The consumer goods market in Spain is constantly evolving, with certain categories standing out for their rapid growth. Understanding which products are leading the way is crucial for brands looking to make strategic decisions and for investors seeking high-potential opportunities.
Today, spanish consumers are more conscious than ever about their purchases: they look for healthy, sustainable, and practical options that fit their lifestyle. That’s why knowing which FMCG categories are trending is essential for any business aiming to stay competitive in the Spanish market.
The market is full of opportunities for brands that know how to adapt to what consumers truly want. Recently, a few product categories have been making a significant impact. Want to find out which Fastest-Growing FMCG Categories are thriving and why they’re so successful?
Keep reading!
Plant-based products have evolved from a niche preference to a staple in the shopping baskets of Spanish consumers. It’s no longer just vegans and vegetarians embracing these alternatives—flexitarians and health-conscious individuals are increasingly incorporating them into their diets.
According to the Good Food Institute, the plant-based food market in Spain grew by 7.5% in 2023, reaching a total value of €451 million. This growth reflects a wider shift in consumer values, with many seeking foods that are healthier, more sustainable, and aligned with ethical concerns.
The category has also matured in terms of product quality and variety. Today’s plant-based offerings go beyond basic substitutes, delivering improved taste, texture, and nutritional value. From dairy-free drinks to meatless deli slices, brands are innovating to meet demand across different consumer segments.
Retailers have responded by increasing shelf space for these products, making plant-based choices more accessible and mainstream than ever. This signals not just a passing trend, but a structural change in how Spanish consumers eat—and what they expect from the brands they trust.
The concept of snacking is evolving rapidly. Consumers now seek products that not only satisfy cravings but also offer added benefits like protein, fiber, or reduced sugar. This shift towards healthier snacking is not just a passing trend—it reflects a growing desire to maintain a balanced diet, even during snack time.
This trend shows no signs of slowing down. In fact, according to a report by Grand View Research, the Spanish snack market generated revenues of $10.926 billion in 2024 and is expected to grow by approximately 15.6% through 2030, driven by demand for more natural and nutritious products.
Brands like Smileat, the baby food company, are making strong moves by offering options without added sugars and using natural ingredients, particularly appealing to young families who prioritize balanced nutrition. The key is providing practical snacks that don’t compromise on health. Consumers no longer want to choose between taste and nutrition—they want both, conveniently and quickly.
The cosmetics and personal care sector in Spain is experiencing a clear shift towards sustainability and ingredient transparency. Consumers are becoming more selective, opting for products that not only care for their skin but also reduce their environmental impact.
This includes a growing demand for natural cosmetics, solid toiletries, and formulas free from harsh chemicals. According to a 2022 study by Klarna and Dynata, 48% of Spanish consumers choose natural and organic beauty products because they are healthier for the body, and 47% prefer them because they avoid harsh chemicals on the skin.
Younger generations are leading this trend: over 70% of Gen Z and Millennials in Europe reported using natural and organic cosmetics, highlighting a strong generational shift toward conscious consumption.
What’s driving this growth? A combination of factors: increased awareness of environmental issues, rejection of animal testing, and the perception that natural products offer better results and fewer adverse reactions. As brands align with these values and offer sustainable packaging and ethical practices, they are more likely to resonate with today’s more informed and demanding consumers.
In Spain, the rise of eco-friendly cosmetics isn’t just a trend—it’s a redefinition of personal care priorities, with long-term implications for how brands must innovate and communicate.
An increasing number of people are adopting lifestyles where alcohol consumption takes a back seat. This trend has driven the popularity of beverages that are not only refreshing, but also offer health benefits. Kombucha, alcohol-free beers, and vitamin-infused waters are carving out a significant space in the market.
The value proposition here is clear: enjoy a flavorful drink while also caring for your body. This combination appeals to both health-conscious individuals and those simply seeking alcohol-free alternatives for social occasions.
More people are prioritizing self-care from the inside out, making natural supplements a key part of their routines. The supplement market in Spain has shown notable growth, rising from a revenue of €1.7 billion in 2019 to over €2 billion in 2023, according to the Spanish Federation of Food and Drink Industries (FIAB).
Leading the way are brands like HSN and Drasanvi. HSN, with its focus on sports nutrition and general wellness, resonates with those looking to stay active and healthy. Meanwhile, Drasanvi emphasizes natural supplements with organic certification, combining tradition and innovation for consumers seeking quality and natural ingredients.
The success of this category is driven by a growing focus on self-care and easier access to these products. In a market where consumers are increasingly aware of their well-being and open to trying new options, positioning products with a focus on quality and natural ingredients makes a significant difference.
The Fastest-Growing FMCG Categories are expected to continue expanding as consumers keep prioritizing health and sustainability. However, the challenge for brands will be to stay genuine and avoid “greenwashing”. As even major players start introducing more sustainable and healthier product lines, competition will become increasingly fierce.
Looking ahead, innovation will be key: from functional foods that support immunity to cosmetic products that nurture both the skin and the environment. To stand out, brands will need to go beyond superficial sustainability claims and deliver real, tangible benefits that resonate with conscious consumers.
In Spain, the rapidly growing FMCG categories all share a common factor: they respond to a new generation of consumers who are more informed, conscious, and demanding. Focusing on plant-based, healthy, and locally sourced products is not just a passing trend—it’s a strategic move to maintain relevance and growth in the market.
At Hola Spanish Market, we understand these changes and help brands position themselves effectively to capitalize on emerging opportunities. By staying ahead of trends and embracing authentic, sustainable practices, your brand can thrive in the evolving FMCG landscape.
Want your brand to lead the next FMCG trend in Spain? Reach out to us today for expert market positioning.