Spain: Consumer Profile

October 2024

By 2040, Spain’s consumer landscape will see couples without children households being the norm, as birth rates decline and the ageing population increases. Consumers seek bargains, with private label offerings growing in appeal. Unemployment remains a major concern, especially among younger generations, while accumulated wealth means those 65+ enjoy far greater expenditure potential. Despite critique of over tourism, Palm de Mallorca continues to see the highest per capita expenditure.

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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 findings
Key drivers affecting consumers in Spain in 2023
How developments today shape the consumers of tomorrow
Today 2023: Spaniards delay major life milestones as first child born at 30+ years
Today: Migration and longer life expectancy keep population growth positive
Female obesity rare in Spain and thanks to healthy habits it is set to be lower in the future
Tomorrow 2040: The eldest age groups to grow fastest, while the youngest set to decline
Tomorrow: With the increase in median age, Gen X will remain the most powerful cohort
Tomorrow: Labour shortage set to emerge as a key challenge in Spain
Opportunities for growth
Case study: Honest Greens/HG - affordable, healthy fast food, with a loyalty programme
Today 2023: Single households low as young adult's delay living alone
Today: Couples without children the fastest growing household due to delayed childbirth
Spaniards desire proximity to public transport and energy efficiency in housing more than global average
Tomorrow: Majority of households expected to be child-free by 2040
Tomorrow: Females are gaining greater influence in Spanish households
Tomorrow: Single person households least connected owing to limited expenditure capacity
Opportunities for growth
Case study: Cooperative supermarket chain Coviran supports participation of rural women
Today 2023: Spain has the highest unemployment rate in the EU with youth hit the hardest
Today: Cost-of-living concerns have made Spaniards restrict their expenditure
Today: Only a fraction of Spaniards planning to spend more over the next year
Tomorrow 2040: Seniors expected to see the fastest growth of income
Tomorrow: Legal framework will help to narrow the gender pay gap
Tomorrow: Major tourism boost for consumer expenditure in Palma de Mallorca
Opportunities for growth
Case study: Lidl Spain teams with famous chef to show “savings start in the kitchen”
Key findings of consumer survey
For household essentials, Baby Boomers and Gen X more focused on price than other cohorts
Today: Cash-strapped Spaniards seek bargains and private label products
Today: Gen X and Baby Boomers keen to reduce plastic use and food waste
Today: Economic struggles mean only a small portion of Spaniards able to save regularly
Today: Job security Spaniards’ top priority as short-term and seasonal contracts common
Opportunities for growth
Case study: Personalised cycling subscription option for those wanting to reduce car use
Key findings
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