The Food Market Is Changing Rapidly
Today, one out of every three euros spent on food and beverages in Spain goes to immediate consumption, according to Circana’s CREST Panel.
This shift reflects a clear trend: consumers are looking for practical, quick, and high-quality solutions. They want to eat well—without spending too much time.
In the main European markets —Spain, France, Great Britain, Italy, and Germany— immediate consumption already represents 37% of total spending. This demonstrates that convenience has become a key driver of growth in the food sector.
🛒 Retail Drives the Growth of Immediate Consumption
Alternative channels to traditional foodservice are gaining prominence. Supermarkets, bakeries, gas stations, convenience stores, and vending machines now account for 23% of immediate consumption spending.
Retail leads this growth, generating close to €20 billion in revenue across Europe. Today’s consumer no longer chooses by channel — they decide based on convenience, value, and experience.
The boundaries between retail and foodservice have disappeared. Both sectors now compete for the same consumption occasions, offering ready meals and grab-and-go options to enjoy anytime.
🍽️ A Redefined Competitive Landscape: From Restaurants to Retail Shelves
The food sector is facing a completely new form of competition. Restaurant chains no longer compete only with each other — they now face retailers offering ready-to-eat meals that combine quality, speed, and affordable prices.
In Spain, this offer is reflected in salad bars, prepared meal counters, and refrigerated shelves. Across Europe, innovation goes even further with new formats such as:
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Restaurant brands created by retailers, recreating the restaurant experience within the supermarket.
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“Shop-in-shop” or branded corners, where well-known food brands are integrated to expand the gastronomic offer and enhance the customer experience.
Retail has become a true gastronomic space, offering complete, quick, and accessible experiences for consumers who value time and convenience above all.
🕛 The Future of the Set Menu and New Consumption Occasions
The traditional menú del día remains a benchmark in Spain. However, it now faces stronger competition. Traditional restaurants continue to thrive thanks to their value-for-money and local appeal, while fast casual and takeaway formats grow with their quick, customizable, and practical dishes.
Retail has positioned itself as a real alternative, offering complete ready-to-eat meals with minimal waiting time and highly competitive prices.
In a market with 7.2 billion annual foodservice consumption occasions, every consumer decision matters. The challenge is no longer just to attract them — but to win every consumption moment.
🔍 Immediate Consumption Is Shaping the Future of the Food Industry
The rise of immediate consumption is not a passing trend. It represents a structural transformation of the market. Companies that can adapt and offer high-quality, convenient, and tasty ready meals will lead the change.
Taberner is consolidating its role as a strategic partner for both retail and foodservice. The company supports its clients with solutions tailored to the new consumer — combining convenience, value, and flavor.
Source: Circana – CREST Panel
