April 22, 2026 – The Spanish snacks market continues to grow in value, with certain subcategories also experiencing strong growth. As the market becomes more segmented, brands are capitalizing on trendy niches to foster consumer loyalty. NPD activity is trending upwards, but while some subcategories are attracting less attention, a few are standing out, including potato-based snacks, rice-based snacks, and wheat and other grain-based snacks. Notably, differences appear among generations, particularly in snack consumption occasions. Innova Market Insights looks at the snacks market trends in Spain and opportunities for brands to innovate in the snacks market.
What are the Trending Claims in the Spanish Snacks Market?
Almost 1 in 2 new snack launches in Spain has a gluten-free formulation, with these claims having gained share in recent years. Organic sourcing is also notably important in the Spanish market, as innovators look to prove their clean label credentials, but this has lost ground over recent years. This could be owing to producers making alternative environmental or sourcing claims. For example, palm-oil free claims, which influence more than a third of Spanish households when purchasing salty snacks. Claims surrounding protein and fiber are also seeing increased attention as Spanish shoppers look for guilt-free healthier snacks.
Which Snacks Lead in the Spanish Snacks Market?
Potato chips are the number 1 choice among Spanish consumers in the snacks category. Popcorn and savory biscuits/crackers are also popular snack options for Spanish consumers. The Spanish market tends to under-index for some of the less ultra-processed snack categories, e.g. rice-based snacks, legume-based snacks, and vegetable-based snacks. There are opportunities to introduce these types of snacks as more Spanish shoppers look for healthier snacking options.
What Influences the Purchasing Decisions of Spanish Snack Consumers?
Taste and flavor are the product attribute that most influences the Spanish shoppers purchasing decision when buying salty snacks, cited by more than 2 in 3 Spanish consumers, and flavor innovation remains a core strategy across the category. However, Spanish snack innovators are missing opportunities when it comes to limited edition flavors in the Spanish snacks market. With growing consumer interest in global flavors, cross-category mash-ups, and flavor blends, this should be an innovation strategy gaining more attention. For example, Taco Bell launched a crossover with Cheetos by introducing a Cheetos-flavored quesadilla. Younger generations are the Spanish buyer most likely to be looking for new flavors in snacks.
Which Spanish Consumers Snack the Most?
Most Spaniards are maintaining their snack consumption, with Spain ranking as one of the world’s highest for per-capita snack consumption. However, there are Spanish buyers decreasing their snack consumption rather than increasing it. Snacks trends indicate that Gen Z are the generation most likely to be upping their intake, with this group also consuming snacks more frequently. This is due to a trend among younger consumers to swap traditional main meals for snacking, with 34% of Spanish consumers doing so four or more times per week. The market will be looking for increased variety but also snacks that fit into their daily lifestyles, not only in terms of convenience but also with regard to health aspects.
Who are the Leading Innovators in the Spanish Snacks Market?
Major local and European retail brands lead in Spanish snack innovation, with the most active snack company being PepsiCo, which competes in the Spanish snacks market with its Lay’s, Doritos, and Cheetos brands. PepsiCo also acquired local company Matutano Snack Ventures in 1971, which produces and distributes many of its brands for the Iberian Peninsula. Snacks trends in Spain reveal that flavor innovation remains at the heart of most brand strategies, but key players are also targeting households with various engagement tactics through social media. For example, using chips in the making of the traditional tortilla is a recent social media trend for some brands to engage consumers.
How Does New Product Development Look in the Spanish Snacks Market?
NPD activity in the snacks market in Spain is slowing growth, in line with global snack market trends. For many Spanish consumers, health is a barrier to snack consumption. Therefore, brands need to work hard to increase the nutritional appeal of snacks. Clean labels and special diet claims are one strategy, while positive nutrition, e.g. protein or fiber claims are also appealing to Spanish households, with innovators demonstrating value to shoppers by specifying the amount of protein. For example, lentil chips, which in addition to being high in protein, are also gluten-free. Spicy flavors are trending in flavor innovation in the snacks market in Spain. For example, there was a recent launch from Frit Ravich with roasted peanuts with Cajun and paprika flavor. Additionally, brands are pitching premium snacks on varied features including sourcing, artisanal, indulgent flavors, and heritage.
What’s Next in Snacks Market Trends in Spain?
Going forward, we can expect further growth in formulating for specialist diets and nutrition boosts in the Spanish snacks market. Especially, fiber and protein claims will be ones to watch. However, finding real value in innovation will be vital going forward. This is especially true in more mature snack categories in Spain, such as potato snacks and snack nuts. The competitive edge will come from distinct USPs like novel taste profiles, particularly more luxury, premium flavors. More brands will appeal to Spanish consumer demand for novelty and adventurous flavors in snacks with co-branding, with these limited editions being key to attracting younger generations. Overall, brands innovating in nutrition, novel flavors, and premiumization, will find success in the snacks market in Spain.
This article is based on Innova’s Snacks in Spain report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more