Household spending on groceries grew by 1.3% in 2017 according to the “Grocery Market Share 2017” report presented today by the consultancy company Kantar Worldpanel. This recovery was driven by increased demand (+1% of volume market growth), although the average price paid remained at around +0.3%.
In Spain, these figures mean that every household spent an average of 4,190 euros a year on their food and personal and household care products, which is up 1% on 2016. Most of the Spanish regions increased their spending, in particular the Balearic Islands, Murcia, Andalusia and the Basque country, with more than 2% growth. The regions with the highest spending per household are Catalonia (4,599 euros), Galicia (4,574 euros) and the Basque country (4,528 euros), and those with the lowest spending include La Rioja (3,557 euros), Extremadura (3,683 euros) and the Valencian Community (3,932 euros).
According to the conclusions of the report, one of the main catalysts for the market in 2017 was a growing consumer trend towards healthier habits. For households, it is not just important to follow a healthy diet (74% in agreement), but they are opting more and more for local or nearby products (69%), and they are prepared to pay more for products that help prevent illness (38%).
In this sense, fresh perishable products recorded growth of +0.9% in value terms in the last twelve months and continue to be the main source of business for modern retailers (3.9% growth in this sector). Of these products, the big movers are closely related to health and “superfoods”, such as avocado (+25.7%), salmon (+13.4%), cabbage (+12.3%), cod (+11.3%), bananas (+5.8%) and eggs (+4.3%).
This healthier trend was also observed in packaged foods, which rose by 2.2% in value terms. The categories that grew the most in this sector were once again those most associated with a balanced diet: chickpeas (+13.3%), lentils (13.0%) and nuts (11.6%). It was also an outstanding year for organic food: products packaged with a bio/eco label grew by 14% last year, and they are now consumed by 4 in every 10 households.
The report also reflects how cooking habits in the kitchen are being transformed; grilled, boiled and oven-baked are the only forms of cooking that grow year after year, as do healthy options at other times of the day. For example, savoury breakfasts are gaining in popularity compared to sweet breakfasts (19% versus 81%, increasing by 6 points compared to 2012), and the consumption of fruit between meals also increased by +6%.