Total volume sales of wine continued to fall in Spain in 2024. In contrast to beer, volume sales declined across both on-trade and off-trade. However, both channels registered growth in current value terms during the year, as inflation led to a further increase in unit prices. The industry faced challenges with sluggish demand, particularly for red wines, leading to an oversupply in the market. Still red wine remained the largest category at the end of the review period.

Beer saw moderate growth in volume terms and stronger growth in value terms in 2024, with value sales being bolstered by inflation and higher unit prices. Standard lager remained by far the largest category in beer in the Spanish market at the end of the review period. Nonetheless, in 2024, Spain maintained its position as the leading consumer and producer of non alcoholic beer in Western Europe. This trend was driven by growing health consciousness amongst consumers, particularly within the Gen

Total volume sales of cider/perry stagnated in Spain in 2024. Natural cider stands out in the hospitality sector. In addition, natural sparkling and filtered ciders have also been welcomed positively by consumers. The growth in popularity of these products has been driven by the recent recognition of the Asturian cider culture as an Intangible Cultural Heritage of Humanity by UNESCO, which has increased interest and demand both nationally and internationally. However, apple shortages in the 2024

Total volume sales of alcoholic drinks saw a second consecutive year of stagnation in Spain in 2024, following robust growth in 2022. A key factor contributing to this performance was the sustained high levels of inflation seen in the latter part of the review period, especially in the grocery retail environment. The price of alcoholic drinks continued to increase due to supply chain disruptions and shortages of basic products and raw materials, including apples for the production of cider, for

Total volume sales of spirits continued to fall in Spain in 2024. However, the category’s performance during the year was nuanced. Decline was less marked than in the previous year as sales stabilised. As in other alcoholic drinks categories, spirits has suffered from the health risks associated with alcohol consumption, which has increasingly influenced consumer preferences. Indeed, spirits has been particularly strongly impacted by this trend, as increasingly health conscious individuals are o

Total volume sales of RTDs (ready-to-drink mixed alcoholic drinks) continued to increase in Spain in 2024, with the category remaining the most dynamic in alcoholic drinks overall during the year. Spanish consumers are increasingly looking for convenience, affordability, and constant innovation, and RTDs has developed as a category that can cater to all of these needs. With challenging economic conditions prevailing in Spain and many households experiencing a high degree of pressure, consumers h

Tobacco saw moderate growth in retail volume terms in Spain in 2024, with sales also rising in current value terms on the back of increased prices. Cigarettes, which is the most consumed tobacco product in the country, registered steady growth both in volume and value terms. Despite a general decline in smoking rates, the rise in sales may be linked to the affordability of cigarettes in Spain compared to other European countries. Even with recent price hikes, cigarettes remain relatively inexpen

In 2024, tobacco consumption in Spain reached a historic low, but the tobacco market remained strong. Cigarettes are the most consumed product although smoking prevalence fell to 22% in 2024, continuing the downward trend seen across the review period. Cigarettes saw relatively strong growth in current value terms in 2024 but this was driven by inflation and an increase in unit prices rather than a significant increase in demand. Despite these price rises Marlboro consolidated its position as th

E-vapour products continued to see dynamic double-digit growth in retail volume terms in 2024. Closed vaping systems are preferred by Spanish consumers and delivered stronger growth in 2024 than open vaping systems which reported a decline in sales. While traditional tobacco smoking declines, the prevalence of e-cigarettes, vaping devices and other non-traditional nicotine products continues to increase. Over the review period, there was a shift from cigarette smoking towards e-vapour products a

Sales of cigars and cigarillos increased in 2024 in retail volume terms. However, the performances of the two categories differed with the market for cigars and cigarillos having been influenced by the economic sensitivity of consumers, with some consumers opting for more affordable options. Consumers were highly sensitive to price changes during 2024, especially given the period of economic uncertainty and elevated inflation that faced Spanish consumers during the last few years of the review p

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences, and motivations, aligning them with broader trends.

