14% of customers who go to supermarkets in Spain are foreigners, according to recent data from the consultancy Worldpanel by Numerator. This group, with a strong presence in urban areas such as Barcelona, Girona, or Tarragona, shows differentiated consumption habits and a growing weight in the food distribution sector.
Profile and evolution of foreign clientele
The projection by Worldpanel by Numerator anticipates that the foreign population in Spain will experience a 75% increase in the next 15 years. Currently, half of foreign consumers in supermarkets come from Latin American countries such as Colombia, Venezuela, Ecuador, Argentina, Peru, and Cuba. Europeans represent 29% and Africans 19%.
In the first half of 2025, spending by foreign households in supermarkets and hypermarkets grew by 10.1%, compared to the national average increase of 4.3%. More than 50% of foreigners' spending is allocated to private label products, a share higher than the 44% of the general market.
Purchasing and Consumption Habits in the Foreign Collective
The report highlights that foreigners eat at home up to twice more per week than local consumers. Bernardo Rodilla, Head of Retail at Worldpanel, points out that this group "tends to eat at home more than the national average". Furthermore, 84.6% of foreign consumers compare prices and 61.3% actively look for promotions.
Pantry products have a presence up to seven points higher in Latin American households compared to the general average. According to the consultancy, "there are products that exceed double-digit penetration in foreign households compared to the national average, such as juices, butter, breakfast cereals, and pastries."
The growing weight of those over 65
The group of people over 65 years old is also expanding and is expected to grow by 44% in the next 15 years. This segment represents close to 30% of households in Spain. The younger segment of those over 65 years old makes an average spending per purchase of 15.2 euros, 8% more than older retirees.
"The loneliest and oldest customers have very specific purchasing behavior, and this is an equation in which opportunities must be identified for a market that is beginning a stage of stability" - Joan Riera, Director of Customer Service, Worldpanel
Older people with a traditional profile visit different establishments with a frequency 9.7% higher than that of younger retirees. They make 7.1 monthly visits to the supermarket compared to 6.4 by newly retired individuals and buy more private label products, with a share of 36.1%, 2.5 points more than newly retired individuals.
Preferences and sustainability in senior consumption
Older people reuse food more before throwing it away, exceeding those under 65 years of age by more than 6 points. They prefer local or proximity products, with almost 20 points more, and show greater concern for the environmental impact of their purchases, trying to choose products that do not harm the environment and opting for organic foods if available.
Regarding dietary preferences, older people tend more towards the consumption of sugary products such as cream, sweet pastries, or sweet cookies, they prioritize Iberian ham, brandy, and cognac, and they are the main consumers of meat.
- 14% of supermarket customers in Spain are foreigners
- The foreign population and the senior group show differentiated consumption trends
- The spending of foreign households grew by 10.1% in the first half of 2025
- Those over 65 represent nearly 30% of households