In an era where health has become a top priority in life, Spanish consumers are clearly showing a trend towards greater health consciousness, both physically and mentally. This shift encompasses exercise, proper nutrition, dietary supplements, and mental health care through alternative methods like acupuncture, meditation, and Reiki. According to a report from Marie Claire Spain published in January 2025, the trend of mindful living is gaining popularity among Spaniards, with searches related to mindfulness and mental health increasing by 82.7%, averaging over 35,000 times per month. Searches for the term "Reiki" also exceed 17,000 times monthly, while acupuncture is mentioned over 11,000 times monthly, reflecting consumers' interest in finding ways to achieve greater balance between body and mind.
Moreover, there has been a notable increase in searches for holistic treatments such as shiatsu, Ayurveda, or bioenergetic therapy. Terms like "meditation" and "life coach" continue to maintain their popularity, indicating that interest in mental and spiritual health is not merely a passing trend but is becoming a permanent aspect of lifestyle. The focus on nutrition is also growing significantly. Data from Semrush indicates that searches for nutritionists in Spain have increased by 22.3% compared to the previous year, while searches for terms like "healthy food" and "multivitamins" have risen by an average of 4,400 times per month.
Among dietary supplements, multivitamins are leading the pack, with a staggering 246,000 searches per month, followed by whey protein and creatine, each with 90,500 searches, omega-3 with 60,500, and collagen also with 60,500 searches. Most consumers prefer to search for and purchase these products through platforms like Amazon and Mercadona. The popularity of multivitamin products is largely due to their ability to provide essential nutrients often lacking in daily diets, with a global market value reaching $30 billion in 2021 and expected to continue growing.
Omega-3 remains a popular dietary supplement known for supporting brain and heart health, gaining traction among those focused on enhancing cognitive abilities. Health supplements are particularly beneficial for individuals with active lifestyles and athletes, helping to reduce injuries and enhance physical performance, especially products made from natural ingredients. According to Global Market Insights, the protein market was valued at $18.9 billion in 2020 and is projected to grow by 8.4% annually until 2027. Additionally, energy-boosting products, such as isotonic drinks and electrolytes, are critical for serious exercisers, helping maintain hydration effectively. The global market for these products was approximately $24.9 billion in 2019, with expectations of a 4.5% growth by 2025, reflecting a rising demand for health supplements in Spain.
Leading brands in the dietary supplement sector include HSN (Health, Sport, Nutrition), which operates a factory in Granada and emphasizes the use of 100% natural raw materials. Solgar is another well-regarded brand, known for its natural ingredients free from sugar, salt, or starch. A newcomer making waves is NDL Pro-Health, founded by famous tennis player Rafa Nadal, which focuses on personalized supplements targeting brain, heart, digestion, and exercise needs. Data from AFEPADI indicates that the Spanish supplement market is growing at an average rate of 6-7% per year, valued at around 1.2 billion euros in 2020, with continuous growth expected among the elderly, working-age individuals, and health enthusiasts, particularly following the COVID-19 pandemic, which has heightened interest in immunity, mental health, and self-care.
Beyond health trends and dietary supplements, recent data highlights that nutritional trends in 2025 for Spaniards are leaning towards a holistic approach to health. Six prominent trends are emerging, including weight management and reduced sugar consumption, with weight management products growing by 10% and sugar-reduction products increasing by 22% annually. The demand for protein is also surging, with the market value in Spain surpassing 300 million euros and an annual growth rate of 26%, as over 30% of households regularly consume protein.
Women's health is gaining increased attention, with 78% of new products being dietary supplements for women and 22% focused on food and beverages, particularly addressing work-related stress and products related to physical health. Gen Z consumers are becoming increasingly aware of skin health and beauty, with a notable trend emerging regarding the gut-brain axis, prompting consumers to seek products that support both digestive health and mental well-being. Furthermore, sustainability is a growing concern, with over 50% of European consumers willing to pay more for products that minimize environmental impact, such as reducing animal cruelty and food waste or featuring eco-friendly packaging. More than 70% prioritize sustainable packaging choices.
The trend of caring for both body and mind among Spaniards is not merely a temporary phenomenon but is evolving into a long-term behavior among consumers, reflecting a significant cultural shift that could impact the global health and nutrition industry in the future. This indicates that Spain is entering a new era of holistic health care that encompasses physical, mental, and consumption behavior dimensions, a trend that promises benefits not only for individuals but also reflects a cultural transition towards a genuinely health-conscious society.
In addition to these health trends, the Department of International Trade Promotion announced the upcoming THAIFEX – ANUGA ASIA 2025, the largest and most comprehensive food and beverage trade show in Asia, scheduled for May 27–31, 2025, at Impact, Muang Thong Thani. This event aims to provide entrepreneurs with opportunities to explore products and food innovations, create business opportunities, and offer new business perspectives while reinforcing Thailand's role as a leader in the global food industry.
According to Nangsao Sunanta Kangwalakulkit, Director-General of the Department of International Trade Promotion, Thailand has a competitive advantage in the food industry due to its diverse raw materials, rich natural resources, unique culinary culture, and the ability of Thai entrepreneurs to adapt to the global market. The government continues to promote the "Thai Kitchen to the World" policy, aiming to elevate Thai food industry standards internationally while positioning Thailand as a regional food hub.
During the five-day trade show, both trade visitors and the general public will have the chance to explore the event. The Department of International Trade Promotion aims to support over 700 entrepreneurs, create a trade value exceeding 92 billion baht, and assist over 260,000 individuals. There are currently 58 trade representatives worldwide closely monitoring trade opportunities and engaging in the Thai SELECT project, which has 1,779 representatives globally, enhancing brand visibility.
THAIFEX – ANUGA ASIA is not only a trade show but also a vital mechanism for driving the Department's initiatives by opening opportunities for Thai entrepreneurs to showcase their potential, engage in trade, and learn about global food industry trends. The event will feature product showcases, technologies, innovations, and knowledge-sharing activities, helping to enhance Thailand's trade prospects on the world stage.
With a strong response anticipated this year, over 3,233 companies will participate, showcasing 6,205 booths from Thailand and more than 56 countries worldwide, featuring a complete range of products including beverages, ready-to-eat foods, food technologies, frozen foods, fruits and vegetables, meat, rice, seafood, snacks, and more. It is expected that over 90,000 trade visitors from around the globe will attend the event, with an estimated immediate order value and orders within the year exceeding 98 billion baht.
According to Dr. Kritsana Wajaisathit, Deputy Chairman of the Thai Chamber of Commerce, THAIFEX – ANUGA ASIA is a crucial platform for Thai entrepreneurs to expand their food and beverage markets internationally. Thailand ranks 12th in global food exports, with expectations that food exports in 2025 will reach a value of 1.75 trillion baht, representing a 6.8% increase from the previous year.
As the fourth largest food trade show globally, THAIFEX – ANUGA ASIA plays an essential role in driving the food and beverage industry in Thailand, especially among SME entrepreneurs, startups, and large companies, allowing them to connect with buyers, suppliers, and business partners worldwide. This year, it is anticipated that 1,184 Thai entrepreneurs will participate, including over 500 SMEs, highlighting Thailand's potential in product development and international trade.
In conclusion, the event will focus on connecting Thai entrepreneurs with mega-trends in the food and beverage industry, such as plant-based products, sustainable goods, functional foods, and organic agricultural products, which are gaining popularity in European and Chinese markets. Entrepreneurs will have the chance to present innovative new products that meet the rapidly changing demands of consumers globally, facilitating effective access to international markets.
