Spain: Consumer Profile

October 2023

By 2040, Spain’s consumer landscape is set to be dominated by childless households, as the fertility rate declines owing to the population continuing to age. Consumers continue to seek bargains, with almost half switching to private label in 2022. Palma de Mallorca records the highest per capita spending, due to its thriving tourism industry, while Madrid remains the largest consumer market. Two thirds of Spaniards adopt eco-friendly habits, such as reducing plastic and food waste, as well as cu

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Overview:

Consumer Profiles  reports  provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.


The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.

The Consumer Profiles in Spain report includes:

A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies

The Consumer Profiles in Spain report answers:

  • How consumers in  Spain are changing? 
  • What are key changes in Spain population, society and generational structure and how it is affecting businesses?
  • What is the household structure in Spain and how it is changing consumer landscape?
  • What are key income groups in Spain? What is the outlook for the future?
  • Where consumers are  spending the money in Spain? 
  • How is the consumer mindset in Spain changing?
  • In Spain, what are consumer attitudes towards “green” and sustainable products?
  • Where and how do consumers shop in Spain?
Download Table of Contents
Scope
Key drivers affecting consumers in Spain in 2022
How developments today shape the consumers of tomorrow
Key findings
Today 2022: Late Lifers and Seniors have become too significant to overlook
Today: Immigration provides a surge in population growth, countering stagnating birth rates
Spaniards are less inclined to showcase their social status through their shopping behaviour
Tomorrow 2040: Increased longevity and low birth rate boost older demographics
Tomorrow : Gen Z and Alpha to record the fastest growth; Gen X will remain largest
Tomorrow: The working-age population in major cities is expected to decrease due to ageing
Areas of opportunity
Yoigo introduces telemedicine services, enhancing healthcare accessibility in Spain
Today 2022: Rising numbers of households in Spain choosing to lead a child-free lifestyle
High youth unemployment keeps more Spaniards living with parents longer
Online streaming services continue to gain ground in Spain
Tomorrow 2040: Fewer families with children; more senior Spaniards living alone
Household decision-making gender gap closes, but women still handle most chores
High digital literacy to continue driving adoption of smart appliances
Areas of opportunity
Just Eat diversifies into grocery delivery services
Today 2022: A larger middle class in comparison to the Western European average
Soaring living expenses have compelled more than half to reduce non-essential spending
With government support, Gen Z set to boost their spending on travel and experiences.
Tomorrow 2040: Seniors to experience the most rapid growth in incomes
Tomorrow 2040: Mid-lifers to retain the highest per capita incomes
Tomorrow 2040: The consumer market set to maintain growth, fuelled by a tourist influx
Areas of opportunity
Carrefour Introduces a 30 items for EUR30 money-saving offer in Spain
Key findings of the consumer survey
Younger generations have a more positive outlook on their future
Roughly one third of Spaniards can handle unexpected financial emergencies
Spaniards are highly diligent regarding plastic and water consumption
Job security leads the priority list owing to the high prevalence of precarious employment
Cost of living crisis boosted the need for affordability, but local products remain a priority
Singular Green launches sustainable shade cloth
Areas of opportunity
Key takeaways
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