The MAÑACOS are the exact OPPOSITE of you
Young Spanish men spend on Balenciaga and the gym while older men cling to alcohol. The debate over male consumption reveals a generational divide.
English · Original discussion in Spanish · Published
Young male spending: fashion, fitness and 'mañacos' versus alcohol and the traditional 'torero'
At the barbershop, a young man brags about the Balenciaga T-shirts his divorced father bought him. Another begs to be given one. The scene, trivial as it is, reveals a generational gulf in the spending habits of Spanish men. While some invest in designer clothes, the gym and fade haircuts, others cling to cigars, whisky and a big can of lager in the park. The question: which model of masculinity is really winning in consumer habits?
Looks as a spending priority
The 'mañacos' — men in their twenties, muscular, dressed in luxury brands — devote a significant share of their income to their appearance. Not just clothes: the gym, weekly haircuts and supplements are all part of a lifestyle some describe as an 'investment'. The argument is that a good physique and a polished image open social and professional doors. By contrast, the traditional 'torero' spends on alcohol, tobacco and hearty meals, and scoffs at what he sees as superficiality.
Rejecting alcohol and tradition
The debate reveals a divide over alcohol consumption. For young 'mañacos', drinking is a drag that wears down body and mind. They prefer the clean energy of the gym to an alcoholic stupor. For the 'toreros', beer and cigars are rituals of male camaraderie. The tension runs so deep that teetotallers are seen as 'weirdos' who exclude themselves. Yet data on alcohol consumption among under-30s in Spain show a downward trend since 2010, suggesting the 'mañaco' model is gaining ground.
A market split in two
The male consumer sector faces a fork in the road. On one side, luxury sportswear brands, men's cosmetics and supplements are growing at double-digit rates. On the other, beer and liquor sales are stagnating or falling among the young. There is no consensus on which style will prevail, but the gap is real: 'mañacos' not only consume differently, they look down on the previous model. And on the other side, the 'toreros' respond with mockery and insults.
The final question is whether this polarisation is a passing fad or a paradigm shift in masculinity. What is clear is that, for now, the battle is being fought at the barbershop and in the shopping trolley.
Related forum debates
At the barbershop, a young man brags about the Balenciaga T-shirts his divorced father bought him. Another begs to be given one. The scene, trivial as it is, reveals a generational gulf in the spending habits of Spanish men. While some invest in designer clothes, the gym and fade haircuts, others cling to cigars, whisky and a big can of lager in the park. The question: which model of masculinity is really winning in consumer habits?
Looks as a spending priority
The 'mañacos' — men in their twenties, muscular, dressed in luxury brands — devote a significant share of their income to their appearance. Not just clothes: the gym, weekly haircuts and supplements are all part of a lifestyle some describe as an 'investment'. The argument is that a good physique and a polished image open social and professional doors. By contrast, the traditional 'torero' spends on alcohol, tobacco and hearty meals, and scoffs at what he sees as superficiality.
Rejecting alcohol and tradition
The debate reveals a divide over alcohol consumption. For young 'mañacos', drinking is a drag that wears down body and mind. They prefer the clean energy of the gym to an alcoholic stupor. For the 'toreros', beer and cigars are rituals of male camaraderie. The tension runs so deep that teetotallers are seen as 'weirdos' who exclude themselves. Yet data on alcohol consumption among under-30s in Spain show a downward trend since 2010, suggesting the 'mañaco' model is gaining ground.
A market split in two
The male consumer sector faces a fork in the road. On one side, luxury sportswear brands, men's cosmetics and supplements are growing at double-digit rates. On the other, beer and liquor sales are stagnating or falling among the young. There is no consensus on which style will prevail, but the gap is real: 'mañacos' not only consume differently, they look down on the previous model. And on the other side, the 'toreros' respond with mockery and insults.
The final question is whether this polarisation is a passing fad or a paradigm shift in masculinity. What is clear is that, for now, the battle is being fought at the barbershop and in the shopping trolley.
Related forum debates
- Eating less sugar and flour, the definitive solution to overweight/obesity? (II) · 12313 replies
- The doctor tells me I have to take cholesterol pills forever because my own body produces it, wtf?? · 221 replies
- What protection should you put under and behind a cast iron stove? · 25 replies
- Is wearing outdoor shoes at home gross? Spaniards do it more than anyone in Europe. Map inside · 111 replies
Also available in: Deutsch
Summary of a discussion on Burbuja.info - Foro de economía, actualidad y política., translated from Spanish and reviewed before publication. Read the full discussion (92 replies).
More summaries
-
Trendy Guys to Tough Chicks: The Strange Evolution of Couples and Its Impact on Consumption
From "pink ball" to "tattooed German": the strange evolution of couples and its impact on consumption. What lies behind it?
-
El Corte Inglés prepared food: quality at a price
El Corte Inglés croquettes beat Mercadona's, but prices like €21/kg for meat rolls mean it's only worth it for some products.
-
Losing 30 kilos on Ozempic costs between €1,800 and €3,800 in Spain
Working out the cost of losing 30 kilos with semaglutide: between €1,800 and €3,800 in Spain. Consultations, pens, and the question of whether it's worth it.
-
GameMT EX8: the budget emulation handheld that punches above its price
GameMT EX8 emulates PS2, GameCube and some Switch games for €75-140. We look at performance, pricing and whether it's still the best choice in 2024.
-
Shoes: 99 euros in store, cheaper online
A forum user pays 99€ for shoes that used to cost 60€. The thread cites price gaps between stores and websites, and a Clarks case: 104.7€ in the UK and…
-
Gas or induction hob: the maths that settles it
With butane at €17.50 and rising fixed electricity charges, the debate is back on: cooking with gas is cheaper than induction, but convenience comes at a price.