During the opening session of the 40th Congreso AECOC de Gran Consumo, González outlined the geopolitical, economic, social, technological, environmental, and regulatory context in which the sector operates, and how these factors will shape the future of business in Spain.
Despite political uncertainty both domestically and internationally, González stressed that the Spanish economy remains resilient. Spain’s year-on-year growth of 3.1% outperforms most major European economies, with forecasts indicating growth between 2.3% and 2.9% by the end of this year, followed by 1.6%–2% in 2026 and 1.7% in 2027.
However, he cautioned that while macroeconomic indicators look solid, household economies paint a less optimistic picture. Consumption is recovering thanks to population growth and a strong tourism sector, but household finances and the labour market continue to be the country’s weakest links.
Household finances and the labour market
According to González, Spanish households’ disposable income has stagnated over the past decade, leaving the country at a disadvantage compared to the EU average. The household savings rate, at 12.3% of disposable income, has nearly doubled since the pre-COVID period (7.3%), reflecting consumer uncertainty. Meanwhile, housing has become a structural issue, particularly for young people, deepening intergenerational inequality.
The labour market, he warned, faces persistent problems despite record employment levels. “We are still struggling with youth unemployment, low wages, skill mismatches and poor productivity,” González said. To address these challenges, he urged action on four fronts:
Increase labour force participation,
Improve worker training and skills,
Raise productivity, and
Tackle absenteeism once and for all.
He noted that only 59% of Spain’s working-age population is employed, compared with the EU average of 75.8%, even as the country faces a looming demographic gap — five million workers are set to retire in the next decade, but demographic trends will only replace a third of them. “We must attract more active workers, retain senior talent, and develop an orderly, skills-based immigration plan,” he urged.
On training, González called for a major boost to vocational and dual education, adapting programmes to the most in-demand professions. “Spain cannot afford to have one of the least qualified workforces in the EU,” he added.
Productivity and absenteeism: the twin challenges
González emphasised that productivity is the only sustainable path to higher wages and purchasing power, warning that the country’s productivity growth—just 0.5% over the past decades, compared with 1.2% in the OECD average—is a severe drag on competitiveness. “This cannot be solved with improvisation or short-term measures. It requires a serious, long-term national project,” he said.
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He also warned that labour absenteeism has reached record levels, costing €33 billion annually, €16 billion of which is borne directly by companies. “Every day, 1.7 million people are absent from work — a historic high that threatens both business competitiveness and the sustainability of our social protection system,” González noted.
A call for political responsibility
González criticised the current political polarisation, urging policymakers to “set aside partisan conflicts” and focus on real solutions to citizens’ problems. He also rejected the “growing criminalisation” of entrepreneurs, reminding that the consumer goods sector contributes 25% of Spain’s GDP and employs 4.5 million people.
He also warned of a shortage of skilled technical workers, including butchers, fishmongers, and truck drivers, warning that without urgent action “it will be impossible to replace the retiring generation by 2030.” He argued for better alignment of vocational training with market demand and a structured immigration policy to ensure workforce renewal.
Commenting on the recent DANA storm, González praised the resilience of the Valencian Community, expressing confidence that “normality will soon return in a region that is crucial for the sector.”
