A recent survey by the Spanish Organisation of Consumers and Users (OCU) revealed which supermarkets Spaniards prefer, and the results are unexpected. Despite the dominance of well-known national chains like Mercadona and Lidl, regional supermarkets top the rankings.
The survey gathered responses from nearly 4,900 members and evaluated supermarkets based on key criteria, including product quality, variety, accessibility, customer service, and online shopping experience.
How were the supermarkets ranked?
The OCU survey assessed a total of 46 supermarket and hypermarket chains across Spain, rating them on factors such as:
- Quality of products
- Range of brands and variety
- Store accessibility and convenience
- Customer service
- Waiting times at checkouts
- Delivery services
While price is often considered a key factor in supermarket choice, the survey found that other aspects—such as store location, variety of products, and promotions—play a larger role in consumer satisfaction.
Regional supermarkets are the most popular
The results show that regional supermarket chains are the most highly rated by Spanish consumers. The top two supermarkets in the survey are:
- Esclat
- BonPreu
Other well-rated regional chains include:
- Familia
- Consum
- HiperUsera
These results highlight a growing preference for local supermarket brands, which are often praised for their personalised service, high-quality products, and convenience.
Despite this, some national supermarket chains still performed well, with El Corte Inglés, Hipercor, and Aldi receiving strong customer satisfaction scores.
Online shopping is still not for everyone
While online grocery shopping is becoming more common, three out of four Spaniards still prefer to do their shopping in physical stores. However, among those who shop online, BonPreu was rated as the best online supermarket. It was followed by:
- Consum
- Mercadona
- Amazon Fresh
- DIA
- El Corte Inglés
At the other end of the scale, Alcampo and Carrefour received the lowest ratings for online shopping, with consumers highlighting issues such as delivery reliability and product availability.
Price is not the deciding factor
Spaniards spend an average of €396 per month on groceries, a slight increase from €392 in 2023. However, the survey found that price is not the main factor in supermarket choice.
Instead, consumers prioritise:
- Proximity and accessibility
- Product variety and quality
- Promotions and discounts
- Opening hours
This suggests that while cost remains a consideration, convenience and product selection are more influential in determining where Spaniards choose to shop.
What this means for Spain’s supermarket industry
The findings highlight the strong loyalty Spaniards have to regional supermarkets, despite the national dominance of larger chains. The success of Esclat, BonPreu, and Consum suggests that personalised service and quality offerings are highly valued by consumers.
Additionally, while online grocery shopping continues to grow, the majority of Spaniards still prefer the traditional shopping experience—at least for now.
With increasing competition and shifting consumer habits, both regional and national supermarkets will need to focus on service, convenience, and product variety to remain competitive in Spain’s evolving retail landscape.
Also read: The rise of this Dutch supermarket in Spain