Spanish Serrano ham continues to grow in the German market
During the first half of 2024, German consumers' preference for the quality of Spanish Serrano ham has maintained a solid demand, strengthening its position in the country's food supply and consolidating itself as a highly appreciated product with a representative flavour of Spanish cuisine.
In 2024, the German market established itself as the second largest export destination for Spanish cured ham, representing 19.15% in volume and 17.46% in value. This highlights Germany as a country where the culture of Serrano ham has taken hold, being one of the favourites of local consumers.
Over the years, the German consumer has come to appreciate the unique tradition and flavour of Serrano ham, which has led Spanish export companies to fine-tune their offering to meet the German market's expectations of quality and authenticity.
As Álvaro Díaz de Liaño, Marketing and Promotion Director of the Spanish Serrano Ham Consortium (CJSE), points out , "the German consumer's confidence in Serrano ham is a reflection of our commitment to quality and tradition, which motivates us to continue offering the best of our cuisine in a highly demanding market".
Although the German market has remained strong in terms of value, 2024 has been a year of adjustments in terms of volume. Exports to Germany recorded a 7.52% drop in the volume of Serrano ham sold, a decrease that contrasts with an increase in the average price of the product of 18.36%.
This means that, even though fewer tons of Serrano ham were exported, German consumers were willing to pay a higher price, resulting in an increase in the total export value of 9.46%. In fact, the CJSE has joined forces with Spanischer Schinken to collaborate in the promotion of Spanish Serrano ham in Germany, with a website where you can buy Spanish Serrano ham, lomo, chorizo, salchichón, tapas, cheeses, etc.
Within the German market, the bone-in ham format suffered a notable decrease in volume, falling by 38.94% compared to the same period last year. However, this trend was partly offset by a 33.98% increase in bone-in shoulder exports, which shows that the market is still looking for variety and adaptability in Serrano ham products.
The boneless format, on the other hand, remains the preferred format, both in Germany and in other markets. Although it registered a slight fall of 4.93% in volume, the increase of 12.8% in value reflects that German consumers are willing to invest in products that combine convenience and quality. This format, being easier to handle and consume, represents an ideal option for the modern lifestyle, where convenience and authenticity are key factors in the purchasing decision.
As the German market continues to value quality products, Spanish Serrano ham has a promising future in Germany. The evolution in format preferences and the increase in the value of exports demonstrate that consumers are willing to invest in authentic, high-quality products, adapting to price variations as long as the quality justifies it.
In short, Spanish Serrano ham continues to grow in the German market, consolidating itself as a premium product that has conquered German palates and promises to continue evolving to meet the needs of this potential market.
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