EXPORT MARKET
DEVELOPMENT REPORT:
PISTACHIOS IN SPAIN
Euromonitor International
January 2016
EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
LIST OF CONTENTS AND TABLES
Local Market Infrastructure ........................................................................................................... 1
Local Market Overview ............................................................................................................. 1
Table 1
Chart 1
Market Size and Potential 2011/2016/2021 .................................................. 2
Population by Age Segments 2011/2016/2021 ............................................ 2
Usage and Acceptance of Various Product Types in Spain ...................................................... 3
Table 2
Consumption and Expenditure on Food by Sector 2011/2014 ..................... 4
Pistachios: Production, Trade and Consumption in Spain ........................................................ 5
Table 3
Production, Imports, Exports and Domestic Consumption of
Pistachios 2009-2014................................................................................... 5
Customer Perception of Product Origin .................................................................................... 6
Table 4
Chart 2
Table 5
Table 6
Vegetable, Fruit and Nut Exporters to Spain 2014 ....................................... 7
Vegetable, Fruit and Nut Exporters to Spain 2014 ....................................... 7
Country Source: Pistachios to Spain 2014 ................................................... 8
Imports of Pistachios from USA 2009-2014 ................................................. 9
Regulatory Environment in Spain ............................................................................................. 9
Pistachios: Market Trends & Developments ............................................................................... 10
Pistachios: Market Size .......................................................................................................... 10
Table 7
Retail Market Size for Pistachios in Spain 2012-2017 ................................ 11
Pistachios: Main Varieties and Typical Retail Prices .............................................................. 11
Summary 1
Summary of Main Varieties for Pistachios .................................................. 12
Supply Chain and Retail Environment ........................................................................................ 12
Supply Chain Overview .......................................................................................................... 12
Summary 2
Summary of Key Companies for Pistachios ............................................... 13
Sales Through Retail Distribution Channels for Pistachios ..................................................... 13
Table 8
Sales of Pistachios by Distribution Format 2011/2014/2017 ...................... 14
Retail Distribution Channels Overview.................................................................................... 15
Table 9
Retail Distribution Channel Trends, Sites/Outlets 2011/2014/2017 ............ 16
Key Retail Formats in Spain ................................................................................................... 16
Table 10
Table 11
Leading Supermarket Chains in Spain, Sites/Outlets 2012-2014 ............... 17
Leading Hypermarket Chains in Spain, Sites/Outlets 2012-2014 ............... 17
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
EXPORT MARKET DEVELOPMENT
REPORT: PISTACHIOS IN SPAIN
LOCAL MARKET INFRASTRUCTURE
Local Market Overview
Background on Spain
Spain occupies the greater part of the Iberian Peninsula with coastal orientations in all four
directions. The mainland's neighbors are Portugal, which it surrounds on both its land borders,
and France. It is a co-administrator of Andorra. The territory also includes the Balearic Islands
(in the Mediterranean), the Canary Islands and the Moroccan enclaves of Ceuta and Melilla.
Strong growth in exports and better performance in tourist sector provide support
Agriculture‟s share in GDP has fallen over time. The sector employs 5.1% of the work force.
Farming continues to be an important sector, although water shortages limit production. Fruits,
nuts, olives, tomatoes and peppers are the main export products.
The share of exports in GDP was 22.7% in 2014, up from 24.9% in 2008. Exports (in dollars)
increased at 2.5% in 2014 and a drop of 3.7% is expected in 2015. Improvements in price- and
cost-competitiveness, and depreciation of the euro should provide some support for exporters in
the medium term.
The share of exports in GDP was 22.9% in 2013, up from 17.4% in 2008. Exports (in dollars)
increased at 8.7% in 2013 and gains of 9.5% are expected in 2014. Improvements in price and
cost competitiveness support exporters as demand in the euro zone strengthens. Europe
accounted for 79.8% of all Spain‟s exports in 2013. Spain‟s main export markets are France,
Germany and Portugal. Producers of machinery and transport equipment are the country‟s main
exporters. In 2013, this sector claimed 30.4% of all exports. Spanish exports are gradually
moving up the value chain.
Tourism accounted for about 5.0% of GDP and is a key economic sector. The food
processing sector employs roughly one in 10 of the work force. The real value of tourist receipts
rose by 6.9% in 2014 and gains of 3.6% are expected in 2015.
The banking sector continues to face problems. So far, restructuring has cost about 6.0% of
GDP in public money since 2009. Weak banks have been restructured and much of their real
estate assets have been transferred to an asset management company (SAREB). Lending to
the private sector – especially small businesses – is still extremely limited.
Poor economic conditions and high unemployment prevent growth
Spain is in its second year of post-crisis economic expansion. Growth should be well above
the euro area average in 2015 and 2016. Real GDP is expected to increase by 2.6% in 2015
after growth of 1.4% in 2014. Lower oil prices, depreciation of the euro and the ECB‟s
supportive monetary policy all provide support. The Central Bank estimates that the country
increased at 1.0% in the second quarter. This would be the fastest rate of expansion in more
than eight years.
Prices fell by 0.2% in 2014 and a decline of 0.4% is predicted for 2015. There is some
concern that the country could sink into a deflationary rut over the next several years.
Private final consumption (in real terms) rose by 2.5% in 2014 and growth of 2.7% is expected
in 2015. Prospects are gradually improving as business investment picks up. In the medium
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
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term, consumer spending should receive a boost as employment grows and pent-up demand
gains strength.
The unemployment rate was 24.4% in 2014 and it will dip to 22.0% in 2015. Madrid will hike
the minimum wage by 0.5% in 2015. About half million new jobs have been created since mid2014 and officials have promised another three million new jobs in 2015-2020. A growing
portion of these new jobs are full-time rather than temporary or part-time. Spain‟s labor
participation rate is rising as the unemployed return to job markets. Nevertheless, more than 5
million Spanish consumers, many them young, remain unemployed.
