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Mercadona, Lidl and Aldi surge ahead as shoppers in Spain ditch big brands for cheaper options
The more budget-friendly supermarkets in Spain now command nearly 40% of the market while big hypermarkets suffer
The supermarket landscape in Spain is shifting dramatically and it's the budget-friendly and discount stores that are coming out on top. Mercadona, Lidl and Aldi have all gained significant market share over the past year as shoppers across Spain increasingly turn to eating at home, with at-home food consumption jumping by 4.6% in value terms according to a study by Worldpanel by Numerator.
The change in shopping habits is being driven by accumulated inflation that's left consumers far more price-conscious than they used to be. People are now visiting an average of 6.1 different supermarket chains per year. Shoppers are essentially hopping between different stores to find the best deals, even if it means hitting two or three shops in a single trip.
Discount supermarkets and local convenience stores are absolutely thriving in this environment and now command a 38.9% market share. Meanwhile, the traditional big hypermarkets like Carrefour have taken a battering, with their share falling to just 10.5%.
Regular supermarkets haven't fared much better, declining slightly to 9.9%. Regional chains are still growing but at a slower pace than in previous years, and they now account for 18.5% of the market.
Mercadona has further cemented its position as the undisputed leader, holding a 27% market share at the end of last year. Lidl has consolidated its spot as the third largest supermarket chain in the country with a 6.9% share and Aldi, which opened 33 new stores last year and now has 496 locations across Spain, holds a 2% market share and is clearly on the up.
Private label brands are playing a massive role in this success story, now accounting for 45.6% of the market. These own-brand products are a key feature of discount supermarkets like Lidl and Aldi, offering shoppers the chance to save money without having to choose between dozens of different branded options for the same item.
Among the regional supermarkets, Consum has continued to pick up some market share, reaching 3.6% last year. The IFA Group, which includes brands like Ahorramás, Alimerka and Unide, maintains its presence with a 9.9% share. These establishments are seeing a slight slowdown in packaged goods but are gaining market share in fresh perishable items, suggesting shoppers still want quality when it comes to fruit, veg and meat.
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