Snacks in Spain

Snacks in 2025: The big picture

In 2025, snacks in Spain experienced strong value growth, driven by several key trends that had been building the previous year. A growing preference for on-the-go consumption led many Spaniards to replace traditional meals, such as almuerzo and merienda, with convenient snack options. This shift was particularly evident among younger demographics, who favoured snacks that could be easily consumed while commuting or during breaks. The socialising and sharing trend also remained crucial, as consumers sought snacks that were ideal for gatherings and celebrations. Spain’s robust tourism sector, which continued to grow in 2025, further contributed to this growth by increasing the demand for a wide variety of snack options, especially those that appealed to international visitors.

Key trends in 2025

The health and wellness trend in Spain significantly influenced snacks in 2025, leading to a rise in value sales. Consumers increasingly prioritised snacks made with natural ingredients and offered specific health benefits, driving the dynamic growth of fruit and nut bars, protein/energy bars, and vegetable, pulse and bread chips. Brands responded by emphasising natural health claims and using a limited number of ingredients, catering to the demand for transparency and clean labels. The success of Nakd from Lotus Bakeries, which continued to record substantial growth, and Pink Albatross’s shift towards highlighting 100% natural ingredients and the absence of artificial additives, exemplified this trend. These strategic moves by brands to align with health-conscious consumer preferences contributed to the overall increase in value sales.

Competitive Landscape

The competitive landscape of snacks in Spain witnessed significant shifts in 2025. PepsiCo - only present in savoury snacks - continued to lose share, particularly to private label. Mondelez España Commercial SL and Nestlé España SA, however, maintained their strong positions, benefiting from a broader presence across multiple snack categories and diversified product portfolios. To counter the private label threat, brands prioritised innovation, introducing indulgent offerings and bold flavours. PepsiCo, for instance, accelerated its marketing efforts with the third edition of the “No Lay’s, No Game” campaign and refined its distribution strategies, shifting to an indirect model and closing several regional offices, notably in Andalusia, while maintaining operations in key cities such as Madrid, Barcelona, and Valencia. The company also partnered with Fertiberia in 2024 to introduce Lay’s and Ruffles chips made from potatoes grown with low-carbon, green hydrogen fertilisers, reducing emissions by 15%. These strategic moves helped to stabilise and marginally increase value sales for the player, despite the intense competition and share loss.

Channel developments

Supermarkets continued to lead the retail landscape of snacks in Spain during the year, despite the growing influence of e-commerce driven by hybrid shopping habits. Mercadona, the leading national retailer with 1,674 stores, maintained a strong strategic focus on private label, which accounted for 75% of its total value sales. The retailer's influence extended to driving the development of entire product categories; for instance, the inclusion of mochi in its permanent ice cream and desserts portfolio made the product widely recognisable among Spaniards, positively impacting category growth. Brands featured on Mercadona's shelves, such as Enervit protein bars, experienced significant sales boosts due to the retailer's market strength. Mercadona also invested heavily in digital transformation, launching a EUR250 million Digital Excellence Plan for 2025-2028. This initiative aims to modernise over 300 digital applications, enhance internal processes, improve decision-making, and optimise operational efficiency in logistics and retail, further solidifying its position in the market.

What next for snacks?

Over the forecast period, snacks in Spain is expected to record robust growth, driven by evolving consumer habits and innovative product offerings. Snacking will continue to revolve around two primary consumption occasions: indulgence and shared moments, and functional snacking as a meal replacement. The former will focus on taste, indulgence, and convenience, catering to consumers seeking enjoyment and social bonding. The latter will prioritise nutrition and health benefits, appealing to a growing number of health-conscious consumers. Brands will adapt to these dynamics by developing targeted strategies that address specific consumer needs and occasions. A notable trend will be the segmentation of products by age group, with companies refining their approaches to different audiences. Engaging teenagers and young adults, who are often more digitally immersed and socially isolated, will require new messaging and channels that align with their unique lifestyles and consumption habits.