Table 1
Market Size and Potential 2011/2016/2021
Exchange rate (€ per US$)
GDP (US$ billion)
GDP per capita (US$)
Private consumption per capita (US$)
Total population ('000)
No. of households ('000)
Occupants per household
Urban population (%)
Household penetration of refrigerators
(%)
Source:
2011
2016e
2021f
0.7
1,426.4
44,632.8
8,25,959.4
46,667.2
18,083.7
2.6
77.4
100.0
0.9
1,506.4
51,087.0
8,84,243.7
46,374.4
18,953.9
2.4
78.2
100.0
0.8
1,805.4
60,732.3
10,62,219.0
46,092.2
19,681.1
2.3
79.0
100.0
Euromonitor International from IMF/national statistics
Spain has an aging population
Spain‟s population reached 46.6 million in 2014, up from 37.4 million in 1980. Both the
country‟s work force and its population are aging rapidly. In 2014, the median age was 41.7
years, almost one year greater than the regional average. The present median age is 11.0 years
greater than the figure for 1980.
Like most Western European countries, Spain has an aging population. Nearly six million
migrants flocked to Spain during the boom years of the 2000s, resulting in immigrants
accounting for 12.0% of the Spanish population in 2013. Although the influx of immigrants in
2012 was slowed by the ongoing recession and the country‟s immigrant population being among
those who suffered the most from the effects of the economic crisis, immigration is still having a
major effect on total volume sales of fresh food in Spain as the majority of immigrants in the
country have maintained traditional eating habits from their home countries.
In line with the aging process, Spain‟s fertility rate has been steadily dropping for several
decades. By 2014, it amounted to just 1.3 births per female – well below the regional average.
The indicator will rise only slightly in 2015-2030.
Chart 1
Population by Age Segments 2011/2016/2021
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
Source:
Euromonitor International from national statistics/UN
Various culinary tradition
Spain has a rich culinary tradition with strong regional variations – every province has a
variety of favored dishes, ranging from pulpo (octopus) in Galicia and morcilla (blood pudding) in
Burgos to marmitako (tuna stew) in the Basque Country, cocido (a stew containing beef, bacon
and chickpeas) in Madrid and fabada (bean stew) in Asturias. Some gastronomes see this as a
strength that will help insulate Spain from the homogenization of global food culture. In Madrid,
a pop-up restaurant called The Table By, which opened in late 2014, showcases a different chef
from the country‟s provinces each month. The menu changes completely with the arrival of each
new chef, down to the wine list.
Most Spanish businesses (particularly stores) still close for several hours in the afternoon to
enable workers to eat with their families. Eating lunch in a restaurant is fairly commonplace, with
most eateries offering good value set menus – three courses with bread, wine and water for no
more than US$11.00 in some cases. Decreased purchasing power has also meant that singlecourse economy lunch menus are increasingly popular, with the Catalan chain Nostrum offering
meals for little as US$4.00. Even prices of tasting menus have been slashed by as much as
50.0% to US$33 to US$44.
Spending on foodservice affected
In spite of the vibrancy of the local culinary scene, spending on foodservice took a hammering
during the downturn, with real annual per capita foodservice value sales contracting by 22.6%,
during the review period. Real per capita sales stabilized somewhat in 2014, decreasing by just
0.4%. Fast food is not popular in Spain, particularly among older consumers. Annual per capita
value sales in this segment was just US$77.00 in 2014, compared with US$263.00 in the UK
and US$179.00 in France. Real per capita value fast food sales in Spain decreased by just
1.0% during the review period, as chains such as Burger King and McDonald‟s opened new
outlets and advertised heavily, putting particular emphasis on value for money (with US$1.00
menu items).
Usage and Acceptance of Various Product Types in Spain
Fresh fruits, vegetables and nuts see reversal and grow again
In the past, fresh fruits and vegetables saw a decline, which prompted the Spanish
government and agricultural industry associations to advertise the benefits of purchasing fresh
fruits and vegetables. The government launched a campaign in 2011 promoting consumption of
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
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locally grown produce every day, featuring the most widely produced fruits and vegetables in the
country. This campaign was successful and fresh vegetables and fruits saw a slight increase
from 2011 to 2014. The decline could be reversed to a small growth for vegetables and an
almost 2.0% increase for per capita fruit consumption from 2011 to 2014.
As of 2014, Spanish consumers do not consume the recommended five servings of fruits and
vegetables per day, but they still have the highest per capita consumption in Europe, even
ahead of France. Per capita consumption of vegetables, fruits and nuts were 99 kg, 109 kg and
2 kg respectively. There were variations among various demographic groups, and national
statistics indicate extreme regional differences. Consumers from Castilla and Leon who
consume most fruits eat almost 30 kg more than those from Extremadura . Similarly, consumers
from towns with less than 10,000 inhabitants eat significantly more fresh food than consumers
from cities with over 500,000 inhabitants. Traditionally, people eat more fresh produce as they
get older, due to concerns about their health and the growing knowledge that they are not, as
most young people secretly believe, invincible.
Spanish consumers consider fruits and vegetables as healthy choices and were also
reminded of that by government campaigns. However, the poor economic conditions and high
unemployment limit their disposable income. This becomes clear when looking at household
income: the higher the disposable income, the higher the fresh food consumption. Households
with average to high income levels consume significantly more fresh food than households with
low income.
The trends toward natural foods and convenience had also affected consumer behavior.
Consumers are busy and many do not know how to cook so fruits and nuts are convenient to
take along as snacks during the day. Also, demand for frozen formats has increased.
Consumers are more educated and knowledgeable about what they consume. They are also
more aware of sustainability and quality, which often translates into high quality, organic and
sustainably sourced produce.
Strong domestic production allows for lower prices
Domestic production of fresh produce is strong, this is why Spanish consumers usually see
lower prices for local produce than people in other European countries. Prices for imported fresh
food are higher due to additional transport and storage costs, and therefore Spanish consumers
strongly prefer local produce. However, when local harvests are poor, prices increase and
consumers often switch to imports.
Spanish consumers consume more fruits and vegetables than other Europeans. They not
only have access to domestically produced fruits, but also to some regional certified fruits and
nuts with the quality seal of Denominacion de Origen. There is no need for specific price
stabilization programs, as consumers simply pay the slightly higher prices when only imported
commodities are available.
