For decades, Spain has been known for its vibrant café culture, yet it remained on the sidelines of the global specialty coffee movement. While countries such as the UK, the Nordics, and Australia embraced specialty coffee in the early 2000s, Spain’s transition has been slower, shaped by history, tradition, and deeply ingrained consumption habits.
Today, however, the picture is changing. Spain’s specialty coffee market is experiencing what many industry observers describe as a “slow bloom” gradual, steady, and increasingly irreversible. This evolution is creating a unique coffee landscape where traditional practices coexist with a growing appreciation for quality, origin, and flavour transparency.
Spain’s coffee market: Large, growing, and unsaturated
According to Project Café Spain 2025, the Spanish branded coffee shop market recorded its third consecutive year of net outlet growth, reaching 2,215 stores, a year-on-year increase of 3%. Spain has now surpassed Poland to become Europe’s seventh-largest branded coffee shop market.
Despite this scale, the country remains one of Europe’s least saturated premium coffee markets, leaving significant room for growth. Unlike more mature markets, where competition among specialty cafés is intense, Spain offers opportunities for both independent roasters and international brands to expand.
Research from World Coffee Portal also highlights strong consumer engagement: nearly three-quarters of Spanish café visitors surveyed said premium beverages are essential to an ideal café experience. This points to a growing openness to higher-quality coffee offerings, even as traditional options continue to play an important role.
A brief history: Why specialty coffee arrived late in Spain
Spain’s relationship with coffee began later than many European neighbours, with the first coffee house reportedly opening in Madrid in 1765. In the 20th century, consumption expanded through mass production and international trade, but historical events, including the Spanish Civil War, significantly disrupted supply.
During this period, torrefacto coffee roasted with added sugar became widespread. While practical at the time, this method produced dark, bitter flavours and shaped Spanish taste preferences for decades. Even today, torrefacto blends remain present in some supermarket offerings, slowing the population’s transition toward higher-quality coffee.
As a result, Spanish consumers adapted more gradually to lighter roasts, brighter acidity, and origin-driven flavour profiles that characterise today’s premium coffee culture.
Traditional and specialty coffee now coexist
Rather than replacing traditional coffee culture, specialty coffee in Spain is growing alongside it. Espresso-based drinks such as café con leche, cortado, and solo still dominate out-of-home consumption, which remains among the strongest in Europe.
At home, coffee capsules continue to lead, accounting for a significant share of retail value. However, trends are shifting:
More consumers are buying whole bean coffee
Interest in traceability and origin is rising
Micro-roasters are increasing in number
This coexistence creates a layered market where specialty coffee must educate and inspire rather than disrupt aggressively.
The emergence of specialty coffee culture
The modern specialty coffee movement in Spain began gaining visibility around 2014, primarily in Madrid and Barcelona. During this period:
The number of specialty cafés doubled
Spain hosted its first national AeroPress Championship
National coffee festivals helped build awareness
Momentum accelerated after the pandemic. Events such as CoffeeFest Madrid played a crucial role in introducing specialty coffee to broader audiences, turning what was once a niche interest into a recognisable category.
Today, specialty coffee growth is expanding beyond major cities into regions such as Valencia, Andalusia, and Galicia, reflecting broader national acceptance.
Spain’s unique advantages in specialty coffee
Spain’s specialty coffee market benefits from several distinctive strengths.
Strong out-of-home coffee culture
Spanish consumers frequently drink coffee in cafés, creating daily touchpoints where specialty coffee can be introduced, explained, and experienced.
Cultural and linguistic ties to origin
Spanish-language connections with coffee-producing countries in Latin America make it easier for roasters to build direct relationships with producers, strengthening traceability and storytelling core pillars of specialty coffee.
Tourism-driven exposure
Spain’s booming tourism industry brings millions of international visitors each year. Cities like Barcelona and Madrid serve as global showcases where specialty coffee brands can reach both locals and travellers, accelerating adoption through exposure.
The role of international and domestic chains
Large branded coffee chains are expanding rapidly in Spain, helping normalise higher-quality coffee experiences.
Starbucks continues to grow its Spanish footprint
McCafé leads the branded market by store count
Premium domestic brands such as Santagloria are scaling nationwide
While chains do not always align perfectly with specialty values, they raise baseline expectations for quality, presentation, and consistency benefiting the wider specialty coffee ecosystem.
Challenges facing specialty coffee in Spain
Despite positive momentum, challenges remain:
High green coffee prices pressure margins
Spain remains a price-sensitive market
Consumer education is still uneven
For specialty coffee to continue growing, roasters and café owners must add value beyond the cup through education, transparency, and clear communication.
Explaining what customers are drinking, why it tastes different, and how it justifies a higher price is essential. Without this clarity, specialty coffee risks being perceived as expensive rather than better.
What does the future hold for specialty coffee in Spain?
Spain’s coffee market shows strong long-term potential as international branded chains continue to expand. Over the 12 months to April 2025, the country’s three largest chains all recorded double-digit growth: McCafé added 28 stores to reach 539 outlets, Starbucks opened 17 new locations to reach 181, and Santagloria expanded by 34 stores to 165 locations.
Expansion is set to continue. Pret A Manger plans to open 70 outlets across Spain and Portugal by 2033, while Juan Valdez formed a €40m joint venture in 2025 to open 140 stores by 2032. Japan’s Arabica has also announced plans to enter the Spanish market, supported by record tourism levels. In 2025, Barcelona ranked as the world’s most-booked destination, with Madrid and Mallorca also among the top choices.
Despite these opportunities, Spain remains price-sensitive. Rising green coffee costs mean cafés and roasters must deliver clear value to justify higher prices. Continued growth will depend on improving quality standards, educating consumers, and offering transparent, consistent experiences. As industry leaders note, when customers understand what they’re drinking and trust the value, they return proving that clarity, not complexity, drives long-term success.
Conclusion
Spain’s specialty coffee journey is defined not by speed, but by sustainability. The country’s market is large, unsaturated, and culturally rich ideal conditions for long-term growth.
By balancing tradition with innovation, and education with accessibility, Spain’s premium coffee culture is carving out its own identity. As consumers better understand what they are drinking and why it matters, this market will continue to bloom slowly, steadily, and with lasting impact.
Helena Coffee Vietnam – Partnering with Spain’s specialty coffee growth
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