Entering the Spanish FMCG market can be a game-changer for brands looking to expand internationally. Spain’s rich cultural heritage and strong appetite for quality products make it an exciting place for growth.
In fact, Spanish households increased their spending on consumer goods by 9.2% in 2023, reaching €142.7 billion, mainly driven by a 10.6% rise in grocery expenditures (NielsenIQ). However, making a successful entry or expanding in this market isn’t just about ambition — it requires strategic planning and a deep understanding of local dynamics.
Spain’s FMCG sector, which includes food, beverage, and cosmetics, has significantly evolved in recent years. Consumers increasingly prioritize sustainability and local production while remaining open to innovative international products. For brands looking to make a mark, grasping this dynamic is key to building a successful presence in the Spanish market.
Every brand has its own journey when entering the Spanish market, and we get that. That’s why our approach at Hola Spanish Market is all about crafting personalized strategies that not only maximize growth potential but also stay true to each client’s unique essence and values.
The Spanish FMCG market is characterized by its diversity and constantly evolving consumer preferences. According to Kantar, innovation is key to brand growth within this sector. Brands that align with local tastes and sustainability values tend to perform better. Recently, nearly 70% of Spanish consumers reported that sustainability influences their purchasing decisions (Nielsen).
The main sectors within the FMCG market in Spain are:
Additionally, the Spanish market has seen an increase in private-label products offered by major retailers like Mercadona and Carrefour. This trend presents both opportunities and challenges for foreign brands. On the one hand, consumers are more open to trying new products if they meet quality and price standards. However, competing with large retail private labels requires a clear differentiating value and a focus on quality and sustainability.
To help brands navigate these challenges, we develop entry strategies that prioritize cultural adaptation and the establishment of key local connections, turning potential obstacles into growth opportunities.
Despite its potential, the Spanish market presents specific challenges for FMCG brands, including:
Our team at Hola Spanish Market provides the necessary support to overcome these obstacles, from regulatory compliance to designing effective differentiation strategies.
Successfully entering the Spanish market requires thorough research. Brands should use data from reliable sources, such as Nielsen, Euromonitor, Mintel or Alimarket, to understand consumer behavior and identify opportunities.
Localization involves not just translating content but adapting the product and messaging to resonate with Spanish culture, which is why we conduct tailored market studies that enable brands to understand regional and cultural preferences, ensuring a localized and effective approach.
Collaborating with local distributors and retailers can facilitate a smoother market entry. Attending trade shows, such as Alimentaria and Infarma, and forming alliances with local companies enhance credibility. Building relationships with key players in the retail and distribution sectors can open doors to essential retail networks.
Our experience in building local networks helps brands quickly integrate into the Spanish commercial ecosystem, ensuring fruitful and sustainable collaborations.
Maintaining compliance with Spanish regulations is essential. For example, the Spanish Food Safety and Nutrition Agency (AESAN) outlines guidelines for food products, while Cosmetics Europe provides insights on cosmetic regulations. Brands should also be aware of environmental regulations, as Spain has specific packaging waste management requirements.
Partnering with Hola Spanish Market means having someone by your side who knows the ins and outs of Spanish regulations. We make sure your brand stays compliant from the get-go, helping you avoid costly setbacks and making the whole process of entering a new market much smoother.
Successfully entering the Spanish FMCG market is more than just having a great idea — it’s about understanding the local culture, building the right partnerships, and staying innovative. At Hola Spanish Market, we’re here to support you every step of the way, making your brand’s journey into Spain both exciting and successful.
Ready to make your mark in Spain? Let’s build your success together!