Private Label Continues Its Bullish Momentum in the Spanish Food Market

According to Circana’s latest survey of the Spanish retail food market, covering the period up to the end of November 2025, 70.9% of total food volume sold in modern retail is now purchased in private label (PL) products. This has occurred despite a context of more moderate overall inflationary pressures.

Reaching the 70% volume threshold represents a significant shift, as private label accounted for around 60% of total volume just five years ago. This milestone has been achieved despite sustained relative price increases for private label products compared with manufacturers’ national brands. For example, in 2025 versus 2024, average private label prices increased by 2.1%, while prices of manufacturers’ products remained broadly stable (according to Circana).

The main factors driving the continued momentum of private label include:

– So-called limited-assortment retailers — Mercadona, Lidl, Aldi and Dia — continue to gain food market share while expanding their private label ranges. Private label now represents more than 80% of Lidl’s assortment, 74.5% at Mercadona, and 69.1% at Aldi (Worldpanel by Nielsen).

– Carrefour, the second-largest retailer in Spain, appears to be increasing its private label presence and expects private label to account for 41% of its assortment by the end of 2026, compared with 32% just two years ago.

– Other major retailers, such as Eroski and Consum, appear to be following the same path.

Surveys published in Spain over the past two years consistently show that at least two-thirds of shoppers declare themselves satisfied with private label offerings in supermarkets. This satisfaction is driven primarily by perceptions of “intelligent shopping” and by the improving perceived quality of private label products.

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