This report examines new product development (NPD) activity within the food and beverage categories in Spain’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.

This report examines new product development (NPD) activity within the food and beverage categories in Spain’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.

Total dairy packaging retail volumes in Spain rose marginally in 2024 to reach 14 billion units, driven primarily by robust domestic milk production, particularly from regions such as Galicia, and sustained consumer demand for dairy products. The popularity of packaged formats for milk, cheese, and yoghurt persisted due to their extended shelf life and suitability for Spain's warm climate. Supermarkets like Mercadona and Carrefour expanded their dairy offerings, while pack sizes adapted to meet

In 2024, total confectionery packaging retail volumes in Spain experienced a slight increase, reaching 4.0 billion units, driven by shifting consumer habits and local preferences. Consumers increasingly opted for convenient packaging types that were easy to carry and suitable for on-the-go snacking. At the same time, there was growing interest in sustainable packaging, with eco-friendly options such as recyclable paper, compostable materials, and lightweight plastics gaining traction as environm

In 2024, total baby food packaging retail volumes in Spain experienced 2% growth, reaching 305 million units. This rebound to growth after several years of decline was driven by an increase in the birth rate in certain regions, rising urbanisation, and growing demand for convenient, safe, and premium-quality infant nutrition products. Spanish parents increasingly opted for ready-to-use baby food options that were both nutritious and easy to carry, fuelling growth in formats such as squeezable po

In Spain, total processed meat and seafood packaging retail volumes reached 6.4 billion units in 2024, representing 2% growth from the previous year, driven by evolving consumer habits and shifting market conditions. Rising inflation led to increased demand for convenient, pre-packaged options available in easy-to-use formats such as vacuum-sealed films, flexible plastic wraps, and resealable trays, as consumers opted for cooking at home. The popularity of flexible plastic grew due to its afford

In 2024, total processed fruit and vegetables packaging retail volumes in Spain rose by 1% to 1.7 billion units, driven by shifts in consumer habits and the strength of the local food processing industry. As consumers increasingly sought convenient, ready-to-eat solutions, demand grew for packaged formats such as canned vegetables, vacuum-sealed pouches, and glass jars, valued for their long shelf life, ease of use, and food safety. Growth was also supported by Spain's robust agricultural and fo

In Spain, total sweet spreads packaging retail volumes experienced a marginal decline in 2024, to 288 million units. This downturn was influenced by shifting consumer behaviour and ongoing economic challenges. Notable brands such as Nutella and Nocilla encountered stagnant volume growth, even as price increases driven by inflation masked reduced unit consumption. In response, consumers opted to reduce consumption, or chose smaller or more cost-effective pack sizes, leading to a decrease in packa

In 2024, Spain witnessed a 3% rise in total plant-based dairy packaging retail volumes, reaching 525 million units. This growth was driven by increasing consumer demand for dairy alternatives such as oat, almond, and soya milk, reflecting the broader trends towards health-conscious, ethical, and environmentally-friendly diets. Key retailers like Mercadona and Lidl significantly contributed to this growth by expanding their private label offerings, often utilising affordable and sustainable packa

In 2024, total sauces, dips, and condiments packaging retail volumes in Spain experienced 1% growth, reaching 2.1 billion units. This increase was driven by various influential consumer and market dynamics. For instance, the rising preference for convenience and on-the-go consumption fuelled demand for portion-controlled packaging, such as single-serve sachets, dip cups, and mini bottles. These pack types offer enhanced ease of use and portability, aligning with evolving lifestyles, and eating h

Total meals and soups packaging retail volumes rose by 3% in 2024 to 2.9 billion units, driven largely by consumer demand for convenient, ready-to-eat options. Busy lifestyles and the rise of single-person households encouraged a preference for portion-controlled packaging, making products easier to store and prepare. Brands such as Gallina Blanca expanded their ranges of packaged soups using recyclable materials and innovative pack types, including flexible pouches, which offer longer shelf lif

Spain’s real GDP growth accelerated to 3.2% in 2024, outpacing the Western Europe average, driven by strong private and public spending. GDP per capita nevertheless remained below the regional average. Inflation eased to 2.8% but stayed above the European Central Bank’s target. Growth is forecast to slow to 2.4% in 2025, with policy efforts centred on boosting exports and managing imports under the EUR14.1 billion Trade Response and Relaunch Plan.

In 2024, Spain’s economic environment improved. It rose to 55th in the global Index of Economic Freedom, with a minor increase in the Business Confidence Index. The country’s Trade and Investment Freedoms were strong, with a Trade Freedom ranking of 12th and an Investment Freedom ranking of 13th. The government’s green energy and digitalisation initiatives, along with EU funding, are expected to increase its attractiveness to foreign investors and support sustainable economic growth.

