Claudia Saumell, Madrid Office, Bord Bia – Irish Food Board

According to a recent KWP report, the number of home consumption occasions increased again in Spain during 2012, recording a rise of 3% compared to the previous year, with the lunchtime meal showing the most significant growth. In terms of consumer profile, the highest growth was seen in the category of those aged between 25 to 34, which showed an increase of 5%.

The economic difficulty faced by Spanish consumers is a major factor affecting out-of-home consumption. However, other reasons such as a desire to eat healthily are also being cited by consumers.  Almost 50% of housewives are willing to increase their groceries expenditure to buy food free of preservatives and additives and 87% believe that healthy food prevents diseases (Lifestyles 2012, KWP). However, given that health is one of the drivers that is less price sensitive, small investments on improving the product format to emphasize its health aspects can help its market position.

For Irish exporters targeting the Spanish market the following points should be taken into consideration to increase sales or successfully progress product penetration:

• Point of sale promotions including recipe distribution will lead to a higher engagement for those consumers wanting to cook the product at home.
• Companies could also emphasize the product attributes that will benefit consumer’s health and include cooking instructions on their corporative websites. Some of these initiatives are already undertaken by leading brands such as Mascato or Pescanova.