Table 2
Consumption and Expenditure on Food by Sector 2011/2014
Per capita consumption (Kg)
Vegetables
Fruits
Nuts
Total consumer expenditure ($US million)
Vegetables
© Euromonitor International
2011
2014
% change
2011-2014
98.8
107.8
1.9
99.0
109.4
2.0
0.2
1.5
4.0
2011
2014
10,201.3
11,475.9
% change
2011-2014
12.5
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
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Fruits
Total Food
Source:
Note:
Note:
8,928.9
97,997.9
9,746.0
1,06,408.7
9.2
8.6
Euromonitor International from trade sources
Industrial usage is not included
Total expenditure on food includes:
bread & cereal, meat, fish & seafood, dairy, oils, sugar, fruits
& vegetables, and other food
Pistachios: Production, Trade and Consumption in Spain
Pistachios are becoming more popular
Pistachios are not a traditional Spanish commodity and were introduced in to Spain in the
1980s. As domestic production rose from 300 tonnes in 2009 to 1,000 tonnes in 2014 at a
CAGR of 27.2%.
Although local production increased, it cannot cover domestic consumption which was twelve
times higher than local production in 2014. Therefore, large quantities of pistachios are
imported. Imports increased from 9,800 tonnes in 2009 to 12,000 tonnes in 2014 at a 4.0%
CAGR.
As high amounts are consumed locally, exports are significantly lower than imports, but also
exports showed a positive development over the review period as they rose by a 20.9% CAGR
from 400 tonnes in 2009 to 1,000 tonnes in 2014. Some imports were used for re-exports during
the review period.
Table 3
Production, Imports, Exports and Domestic Consumption of Pistachios 20092014
In tonnes „000
Beginning stocks
Local production
Imports
Exports
Total consumption
Ending stocks
Source:
2009
2010
2011
2012
2013
2014
0.3
0.3
9.8
0.4
9.7
0.3
0.3
0.4
9.8
0.2
9.8
0.4
0.4
0.5
10.4
0.8
10.0
0.5
0.5
0.6
8.0
0.6
8.4
0.2
0.2
0.8
8.5
0.6
8.2
0.6
0.6
1.0
12.0
1.0
12.0
0.6
Euromonitor International from trade sources
Local production increasing
The cultivation of pistachios is introduced to Spain in the 1980s, as this commodity had not
been part of Spanish tradition. Pistachio trees are planted in the dry Mediterranean climates as
they are not affected by frost, and flower in April. The cultivation of pistachios is favored by dry
weather and therefore, these are planted in areas that provide these conditions, such as CastileLa Mancha, Andalusia, Extremadura, Madrid, Albacete, Ciudad Rea and Toledo. The largest
quantities of pistachios are produced in Castila-La Mancha, where production area is 6,000
hectares. Kerman is the most common variety planted in these areas as it adapted the best to
local weather condition and attains good size. Other common pistachio varieties produced in
Spain include Mateur, Larnaka and Aegina.
Local pistachio production posted strong growth at a 27.2% CAGR during the review period
and production is expected to positively develop over the forecast period, as bearing takes eight
years.
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
. Trade associations are putting effort into advertising pistachio cultivation as generates high
yields and high prices. Therefore, the pistachio trade is becoming a profitable business for
Spanish producers, and domestic production is on the rise.
Spain is a net importer of pistachios
Greece and Italy are the main pistachio producers in the EU and the main exporters of this
commodity. Although exports increased significantly by 20.9% over the review period, from 400
tonnes in 2009 to 1,000 tonnes in 2014, the trade balance is still highly negative as higher
amounts of imported varieties had to cover local demand. Exports represented 99.9% of
domestic production in 2014. Over the forecast period, exports are expected to increase
together with local production efforts.
Local demand is high, significantly higher than local production, as pistachios are a wellknown snack. Some imported varieties are used for re-exports. Therefore, imports accounted for
100% of domestic consumption in 2014, when 12,000 tonnes were imported and consumed
locally. Imports also increased by 4.0%, from a larger base than exports, since 2009, when
9,800 tonnes were imported. Imports are expected to show a slower increase as local
production is anticipated to become stronger.
Retail sector is main driver of pistachio consumption
The retail sector accounted for 62.0% of total consumption in 2014, down slightly from 62.9%
in 2012 and 63.0% in 2013. At home, pistachios are a popular snack with an apéritif, particularly
roasted, or in baked goods. Due to the high sodium content of salted pistachios, consumers are
trying to control their consumption.
Foodservice and food processing channels accounted for 38.0% of total consumption and are
expected to increase their share over the review period, as increasingly small bars and
restaurants feature pistachios as a snack. salted pistachios in-shells are becoming a popular
snack in the foodservice sector. Bars, restaurants and other companies involved in the
foodservice sector accounted for about 70.0% of the foodservice and food processing
consumption, as going to bars with friends is an important part of Spanish society, where
pistachios and salted peanuts are often consumed with drinks. Food processing represented
about 30.0% of the combined foodservice and food processing consumption. Food processors
use pistachios to make special snacks containing different herbs, in baked goods such as
cakes, and ice cream.
Customer Perception of Product Origin
Tradition and quality make local produce the preferred option
Consumer perception about fruits, vegetables and nuts is influenced by several variables. The
number one factor is quality followed by appearance. Price comes next; consumers know that
high price does not automatically mean high quality. Also significant is the country of origin.
Spanish fruits, vegetables and nuts are perceived as being of high quality. Additional factors
such as nutritional content and season influence consumer purchasing decisions
Retailers prefer locally grown commodities over imported produce due to the perceived higher
quality. This does not apply for foodservice providers and food processors for whom the pricequality balance is the most important factor. In Spain some restaurant owners buy locally grown
produce from farmers in order to promote local products.
France remains largest supplier of fruits, vegetables and nuts to Spain
In 2014, one fourth of Spain‟s vegetable, fruit and nut imports came from France. France‟s
produce is famous in Spain for its premium quality. The most important commodity imported
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
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from France, in terms of volume, is potatoes. The most imported French fruit is apples, followed
by peaches and pears.
Portugal was the next biggest supplier of vegetables, fruits and nuts, representing 9.1% of
total imports. Morocco followed with 7.0 % and Costa Rica with 6.4%. The Netherlands provided
5.0% with commodities such as potatoes and pears.
Some types of produce from the US are considered superior and high quality such as
oranges, and others are avoided due to the chemical treatment they undergo in the US. In 2012,
the European Food Safety Authority banned apples from the US due to their high concentration
of DPA. Diphenylamine used in the US in order to preserve color in apples. Therefore Spanish
consumers are hesitant to buy certain fresh US products.
