Consumer Values and Behaviour in Spain

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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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?
Scope
Consumer values and behaviour in Spain
Spanish onsumers have complex ideals, preferences and concerns
Older generations believe society embraces and validates their sense of self
Consumers like to try new products and services
Younger generations prioritize investing their money in activities over material possessions
Consumers anticipate that their level of happiness will increase in the future
Gen Z expect to work more than they do now
At home, consumers connect with friends or family virtually
Safe location remains the most desired home feature
Consumers in Spain prefer to cook or bake dish for themselves
Spaniards say that another member of the family usually prepares meals for them
Older generations have no desire to prepare their own meals
Consumers look for healthy ingredients in food and beverages
Millennials expect to be work close to their home
Consumers primarily desire to have a job security
Spaniards say they maintain a clear separation between their professional and personal life
Consumers connect with friends through digital means
Younger generations prefer socialising with friends in person
Spaniards prioritise getting the most value for money when travelling
Older generations expect secure location options when on vacation
Consumers in Spain engage in walking or hiking
Younger generations engage in exercises that involve lifting weights to build strength
Consumers are interested in massages to improve wellbeing
Spaniards are worried about climate change
Consumers actively engaged in adopting more sustainable behaviors
Spaniards motivated to utilize packaging that is environmentally sustainable
Consumers in Spain use social and political media to share their views
Consumers in Spain love searching for discounts
Older generations like to visit shopping malls
Spaniards frequently search for affordable and store-brand items
Baby Boomers search for products that feature labels that are straightforward
Consumers subscribe to streaming platforms on the internet
Spaniards expect to increase spending on travel/holidays
Gen Z set to increase spending on clothing and footwear the most
Consumers show apprehension regarding their current financial condition
Baby Boomers say they have sufficient funds easily accessible to handle any unforeseen crisis
Gen Z consumers focused on saving more money in future
Consumers in Spain are proactive in managing data sharing and privacy settings
Older generations say it is important to share data to receive individualised offers
Consumers use communication or messaging apps
Older generations regularly check or refresh profiles on social media platforms
Younger generations frequently make online purchases
Spaniards follow or like companies' social media feed or posts
Millennials provide feedback on products or services to companies via social media posts
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