Generation Z and cured meats: a commercial opportunity to reinvent tradition

Introduction

The Catalan pork sector currently faces a complex situation, marked by the persistence of African swine fever here and its indirect impact on markets, consumer perceptions and international trade dynamics. Although the disease does not affect human health or food safety, this situation creates uncertainty and reinforces the need to communicate clearly and rigorously.

In this context, it is essential to reaffirm confidence in the Catalan food chain, recognised for its high standards of health control, traceability and quality. Meat products, and cured meat products in particular, remain safe, controlled and fit for consumption, and form part of a balanced diet when eaten responsibly.

At the same time, the sector faces the challenge of adapting to increasingly demanding consumers, especially among younger generations, who want transparent information, quality attributes, guarantees of origin and a clear link to health and wellbeing. Promoting the meat category is therefore not only an economic and sectoral necessity but also an opportunity to explain better the nutritional, cultural and production value of meat products.

A recent Mintel study provides important insights into how to reconnect cured meat products with Generation Z, a strategic segment for the future of consumption. Its conclusions offer useful guidance for building a positive narrative based on food safety, quality, production tradition and nutritional benefits, all particularly relevant in the current situation of Catalonia's pork sector.

Current consumption of cured meats among young people aged 13 to 28

Although cured meats are part of Spain's culinary heritage, Generation Z consumes the least of them and has cut consumption the most in recent years. This coexists with a general recovery in meat consumption in Spain, driven above all by fresh meat, while processed meat holds steady in volume but grows in value.

The data show that total meat consumption rose by 2.4% in 2024 on the previous year. By contrast, the most popular processed meat cuts grew by only 1.1% in volume, despite leading price increases. Younger generations, especially Generation Z, are also the most likely to limit their consumption of meat and processed products.

Young Spaniards eat 6.6 kg of cured meats a year, 3.7 kg less than the national average of 10.3 kg per person a year.

A clear opportunity: Generation Z

Generation Z consumes the least traditional cured meat products in Spain, with per-capita consumption well below the average. The percentage of young people who say they eat cured ham or sausages has also fallen significantly between 2022 and 2024. This consumption gap opens a clear opportunity to revive the category through an offer better aligned with their values.

Despite consuming less, Generation Z is the most willing to pay more for processed meat products that include attributes they care about. A high price is associated with quality: half of 16- to 24-year-olds believe a more expensive product means better quality, a far higher proportion than the consumer average.

The study identifies several strategic lines for making cured meat products relevant to Generation Z:

• quality and premiumisation

• connection with origin

• artisan production and tradition

• reducing additives

• highlighting nutrients

Examples of campaigns aimed at winning over Generation Z

Quality and premiumisation. Quality can also be conveyed through contemporary codes and creative perspectives from outside the category. Collaborations such as Aceites de España with Palomo Spain show how a product can become a cultural, aspirational symbol, connecting tradition and luxury with new audiences.

Connection with origin. Putting a face to the origin is key to building a bond and trust. The campaign fronted by livestock farmer and content creator Elena Burillo connects place, craft and local production with Generation Z's language and values.
 

Artisan production and tradition. Artisan production is gaining importance in a context shaped by the search for authenticity. Brands such as Hamburguesa Nostra champion handmade production and tradition as distinctive elements that connect with nostalgia and the value of craftsmanship.

Reducing additives. Demand for products with fewer additives reflects a wish to consume with less guilt. Initiatives such as Rebel's, which combine brand, community and hospitality, show how transparency and cleaner recipes can strengthen consumer confidence.

Highlighting nutrients. Without positioning themselves as health products, some brands clearly highlight the nutrients they naturally provide. Campaigns such as "Joselito, és salut" show how to link tradition and quality with compatibility with a mindful lifestyle.

This article is based on the MINTEL REPORT "Spain: make cured meat relevant for Gen Z" prepared by the consultant Jimena Ávila Martín.