Spanish consumers do appreciate shelled almonds from the US, in comparison to other
Europeans who prefer buying almonds in an unshelled format. Most shelled almonds in Spain
were labeled as American or California walnuts. Other common US products consumed in Spain
were lentils and sunflower seeds. Sunflower seeds are a popular snack but the country does not
produce them in large quantities.
Table 4
Vegetable, Fruit and Nut Exporters to Spain 2014
Partner
„000 tonnes
% share
787.3
283.3
219.0
199.0
157.2
142.6
137.7
126.3
98.1
964.8
3,115.3
25.3
9.1
7.0
6.4
5.0
4.6
4.4
4.1
3.1
31.0
100.0
France
Portugal
Morocco
Costa Rica
Netherlands
USA
Italy
Belgium
UK
Others
World
Source:
Chart 2
Source:
Euromonitor International from United Nations Commodity Trade Statistics
Vegetable, Fruit and Nut Exporters to Spain 2014
Euromonitor International from United Nations Commodity Trade Statistics
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Positive perception of imported varieties
Spain mainly imported pistachios from Iran with 31.2% of the total import share. Germany
ranked second, exporting 2,039 tonnes to Spain, representing 26.4% of total imports. Followed
by the US with 24.9%. Imports also came from UK (7.2%), Belgium (5.5%), Luxembourg (3.3%),
France (0.7%), China (0.6%), Turkey (0.1%) and the Netherlands (0.1%).
As local demand is 12 times higher than local production, imported varieties have a good
reputation. As a result, consumers frequently purchased foreign pistachio varieties, as few
Spanish varieties are available. Imported pistachios from Iran and Germany are mostly
preferred by consumers as the kernel is longer, larger and has better flavor compared to other
pistachios.
US second strongest pistachio importers
4,200 tonnes of total pistachio imports came from the US, representing 35.0% of all imports.
Imports from the US rose at a 2.5% CAGR during the review period from 3,700 tonnes of in
2009. US pistachios are usually sold in plastic/aluminum bags/pouches and are usually placed
in a highly visible and conspicuous spot in stores.
While it is still under negotiations, the Transatlantic Trade and Investment Partnership (TTIP),
also known as Transatlantic Free Trade Agreement (TAFTA) is bound to have major positive
effects on the EU and US economies. The agreement‟s goal is to create a free trade and
investment zone between partners. While it is still under negotiations, the Transatlantic Trade
and Investment Partnership (TTIP), also known as Transatlantic Free Trade Agreement
(TAFTA) is bound to have major positive effects on the EU and US economies. The
agreement‟s goal is to create a free trade and investment zone between partners. There has
been no news about Spain joining the TPP and traders believe that joining the TPP would be
beneficial to Spain As the US is one of the leading trade partners for Spain for pistachios.
Importers and distributors state that joining the TPP would lead to a reduction in import tariffs
and will help facilitate greater trade with the US.
The Russian ban on the imports of agricultural products from the countries of the EU has had
a small impact on the imports of pistachios in Spain. There was an increase in exports from
countries such as UK which almost doubled its exports from 300 tonnes in 2013 to 600 tonnes
in 2014. Similarly, Belgium also increased its exports from 100 tonnes in 2013 to 400 tonnes in
2014.
Table 5
Country Source: Pistachios to Spain 2014
Partner
Iran
Germany
USA
UK
Belgium
Luxembourg
France
China
Turkey
Netherlands
Others
World
Source:
Euromonitor International from UN/national trade statistics
© Euromonitor International
„000 tonnes
% share
2.4
2.0
1.9
0.6
0.4
0.3
0.1
0.0
0.0
0.0
0.0
7.7
31.2
26.4
24.9
7.2
5.5
3.3
0.7
0.6
0.1
0.1
0.0
100.0
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
Table 6
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Imports of Pistachios from USA 2009-2014
tonnes „000
Imported pistachios total
Imported pistachios (USA)
USA % share of imports
Source:
2009
2010
2011
2012
2013
2014
9.8
3.7
37.7
9.8
2.7
27.7
10.4
1.9
18.5
8.0
3.1
39.3
8.5
3.1
37.1
12.0
4.2
35.0
Euromonitor International from UN/national trade statistics
Regulatory Environment in Spain
European regulations apply to Spain
All fruit, nut and vegetable imports to Spain need to comply with EU and national Spanish
legislation. At the EU Level, the General Food Law (Regulation (EC) No 178/2002 of the
European Parliament and of the Council laying down the general principles and requirements of
food law, establishing the European Food Safety Authority and laying down procedures in
matters of food safety) sets out general principles and objectives in food law. These EU
requirements consist of health control (food law, hygiene, microbiological criteria, contaminants,
and pesticides), plant health control (harmful organisms), marketing standards and other
requirements.
Spanish food regulations apply to both domestically produced and imported food products.
The Food Safety and Nutrition Law (Law 17/2011) published in July 2011 outlines the basic
Spanish food and feed regulations. It is based on EU regulations and directives and includes the
traditional food safety aspects of detection and removal of physical, chemical and biological
hazards and other less conventional issues such as obesity prevention and food advertising
rules. This legislation applies to domestically produced and imported products.
This law establishes basic definitions, goals and principles for food safety. It also defines
procedural rules, coordination mechanisms between the different public administrations with
responsibilities in official food control. It sets out general food safety and health protection rules,
regulates inspection, detention and seizure rules of suspect food and classifies breaches.
Concerning the relevant bodies, the Ministry of Health, Social Services and Gender Equality
(MSSSI) control agricultural product imports intended for human consumption.
When it comes to food safety, the Spanish Food and Safety, Nutrition Agency (AESAN) is
responsible. It has been established as an independent agency and it is also responsible for risk
management.
According to the General Food Law Regulation (EC) No 178/2002 of the European Parliament
and the Council, there are general principles and requirements establishing the European Food
Safety Authority, which sets specific procedures in matters of food safety. This law obligates all
imports of fruits, nuts and vegetables in Spain to comply with the EU and national Spanish
Legislation. Food law, hygiene, microbiological criteria, contaminants and pesticides are the EU
requirements of health control. Furthermore, to secure plant health control the plants have to be
checked for harmful organisms. Finally other requirements include marketing standards.