Over 60% of Spanish consumers try to make a positive impact on the environment by undertaking actions such as reducing their plastic and water use and decreasing food waste. Naturalists are the biggest sustainable consumer type. Natural is the leading claim, recording the highest spend per capita. The claim appeals as concerns surrounding artificial ingredients and chemicals rise. Cooking ingredients and meals, staple foods and snacks can invest further in organic claims, driving value while app

In 2025, retail value sales of other dairy in Spain increased by 2% in current terms to reach EUR1.2 billion. This positive performance was primarily supported by chilled dairy desserts, although it showed stagnation in volume terms and only modest value gains due to market maturity. The category faced several challenges, including limited suitability for on-the-go consumption and increasing competition from plant-based alternatives, with the likes of Danone expanding their dessert ranges to inc

In 2025, retail value sales of baby food in Spain increased by 1% to reach EUR567 million, despite the category remaining close to stagnation in both volume and value terms. Baby food's performance varied significantly, with dried baby food and milk formula experiencing volume declines. These declines were driven by the ongoing drop in Spain’s birth rate, category maturity, and a lack of innovation, particularly in dried baby food. After a period of flat growth in 2024, and a birth rate increase

In 2025, retail value sales of cheese in Spain increased by 5% in current terms to reach EUR4.3 billion. This growth was supported by price stabilisation, which led to an increase in volume sales. While some consumers turned to premium products offering specific value, often favouring national cheese perceived as higher quality, price-conscious Spaniards continued to drive demand for lower-priced imported varieties, particularly in packaged formats. The trend towards natural and unprocessed food

In 2025, retail value sales of drinking milk products in Spain rose by 2% in current terms to reach EUR3.5 billion, despite volume sales remaining stagnant due to the category's maturity and the rising presence of plant-based alternatives. Unlike in previous years, when declining raw milk prices spurred volume growth, the category showed signs of stabilisation in 2025. The reintroduction of a 4% VAT on milk from January, following a temporary 0% rate during the inflationary period, contributed t

In 2025, retail value sales of yoghurt and sour milk products in Spain increased by 3% in current terms, reaching EUR2.8 billion. While the previous year was marked by Danone’s aggressive pricing strategy, which led to flat average price growth and a rise in volumes, 2025 saw a shift towards stabilisation, with growth primarily driven by value rather than volume. The reintroduction of full VAT on 1 January 2025 contributed to upward price pressure, and a gradual return to premiumisation followed

In 2025, retail value sales of butter and spreads in Spain rose by 3% in current terms to total EUR385 million. The category stabilised following several years of fluctuations, which were largely influenced by disruptions to vegetable oil production. Shortages of sunflower oil and a sharp rise in olive oil prices had led to significant value growth for butter and spreads in 2022-2023, but this was followed by a decline in average unit prices in 2024, resulting in negative value and volume develo

In 2025, dairy in Spain experienced positive value growth, although retail volume sales for major categories, such as drinking milk products, remained flat. Price declines in 2024 had temporarily boosted demand, but as prices stabilised in 2025, this momentum slowed. A significant factor influencing sales was the reintroduction of standard VAT rates from 1 January 2025. Basic dairy products such as milk and cheese saw their VAT rate increase from 0% to 4%, while yoghurt, previously taxed at 10%,

In 2025, retail value sales of plant-based dairy in Spain increased by 6% in current terms, reaching EUR680 million. This growth followed a price decline in 2024, which had led to volume-driven expansion rather than strong value growth in plant-based milk. This stabilised in 2025, with flat price evolution and noticeable growth in both volume and value terms. Plant-based milk has become a widely consumed product in Spain, with a high presence across retail channels, including private label, and

Although economic freedom could improve and political stalemate may hinder policymaking, higher tax receipts have enhanced state finances. Economic development has outpaced peers and inflation is under control, but high structural joblessness persists. Immigration is fuelling population growth and urbanisation continues, but a housing crisis is creating social tensions. Internet use is one of the highest in the EU, whilst Spain is focusing on advanced technologies to increase competitiveness.

In 2025, retail volume sales of computers and peripherals in Spain fell by 2% to total 4.5 million units. The category experienced top-line declines, primarily due to stagnation in retail demand. Although AI integration technologies were anticipated to drive growth, they only contributed to a modest recovery in 2024, mainly in laptops, monitors, and tablets. This marginal rebound was fuelled by technological upgrades and the onset of the replacement cycle for devices purchased during the pandemi