Vegetables form an important part of the traditional Spanish diet, with tomatoes in particular appearing in a large number of dishes. Nevertheless, over the review period vegetables witnessed a decline in total volume terms with this being associated with the perception that fresh vegetables are time-consuming to prepare.
Cauliflowers and broccoli witnessed the most dynamic growth in total volume terms in 2018 with demand increasing as a result of the burgeoning health and wellness trend. Sales of broccoli were boosted over the review period by the efforts of the Association of Promoting the Consumption of Broccoli, which is called +Brócoli.
Spanish producers are fighting to limit the entry of vegetables from countries which do not follow the same regulatory requirements. Produce from countries such as Turkey and Morocco is often cheaper than locally produced vegetables, which makes it hard for local players to compete due to these price pressures.
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