Spaniards diminished their consumption of fresh food in 2011, for the second consecutive year, driven by sharp deterioration of economic conditions and rampant unemployment, which hit 24 per cent of Spanish work-force, according to a new market report from Euromonitor.

Green categories proved to be more resilient to worsening economic conditions, with consumption of vegetables growing despite dire economic conditions and consumption of fruits and pulses only declining marginally. By contrast, beef, pork, lamb and seafood as well as nuts suffered the most, as Spaniards traded down to cheaper alternatives.

Growers and consumers skip traditional distribution

Home-delivery distribution of organic and quality fresh food items straight from the farm is one of the success stories of the review period, says the report. Increasing numbers of producers and cooperatives of fresh food products throughout the country have started to distribute their products directly to the final consumers. Growers and farmers try to regain part of the retail margins obtained by supermarket and hypermarket chains. Organic growers of vegetables and fruits are leading this new trend. Growers deliver baskets of fruits and vegetables to final customers.

Meat and seafood producers are also exploring direct distribution.

Fresh food will leave behind the crisis in 2013

Consumption of fresh food is only expected to decline marginally in 2012 and will grow again from 2013 onwards.

According to Euromonitor, green categories will continue to outperform other fresh food categories such as meat and eggs, which will continue to suffer from the gloomy economic outlook and the move towards healthier lifestyles of Spaniards, alongside demographic trends such as ageing of Spanish population.

Further Reading You can view the full report (fee payable) by clicking here.