Table of Content

Consumer landscape 2021
Life priorities
Prioritising time with partners and family higher than global average
Prioritising personal time comes before other activities
Over 50% of Gen Z rate spending time with friends most important
Curated and tailored experiences sought after by Spanish consumers
All generations also like to be distinct from others
Consumers like to try new and innovative products and services
All generations clearly want to try new products but will research first
Home life
High percentage of respondents connect virtually while at home
Millennials most committed to exercising at home next to video gaming
Energy efficiency high up on list of desirable home features
Baby Boomers more focused on energy efficiency than other generations
Eating habits
High levels of home cooking in Spain reduce reliance on home delivery
All generations home cook but will reheat a ready meal for convenience
Health and nutritional benefits most important for Spanish consumers
Flexitarian eating habit spreads across all generations
Meal times are less likely to be varied according to personal schedules?
?although meal times have more flexibility among younger generations
Working life
Job security is defining work-related factor in Spain
Work-life balance bigger concern for Gen Z in difficult labour market
Job security more important for older generations
Having flexibility at work far exceeds other future expectations
Millennials expect to have more flexibility at work in future
Sustainable living
Climate change concerns lead to actions to protect environment
Baby Boomers feel most strongly about having a positive impact
Spanish consumers actively reducing their use of plastics
All generations reducing use of plastics; Gen X more likely to recycle
Low levels of charitable giving but high support for sustainable packaging
Inclination towards energy efficient products among older consumers
Consumers more likely to buy from brands that support their values
Gen Z highly vocal on social and political issues
Leisure habits
Online socialising becomes an established leisure trend
All generations regularly connect with friends/family virtually
Sociable Spaniards enjoy getting together to socialise in person
S hopping as a leisure activity a popular choice after socialising in person
Younger generations more frequent international travellers
Holiday-makers look for immersive cultural experiences after relaxation
Gen Z look for holidays where they can enjoy local culture
Health and wellness
Health supplements/vitamins most frequently consumed by women
Walking and hiking most frequent exercise habit
Over 50% of Millennials run/jog for exercise every week
Herbal remedies and sleep aid use higher than global average
Millennials most actively engaged in stress-reduction activities
Shopping habits
Focus is on buying fewer but quality products and locally-produced items
Gen Z not far behind Baby Boomers when choosing to focus on quality
Shoppers in Spain not as influenced by their social media networks
Spanish consumers mostly influenced by their friends and family
Subscriptions seen as a good way to save money
In-store shoppers most motivated by seeing and trying before buying
Baby Boomers more motivated to see and try than other generations
Shoppers are motivated by the immediacy of online shopping
Free shipping motivates Millennials to shop online over best price
Technology
Virtual experiences not valued as much in Spain as the global average
Targeted advertising seen as invasion of privacy by all generations
Ownership of gaming system consoles far outweighs global average
Spanish consumers show higher uptake of smartwatches and wearables
Health-related and medical sites not adopted at levels seen globally
Millennials most avid online video-gamers followed by Gen Z