Domestically produced and imported products must comply with the national Spanish food
regulations. The basic Spanish food and feed regulations are monitored by the Food Safety and
Nutrition Law (17/2011) which is based on EU regulations. According to this law physical,
chemical and biological hazards must be detected and removed. The regulation also includes
measures for obesity prevention and advertising rules.
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Food Safety and Nutrition law has established basic definitions, goals and principles
regarding food safety. due to this law procedural rules are clear while different public
administrations are coordinated and each has clear responsibilities in food control. The law also
defines general food safety and health protection rules, it monitors inspection, detection and
seizure rules of suspect food and classifies breaches.
The Ministry of Health, Social Services and Gender Equality (MSSSI) is the relevant party
which controls the imported agricultural products for human consumption.
The Spanish Food and Nutrition Agency (AESAN), as an independent agency, regulates food
safety and is responsible for risk management.
Standard European procedures applied in Spain
Product inspection, registration and certification are some of the EU regulations and
requirements that the Spanish government enforces. The importer or its representative is
obliged to present the Single Administrative Document (SAD) to the authorities according to
regulation 2454/93. In some cases, an import certificate for surveillance measures/quotas
(apples, bananas, garlic) is mandatory for specific products. The importer also has to pay tariff
duties, including the VAT.
Some fresh fruits and vegetables such as apples, plums, pears and blueberries are subject to
controls, based on EU regulations.
VAT and tariffs
In Spain, the general value-added tax (VAT) is 21.0%. For basic commodities like foods, the
VAT is reduced to 4.0%. This means that certain basic food items (bread, grains, milk, cheese,
eggs, fruits, vegetables, pulses, tubers) have a VAT of 4.0%. Import duties on tariff classification
and Customs value are the same for all EU countries that import from countries outside the EU.
When products are in accordance with the EU regulations, they can freely be shipped to other
EU countries. Agencia Tributaria is the Spanish tax office where information about tariffs is
provided.
Sales, purchasing and consumption of pistachios have not been updated or revised by the
government or a new law as of 2014.
Labeling rules follow European regulations
The European Regulations on labeling presentation and advertising apply to goods imported
to Spain. The general rules on labeling, presentation and advertising of foods are set by the
Regulation (EC) 1169/2011. According to this regulation general labeling must be consolidated
in one single text. The Spanish competent law for food labeling regulation is the Royal Decree
1334/1999. Specifically EU Directives 79/112/CEE and 2000/13/CE are transposed into Spain‟s
laws. The required items on the label are the following:
Product name
List of ingredients and quantity of certain ingredients or category of ingredients
Alcoholic content when it is over 1.2% in volume
Net weight in packaged products
Expiration date
Storage and use conditions
PISTACHIOS: MARKET TRENDS & DEVELOPMENTS
Pistachios: Market Size
© Euromonitor International
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Pistachios enjoy increasing popularity
In 2014, retail channels sold 7,400 tonnes of pistachios, representing 62.0% of total
consumption. Retail volume increased from 5300 tonnes in 2012 to 7400 tonnes in 2014 rose
19.0% CAGR over 2012-2014 as local production and imports increased.
Pistachios became increasingly popular although consumers tried to control their intake due
to health concerns about the sodium content. But pistachios are quite popular, particularly with a
drink after work. As a result, per capita consumption increased from 110 g in 2013 to 160 g in
2014.
During the forecast period, the retail market for pistachios is expected to further increase at a
18.5% CAGR reaching 12,400 tonnes in 2017 slower than the 19.0% growth recorded in 20122014. Therefore, retail share should fall slightly, as people spend more time in foodservice
establishments due to an expected increase in disposable income.
Bags and pouches are favorite formats
Pistachios are mainly sold in plastic/aluminum bags/pouches of different sizes, ranging from
75 g to 500 g throughout all retail channels, except from open markets that offer pistachios
mainly loose. Pistachios are preferred in-shell, roasted and salted but are also available raw,
shelled and unsalted at prices ranging from US$11.00 to US$35.60 per kg.
Table 7
Retail Market Size for Pistachios in Spain 2012-2017
Pistachios
Market size in US$
million
Market size in € million
Market size in tonnes
('000)
Source:
2012
2013
2014
2015e
2016f
2017f
118.3
116.3
176.7
221.3
264.9
316.9
94.6
5.3
93.1
5.2
141.4
7.4
177.1
8.9
211.9
10.5
253.5
12.4
Euromonitor International from trade sources
Pistachios: Main Varieties and Typical Retail Prices
Imported varieties dominate – smaller amount of local varieties available
Pistachios do not depend on seasonality and are found year-round in Spain. Local varieties
sold included Kerman, Aegina, Matuer and Larnaka that were introduced to coastal areas of
Spain and started to give increasingly high results. The most popular Spanish pistachio variety
is Kerman as it has the greatest size and good quality. This variety was produced in Iran
originally and is introduced to the US and Spain later. Although Spain is slowly gaining ground in
production of pistachios, imported varieties mainly cover the high local demand and accounted
for 100% of domestic consumption in 2014. Some popular imported varieties include Kerman
from Iran, Peters from the US and Uzun from Turkey.
Pistachios have high prices
Pistachio prices generally vary by the type and brand. Pistachios are among the most
expensive nuts, and typically only affluent consumers are able to afford them. Iranian pistachios
are the most affordable, with a price range of US$29.10 to US$33.67 per kg. US pistachios start
at US$20.86 per kg but can go as high as US$90.36 per kg. Organic pistachios also command
higher prices, as consumers are starting to become extremely conscious of farming practices
and pesticide use.
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Pistachios are available throughout the year and prices increase during the holiday season,
when nuts are extremely popular.
Summary 1
Variety
Summary of Main Varieties for Pistachios
Country of origin
Availability
Price range (US$/Kg)
Kerman
Spain
Year-round
14.31 – 36.56
Mateur
Spain
Year-round
13.11 – 33.41
Aegina
Spain
Year-round
12.77 – 29.92
Larnaka
Spain
Year-round
15.77 – 32.73
Kerman
Iran
Year-round
12.75 – 29.68
Peters
USA
Year-round
16.11 – 39.56
Uzun
Turkey
Year-round
17.41 – 36.76
Kerman
Belgium
Year-round
14.09 – 31.32
Source:
Euromonitor International from trade sources
SUPPLY CHAIN AND RETAIL ENVIRONMENT
Supply Chain Overview
Importers and retailers are the main players
As Spain produces minimal quantities of pistachios, imports accounted for almost all of
domestic consumption. Therefore, importers and retailers are the main players for the trade of
pistachios. Highest amounts moved from the importer to the distributor/wholesaler and then
reached retailers in order to be purchased by consumers. Distributors also played an important
role moving pistachios from importers/producers to foodservice providers. Although domestic
production is about 12 times lower than domestic consumption, pistachio producers are
becoming more involved in the trade, as they are able to increase their production of pistachios.
