Spain has reached a record resident population, with 49.4 million people, as recently announced by the National Institute of Statistics (INE). Of them, almost 10 million were born abroad, which shows the weight and relevance of the immigrant population in our country and the opportunities it provides for consumption.
Worldpanel by Numerator, a company resulting from the merger of Numerator and Kantar Worldpanel, has analyzed the impact of this type of population on mass consumption in light of the growth prospects for the next 15 years. According to the firm, the immigrant population is expected to grow by 75% in that period, above those over 65 years of age, who will grow by 44%.
Beyond the cultural and social changes that this trend entails, the mass consumption sector must understand its habits and behaviors to satisfy its needs and find business opportunities. These range from innovation in products and services to communication strategies.
The average spending on large-scale consumption by foreign households grows twice as much as the national average
One of the most notable data offered by the Worldpanel by Numerator analysis is the average spending on mass consumption by foreign households, which is growing twice as much as the national average: 10.1% compared to 4.3% in the accumulated amount of the first half of 2025 compared to the same period of the previous year.
Breaking down the composition of the shopping basket, the research indicates that there are products that have double-digit penetration in foreign households compared to the national average. These are juices, butter, breakfast cereals or pastries. Instead, the trend is reversed in unprocessed fish and seafood or olives.
Latin American countries, such as Colombia, Venezuela, Ecuador or Argentina, are the main origins of the foreign population in Spain. Among the habits of its consumers, Worldpanel by Numerator highlights the inclination to eat more at home than the national average. They do it up to two more times a week; and they make less frequent purchases, but more burden.
According to the firm, when breaking down the distribution of the basket according to the purchasing mission, the pantry basket (with more than 15 items) weighs up to 7 points more in Latin American households than in the average general household. However, baskets of immediate need, that is, those that have 3 items or less, register almost 7 points less in Latin American consumers.
Regarding the relationship with prices, Latin American households seek to save and control expenses. Thus, more than 61% look for promotions and 85% compare prices when purchasing. In addition, they are more likely to buy private label than the national household.
Regarding consumption outside the home, Latin American consumers prefer fast food restaurant chains. What’s more, consumption in this option doubles its weight compared to the national average: 28% compared to 15%.
On the other hand, Worldpanel by Numerator analysis indicates that Latin American households seek a balance between cooking at home and the convenience of prepared dishes. Consequently, the firm points out that the main brands of its baskets do not coincide with the national average ranking, which represents an opportunity for manufacturers and brands to be part of their product options.
