HIP 2025

HIP 2025 welcomed more than 50,000 hospitality entrepreneurs and executives to Madrid.

From March 10th to 12th, the summit brought together more than 800 exhibiting companies at IFEMA Madrid, 31% more than the previous edition, who showcased the latest solutions and concepts to boost the sector’s competitiveness.

The event hosted the Hospitality 4.0 Congress, the world’s largest forum for HORECA trends, which brought together inspiring names such as Joan Roca and José Elías, as well as leaders from hotel companies such as Four Seasons, Iberostar, Minor Hotels, and Vincci.

IFEMA Madrid hosted the summit, which welcomed more than 50,000 entrepreneurs, managers, and professionals from the HORECA sector. They came to gain inspiration from the success stories shared and find solutions to boost the competitiveness of their business or operational area. Thus, for the first time, the Foodservice Solutions, Coffee & Bakery, Smart Kitchens & Equipment, Automated Foodservice, Design & Experience, Digital World, and Sociosanitary spaces, among others, were recognized, enhancing the experience based on each visitor’s interests.

The “ready-to-eat” concept is positioned as one of the major hospitality macrotrends of 2025.

The prepared-meal segment, which grew 41.5% between 2018 and 2023, has become a new option for increasing the profitability of HORECA businesses due to changing consumer habits and inflation. HIP 2025 analyzed the rise of ready-to-eat food and the state of delivery in Spain, with the participation of executives from companies such as JustEat, Uber, Vicio, Goiko, KFC, Chalito, and Manolo Bakes.

The ninth edition of HIP – Horeca Professional Expo brought to the table the macro trends being seen in the hospitality industry in 2025. One of them, which is expected to gain even more momentum in the next twelve months, is “ready-to-eat,” a concept that reflects the change in current consumer habits. Prepared meals are on the rise, especially in recent years.

This consolidated growth is mainly driven by the transformation of consumer priorities, who prefer to relieve themselves of daily obligations by reducing their cooking time, regardless of age. Likewise, food retail prices remain more stable, making it easier for today’s customers, in an environment of inflation, to opt for ready-to-eat products, which, likewise, can be perceived as healthier. These factors have led retail to become the main driver of “ready-to-eat” products, stimulating innovation in both the product and packaging aspects, as well as the experience.

From signature coffee shops to sweet art galleries: innovation is coming to coffee & bakery to drive its development.

HIP 2025 studied the evolution of the pastry and bakery sector in Spain, which is expected to grow at an average year-over-year rate of 3.2% between 2025 and 2032. The coffee market will also be the subject of discussion due to its potential to increase revenue and build customer loyalty. Major brands such as Krispy Kreme, Dunkin’, Lotus, Europastry, Lavazza, Syra Coffee, East Crema, and Pastelería Mallorca shared their success stories at the summit.

Coffee, booming both within and outside the Horeca channel. In recent years, Spain has positioned itself as one of the European countries with the highest coffee consumption, with a dynamic and constantly expanding market.

Under this premise, HIP 2025 brought together leading figures such as chef, pastry chef, and entrepreneur Albert Adrià, who, in collaboration with Lavazza, delved into the transformations that coffee culture has undergone. Likewise, Francisco Tovar and Federico Duronio, 2023 World Cup runner-up and 2024 Spanish champion, respectively, in the Latte Art Grading System—an international certification that evaluates the technique of creating designs on the surface of espresso—shared the beverage’s potential for attracting and retaining customers in order to be more competitive.

Pastries and bakery products are reinventing themselves

Currently, trends in the field of pastries and bakery are focused on reducing sugar, incorporating vegan alternatives, eliminating gluten and lactose, and embracing local products, without losing sight of tradition. To better understand today’s tastes, HIP 2025 has explored the evolution of bakery products through the experiences of an established leader and an emerging company. This is the case of the well-known Pastelería Mallorca, with 94 years of history, and Oma by Luchi, a young company that, after its founding during the pandemic, has already become one of the benchmarks for artisan cakes and sweet treats in Madrid.

Partnerships that make a difference

Among the sector’s growth strategies, collaboration between brands to generate value-added products capable of motivating customers is increasingly prominent.

Consumers are encouraged to try them. In this sense, the company featured Lotus’ Biscoff cookie, highlighting its integration process with other companies in the sector, such as Dunkin’, Europastry, and Dúo Harinero.

Furthermore, Krispy Kreme, the world leader in donuts that has carried out various co-branding projects, and its CEO in Spain, Manuel Zamudio, announced its expansion plan in the country, launching in 2025.