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Spanish Consumer Lifestyles: Food and Health - July 2012

This is the first in a twice-yearly series of reports that analyses consumer data from four European countries – Spain, Italy, France, Germany – and forms part of the European Consumer Lifestyle series. The analysis will focus on consumers from each country and identify and explore specific consumer segments based on their attitudes, lifestyles and demographics. Topics that will be covered include attitudes towards economy, finance, health, diet, leisure, lifestyle and environment.

Over the course of the year, consumer research will be carried out in over 46 categories in the Food/Drink, Beauty and Personal Care categories, covering subjects such as usage, frequency, consumption, occasion and attitudes towards the category. These data will not be analysed in depth as part of this series, but data will be available on request.

Analysis at the category level will be carried out by our teams of global analysts for the Food/Drink, Beauty and Personal Care platforms, and is available as part of our new European data tool.

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Table of contents

  1. European Consumer Target Groups – Introduction

      • Category-specific data
        • Methodology
        • Executive Summary

          • Shrewd Shoppers apply a considered and cautious approach to their lifestyle and shopping habits
            • Low Budget Creatives’ desire for new experiences endures the recession
              • Risk Averse are preoccupied with cutting costs as they prepare for the worst
                • Early Adopters express an interest in health and high expectations of new brands and experiences
                  • Routine Shoppers are largely apathetic and shopping behaviour is mainly influenced by peers
                  • Spain – Target Groups

                    • Background
                      • Five target groups
                        • Figure 1: Target groups among Spanish consumers, May 2012
                      • Cross-country comparison
                        • Figure 2: Target groups among Spanish, German, French and Italian consumers, % point difference vs average, May 2012
                    • Shrewd Shoppers (32%)

                      • Key points
                        • Who are they?
                          • Figure 3: Demographic profile of Shrewd Shoppers, May 2012
                        • Shopper profile
                          • Figure 4: Selected psychographic analysis statement, Shrewd Shoppers vs average target group response, May 2012
                        • Their financial outlook
                          • Changes to grocery shopping behaviour
                            • Figure 5: Supermarkets used for main and top-up grocery shops, Shrewd Shoppers vs average target group response, May 2012
                          • Healthy living is a way of life for Shrewd Shoppers
                            • Conservative shopping habits transfer to the kitchen
                              • Figure 6: Attitudes towards healthy lifestyles, Shrewd Shoppers vs average target group response, May 2012
                            • What it means
                            • Low Budget Creatives (6%)

                              • Key points
                                • Who are they?
                                  • Figure 7: Demographic profile of Low Budget Creatives, May 2012
                                • Shopper profile
                                  • Their financial outlook
                                    • Changes to grocery shopping behaviour
                                      • Keen health advocates who sometimes feel overwhelmed by information
                                        • What it means
                                        • Risk Averse (10%)

                                          • Key points
                                            • Who are they?
                                              • Figure 8: Demographic profile of Risk Averse, May 2012
                                            • Shopper profile
                                                • Figure 9: Selected psychographic analysis statement, Risk Averse vs average target group response, May 2012
                                              • Their financial outlook
                                                • Figure 10: Current financial situation, Risk Averse vs average target group response, May 2012
                                              • Changes to grocery shopping behaviour
                                                  • Figure 11: Supermarkets used for main and top-up grocery shops, Risk Averse vs average target group response, May 2012
                                                • Reluctant cooks and ambivalent towards leading a healthy lifestyle
                                                  • What it means
                                                  • Early Adopters (12%)

                                                    • Key points
                                                      • Who are they?
                                                        • Figure 12: Demographic profile of Early Adopters, May 2012
                                                      • Shopper profile
                                                        • Figure 13: Psychographic segmentation, Early Adopters vs average target group response, May 2012
                                                      • Their financial outlook
                                                        • Changes to grocery shopping behaviour
                                                            • Figure 14: Supermarkets used for main and top-up grocery shops, Early Adopters vs average target group response, May 2012
                                                          • Enthusiastic weekend cooks, Early Adopters look for shortcuts during the week
                                                            • Figure 15: Cooking style, Early Adopters vs average target group response, May 2012
                                                          • Proactive about taking care of their health
                                                            • What it means
                                                            • Routine Shoppers (40%)

