The purchase of vegan products in Spain has skyrocketed

by Lorraine Williamson
vegan food

MADRID – Among the trends in the food and bread and pastry sector, the increasing purchase of vegan products stands out. It has skyrocketed in Spain and is above the average in Europe. 

43% of Spaniards already buy vegan products at least once a week, compared to 10% in 2018. In Europe, the percentage of consumers buying vegan food is limited to 35%. However, that has also grown significantly compared to the 15% in 2018. 

See also: Spaniard increasingly flexitarian, vegetarian or vegan 

This is according to according to the Taste Tomorrow study by Puratos. It confirms how the way Spanish consumers view fresh products has changed. This mainly concerns bakery and confectionery products. Furthermore, this has led consumers to increasingly seek artisanal, healthy, and sustainable options. 

Taste Tomorrow is the world’s largest report on bakery, confectionery, and chocolate consumption trends, based on surveys of more than 18,000 consumers in 44 countries and in-depth interviews with foodies around the world. 

A step further than just healthy 

For example, in its tenth edition, the research reveals that Spaniards are no longer just looking for healthy products. Moreover, they have gone a step further in hyper-personalising their diet. 

72% need options adapted to a healthy lifestyle or specific health needs. The focus on health seems to be such that three in four Spaniards would rather look for healthier options than sacrifice the consumption of certain products entirely. 

See also: The Mediterranean diet and a good sex life 

“How consumers think and act is evolving by leaps and bounds. As a result, the industry must be even more agile and offer more concrete solutions, which are adapted to specific tastes. The era of hyper-personalisation has only just begun,” said Jorge Grande of Puratos in Spain, who presented the findings of the study on Wednesday. 

More aware of the impact of food consumption on the planet 

“Leading an ethical lifestyle has made us aware of the impact of our food consumption on the planet and the well-being of others. Sustainable ethics apply to all concepts: veganism, proximity, craftsmanship… and products that respect these new values ​​will be clear winners,” adds Grande. 

Increasingly popular locally 

In addition, consumers tend to buy products locally or with local ingredients. 72% of Spaniards believe they are more sustainable and protect the environment nearby and 33% buy them weekly. 


According to the study, craftsmanship increasingly serves as a differentiator to attract the Spanish consumer. He appreciates craftsmanship more after being encouraged to make more bread and pastries at home during the pandemic, for example. 

39% of Spaniards bake cake at home at least once a month, while in the case of bread it is 18%. These data represent a strong increase from before the pandemic, with percentages of 30% in the case of homemade pastries and 10% in the case of bread in 2018. However, these figures are still below the European average.


Taste Tomorrow also points to a striking contrast. On the one hand, consumers are increasingly interested in familiar elements in the products they consume, especially in bakeries and confectionery, but on the other, 67% of Spaniards are willing to try new flavours or unusual combinations. 

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