The “foodvenience” market is consolidating as one of the major drivers of transformation in food consumption in Spain and shows strong growth potential for the coming years. This is one of the conclusions of the study Foodvenience. The new share of stomach, presented during the second day of the 31st Commercial Strategy and Marketing Congress organised by AECOC.
The report points to a deep evolution in the way consumers organise their meals and make purchasing decisions. It shows that 85% of consumers regularly buy ready-to-eat, ready-to-drink or ready-to-cook products, while 58% purchase ready-made supermarket meals at least once a week, confirming the gradual consolidation of these solutions in daily routines.
New habits, new consumer decisions
Demographic and social changes are behind this transformation in consumption dynamics, accelerating the search for solutions better adapted to everyday lifestyles. The rise in smaller households, the decline in the number of children, the growth of the senior population and reduced availability of time are redefining consumers’ food needs.
This is compounded by a lower willingness and knowledge to cook on a daily basis, greater improvisation in the kitchen and growing demand for convenience.
In this context, Maite Echeverría, Head of Customer Management at AECOC, explained during the AECOC Commercial Strategy and Marketing Congress that “the share of stomach is no longer organised by channels, but decided at each moment of consumption”. According to Echeverría, consumers no longer differentiate so much between formats or points of sale, but choose the option that best suits each situation.
Convenience, accessibility and recurrence
The study identifies “foodvenience” as a new consumption logic based on accessibility, practicality, perceived value, functionality and immediacy.
In this regard, Echeverría noted that “understanding how consumers make decisions today is key to identifying where growth opportunities lie”.
The report also highlights the growth of semi-assisted solutions and “ready to cook” formats, which reduce preparation time and simplify the cooking experience without requiring consumers to give it up completely.
Health and new moments of consumption
The study also shows that convenience is evolving alongside growing demand for proposals linked to health and wellbeing. Solutions that incorporate functional attributes, clear nutritional information or options aimed at consumers seeking a balance between convenience and healthy eating are gaining increasing relevance.
Foodvenience is also expanding beyond traditional locations and gaining ground in new environments and moments of consumption, with proposals designed to respond to immediate consumption needs and increasingly mobile lifestyles.
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A congress focused on the evolution of consumption
The AECOC Commercial Strategy and Marketing Congress brought together more than 500 professionals over two days and once again reached record attendance.
The event gathered executives and experts from leading companies such as Glovo, Normal, Uvesco, Haribo, Procter & Gamble, Affinity Petcare, Vegalsa-Eroski, Unilever Food Solutions, Las Muns and MediaMarkt Spain, who shared experiences, trends and strategies on the evolution of consumption and the new challenges facing the market.