                                                              • Key points
                                                                • Who are they?
                                                                  • Figure 16: Demographic profile of Routine Shoppers, May 2012
                                                                • Shopper profile
                                                                  • Figure 17: Psychographic segmentation, Routine Shoppers vs average target group response, May 2012
                                                                • Their financial outlook
                                                                  • Changes to grocery shopping behaviour
                                                                    • Figure 18: Supermarkets used for main and top-up grocery shops, Routine Shoppers vs average target group response, May 2012
                                                                  • ‘Kitchen-avoiders’ who lack enthusiasm for cooking or leading a healthy lifestyle
                                                                    • Figure 19: Attitudes towards healthy lifestyles, Routine Shoppers vs other target group response, % point +/- average, May 2012
                                                                  • What it means
                                                                  • Appendix – Financial Tracker

                                                                      • Figure 20: Current financial situation – Spain, May 2012
                                                                      • Figure 21: Financial situation compared to last year – Spain, May 2012
                                                                      • Figure 22: Financial confidence – Spain, May 2012
                                                                      • Figure 23: Impact of the slowdown – Spain, May 2012
                                                                      • Figure 24: Current financial situation, by cluster groups – Spain, May 2012
                                                                      • Figure 25: Financial situation compared to last year, by cluster groups – Spain, May 2012
                                                                      • Figure 26: Financial confidence, by cluster groups – Spain, May 2012
                                                                      • Figure 27: Impact of the slowdown, by cluster groups – Spain, May 2012
                                                                  • Appendix – Food/General Lifestyle Tracker

                                                                      • Figure 28: Grocery shopping habits – Spain, May 2012
                                                                      • Figure 29: Attitudes towards healthy lifestyles – Spain, May 2012
                                                                      • Figure 30: Cooking style – Spain, May 2012
                                                                      • Figure 31: Most popular grocery shopping habits, by cluster groups – Spain, May 2012
                                                                      • Figure 32: Next most popular grocery shopping habits, by cluster groups – Spain, May 2012
                                                                      • Figure 33: Other grocery shopping habits, by cluster groups – Spain, May 2012
                                                                      • Figure 34: Most popular attitudes towards healthy lifestyles, by cluster groups – Spain, May 2012
                                                                      • Figure 35: Next most popular attitudes towards healthy lifestyles, by cluster groups – Spain, May 2012
                                                                      • Figure 36: Most popular cooking style, by cluster groups – Spain, May 2012
                                                                      • Figure 37: Next most popular cooking style, by cluster groups – Spain, May 2012
                                                                      • Figure 38: Other cooking style, by cluster groups – Spain, May 2012
                                                                  • Appendix – Consumer Target Groups

                                                                      • Figure 39: Target groups, May 2012
                                                                      • Figure 40: Target groups, by demographics – Spain, May 2012
                                                                      • Figure 41: Agreement with the statements ‘I consider all available options before deciding what product to buy’ and ‘I often buy things on the spur of the moment’, by cluster groups – Spain, May 2012
                                                                      • Figure 42: Agreement with the statements ‘I tend to make purchase decisions quickly, based on gut feeling' and ‘I only buy brands I have bought before’, by cluster groups – Spain, May 2012
                                                                      • Figure 43: Agreement with the statements ‘I like to try new brands that I see’ and ‘I want to stand out from the crowd’, by cluster groups – Spain, May 2012
                                                                      • Figure 44: Agreement with the statements ‘I like people to admire things I own’ and ‘I do my own thing, regardless of the current trends’, by cluster groups – Spain, May 2012
                                                                      • Figure 45: Agreement with the statements ‘I don’t like to be too different from everyone else’ and ‘I like to have new products ahead of everybody else’, by cluster groups – Spain, May 2012
                                                                      • Figure 46: Agreement with the statements ‘I shop around from a variety of brands’ and ‘Once I find a brand I like I tend to stick to it’, by cluster groups – Spain, May 2012
                                                                      • Figure 47: Agreement with the statements ‘I look for the lowest possible prices when I go shopping’ and ‘I always look out for special offers’, by cluster groups – Spain, May 2012
                                                                      • Figure 48: Agreement with the statements ‘I am happy to pay extra for better quality’ and ‘I tend to go for premium rather than standard goods/services’, by cluster groups – Spain, May 2012
                                                                      • Figure 49: Agreement with the statements ‘I feel more comfortable buying branded products than a shop's own-label’ and ‘I seek other people’s opinions before choosing a product’, by cluster groups – Spain, May 2012
                                                                      • Figure 50: Agreement with the statement ‘I always buy the brands I think my family/friends would approve of’, by cluster groups – Spain, May 2012

                                                                  Companies Covered

                                                                  • Grupo Cortefiel

                                                                  Spanish Consumer Lifestyles: Food and Health - July 2012

                                                                  £1,295.00 (Excl.Tax)