Lorraine Williamson
Inflation may have eased on paper, but for many Spanish households, the weekly supermarket run tells a different story. Shoppers who once turned to private labels as a safe bet for affordability are now discovering that the supposed bargains might not be as good as they look. The culprit has a new name in Spain: baratoflación.
Borrowed from the words barato (cheap) and inflación (inflation), it describes the subtle art of charging more without changing the price tag. The trick lies in the size. Products stay the same price, but the amount you get quietly shrinks. The label might look familiar, but the price per kilo or litre is edging upwards.
Mercadona and the rise of silent inflation
Mercadona, Spain’s biggest supermarket chain, has become the face of this new kind of inflation. Customers have noticed that everyday staples – from olive oil and canned tuna to yoghurt and biscuits – are shrinking while prices stand still.
According to consumer reports cited by technology outlet Xataka, some basic products on Mercadona shelves have effectively risen by up to 37% once adjusted for quantity. The packaging is sleeker, the labels refreshed, but the maths don’t lie. It’s a strategy that makes goods appear affordable while gradually increasing the real cost to households.
This trend, known globally as shrinkflation or skimpflation, isn’t unique to Spain. Yet its impact is particularly felt here, where private labels make up more than half of all grocery sales.
Spain’s growing reliance on supermarket own brands
Private labels have long been seen as the hero of the Spanish shopping basket. Today, they account for around 51% of supermarket purchases nationwide — a record high. Shoppers spend an average of over €1,200 a year on these supposedly lower-cost alternatives, up 7% compared with last year.
For 74% of consumers, the main reason for choosing own brands remains value for money. But that trust is being tested as the gap between perception and reality widens.
Supermarkets, aware of their power, are quietly shifting shelf space away from well-known A-brands and giving priority to their in-house ranges. Mercadona, Carrefour and Lidl all dominate this terrain, selling products that look like the cheaper choice but may not be once you consider what’s inside the pack.
The real measure of value: price per kilo or litre
For those watching their budgets, one simple habit can make a difference: always check the price per kilo or litre. It’s the only true way to compare what you’re getting for your money.
A carton of yoghurt might cost the same as last year, but if it’s 10% smaller, the price per kilo has gone up. A detergent that used to last a month might now require refilling after three weeks. These quiet changes often slip under the radar, especially when packaging is redesigned or quantities are rounded down.
Consumer experts warn that baratoflación hits low-income families hardest, precisely those who rely most on private labels.
What supermarket inflation means for Spanish households
The return of inflation to supermarket aisles reveals a broader truth about Spain’s cost-of-living crisis. Even as headline inflation slows, essential spending continues to bite. Supermarkets have become a frontline in the battle between perception and purchasing power.
For now, private labels still offer a better deal than many A-brands — but only if shoppers stay vigilant. In a market shaped by shrinking packets and inflated expectations, the price per kilo may soon become the most honest number on the shelf.