The 2022 XI World Congress of Ham (XICMJ) saw food director of Kantar, Worldpanel division, Joan Riera discussing the impact of the pandemic on consumer behaviors and channels. While there's been a surge in consumers seeking to dine out following lockdowns, a rise in raw material, energy costs, and the Ukraine conflict has dampened consumer confidence. The market has seen a growth in distribution chains offering a limited assortment of affordable brands and an increased demand for cheap options. Despite challenges, there's a gradual recovery in restaurant spending, with 80% of Spanish households preferring ham in sliced format. There's also a notable trend towards consuming premium products at home, especially Iberian ham varieties. The ham industry has shown its commitment to addressing rural depopulation and promoting social, economic, and environmental sustainability.