As well as its beautiful sunshine, Spain is also known all over the world for its delicious cured meat products.
Thus, it will not be a surprise to discover that some of the top cured meat brands in Spain also happen to be some of the top brands in the country overall.
Using data from Kantar’s annual Brand Footprint* rankings (for 2022), ESM examines the top five cured meat brands in Spain.
1. ElPozo
ElPozo is the second most-chosen brand in Spain overall (behind Coca-Cola), and the number-one most-chosen cured meat brand in Spain, with a CRP score of 111 – a decline of 8%, year on year. Penetration decreased in the same period (73.6), while purchase frequency also decreased (to 7.8), year on year.
The company achieved sales of €1.66 billion in 2022, which represented an increase of 15%, compared to the previous year.
Established 60 years ago, ElPozo is present in 80 countries worldwide.
2. Campofrío
Campofrío is Spain’s second most-chosen cured meat brand, earning a CRP score of 86 in the Kantar Brand Footprint rankings (putting it fourth overall). Its penetration dropped from 65.7 to 64.9, and it also saw a small decline in purchase frequency (to 7), year on year.
Campofrío was founded by Don José Luis Ballvé in 1952 and is the world’s largest manufacturer of jamón serrano.
It is estimated that a Campofrío product can be found in over 70% of Spanish homes on any given day.
3. Casa Tarradellas
Casa Tarradellas is Spain’s third most popular cured meat brand, with a CRP score of 46 (11th in the overall rankings). Its penetration decreased (51.5 to 50.5), and its frequency of purchase also declined slightly (to 4.7), year on year.
Established in 1976, Casa Tarradellas is most famous for its meat products, however, in recent times, it has expanded into other product categories, such as pizza.
4. Argal
Argal is Spain’s fourth most-chosen cured meat brand, achieving a CRP score of 32 in the Brand Footprint rankings (16th overall). Its penetration dropped from 41.8 to 37.7, while its purchase frequency (4.5) stayed the same, year on year.
Argal started as a family business in a butcher’s shop in Pamplona. The company is well known for its natural cured meats, such as cooked and cured ham, jamón ibérico, turkey, salchichón, pâté, and many other ready-to-eat products, which are sold in over 30 countries.
5. Navidul
Spain’s fifth most popular cured meat is Navidul, which boasts a CRP score of 30 (putting it in 20th position overall). The brand saw a decrease in penetration (from 40 to 38.4), while frequency remained the same (4.1).
Established in Toledo in 1976, Navidul is famous for its Iberian ham, sausages, and goat’s cheese.
*About The Methodology
The Kantar Brand Footprint rankings reveal the brands that are winning at the ‘moment of truth’, indicating the number of times that they are chosen by shoppers. Independent of revenue, it reveals the decisions that consumers are making at the point of sale. The consumer reach points (CRPs) of each brand are calculated by multiplying three metrics: household population, penetration (percentage of households buying a brand), and consumer choice/frequency. CRPs are Kantar’s measure of ranking the most successful brands by the number of times that they are chosen by consumers throughout the year. Note that all CRP figures shown measure millions of consumer reach points, i.e. a CRP of 150 indicates 150 million consumer reach points.
Discover the ten most popular food brands in Spain here.
