A study by Asici, conducted through the Ipsos Digital platform, has found that the consumption of Iberian ham in Spain, France, and Germany is heavily influenced by flavor and origin. The research revealed that taste is a key purchasing factor for 78% of Spanish consumers, 68% of Germans, and 46% of the French. The product is also seen as emotionally and culturally significant, with 93% of Spaniards and French, and 89% of Germans linking it to Spain's gastronomic heritage. However, while 82% of Spaniards can differentiate Iberian ham from other hams, this figure drops to 27% and 31% in France and Germany. The study also indicated that price, availability, and format are the main barriers to greater demand. In Spain, Iberian ham is primarily consumed at home or in dinner settings, with the southern area and the Canary Islands being the main consumer regions. The research suggests that there is potential for international growth for Iberian ham, given its unique characteristics and association with Spanish culture.