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This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International's eight focus megatrends and insights as to how each trend has manifested in Spain.
Euromonitor's Megatrends in Spain report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Megatrends market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Spanish Millennials are the most tech-savvy cohort
Spaniards are actively engaged with managing data sharing and privacy settings
All generations show distrust in targeted advertising, with Baby Boomers leading
Spaniards are less influenced by companies' online presence than the global average
Spanish consumers expect more everyday activities to shift to online platforms
Experience more
Sports and e-sports converge as Spain's Real Madrid expands to livestreaming
Real world experiences are valued much more among all Spanish generations
Socialising is the most important leisure activity for Spaniards
Holiday-makers look for short trips to foreign cities and new cultural experiences
Younger generations yearn for in-person connection
Middle class reset
Spanish consumers are cautious about their spending and are looking for bargains
Donating or sharing items is less common among Spanish consumers
Spaniards are less likely to buy used items or visit discount stores than the global average
Premiumisation
Ferrero enters premium chocolate bar market in Spain
Curated experiences are more important to younger generations
Millennials particularly like to extensively research the products they consume
Spanish consumers are willing to pay more for high-quality and healthy products
Shifting market frontiers
Spanish Natac Group expands to Singapore to provide for its Asia Pacific customers
Spaniards like to experience other cultures, but do not intend to work abroad
Older generations are more attached to locally-owned stores and products
Shopping reinvented
Zara and Stradivarius to present their latest store concepts in Madrid's Plaza de Espana
Smartphones as purchasing channel are less popular among Spanish consumers
Following/liking is the strongest form of digital engagement with companies
Younger generations are more committed to digital company engagement
Sustainable living
Sustainability going a step further with Compo's Organic & Recycled product range
Spaniards are more concerned about the climate change compared to the global average
Spanish consumers are conscious about plastics dangers and trying to reduce its use
Consumers are more interested in brands that support their values
Biodegradable packaging is gaining traction
Wellness
Spanish brand Zara offers its first male sportswear collection
Spanish consumers exercise and eat healthy food to maintain wellness
Meditation is the most popular activity to support mental wellbeing
Millennials tend to use mobile apps to track their health more than other cohorts
Consumers remain highly cautious about health and safety when outdoors