These producers sell their pistachios through distributors and retailers. Some of imported
quantities are also used for re-exports.
Associations are important in the pistachio market
The most significant importer and therefore one of the most important players for the trade
with pistachios is EL CASTAÑAR DE MALAGA that mainly concentrated on imports of all
different kinds of nuts and dried fruits, including pistachios, located in Malaga in Andalusia.
Wholesalers and distributors are also involved in the trade: Some wholesalers included
Manchuela Frutos Secos SL, Productos Grau SA, EL CASTAÑAR DE MALAGA, Productos
Seco SL, Sandral SA and Tostadero La Baturrica. Quixachio, Alfonso Almazan and Productos
Seco SL, that is also a distributor of pistachios.
Pistachos Ecologicos Ibericos is a trade organization in the Northwest of Albacete that is a
pioneer in the dissemination, promotion and cultivation of Pistachio. Being the first company
producing pistachios in Spain, they planted pistachio trees in 1988 and were able to increase
their acreage over time, reaching more than 400 hectares that are located in the region of
Castile-La Mancha. When they started the cultivation of pistachios, they were the only domestic
producers that produced organic and conventional pistachios and offer a wide variety, offering
Kerman and Larnaka varieties, considered the most flavorful pistachio varieties worldwide.
© Euromonitor International
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In one of the main production areas, Extremadura, the company Pistacho de Extremadura is
a important pistachio grower in this region. They are focusing on an environmentally friendly
production, growing mostly organic pistachios and advertising the good quality and prices of
their products. Their nursery is located in Caceres where they mainly produce Rootstock and
Grafted plant varieties, such as Kerman, Mateur, Larnaka and Aegina.
Some other pistachio producers, located in Castile-La Mancha are PLAINP, Pistachos De la
Mancha and Valseco S.L. Pistachos de Andalucía, Andaluza de Pistachos Lindaraja and
Pistachos Nazaries are companies that are growing pistachios in Andalusia.
Summary 2
Summary of Key Companies for Pistachios
Company name
Type
Location(s)
Website
Manchuela Frutos
Secos SL
Wholesaler/Producer
Albacete, Castile-La
Mancha
n/a
Productos Grau SA
Wholesaler
Lleida, Catalonia
www.graudriedfruit.com
EL CASTAÑAR DE
MALAGA
Importer/Wholesaler/
Producer/Manufactur
er/Retailer
Malaga, Andalusia
www.xn-elcastaardemalagalxb.es
PLAINP
Producer/Retailer
Toledo, Castile-La
Mancha
www.plainp.com
Quixachio
Producer/Processor/
Packager/Distributor
Madrid
www.quixachio.com
Alfonso Almazan
Producer/Manufactur
er/Distributor
Jaen, Andalusia
www.amalmazan.co
m
EL CEIBO Export &
Import SL
Importer/Exporter
Almeria, Andalusia
www.elceibo.es
Nuty SA
Retailer
Hernani, Pais Vasco
www.nuty-sa.com
Tostadero La
Baturrica
Processor/Wholesale
r/Exporter/Producer
Zaragoza, Aragon
www.tostaderobaturrica.com
Caceres,
Extremadura
www.pistachodeextre
madura.es
Pistacho de
Extremadura
Pistachos de
Andalucía
Producer
Andalusia
pistachosdeandalucia
.es
Andaluza de
Pistachos Lindaraja
Producer/Retailer
Granada, Andalusia
www.pistachoslindara
ja.com
Productos Seco SL
Wholesaler/Distributo
r
Leon
www.productosseco.c
om
Source:
Euromonitor International from trade sources
Sales Through Retail Distribution Channels for Pistachios
Modern retailers lead the way
As for most other commodities, supermarkets and hypermarkets are the favorite retail
channels and increased their share from 43.4% in 2011 to 44.4% in 2014. This increase is
expected to continue, as these channels are the most common for grocery shopping
Discounters ranked second, as they offer lowest prices, and increased their share from 14.5%
in 2011 to 18.4% in 2014.
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Other channels ranked third and represented 12.3% of total share as online retail gained in
popularity. Specialty beverage stores and other stores that offer alcoholic beverages are
considered for the purchase of pistachios as aperitifs or snack to accompany alcoholic
beverages.
Convenience stores followed other channels and represented 10.6% of total share ranking
fourth, as they offer extended hours of operation and are preferred by consumers while
purchasing party supplies late night.
Independent food stores decreased their share from 13.0% in 2011 to 9.1% in 2014 as they
did not offer great variety or low prices.
Open markets are the least popular formats and ranked last in the distribution of pistachios as
they offer high prices and are not compatible with modern lifestyle.
Pistachios are available in all retail channels year-round at an average price of US$25.10 per.
Different varieties are available raw, roasted, in-shell or without and with or without salt, mainly
sold in plastic/aluminum bags/pouches of 75 g to 500 g.
Table 8
Sales of Pistachios by Distribution Format 2011/2014/2017
% retail volume
Supermarkets/hypermarkets
Independent food stores
Convenience stores
Discounters
Open markets
Others
Total
Source:
2011
2014
2017f
43.4
13.0
10.4
14.5
6.8
11.9
100.0
44.4
9.1
10.6
18.4
5.1
12.3
100.0
45.0
6.9
10.7
20.8
4.2
12.4
100.0
Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates
Supermarkets are the preferred retail channel
Supermarkets and hypermarkets represented 44.4% of retail sales of pistachios in 2014 and
this share is expected to rise to 45.0% by 2017 are the most popular retail channels and
increased their share by 1.0% from 43.4% in 2011 to 44.4% in 2014. They carry the widest
range of varieties such as Kerman, Larnaka, Agenia, Mateur and Uzun. Imported varieties from
Iran, the US and Belgium, as well as local varieties are found aluminum/plastic bags, ranging
from 94g to 500 g. Prices ranged from US$17.11 to US$30.73 per kg, with an average price of
US$25.00 per kg.
