Megatrends in Spain
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Spain.
Euromonitor's Megatrends in Spain report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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- Scope
- The drivers shaping consumer behaviour
- Megatrends framework
- Businesses harness megatrends to renovate, innovate and disrupt
- Digital living
- Spanish Millennials are the most tech-savvy cohort
- Spaniards are actively engaged with managing data sharing and privacy settings
- All generations show distrust in targeted advertising, with Baby Boomers leading
- Spaniards are less influenced by companies’ online presence than the global average
- Spanish consumers expect more everyday activities to shift to online platforms
- Experience more
- Sports and e-sports converge as Spain’s Real Madrid expands to livestreaming
- Real world experiences are valued much more among all Spanish generations
- Socialising is the most important leisure activity for Spaniards
- Holiday-makers look for short trips to foreign cities and new cultural experiences
- Younger generations yearn for in-person connection
- Middle class reset
- Spanish consumers are cautious about their spending and are looking for bargains
- Donating or sharing items is less common among Spanish consumers
- Spaniards are less likely to buy used items or visit discount stores than the global average
- Premiumisation
- Ferrero enters premium chocolate bar market in Spain
- Curated experiences are more important to younger generations
- Millennials particularly like to extensively research the products they consume
- Spanish consumers are willing to pay more for high-quality and healthy products
- Shifting market frontiers
- Spanish Natac Group expands to Singapore to provide for its Asia Pacific customers
- Spaniards like to experience other cultures, but do not intend to work abroad
- Older generations are more attached to locally-owned stores and products
- Shopping reinvented
- Zara and Stradivarius to present their latest store concepts in Madrid’s Plaza de España
- Smartphones as purchasing channel are less popular among Spanish consumers
- Following/liking is the strongest form of digital engagement with companies
- Younger generations are more committed to digital company engagement
- Sustainable living
- Sustainability going a step further with Compo’s Organic & Recycled product range
- Spaniards are more concerned about the climate change compared to the global average
- Spanish consumers are conscious about plastics dangers and trying to reduce its use
- Consumers are more interested in brands that support their values
- Biodegradable packaging is gaining traction
- Wellness
- Spanish brand Zara offers its first male sportswear collection
- Spanish consumers exercise and eat healthy food to maintain wellness
- Meditation is the most popular activity to support mental wellbeing
- Millennials tend to use mobile apps to track their health more than other cohorts
- Consumers remain highly cautious about health and safety when outdoors
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