The Post-Covid Era Revealed 4 New Consumer Market Trends

Prioritizing HEALTH and wellness has become the norm during the pandemic, and Spaniards are taking it very seriously. According to a new edition of the FOOD Barometer, 3 out of 4 Spaniards are more aware of their health and eating habits since the covid-19 pandemic. 88% of consumers expect restaurants to offer healthier meals, and 37% say they are now eating healthier food after this period of crisis. In addition, according to research by Bord Bia, 55.4% of consumers say they are willing to spend more on healthier food.

Burgers and pizza were the most popular fast food items in Spain in 2021, as many consumers preferred them during the quarantine period. However, these segments are currently undergoing major changes as restaurateurs try to meet the needs and desires of increasingly health-conscious consumers by expanding their offering to include healthier options such as whole-wheat pizza dough and hamburger buns, as well as fresh vegetables. .

Spaniards are increasingly interested in vegan and vegetarian options when they want to dine or order takeout as these options are seen as healthier and more ethical. According to a study by Papa John's, more than half of Spanish consumers are willing to cut MEAT consumption, citing health (63%), animal welfare (22%) and environmental reasons. (15%). To this end, many food service businesses are adjusting their offering to accommodate these changes in preference. Many are using ingredients such as plant-based meat and cheese, quinoa and soy to create food products that cater to this growing craving for plant-based alternatives. Examples include Burger King Spain, 

According to the 2021 Green Revolution report, the number of Spaniards opting for a vegetarian diet increased by 34% compared to the previous year, indicating that approximately 13% of Spanish adults are choosing to switch to a vegetarian diet. 

Before the pandemic, home delivery was only 5% of the cost of full-service restaurants. However, this has risen to 22% in 2020 in line with Covid-19 pandemic restrictions that have limited the ability of consumers to dine out. According to a recent survey by online restaurant booking platform El Tenedor, 29% of Spanish consumers have increased their consumption of delivery and takeaway food. While the gradual easing of restrictions in recent months has forced many consumers to return to eating out more regularly, the total value of both takeaway and home delivery sales remains significantly higher than before the pandemic (Euromonitor, 2022). Data compiled by the research group NPD Group showed that in the first half of 2021, 36% of consumer spending was for shipping, indicating a 68% increase in these categories since 2019. Changing consumer habits, such as spending more time at home and working remotely, have opened up new opportunities for home delivery that weren't there before.

In addition, during the lockdown, a significant number of Spanish families have invested in new appliances, streaming platform subscriptions or home gym equipment to keep themselves entertained at home. Therefore, it is likely that they will continue to spend more free time at home and maintain demand for home delivery services.

While home delivery is predicted to gain momentum thanks to new habits formed during the pandemic, other convenient options will increasingly gain momentum and create competition. The pandemic has accelerated the current trend towards buying freshly prepared, ready-to-eat meals. As the immediate threat of Covid-19 wanes and consumers return to their lifestyles, the demand for convenient dining options is likely to grow. For example, today's grocery retailers, such as convenience stores and supermarkets, are likely to continue expanding their ready-to-eat food offerings, which they can quickly adapt to changing consumer preferences, especially in terms of providing healthier options.

Consumption of prepared meals in Spain in 2021 was 654,614 tons, up 1.7% from the previous year, according to the Spanish Association of Prepared Meals (Asefapre). According to Alvaro Aguilar, Secretary General of Asefapre, the growth is due to “consumers are increasingly looking for tastier, healthier foods that adapt to their daily lives. Cooked meals not only meet all these characteristics, but also provide additional safety for the consumer because they are packaged.”

Pizza is still the most consumed ready meal in Spanish households, followed by other foods such as rice-based dishes, chilled tortillas and plant-based alternatives.