Consumer Values and Behaviour in Spain

Table of Contents

• Scope
• Consumer values and behaviour in Spain
• Spaniards are concerned that the costs of everyday items are going up
• Baby boomers are most comfortable with their identity and expressing it as such
• Spanish consumers are eager to explore new products and brands
• Millennials lead the pack in terms of exploring new brands and experiences
• Compared to the global average, Spanish consumers are less optimistic about the future
• A major future concern for Gen Z is that they will be working more than they do now
• While at home, consumers in Spain frequently connect with friends or family virtually
• Safe location is the most appreciated home feature among Spanish households
• All generations of Spaniards prefer to cook or bake dishes themselves
• Spanish consumers are much less motivated to go to restaurants because of convenience
• Not having time to cook is the top barrier to cooking at home for Gen X consumers
• Focusing on healthy ingredients is the major dietary prerequisite for Spaniards
• Gen Z are most concerned about maintaining a work-life balance
• Job security remains number one job priority in Spain
• Spaniards say they maintain a clear separation between their professional and personal lives
• Consumers in Spain more frequently interact with friends virtually instead of face to face
• Socialising online and in real time are top of the list in terms of leisure activities
• Consumers' top travel motivation - maximising benefits while minimising costs
• Younger consumers are less concerned about budgets compared to seasoned travellers
• Less strenuous exercise such as weekly walking or hiking is the most popular training routine
• Over half of all Spaniards indicated walking or hiking at least weekly for exercise
• Meditation the most popular stress-reduction or mental wellbeing activity
• Spaniards are worried about climate change
• Consumers are actively pursuing environmentally-conscious lifestyles
• Consumers in Spain are motivated to use more energy-efficient products
• Baby boomers are taking the lead in activism around political and social challenges
• Spanish consumers are always on the hunt for a good deal
• Baby boomers are strongest supporters of locally-sourced goods and services
• Consumers consistently look for private label and lower-priced products
• Baby boomers are open to no name brands with no thrills and easy-to-read labelling
• Spanish consumers are drawn to online platforms for streaming content
• Spanish consumers are focused on reducing spending on experiences in the future
• Millennials have the greatest intention to increase their spending
• Consumers in Spain express a worry over the country's current economic state
• Gen Z are forced to rely on financial support from friends and family
• Younger generations expect to increase overall spending
• Spanish consumers proactively oversee the sharing of data and privacy preferences
• Millennials are most adept at using technology for online activities
• Consumers in Spain employ a range of messaging or communication apps
• Older generations are most actively using online communication apps
• Gen Z are spending the most time online for a range of activities
• Spanish consumers are less likely to engage with companies online compared to global average
• Gen Z are most active in their engagement online with companies