Spain is a maturing, ageing and increasingly diverse market. Population growth relies on positive net migration, with a fertility rate of 1.1 children per woman below the replacement level of 2.1. GDP growth of 2.8% and falling unemployment coexist with an acute housing affordability squeeze. Persistent cost-of-living pressures have entrenched a value-first mindset, while an ageing yet health-conscious population sustains demand for wellness, longevity and premium niche products.
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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?
Scope
Key findings
Key drivers affecting consumers in Spain in 2025
How developments today shape the consumer of tomorrow
Today 2025: Population growth propped up by positive net migration
Foreign-born population continues to grow as local population ages
Spanish consumers ahead of the curve on health metrics
Tomorrow 2040: Increasing life expectancy and migration to support population growth
Focus to shift to Gen X as they reach retirement
Ageing population forces the government to address shrinking labour force
Opportunities for growth
Case study: L'Oréal invests in anti-ageing with Medik8 acquisition
Today 2025: Households without children on the rise
Spain maintains traditional values despite shrinking household sizes
Apartment living remains the top choice as household sizes shrink
Tomorrow 2040: Single person households on the rise as birth rates fall
Traditional gender roles to persist but household demands are set to shift
Spanish households are embracing the digital world
Opportunities for growth
Case study: Parents turn to WhatsApp groups and second-hand platforms to make savings
Today 2025: Increase in disposable income offset by rising living costs
Rising living costs pushing consumers to make cutbacks in their spending
Gen Z investing in their future development
Tomorrow 2040: Wealth to become increasingly contained within Spain’s urban areas
Middle-aged and older consumers the key wealth generators
Madrid is expected to cement its position as the key consumer market in Spain by 2040
Opportunities for growth
Case study: Mercadona expands its private label range with a focus on premium features
Key findings of the consumer survey
Health and quality encourage Spaniards to open their wallets
Spanish consumers adopt frugal shopping habits in response to rising living costs
Eco-conscious Spaniards making changes to positively impact the environment
Economic uncertainty hangs over Spain
Job security the key priority in an uncertain world
Opportunities for growth
Case study: Vyld launches eco-friendly seaweed tampons
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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