Consumer Values and Behaviour in Spain

June 2021

This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behaviourial trends with purchase and consumption habits in Spain.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Spain report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Spain report answers:

  • How is the consumer mindset in Spain changing? In Spain, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Spain purchase decisions?
  • Where and how do consumers shop in Spain?
  • What health-related activities do consumers in Spain participate in?
  • What megatrends should I focus on in Spain (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer values and behaviour in Spain
Spanish consumers like to try new products and services
After trying new products, preference to spend on experiences not things
Gen X more willing to spend money to save time
Spanish don’t feel they will have more free time for themselves in future
Expectation that more activities will shift to in-person lower than global
Gen Z more optimistic about their future than other generations
Positive outlook on more community engagement
Spanish concerned about the future impact of climate change
Younger generations more concerned about impact of climate change
Gen Z and Millennials work at home more frequently
Energy efficiency most sought after building feature in Spain
A place to step outside key for those living in apartments
High levels of home cooking enjoyed in Spanish households
A quarter of households rely on someone else to cook for them
Finding time to cook an issue for all generations except Baby Boomers
Health benefits of food very important to Spanish consumers
All generations most interested in healthy ingredients
Finding a job with a strong work-life balance key, especially for women
Gen Z consumers aware of benefits of a good work-life balance
Job security a priority in an uncertain economic environment
Job security prioritised across all generations
Looking for ways to simplify life dominant focus for Spanish consumers
Millennials feel under most constant pressure to get things done
Online socialising becomes an established leisure trend
All generations regularly connect with friends/family virtually
Going to the cinema is a popular leisure activity after shopping
Millennials more likely to make regular trips to the cinema
High percentage of Spaniards enjoy walking/hiking for exercise
Over 50% of Millennials run or jog every week
Women more likely to use sleep aids for reducing stress than men
More Millennials opt for a massage to reduce stress over other activities
Over 70% of respondents in Spain worried about climate change
Consumers have strong feelings about sustainable living
Activities to reduce environmental impact above global average
Baby Boomers more engaged with actively reducing use of plastics
Half of respondents in Spain typically use sustainable packaging
Millennials active in using energy efficient products over other behaviours
Consumers more likely to buy from brands that support their values
High percentage of Gen Z express their opinions on social media
Cost-conscious shoppers focus on buying less, but seek better quality
All generations committed to finding bargains
Consumers avoid unnecessary purchases and buy used or low cost
Gen Z most willing to participate in the circular economy
Consumers prefer purchasing beauty, health/personal care items in store
Boomers less likely to purchase using their smartphone, except for food
Nearly a quarter of Spanish respondents expect to increase travel spend
Younger generations anticipate increased spending on health/wellness
Over half of respondents feel their privacy is invaded by targeted ads
Over 30% of all generations agree they share their data to receive offers
Consumers actively engage with companies on social media
Millennials most likely to share a purchase they made with their network
Only 12% of respondents never use a banking service via a mobile device
Millennials big users of apps to track their health and fitness
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