skim2Supermarket desserts are seeing a major shift in Spain. More young consumers now choose retail options over traditional restaurants. Driven by this trend, as of 2025, the Spanish bakery and dessert market has surpassed a valuation of approximately €7.8 billion, marking an unprecedented period of growth. Furthermore, a recent 2024 study of Spanish university students showed that a significant 68.3% of respondents consume sweets two to five times a week.
However, the most notable change lies in where these desserts are being consumed. While desserts were traditionally viewed as a way to end a meal at a restaurant or bar, young Spaniards are now heading straight to the dessert aisles of their local supermarkets. Indeed, recent data from Kantar Worldpanel suggests that high inflation and a preference for “affordable luxuries” have shifted habits. Consequently, supermarket dessert purchase frequency among young people is now rivaling—and even overtaking—dessert orders at foodservice establishments. This indicates that premium supermarket offerings have emerged as a powerful alternative to the traditional dining-out experience.
The decline of restaurant market share and the growth of retail
According to Circana, a “channel blurring” phenomenon is occurring in the Spanish consumer market. In this process, the boundaries between the foodservice and retail sectors are dissolving. Specifically, Spain’s restaurant market share dropped from 79% in 2021 to 77% as of June 2024. Conversely, the share for retail channels, including supermarkets, rose from 21% to 23%. Notably, Spain currently stands as a European leader in food consumption growth through retail channels, recording a 21% increase.
The ‘In-Home Indulgence’ Trend among Young Spaniards
Consumer behavior analysis by the Spanish Retailers and Manufacturers Association (AECOC, 2023-2024) reveals that despite feeling the pressure of rising dining-out costs due to inflation, young Spaniards are unwilling to give up their desserts. Data from Market Research Future (2025-2035 Spain Bakery Products Market) shows that the refrigerated and frozen pastry and ready-to-eat dessert segment in supermarkets has maintained a strong growth rate of around 4-5%. Specifically, “retail snacking” frequency among those aged 25 to 34 has surged by 13-14% year-over-year. This suggests that the MZ generation’s consumption pattern—choosing supermarket desserts as a rational and high-quality alternative to expensive restaurant options—has become firmly established.
The Premiumization of Supermarket Desserts
The success of supermarket desserts can be attributed to a strategic focus on “premium value.” To achieve this, major Spanish retailers like Mercadona and Carrefour have launched private-label (PB) dessert lines. Crucially, these products rival professional patisserie quality but are priced at just one-third of what a restaurant would charge. For instance, Hacendado, Mercadona’s private label, has become particularly iconic among young consumers.
Moreover, reviews of Hacendado’s latest releases frequently go viral on TikTok and Instagram Reels. This trend occasionally leads to “open runs” where products sell out instantly. The appeal lies in accessing restaurant-level quality at supermarket prices. To illustrate, a chocolate coulant that might cost €4 to €6 in a restaurant is available for just €1.50 to €2.00 under the Hacendado brand. This provides the inflation-weary MZ generation with a gourmet experience that fits their budget. As a result, retail is rapidly absorbing demand that previously belonged to the foodservice sector.
Consequently, for the Spanish MZ generation, dessert has become a definitive form of “self-reward” in daily life. This practical consumption trend is driven by a refusal to compromise on gourmet experiences despite limited budgets. Ultimately, experts predict that as long as retail innovation continues and social media marketing remains influential, the dominance of premium supermarket desserts will show no signs of slowing down. For today’s Spanish youth, the “hippest” dessert spot is no longer a fancy restaurant. It is the refrigerated aisle of the supermarket down the street.
