The Spanish market has undergone a major transformation in recent years. More and more consumers are adding plant-based and organic products to their everyday routines, whether for health, sustainability, or simply a growing awareness of what they eat. Plant-based milks, dairy-free yogurts, and organic goods are now regular staples in many households.
This shift isn’t a passing trend—it reflects a deep change in consumer behavior. And it opens up a unique opportunity for brands looking to gain a foothold in one of Europe’s most dynamic food markets.
But what exactly are Spanish consumers looking for? And how can you genuinely connect with them? In this blog, we break it all down. If you’re thinking about entering the market, Hola Spanish Market can be your strategic partner.
Spain is already the fourth-largest market in Europe for plant-based products, with a projected growth rate of 10% by 2025. At the same time, organic food consumption continues to rise steadily.
If you want to explore how this market is growing and what opportunities it offers, Hola Spanish Market has analyzed it in depth in The rise of plant-based products in Spain: Market trends and growth opportunities.
The numbers confirm it: Spain isn’t just following the plant-based and organic wave—it’s becoming one of the most active and promising markets in Europe. For brands, the time to enter is now.
Understanding why Spanish consumers are embracing more plant-based and organic options is key to connecting with them. This isn’t about a passing trend—it’s about shifting priorities that are reshaping how people eat in Spain. Here are the main drivers behind this transformation:
Consumers are prioritizing their wellbeing. Balanced diets, reduced meat intake, digestive health and food intolerances all play a role in purchase decisions.
Fruit and vegetable consumption has risen modestly, by 1.6% in early 2024; specifically, vegetable consumption increased by 2.5%, and fruit consumption by 2.0%.
This slight but sustained recovery in fruit and vegetable consumption not only confirms that interest in fresh produce is returning strongly to Spanish household shopping habits, but also lays a solid foundation for brands aligned with health and sustainability to gain real relevance in the market.
Spain’s plant-based food and drink sector broke new ground in 2023, reaching approximately €572 million in retail sales, driven by a 9.4% year-on-year increase, effectively nearly doubling from €287 million in 2018.
The sector also generated €355 million in Gross Value Added (GVA) and created over 6,500 direct, indirect, and induced jobs, emphasizing the industry’s significant economic footprint and consumer-driven expansion.
Shoppers are drawn to clean ingredients, local products and brands with a clear purpose. They want to know where their food comes from, and why that choice matters.
No matter the values, taste remains essential. Plant-based alternatives must deliver on flavor, texture and enjoyment. Spanish consumers want it all, without compromising their ethics.
The growing demand for plant-based and organic food in Spain presents a major opportunity for international brands. But there’s a challenge too: having a good product isn’t enough. You also need the right message, positioning and cultural fit.
Here are key strategies to help your brand make a successful entry:
One of the biggest mistakes brands make is translating their message word-for-word without adapting it to local context. Spanish consumers value closeness, authenticity, humor and products that “speak their language.”
Hola Spanish Market helps brands build a relevant narrative aligned with Mediterranean food culture and local values.
It’s a growing market, but also a competitive one. To stand out, plant-based or organic products need a strong value proposition: taste, ingredients, functionality, origin.
Packaging, labeling and benefits must be clear and tailored to both in-store and online formats.
Word-of-mouth is still incredibly powerful in Spain. That’s why in-person sampling, collaborations with local nutritionists or influencers, and food events can speed up product adoption.
Tasting remains one of the most effective tools to overcome entry barriers and drive initial purchases.
Spanish consumers expect real commitment. Natural ingredients, recyclable packaging, local production and certifications are key differentiators.
Saying you’re sustainable isn’t enough, you need to show it.
Plant-based and organic products are sold in supermarkets, health stores, herbalists and online. A strong multichannel strategy increases reach, lowers risk and boosts visibility.
Each region in Spain is different. That’s why localized market research, competitor analysis and consumer profiling are essential to decide what to launch, where and how.
Hola Spanish Market acts as a bridge between international brands and Spanish consumers, helping you:
The result: stronger positioning, greater acceptance and sustainable growth.
Plant-based and organic categories aren’t just growing—they’re redefining how Spaniards think about food. Brands that respond with flavorful, accessible and values-aligned products will earn a solid place in their shopping baskets.
Ready to bring your brand to Spain?
Talk to our team and find out how we can help you position your product at the heart of Spain’s plant-based and sustainable future.