pineapple, and red apple, an expansion of these flavors can keep up with changing preferences. One example of reported new flavors or mash-ups includes twists like dragon fruit or hibiscus, which will also help add novelty to a mature soft drinks market. As for other soft drink types, subcategories like iced tea, iced coffee, and energy drinks can add excitement and enticement to income-challenged younger consumers who expect novelty and comfort.
Where Does Spain Rank Among Soft Drink Consumption Globally?
Spain actually has a high per-capita soft drinks consumption, which, given the warm climate that the country has, makes it an opportune market for carbonated and non-carbonated beverages as the population stays hydrated in the heat. The country enjoys a higher standard of living than many countries and is highly urbanized, like much of Europe. As a result, Spanish consumers tend to have higher than average disposable income, so soft drinks are readily affordable for most budgets. Retailers, vending machines, and outlets offer a broad array of both local and international brands, making soft drinks convenient for many generations. Soft drinks trends also reflect this accessibility, and unlike some countries, Spain has not implemented a sugar tax on sweetened beverages, so the category is more affordable than in parts of Europe.
Does Branding Have an Effect on Soft Drinks in Spain?
Messaging across the category in Spain needs to touch on features such as real and natural ingredients, no artificial flavors or colors, and no additives. Those who consume soft drinks seek assurances that the beverages they are drinking are safe to consume. Attributes such as organic or non-GMO, traditional crafting, and local sourcing can serve to differentiate new entries in the well-established Spanish soft drinks market. Brands that can get information across about how their products are natural and eco-friendly are of particular interest to younger generations with higher expectations.
Given how important water plays a role in our lives for maintaining hydration, in the soft drink category, bottled water holds significantly greater status than some sub-categories. So, when it comes to branding and messaging around bottled water, product safety is particularly significant given high drinking frequency. Interestingly, Innova found that over 10% of those researched consider environmental claims when purchasing bottled water. So, mentions of recycled or recyclable packaging and related reductions may impact brand choice, aligning with broader soft drinks trends toward sustainability and eco-conscious purchasing behaviors.
Are Shifting Preferences Impacting Soft Drinks Sales?
Spain is experiencing a complex set of factors that, when combined, are driving the country’s median age upward. This, in turn, is affecting preferences. The low birth rates in the country show that young adults are facing economic insecurity. This issue, along with changes in culture, is also influencing how much people are spending. Spain has one of the longest life expectancies in the world, thanks to a Mediterranean diet and public healthcare for everyone. Despite the aging consumer challenge, the soft drinks market is projected to remain fairly stable as manufacturers address changing consumer tastes and needs.
Can No-Sugar or Caffeine-Free Variants Keep the Category Relevant?
The Spanish public is becoming more curious about living healthy lifestyles, better-for-you features, and clean recipes, much like their global counterparts. These characteristics are equally influential for the soft drinks category as they have been for many others. This is because consumers view drinks with low, no, or reduced sugar with the same great taste but with lower calories as the minimum requirement across soft drink subcategories. Caffeine-free options are important, especially for carbonated soda and iced tea, while real or natural ingredients mentions are important for juice and sparkling juice. However, these can also serve to differentiate in other soft drink categories.
About 25% to 40% of those polled by Innova Market Insights say that low, no, or reduced sugar claims influence their choice of juice or soda. These consumers want healthy options that maintain flavor and taste. Caffeine-free options have a similar effect on consumer perception. While added-value and better-for-you benefits are reassuring across these subcategories, shoppers seek functional food and beverages.
Are Ethical Claims Growing to Meet Changing Consumer Expectations?
Ethical claims can alleviate environmental concerns from eco-conscious consumers. In fact, three-quarters of new soft drink entries carry ethical packaging claims, primarily citing recycling ability or the use of recycled content. Soft drinks trends also show that other examples of claims driving purchasing penetration and competition include environment-related or human ethical efforts on packaging, which may help distinguish them from competitors.
Are Clean Recipe Claims Being Used Less Frequently?
Consumers interpret claims such as ‘no additives’ or ‘natural’ as safe and clean recipes. While natural claims may act as a shortcut for health reassurance for some. Innova Market Insights found that while ‘natural’ and ‘no-additives’ claims are declining on soft drink packaging in recent years, they also offer an opportunity for growth of around 15% to 20%. Consumers of most soft drink types view them as influential in product choices. As for ‘no artificial flavors’ or ‘colors’, these claims are influential for bottled water as over 40% are convinced by them, with 40% of bottled water drinkers prioritizing safety messaging also.
What’s Next in Soft Drinks in Spain?
Looking ahead for the category, it seems that clean recipe messaging can bolster product safety perceptions, like real and natural ingredients with no additives, to reassure consumers. The reality is that healthier products equal more satisfied soft drink consumption across the population. Within the soft drinks market, beyond health benefits that appeal to aging demographics, flavor innovation plays an essential role. Combinations that redefine the category with new relevant offerings or add value to already consistent purchasing penetration can align with consumer trends. Boosted nutrients like vitamins and minerals, protein, and probiotics help reposition empty calories to better-for-you beverages. Last but not least, across the whole category, eco-friendly packaging, like cans and cups, can be paired with manufacturing practices that limit climate impact.
This article is based on Innova’s Soft Drinks in Spain report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.