Independent food stores cannot compete in terms of price
Independent food stores represented 9.1% of retail sales of pistachios in 2014 and this share
is expected to decrease to 6.9% by 2017 due to competition from other channels that offer lower
prices and wider variety, such as supermarkets and discounters. Mainly Spanish varieties and
some varieties imported from Iran are sold in-shell and salted. Karman, Aegina. Organic and
conventional pistachios are sold in 100 g and 125 g. Prices of pistachios in this channel ranged
from US$21.20 to US$35.60 per kg with an average price of US$20.56 per kg.
Convenience store share stable due to proximity and extended hours of operation
Convenience stores represented 10.6% of retail sales of pistachios in 2014 and this share is
expected to rise to 10.7% Prices in this channel ranged from US$18.06 to US$26.18 per kg and
imported varieties, mainly from the US and Iran, such as Peters, and Iranian brands such as
© Euromonitor International
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
Akbari and Momtaz are available in aluminum/plastic bags of 75 g to 200 g in-shell pistachios,
either salted or without salt.
Discounters showed the fastest increase in sales
Discounters represented 18.4% of retail sales of pistachios in 2014 and this share is expected
to rise to 20.8% by 2017. Better prices are the main reason for the popularity of discounters, as
well as advertised quality that are the main factors that drove this trend. Prices of pistachios in
this channel range from US$14.10 to US$24.35 per kg. Discounters offer at least one imported
variety such as the Peters variety, premium unpeeled peanuts in bags of 250 g. Other local
varieties offer at discounters include Laranka and Kerman.
Open markets are least preferred channel for pistachios
Open markets represented 5.1% of retail sales of pistachios in 2014 and this share is
expected to decrease to 4.2% by 2017. Although open markets are part of Spanish tradition
they are becoming less popular, as other modern retailers offer lower prices and are used for
regular grocery shopping.
Open markets also offer pistachios year-round and are the only retail channel that offer
pistachios in loose format. Prices in this channel ranged from US$29.89 to US$35.56 per kg.
sell Iranian pistachios, raw, in-shell or shelled, unsalted and salted.
Sales in other channels rising due to convenience
Other channels represented 12.3% of retail sales of pistachios in 2014 and this share is
expected to rise to 12.4% by 2017. There is a trend towards purchasing pistachios or generally
doing grocery shopping online and purchasing snacks, such as pistachios, when buying alcohol.
Prices of pistachios in this channel ranged from US$16.18 to US$35.60 per kg. Both local and
imported varieties such as Kerman and Peters are available year-round, in plastic/aluminum
bags and pouches.
Retail Distribution Channels Overview
Slight growth
Grocery retailers in Spain recorded slightly positive current value growth in 2014, although
this was still not enough for the channel to escape the negative effects of the adverse economic
situation in the country. Even if some macroeconomic indicators such as GDP growth and the
employment rate began to improve slightly for the first time in many years in 2014, the end of
the economic crisis is still far from being truly perceptible for the majority of Spanish consumers.
Many Spanish consumers still foresee a gloomy economic climate for the next three to four
years, a situation which is set to encourage them to maintain low levels of spending and this is
expected to continue having a negative effect on grocery retailing for the foreseeable future.
Price-sensitive Spanish consumers
Spanish consumers still conduct their grocery shopping under the assumption that every
penny counts and this has led many them to become highly price-sensitive. This has
encouraged Spanish consumers to constantly seek the best deals by thoroughly comparing
promotions at points of sale, paying more attention to prices. Some retail industry experts have
even claimed that the shopping habits of Spanish consumers have become more rational. Many
Spanish consumers now use shopping lists whenever they shop for groceries and they stick to
them in an attempt not to exceed their tightened budgets. This has had a major negative effect
on impulse sales, with the strongest effect noted in hypermarkets, a channel which used to
© Euromonitor International
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
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generate a great deal of additional sales through so-called „hot zones‟ located in proximity to
checkouts.
Increasing sale of fresh food
One interesting trend which has emerged across several grocery retail channels in Spain in
recent years, particularly supermarkets and discounters, is the increasing focus on the sale of
fresh food. Several of Spain‟s leading supermarkets and hypermarkets have significantly
increased the amount of space within their outlets dedicated to these type of products, with
many packaged food products replaced with unpackaged products sold at service counters or in
conventional display stands. While the strong acceptance of this trend among Spanish
consumers has benefited supermarkets and hypermarkets, its development has been
detrimental to the interests of traditional food specialty retailer outlets.
Table 9
Retail Distribution Channel Trends, Sites/Outlets 2011/2014/2017
Sites/Outlets
Supermarkets/hypermarkets
Independent food stores
Convenience stores
Discounters
Open markets
Other channels
Source:
2011
2014
2017f
13,776
15,652
7,195
3,397
220
n/a
14,250
14,300
7,040
3,829
207
n/a
15,111
13,875
7,025
3,969
198
n/a
Trade associations, trade press, company research, trade interviews, Euromonitor International
estimates
Key Retail Formats in Spain
Supermarkets
Supermarkets saw the second fastest growth within grocery retailers. This was supported by
the fact that consumers preferred to shop close to their work and homes, as most Spanish
consumers reside in urban areas close to their work. Since the economic crisis started, the price
of gas constantly increased, which led many consumers to purchase goods close to their
homes, opting for supermarkets instead of hypermarkets, which are located on the outskirts of
urban areas.
Supermarkets are expected to continue to dominate grocery retailers over the forecast period.
This sales channel will accounted for the bulk of sales in the forecast period, with a 54.0% share
of retail value sales in grocery retailers being generated by supermarkets in 2018. Growth in
supermarkets will be determined by the strong expansion that certain companies, such as
Mercadona, Dia and Consum, will carry out in order to gain share, mainly by expanding into new
territories, as traditionally Spanish supermarket chains have dominated a certain territory, such
as Mercadona in eastern Spain or Eroski in the Basque country.
The expansion of supermarkets will be linked to their private label offerings, as the main
players such as Mercadona and Eroski now include private label brands which offer value for
money. This retail channel will benefit from the proximity factor, as consumers are expected to
increase their visits to supermarkets, purchasing goods when necessary, reducing monthly and
weekly purchases and making more frequent smaller visits that can be better controlled, to
accommodate the lower disposable incomes of Spanish consumers.
