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Supermarkets - Spain - November 2016

“The grocery sector in Spain continues to be dominated by a small number of leading retailers, with Mercadona the biggest player in the market. Mercadona not only attracts consumers with quality and clear pricing, but also has a strong own-brand proposition. However, the market is becoming increasingly competitive. To offset pressure from discounters and Amazon, retailers need to tap into the opportunity provided by online to stay competitive.”
– Samantha Dover, Retail Analyst

This report examines the following areas:

  • Strengthening multichannel offer
  • Tapping into changing shopping habits

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: Spain: Annual % change in consumer spending, 2011-15
            • Inflation
              • Figure 2: Spain: Consumer prices of food and drink, annual % change, April 2015 – September 2016
            • Channels of distribution
              • Figure 3: Spain: Estimated distribution of spending on food, drink and tobacco, 2015
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 4: Spain: Leading grocers’ shares of all food retailers’ sales, 2015
                  • Online
                    • Figure 5: Spain: Percentage of individuals buying online in the past 12 months, 2015
                  • The consumer
                    • Who shops for groceries
                      • Figure 6: Spain: Who is responsible for grocery shopping, September 2016
                    • How they shop for groceries
                      • Figure 7: Spain: Frequency of grocery shopping, September 2016
                    • Where they shop for groceries
                      • Figure 8: Spain: Grocery retailer they spend the most with in a typical month, September 2016
                    • Reasons for shopping at most-used retailer
                      • What we think
                      • Issues and Insights

                        • Strengthening multichannel offer
                          • The facts
                            • The implications
                              • Tapping into changing shopping habits
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Consumer spending boosted by economic recovery
                                      • Food price inflation continues to rise
                                        • Grocers account for more than two-thirds of spending
                                          • Retail sales growth at food specialists set to slow
                                          • Spending and Inflation

                                            • The economy in Spain
                                              • Consumer spending on food and drink
                                                • Figure 9: Spain: Consumer spending on food, drink and tobacco (incl. VAT), 2011-16
                                              • Inflation
                                                • Figure 10: Spain: Consumer prices of food and drink, Annual % change, 2011-15
                                                • Figure 11: Spain: Consumer prices of food and drink, Annual % change, April 2015 – September 2016
                                              • Channels of distribution
                                                • Grocers account for 71% of food and drink market
                                                  • Figure 12: Spain: Estimated distribution of spending on food, drink and tobacco, 2015
                                              • Sector Size and Forecast

                                                  • Growth of food specialists outpacing grocers
                                                    • Figure 13: Spain: Food retailers’ sales (excl. VAT), 2012-16
                                                    • Figure 14: Spain: Forecast food retailers’ sales (excl. VAT), 2016-21
                                                • Leading Players – What You Need to Know

                                                  • Mercadona continues to dominate
                                                    • Smaller, more frequent grocery shopping drives growth in convenience operations
                                                      • Discounters grow market share
                                                        • Online remains untapped
                                                        • Leading Players

                                                          • Mercadona maintains market leading position
                                                            • Retailers grow convenience operations
                                                              • Discounters continue to strengthen their position
                                                                • Figure 15: Spain: Leading grocers, by sales (excl. VAT), 2013-15
                                                                • Figure 16: Spain: Leading grocers, outlet numbers, 2013-15
                                                                • Figure 17: Spain: Leading grocers, Sales per outlet, 2013-15
                                                            • Market Shares

                                                              • Consolidation continues
                                                                • Figure 18: Spain: Leading grocers’ shares of all food retailers sales, 2013-15
                                                            • Online

                                                              • Online sales in Spain
                                                                • Figure 19: Spain: Estimated online sales by product category, 2015
                                                              • Shopping online for food
                                                                • Figure 20: Spain: Percentage of all individuals purchasing online in the past 12 months, 2011-15
                                                                • Figure 21: Spain: Online purchasing, 2011-15
                                                                • Figure 22: Europe: Percentage of all individuals purchasing online in the past 12 months, 2015
                                                              • Leading players in online grocery retailing
                                                                • Amazon growing its fresh grocery offer
                                                                • The Consumer – What You Need To Know

                                                                  • Responsibility falls on female consumers
                                                                    • Two-thirds of people shop more than once a week
                                                                      • Consumers still reluctant to embrace online
                                                                        • Mercadona holds its dominant position
                                                                        • Who Shops for Groceries

                                                                          • A rise in the number of people responsible for food shopping
                                                                            • Figure 23: Spain: Who is responsible for grocery shopping, September 2016
                                                                            • Figure 24: Spain: Who is responsible for grocery shopping, September 2015 and September 2016
                                                                          • Two-thirds of women take responsibility for grocery shopping
                                                                            • Figure 25: Spain: Who is responsible for grocery shopping, by gender, September 2016
                                                                          • The gender gap most pronounced amongst older consumers
                                                                            • Figure 26: Spain: Who is responsible for grocery shopping, by age and gender, September 2016
                                                                        • How They Shop for Groceries

                                                                          • Two-thirds of consumers shop more than once a week
                                                                            • Figure 27: Spain: Frequency of grocery shopping, September 2016
                                                                          • In-store vs online
                                                                            • Figure 28: Spain: In store vs online grocery shopping, September 2016
                                                                          • Changing grocery shopping behaviour
                                                                            • Figure 29: Spain: Grocery shopping habits, by gender and age, Q3 2016
                                                                          • Reasons for not shopping online
                                                                            • Figure 30: Spain: Grocery shopping habits, by gender and age, Q1 2016
                                                                        • Where They Shop for Groceries

