Spain continues to be a key market in Europe, especially in the fast-moving consumer goods (FMCG) sector. With consumers becoming increasingly informed and concerned about sustainability, health, and innovation, brands must stay on top of emerging trends to stay relevant and competitive.
At Hola Spanish Market, we help international brands understand and successfully position themselves in the Spanish market. Curious to know what’s currently shaping Spanish consumer behavior—and how your brand can benefit from it? Here are the key trends to keep an eye on in the coming years.
Sustainability has become a non-negotiable factor for Spanish consumers. According to a study by IPSOS for the Forest Stewardship Council (FSC), 62% of Spanish people prefer products that do not harm the climate. So, ask yourself: is your brand clearly communicating its environmental commitment?
Shoppers increasingly expect transparency and clarity around brands’ sustainability promises. This pressure is pushing FMCG companies to adopt more responsible practices across their supply chains. At Hola Spanish Market, we help brands develop effective communication strategies that clearly showcase their sustainability values to Spanish audiences.
Health and wellness are more important than ever. Spanish consumers are actively looking for products that support a healthier lifestyle: low-sugar foods, natural ingredients, and clean-label cosmetics are just a few examples. Is your product offering aligned with this shift?
A 2024 study by Aegon shows that 50% of Spanish people always read food labels before purchasing, and 40% say nutritional content plays a decisive role in their buying decisions. Another report by AIMC reveals that over 60% of consumers are willing to pay more for high-quality food.
At Hola Spanish Market, we support brands in fine-tuning their positioning and messaging to better connect with this health-conscious demographic.
E-commerce continues to grow, but physical retail is far from dead. What’s happening instead is a blend: Spanish consumers now research online, compare prices, and shop wherever it’s most convenient for them.
At Hola Spanish Market, we build seamless omnichannel strategies that integrate online stores, marketplaces, physical retail, and social platforms. Is your brand showing up across every key touchpoint of the consumer journey? Being present across all these stages not only enhances the shopping experience but also boosts consumer trust, loyalty, and sales.
Today’s consumers expect brands to speak directly to them. They don’t want generic messages—they want experiences tailored to their preferences and behaviors.
According to McKinsey, companies that excel in personalization generate 40% more revenue than their competitors. In fact, 78% of consumers say personalized communication makes them more likely to become repeat customers.
At Hola Spanish Market, we help brands turn data into tailored marketing campaigns that genuinely connect with Spanish consumers.
Plant-based isn’t just a trend—it’s a full-blown movement. In 2023, investment in Spain’s plant-based food sector tripled, reaching $104.88 million, a 194% increase from the previous year (GFI Europe). And it didn’t stop there—by 2024, it had climbed to $153.4 million, marking a further 46% growth.
Is your brand tapping into this momentum? Spanish consumers are embracing more sustainable, healthier choices, and this market is becoming increasingly attractive for businesses.
Want to see which FMCG categories are growing the fastest in Spain? Check out our article packed with key insights: Top 5 fastest-growing FMCG categories in Spain
Influencer marketing in Spain is evolving. Today, consumers prefer authentic recommendations from relatable voices, rather than flashy ads or celebrities. That’s why micro-influencers (profiles with 10k to 100k followers) are gaining serious traction.
At Hola Spanish Market, we design campaigns with local micro-influencers who build real connections with your target audience. Did you know that many FMCG brands are now shifting budgets from big-name influencers to these smaller, more engaged profiles? It’s simple: more trust, more interaction, more impact.
As you can see, Spain’s FMCG landscape is being shaped by sustainability, health, personalization, and digital integration. The question is: is your brand ready to adapt?
At Hola Spanish Market, we help international brands navigate this dynamic environment with smart strategies, local expertise, and a deep understanding of the Spanish consumer.
Ready to build your winning strategy? Get in touch—we’d love to help you grow in Spain.