The food market is changing rapidly. Today, one in three euros of food and beverage spending in Spain is allocated to immediate consumption, according to Circana’s CREST Panel.
This change reflects a clear trend: consumers are looking for practical, fast, and quality solutions. They want to eat well, but without investing too much time.
In the main European markets —Spain, France, Great Britain, Italy, and Germany— immediate consumption already accounts for 37% of total spending. This shows that convenience has become a key driver of food growth.
Alternative channels to traditional catering are gaining prominence. Supermarkets, bakeries, gas stations, convenience stores, and vending machines now account for 23% of immediate consumption spending.
Retail leads this advance with a turnover close to 20 billion euros in Europe. Today’s consumer no longer chooses by channel. They decide based on convenience, value, and experience.
The boundaries between retail and catering have disappeared. Both sectors compete for the same consumption occasions, offering ready meals and options ready to enjoy at any time.
The food sector is experiencing completely new competition. Restaurant chains no longer compete only among themselves. Now they also compete with retailers, who offer ready-to-eat food with quality, speed, and accessible prices.
In Spain, this offering is reflected in salad bars, ready meal counters, and refrigerated aisles. In Europe, innovation goes further with new formats such as:
Restaurant brands created by retailers, which replicate the experience of eating in a restaurant within the supermarket.
Corners or “shop-in-shop” models, where recognized brands are integrated to expand the gastronomic offer and improve the customer experience.
Retail has become a true gastronomic space. It offers complete, fast, and accessible experiences for a consumer who prioritizes time and convenience.
The classic daily menu remains a benchmark in Spain. However, it now faces more intense competition. Traditional catering maintains its strength due to its value for money and proximity. At the same time, fast casual and takeaway models are growing thanks to their fast, customizable, and practical dishes.
Retail has positioned itself as a real alternative. It offers complete ready-to-eat meals, minimal waiting times, and highly competitive prices.
In a market with 7.2 billion annual foodservice consumption occasions, every consumer decision counts. The challenge is no longer just to attract them, but to conquer every consumption moment.
The growth of immediate food consumption is not a trend. It is a structural transformation of the market. Companies that can adapt and commit to quality, practical, and tasty ready meals will be the ones to lead the change.
Taberner is consolidating its position as a strategic partner for retail and foodservice. The company supports its clients with solutions adapted to the new consumer, combining convenience, value, and flavor.
Source: Circana – CREST Panel