                                                                          • Mercadona the go-to-retailer for a third of consumers
                                                                            • Figure 31: Spain: Grocery retailer they spend the most with in a typical month, September 2015-16
                                                                          • Primary retailer impacted by financial situation
                                                                            • Figure 32: Spain: Grocery retailer they spend the most with in a typical month, by average age and income, September 2016
                                                                        • Reasons for Shopping at Most-Used Retailer

                                                                          • Convenience influences where consumers choose to shop
                                                                            • Figure 33: Spain: Reasons for shopping at the retailer they spend the most within a typical month (net any rank), September 2016
                                                                            • Figure 34: Spain: Reasons for shopping at the retailer they spend the most with in a typical month, September 2016
                                                                          • Dia and Carrefour’s loyalty cards attract shoppers
                                                                            • Figure 35: Spain: Reasons for shopping at the retailer they spend the most with in a typical month (net any rank), by retailer, September 2016
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                          • Abbreviations
                                                                            • Data sources
                                                                            • Aldi

                                                                                • What we think
                                                                                  • Simpler is better
                                                                                    • Figure 36: Aldi joint advertising campaign, 2016
                                                                                  • Slowing growth in the UK
                                                                                    • Entering the Italian market
                                                                                      • Experimenting with online
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 37: Aldi: Estimated group sales performance, 2011-15
                                                                                            • Figure 38: Aldi: Number of outlets, 2011-15
                                                                                          • Retail offering
                                                                                          • Auchan

                                                                                              • What we think
                                                                                                • Making the best of its store portfolio
                                                                                                  • Potential in Central and Eastern Europe despite headwinds
                                                                                                    • Where now?
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                            • Figure 39: Auchan: Group financial performance, 2011-15
                                                                                                            • Figure 40: Auchan: Outlet data (Europe only), 2011-15
                                                                                                          • Retail offering
                                                                                                          • Carrefour

                                                                                                              • What we think
                                                                                                                • Hypermarkets the ongoing weak spot
                                                                                                                  • Online growing in importance
                                                                                                                    • Looking beyond Drive for online grocery
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                            • Figure 41: Carrefour: Group financial performance, 2011-15
                                                                                                                            • Figure 42: Carrefour: Outlet data, 2011-15
                                                                                                                            • Figure 43: Carrefour (Europe): Outlet numbers 2013-15
                                                                                                                            • Figure 44: Carrefour: Store numbers by country, December 2015
                                                                                                                            • Figure 45: Carrefour: European hypermarket numbers (directly operated stores only), 2015
                                                                                                                            • Figure 46: Carrefour: European supermarket numbers (directly operated stores only), 2015
                                                                                                                            • Figure 47: Carrefour: European c-store numbers (directly operated stores only), 2015
                                                                                                                          • Retail offering
                                                                                                                          • Dia

                                                                                                                              • What we think
                                                                                                                                • Investment in new and existing retail formats
                                                                                                                                  • Strengthening buying power with buying groups
                                                                                                                                    • Selling online with Amazon
                                                                                                                                      • Investment in international
                                                                                                                                        • Company background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 48: Dia: Group financial performance, 2011-15
                                                                                                                                            • Figure 49: Dia: Outlet data, 2011-15
                                                                                                                                            • Figure 50: Dia: Store Formats
                                                                                                                                          • Retail offering
                                                                                                                                          • Mercadona

                                                                                                                                              • What we think
                                                                                                                                                • Digital Transformation Project
                                                                                                                                                  • Continuing to invest in store network
                                                                                                                                                    • International expansion
                                                                                                                                                      • Where next?
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 51: Mercadona: Group financial performance, excl. VAT, 2011-15
                                                                                                                                                            • Figure 52: Mercadona: Outlet data, 2011-15
                                                                                                                                                          • Retail offering
                                                                                                                                                          • Schwarz Group (Lidl, Kaufland)

                                                                                                                                                              • What we think
                                                                                                                                                                • Chasing Aldi in key markets
                                                                                                                                                                  • Changing strategy in France
                                                                                                                                                                    • Plans to break America
                                                                                                                                                                      • Tentative moves online
                                                                                                                                                                        • The Lidl shopper
                                                                                                                                                                          • Company background
                                                                                                                                                                            • Company performance
                                                                                                                                                                              • Figure 53: Schwarz Group: Group sales performance, 2011/12-2015/16
                                                                                                                                                                              • Figure 54: Schwarz Group: Outlet data, 2011/12-2015/16
                                                                                                                                                                            • Retail offering
                                                                                                                                                                            • Spar International

                                                                                                                                                                                • What we think
                                                                                                                                                                                  • Top-up grocery shopping opportunities
                                                                                                                                                                                    • More reasons to visit Spar
                                                                                                                                                                                      • Supporting consumers healthy food and lifestyle choices
                                                                                                                                                                                        • New grocery delivery services
                                                                                                                                                                                          • Own brand drive
                                                                                                                                                                                            • Digital Leadership Store
                                                                                                                                                                                              • Company background
                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                  • Figure 55: Spar International: Retail sales by country, 2011-15
                                                                                                                                                                                                  • Figure 56: Spar International: Outlets, 2011-15
                                                                                                                                                                                                  • Figure 57: Spar International: Retail sales area, 2011-15
                                                                                                                                                                                                  • Figure 58: Spar International: Sales per sq m, by country, 2011-15
                                                                                                                                                                                                • Retail offering

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                Supermarkets - Spain - November 2016

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