Spain: Half of food spend takes place out-of-home

One in two euros invested in eating and drinking is spent in the bar, although these are not necessarily more full. Now the Spanish take the bar home thanks to platforms such as Deliveroo or Glovo.

The Kantar Worldpanel report reveals how much Spaniards spend in each of the times of the day. According to their data, the OOH consumption represents 15% of the total, although this OOH spend was equal to the one made at home. “This shows the great magnitude of this market, so it is important for brands and distributors to understand how that consumption is, considering it does not follow the same patterns as in the home”, Edurne Uranga, one of the company experts, declares.

Coffee, for example, is mainly bought and consumed at the horeca channel in 87% of cases. In another 56% (at different times of the day) it is consumed at home. Regarding breakfast, more biscuits and pastries are consumed at home, while Spaniards opt for toast out-of-home.

90% of people who choose to have an OOH breakfast go to coffee shops and bakeries. And between 13% and 17% opt for gas stations, vending machines or supermarkets.

For lunch or dinner, Spaniards also prefer restaurants seven times out of ten. The remaining 30% choose the supermarket, vending machines or a booming option, delivery and takeaway. This means that more is spent in the horeca channel although its locations are not necessarily more full. This phenomenon registers an unprecedented boom, with a growth of 8% and more than 73 million deliveries according to Nielsen data.

Another aspect that shows this consumer panel is that Spanish are more permissive when dining out. The salad is left for home consumption (along with chicken and lentils), but when dining in a restaurant , more “biscuits, hamburgers and pizzas” are consumed.

With regards to the consumption between meals, more fruits and sandwiches, accompanied by coffee, are consumed at home; on the contrary, out-of-home, drinks are the most demanded, highlighting coffee, bear and soft drinks.

Source: El Mundo