{"id":16188,"date":"2026-04-15T08:30:23","date_gmt":"2026-04-15T06:30:23","guid":{"rendered":"https:\/\/www.wineryon.com\/?p=16188"},"modified":"2026-04-15T08:30:23","modified_gmt":"2026-04-15T06:30:23","slug":"what-is-the-profile-of-wine-consumers-in-spain","status":"publish","type":"post","link":"https:\/\/www.wineryon.com\/en\/what-is-the-profile-of-wine-consumers-in-spain\/","title":{"rendered":"What is the profile of wine consumers in Spain?"},"content":{"rendered":"

Do you know what the profile of wine consumers in Spain is? Who are the people who regularly buy wine and what type do they prefer to purchase?<\/span><\/p>\n

What is the profile of wine consumers in Spain?<\/b><\/h2>\n

Wine consumption in Spain is going through a structural transition phase that reflects profound changes in the social, cultural and economic habits of the population. This has meant that, far from responding to a homogeneous profile, today\u2019s wine consumer in our country is defined by increasing segmentation. A space where traditional patterns of wine consumption coexist with new ways of consuming it, more closely linked to experience, identity and lifestyle.<\/span>
\n<\/span> Therefore, today we cannot speak of a single consumer profile, but rather of different ways of enjoying wine.<\/span><\/p>\n

Traditional consumption and new consumers<\/b><\/h2>\n

Historically, wine has been a daily consumption product in Spain. However, according to the figures provided in the latest edition of the Food Consumption Report in Spain<\/strong> from the Ministry of Agriculture, Fisheries and Food<\/a>, this consumption has progressively declined and has changed in terms of consumer profile, total litres, and preferred varieties.<\/span><\/p>\n

One of the most consistent data points in the report is that wine consumption stands at around 7\u20138 litres per person per year in the household context, a figure far below what was reached in previous decades.<\/span><\/p>\n

However, this drop in volume does not imply an equivalent loss in economic value. On the contrary, the data shows a premiumisation process. In other words, consumers buy less quantity but choose higher-quality products or those with a higher average price. This translates into an increase in spending per unit consumed, which helps maintain a high level of business volume.<\/span><\/p>\n

Wine consumer profile in Spain<\/b><\/h2>\n

When profiling the typical wine consumer in Spain, the Food Consumption Report in Spain confirms a clear trend: wine remains an ageing beverage in terms of consumption. In this regard, it is important to note that:<\/span><\/p>\n