Value sales of eyewear are set to rise in Spain in 2025. The ongoing rise in consumers’ health awareness is supporting the performance of eyewear. However, the unstable economic and political situation at both the local and international levels is resulting in a cautious consumer attitude towards spending. As a result, value growth is set to be slower in eyewear than in the previous year. Nevertheless, the high prevalence of eye related problems continues to support sales. Spanish health authori

Value sales of spectacles are set to grow in Spain in 2025. Demand for spectacles is growing on the back of the increasing prevalence of eye problems in the country due to the ageing of the population, which is leading to an increasing need for presbyopia treatments, and the increase in children suffering with myopia, which is thought to be associated with factors such as over-exposure to screens. Much as is happening in contact lenses, spectacles may suffer a shift during 2025. In 2025, the Spa

Contact lenses and solutions is set to see current value growth in Spain in 2025. While the Spanish economy is showing better economic indicators, Spaniards are still reluctant to spend on non-leisure activities. In the case of eyewear, they traditionally prefer to spend on spectacles rather than contact lenses, which limits the performance of the category. Nevertheless, the contact lenses and solutions continues to register a positive performance. Daily disposable lenses (DD) are growing in pop

Value sales of sunglasses are set to rise in Spain in 2025. Much as happened over the review period, key factors shaping sales in sunglasses include fashion and tourism. Both factors have played in favour of the category in 2025, helping to drive a positive performance. Tourism is a key factor in the performance of sunglasses, whether via domestic or international tourism flows and demand. However, value growth is expected to be slower than in the immediately previous years, mainly due to the we

Traditional toys and games in Spain saw a modest downturn in value sales in 2024, yet construction and games and puzzles exhibited growth, propelled by the trend of adult enthusiasts (kidults) and licensed products. The category is being influenced by a focus on sustainability and inclusivity, with the introduction of eco-friendly products by various companies. The competitive landscape is marked by a trend towards increased concentration and more frequent strategic partnerships.

In Spain, video games saw current value sales rise in 2024, driven by video games software, especially online games and subscriptions. The advent of cloud gaming and subscription services has altered consumer behaviour, lessening dependence on hardware. There has been a shift in focus towards established brands, with innovation driven by enhancements to existing popular titles. Concentration in the competitive landscape has slightly decreased, while e-commerce remains the primary sales channel.

In Spain, toys and games saw growth deceleration in 2024. Video games expanded, particularly online, supported by the convenience of cloud gaming. Although traditional toys and games declined, the kidult trend had a positive impact on games and puzzles, and collectibles. Strategic partnerships and established franchises were key growth drivers, while e-commerce continued to expand, and offline retail saw a resurgence. The competitive landscape witnessed a slight decrease in concentration.

Total hot drinks packaging retail volumes experienced little movement in Spain in 2024. Folding cartons remined the leading individual pack type, and its static performance impacted overall hot drinks packaging. The demand for folding cartons faced fluctuations over the past couple of years, with production stabilising in 2024 after a period of decline. Folding cartons offer a canvas for high-quality printing and innovative designs, allowing brands to convey a premium image. This is particularly

Total soft drinks packaging retail volumes increased in Spain in 2024. However, in this year, packaging companies in the country were impacted by supply chain issues, including fluctuations in the availability of packaging components and rising demand. These challenges led to shifts in the packaging materials used for soft drinks. A further impact on packaging components was created by Spain's packaging regulation, Royal Decree 1055/2022, in force since 29 December 2022, which aims to promote a

In 2024, gardening in Spain witnessed healthy retail current value growth. Gardening is primarily sustained by horticulture, the main category in retail value sales terms. The development and growth in gardening was driven by sustained interest in green spaces, both indoors and outdoors. The overall growth in gardening was further driven by several trends, such as a growing focus on wellness in homes, the increased popularity of “green” gifting and a surge in small-scale organic farming. Spanish

Home furnishings in Spain experienced a decline in retail current value sales in 2024, driven primarily by downturns in key categories like sitting furniture, bedroom furniture, home textiles, dining furniture and living room furniture. Although these categories registered positive retail current value growth in 2023, residual issues with property development and home renovations, alongside a shift toward second-hand furniture and general economic concerns, hindered their performances in 2024. P

Homewares in Spain witnessed a very marginal decrease in retail current value sales in 2024, after a moderate increase in 2023. Price remained a key factor for consumers, with a noticeable shift towards more budget-conscious consumption. A combination of price reductions from major retailers, such as Ikea, and downturns for more premium brands, such as Villeroy & Boch, also dampened retail value sales. However, numerous consumers remained willing to invest in higher-quality, even luxury, items,

Home improvement in Spain witnessed a slight decline in retail current value sales in 2024. While this continued the downturn started in 2023, but rate of decline was slower in 2024, with some signs of recovery. The performance of home improvement was hampered by limitations on residential construction and home renovation, which impacted categories like floor covering and bathroom and sanitaryware. Residual economic concerns and a related desire to save money also dampened consumers’ ability or