The mass consumption sector in Spain is experiencing a new cycle marked by a drop in sales volume (-4.2% in 2025 compared to 2021). However, two segments stand out as true drivers of growth: senior households and the foreign population.
At ANAFRIC, we analyze these trends, published by EFE Agro, due to their direct impact on the meat sector, both for fresh meat and processed products, and the strategic opportunities they represent for our companies.
People over 65 already represent nearly 30% of Spanish households and have increased their spending on mass consumption by 7.8% in recent years. Within this group, the “modern senior” profile is the most attractive in terms of average spending per purchase.
How does this impact meat?
They dedicate 45% of their spending to fresh products, well above the national average.
They prioritize local products, quality, and sustainability, aspects especially aligned with locally sourced meat production.
They show a preference for indulgent and traditional products like Iberian ham, while reducing their overall meat consumption, except for lamb, which remains popular.
They seek healthy foods and homemade preparations, favoring fresh cuts over highly processed products.
The analysis also indicates that the so-called “Silent Generation” (born between 1930 and 1948) maintains a strong presence in the fresh meat market, spending 26% more in this category, which reinforces the strategic importance of fresh meat in this segment.
For the meat sector, this represents a clear opportunity: communicating origin, tradition, nutritional value, and differentiated quality will be key to connecting with this audience.
The Foreign Population: Demographic Growth and New Consumption Patterns
The foreign population already represents 14% of the inhabitants of Spain (approximately 7 million people), and a 75% growth is projected over the next 15 years. Their spending on consumer goods is growing at more than twice the rate of the national average.
Impact on Meat Consumption
- Greater inclination to cook at home, with less frequent but larger purchases.
- A shopping basket with a greater proportion of basic ingredients (flour, rice, semolina), which favors traditional preparations where chicken plays a leading role.
- Strong influence of the Latin American community (46% of the total foreign population), with common recipes based on chicken and rice.
- Greater affinity for processed and frozen products than the national average.
This profile offers clear opportunities for the meat sector, especially in:
- Chicken and formats adapted to international recipes.
- Practical and convenient products.
- Culturally adapted communication strategies.
Strategic Opportunity for the Meat Industry
The new consumer goods landscape requires a better understanding of these two key audiences:
- The senior consumer, who seeks freshness, quality, local sourcing, and tradition.
- The international consumer, with sustained population growth and distinct culinary habits that drive demand for certain meat categories.
