Taste Spain London 2025: a journey through Spanish Gastronomy

The Spanish food and beverage industry is a formidable force in the UK market, with Spain’s exports to the UK valued at €5 billion. This makes the UK the fifth-largest market for Spanish food and beverage exports.

From 2013 to 2023, the value of these exports grew by 88%, a pace few other sectors have matched. This growth is attributed to strong consumer demand for quality and value, as well as a sophisticated network of professionals, from growers and distributors to importers and restaurateurs. Despite this success, Spain’s food and beverage industry is not satisfied and believes there is still much room for growth in the UK.

A focus on the UK market
The Spanish government is prioritising the UK market in 2025, investing its resources in a “smart way” to have a greater impact. Key initiatives include the “Eat in Spain and Britain” campaign, which will feature over 60 promotions in UK retail and restaurants to drive consumer demand. The “Restaurants from Spain” program, launched in 2022, has also certified 34 UK restaurants for their excellence in Spanish cuisine, making them powerful ambassadors for Spanish food.

Adapting to consumer trends in the UK
The UK drinks market is currently facing challenges, with nearly half of UK drinkers consuming less than they used to and a majority not going out as often. However, there is a strong consumer interest in new, creative products. Spanish companies have a significant opportunity in the UK market by focusing on innovation, differentiation, and creativity. The key is to align with evolving consumer needs, which are often different from traditional expectations.

The rise of lighter and lower-alcohol drinks
A key trend in the UK is the increasing demand for lower and no-alcohol products. This is particularly true for younger generations, who are more conscious of image, health, and control. The “spritz” and other long, spritzy drinks are gaining popularity because they are lower in alcohol, refreshing, and profitable for on-trade venues. The UK’s new duty laws, which make higher-alcohol wines more expensive, also create a financial incentive for restaurants to stock lower-alcohol options.

Spain, with its rich heritage and creativity in beverages, has a “right to play” in this space. However, success requires modernization and alignment with consumer needs. Lighter-style wines from indigenous Spanish varieties are particularly well-suited for this trend, as they tend to have naturally lower alcohol content and are often more affordable.

Beyond alcohol: functional and canned drinks
Another emerging trend is the growth of functional drinks, which are not only alcohol-free but are also perceived as “actively good” for consumers, offering benefits like stress management or improved concentration. This trend is gaining traction among younger consumers who want their drinks to “work hard for them”.

Furthermore, for retail, Spanish companies should consider canning drinks as a convenient “grab and go” option, which is appealing to younger consumers, especially Gen Z. Ready-to-drink (RTD) pre-mixed cocktails are also a growing trend, as they offer convenience and eliminate the need for consumers to stock multiple spirits and mixers at home.

The “Top-End” opportunity
Despite the focus on mass markets, there is also an opportunity to succeed in the premium end of the UK market by emphasising quality and differentiation. For example, a successful Italian cider brand found success by targeting the premium end of a large category and focusing on a niche market of Italian restaurants. This strategy of finding an area of specialisation and focusing on it is key to navigating the tough market. A UK aperitif brand also found success by focusing on the high-end on-trade, targeting five-star hotels and restaurants.

Ultimately, understanding the consumer is paramount. Spanish brands should be aware of the “mixed bag” of trends in the UK market, from the desire for lighter, longer drinks to the popularity of heavier options like martinis or Guinness. Success lies in meeting genuine consumer needs and inspiring them through a clear, high-quality, and creative offering.

Spain’s culinary momentum

Spain’s gastronomic evolution over the past three decades has been nothing short of remarkable. Once a peripheral player in global cuisine, it now commands attention across Michelin-starred kitchens, retail shelves, and restaurant menus in the UK. For food and drink professionals seeking growth opportunities, Spain offers a compelling mix of authenticity, regional diversity, and consumer resonance — despite the headwinds of Brexit, inflation, and shifting hospitality economics.

From niche to mainstream: the rise of Spanish gastronomy in the UK

Spanish cuisine has moved from novelty to staple, with tapas culture, Iberian charcuterie, and regional wines gaining traction across gastro pubs and high-end dining. Yet, as industry veterans note, the journey has been hard-won. Early adopters faced scepticism, logistical hurdles, and limited consumer awareness. Today, however, Spanish gastronomy enjoys widespread media coverage, growing retail presence, and a loyal base of chefs and restaurateurs championing its cause.

Challenges in the current climate

Despite its popularity, Spanish food businesses in the UK are navigating a “perfect storm” of economic pressures. Rising labour costs, post-COVID consumer shifts, and Brexit-induced trade friction have made sourcing and storytelling more complex. Importers and restaurateurs alike report difficulty accessing specialty products, while regional Spanish producers struggle to gain visibility without coordinated support.

Strategic levers for growth

Industry leaders are calling for deeper collaboration between Spanish trade bodies, regional governments, and UK-based ambassadors. Key opportunities include:

• Chef-led storytelling: Spanish chefs and restaurateurs in the UK are powerful advocates. Their menus, media appearances, and site visits offer authentic narratives that resonate with consumers and trade buyers alike.
• Regional focus: Spain’s culinary strength lies in its terroir—Galician seafood, Basque cider, Andalusian olive oil. Promoting regional identity, rather than a generic “Spanish” label, is key to unlocking premium positioning.
• Education & immersion: Staff trips to Spain, cross-training programs, and supplier-hosted tastings are proving invaluable for building loyalty and product knowledge across all levels of the supply chain.
• Retail Synergy: From tapas kits to branded olive oils, Spanish products are increasingly crossing into mainstream retail. Aligning restaurant campaigns with retail activations can amplify impact.

The role of trade support

While initiatives like “Restaurants from Spain” offer a framework for promotion, many professionals feel more could be done. Funding for regional festivals, streamlined import pathways, and targeted media engagement are seen as critical next steps. The UK remains Spain’s top tourism market, and leveraging that cultural affinity could be transformative for food and drink trade.

A market worth betting on

Spain’s culinary reputation is no longer in question—it’s the infrastructure and investment behind it that need to catch up. For UK food and drink professionals, the Spanish market offers not just ingredients, but inspiration. With the right partnerships and storytelling, Iberian gastronomy could be the next frontier for growth, innovation, and consumer connection.