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Hypermarkets
Hypermarkets performed poorly in 2014 and decreased by 1.0% in current value terms in
2014. There are several factors explaining the weaker performance of this type of grocery
retailer. One of the main reasons was that hypermarkets no longer offered lower prices than
other formats such as supermarkets. In recent years, the main supermarket chains expanded
and created their own private label brands, such as Hacendado by Mercadona, a leading private
label brand appreciated by consumers because of its high quality and value for money. Location
played an important role in driving the decline of hypermarkets and the growth of supermarkets,
as consumers live close to work, and use public transport due to high prices for private
transportation, which made them more reluctant to shop at hypermarkets in 2013.
Table 10
Leading Supermarket Chains in Spain, Sites/Outlets 2012-2014
Brand
Supermercados Covirán
Mercadona
Consum
Eroski Center
El Arbol
Condis
Caprabo
Supersol
Spar
Carrefour Express
Eroski City
Bonpreu
Carrefour Market
Simply Market
Supercor Express
Others
Total
Source:
Company name
2012
2013
2014
SCA
Mercadona SA
Consum, Sociedad
Cooperativa Ltda
Eroski, Grupo
Dia SA
Condis Supermercats SA
Eroski, Grupo
Maxima Latvija SIA
Spar Española SA
Centros Comerciales
Carrefour SA
Eroski, Grupo
Bon Preu SA (Grupo)
Centros Comerciales
Carrefour SA
Supermercados Sabeco SA
El Corte Inglés SA
Others
Total
2,830
1,411
610
2,947
1,467
622
3,124
1,497
636
460
409
356
113
100
459
409
364
177
162
456
424
409
367
199
180
170
143
113
112
144
116
113
146
117
113
90
40
6,515
13302
111
83
6,410
13584
112
104
5,691
13745
2012
2013
2014
130
129
171
95
55
43
90
55
44
90
55
45
39
39
25
15
17
43
42
40
25
17
17
43
43
41
25
18
17
-
Trade associations, trade press, company research, trade interviews, Euromonitor International
estimates
Table 11
Leading Hypermarket Chains in Spain, Sites/Outlets 2012-2014
Brand
Company name
Carrefour
Eroski
Alcampo
Hiperdino
Hipercor
Esclat
Hipersimply
E Leclerc
Interspar
Carrefour Planet
© Euromonitor International
Centros Comerciales
Carrefour SA
Eroski, Grupo
SA
Dinosol Supermercados SL
(Grupo)
El Corte Inglés SA
Bon Preu SA (Grupo)
Alcampo SA
E Leclerc Grupo
Spar Española SA
Centros Comerciales
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
Carrefour SA
Total
Total
Source:
Passport
501
502
Trade associations, trade press, company research, trade interviews, Euromonitor International
estimates
Independent food stores
The presence of Spain‟s traditional grocery retailers is set to continue decreasing gradually
over the forecast period. The demise of small independent food stores is the consequence of
the difficulties that these operators face competing on price against the country‟s leading
chained grocery retailers. Other factors include the high taxes they are required to pay and the
recent liberalization of retail store hours of operation, among other various other factors which
are detrimental to the interests of Spain‟s independent small retail businesses in general.
Perhaps one way in which these independent small grocers and food/drink/tobacco specialty
can survive is to focus on the warmer and more personal relationships they are able to form with
their regular customers, which remains the one major advantage over chained modern grocery
retailers.
Convenience stores
Convenience stores continued to suffer severe declines in Spain in 2014 as the number of
outlets decreased by 3.0%. Convenience stores generated US$1 billion in value sales in 2013,
the result of a 10.0% decline in current terms over the course of 2014. The contraction of
demand for convenience stores is attributed mainly to the economic crisis, although this was not
the only reason for the strong decline recorded in the category toward the end of the review
period. The recent practice of longer opening hours in retail stores some regions of Spain
decreased the appeal of convenience stores. Other channels such as supermarkets that offer a
wider range of products at lower prices are now able to remain open for longer hours, posing a
major threat to convenience stores. The best illustration of this is the ongoing closure of outlets
in the Opencor chain of convenience stores owned by El Corte Inglés SA. The company has
decided to gradually transform all Opencor outlets into Supercor Express outlets, a new chain of
mini-supermarkets launched in 2011.
Discounters
Discounters increased by 2.0% in current value in 2014, ensuring that this was the most
dynamic grocery retail channel for the third consecutive year. All discounters currently operating
in Spain continue to benefit substantially from the squeeze on consumer spending, a situation
which encouraged Carrefour SA to launch the Supecror chain toward the end of the review
period. Each of the outlets in this chain is a hybrid between a discounter and a cash-and-carry
outlet. This new chain, which is still in its test phase, entails the return of Carrefour to the
discounter channel following its divestment of the Día chain.
Open markets
Open markets are set to continue accounting for the majority of value sales in grocery
retailers in Spain during the forecast period.
The increasing focus on proximity retailing in the channel has certainly so far been a wise
strategy, and one which likely to continue to generate strong performance during the forecast
period, as most Spanish consumers will still appreciate being able to do their grocery shopping
in stores near their homes.
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EXPORT MARKET DEVELOPMENT REPORT: PISTACHIOS IN SPAIN
Other formats (as relevant)
Even though online sales of groceries have been rising in Spain and years, online sales still
accounted for a negligible proportion of overall value sales in grocery retailers in 2014.
Furthermore, one of the major challenges facing Spain‟s leading grocery retailers is achieving
steady and stable positive performance in their internet retail value sales and make their internet
retailing activities profitable. The main barriers to further development of online sales of
groceries in Spain are related to the high cost of home delivery, which neither Spanish
consumers nor retailers are willing to absorb. A solution to this problem may lie in the focus on
click-and-collect systems such as the one recently launched by El Corte Inglés, which offers
consumers the option of doing their shopping online and then picking up their purchases from
the closest Supercor outlet at the most convenient time for them.
The online retailing of groceries in Spain is set to increase during the forecast period. There
are high expectations surrounding the launch of online platforms by those store-based retailers
which still have not yet launched one. However, some major barriers to the development of
online commerce will still need to be overcome, including the high cost of home delivery.
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