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Supermarkets - Spain - November 2017

“The continued growth in the urban population and increasing frequency of grocery shopping, as well as a rise in single-person households, is changing the role of grocery stores in Spain. The hypermarket store format has becomes less popular and grocery retailers have been expanding their convenience store formats and focusing on fresh pre-prepared foods to respond to these changes.”
– Tamara Sender Ceron, Senior Retail Analyst

This Report looks at the following areas:

  • Who shops for groceries
  • Shopping for groceries in-store vs online
  • Grocery retailers used 
  • Factors that could be improved at grocery retailers

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What's included

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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, 2012-17
            • Inflation
              • Figure 2: Spain: consumer prices of food and drink, annual % change, Jan 2016-Sept 2017
            • Channels of distribution
              • Figure 3: Spain: estimated distribution of spending on food, drink and tobacco, 2016
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 4: Spain: leading grocers’ shares of all food retailers’ sales, 2016
                  • Online
                    • Figure 5: Spain: online sales by product category and type of retailer, 2016
                  • The consumer
                    • Who shops for groceries
                      • Figure 6: Spain: who is responsible for grocery shopping, September 2017
                    • How they shop for groceries
                      • Figure 7: Spain: how they shop for groceries, September 2017
                    • Where they shop for groceries
                      • Figure 8: Spain: grocery retailers where the most money is spent, September 2017
                      • Figure 9: Spain: other grocery retailers used in Spain, September 2017
                    • Factors to improve at grocery retailers
                      • Figure 10: Spain: what consumers would like to see improved at the grocery retailer they spend most money with, based on any rank, September 2017
                    • What we think
                    • Issues and Insights

                      • How are retailers adapting to changing shopping habits?
                        • The facts
                          • The implications
                            • What are the opportunities for driving sales?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Spending on food and drink grows
                                    • Inflation rises in 2017
                                      • Grocers account for 75% of the total market
                                        • Growth of food specialists outpacing grocers
                                          • Sales at food retailers to reach €115.7 billion by 2022
                                          • Spending and Inflation

                                            • The economy in Spain
                                              • Consumer spending on food and drink
                                                • Figure 11: Spain: consumer spending on food, drink and tobacco (incl. VAT), 2012-17
                                              • Inflation
                                                • Figure 12: Spain: consumer prices of food and drink, annual % change, 2012-16
                                                • Figure 13: Spain: consumer prices of food and drink, annual % change, Jan 2016-Sept 2017
                                            • Channels of Distribution

                                              • Grocers account for 75% of the total market
                                                • Figure 14: Spain: estimated distribution of spending on food, drink and tobacco, 2016
                                            • Sector Size and Forecast

                                              • Growth of food specialists outpacing grocers
                                                • Figure 15: Spain: food retailers, sales (excl. VAT), 2013-17
                                              • Sales at food retailers to reach €115.7 billion by 2022
                                                • Figure 16: Spain: food retailers, forecast sales (excl. VAT), 2017-22
                                            • Leading Players – What You Need to Know

                                              • Mercadona leads the market
                                                • Increase in convenience store formats
                                                  • Discounter Lidl grows market share
                                                    • Online grocery retailing is still underdeveloped
                                                    • Leading Players

                                                      • Mercadona grows revenue by 3.8%
                                                        • Increase in convenience store formats
                                                          • Discounters expand
                                                            • Figure 17: Spain: leading grocers, sales (excl VAT), 2014-16
                                                            • Figure 18: Spain: leading grocers, outlets, 2014-16
                                                            • Figure 19: Spain: leading grocers, sales per outlet, 2014-16
                                                        • Market Shares

                                                            • Figure 20: Spain: leading grocers’ shares of all food retailers’ sales, 2014-16
                                                        • Online

                                                          • Online retailing in Spain
                                                            • Figure 21: Spain: online sales by product category and type of retailer, 2016
                                                          • Shopping online for food
                                                            • Figure 22: Spain: percentage of all individuals purchasing online in the past 12 months, 2012-16
                                                            • Figure 23: Spain: online purchasing, 2012-16
                                                            • Figure 24: Europe: percentage of all individuals purchasing online in the past 12 months, 2016
                                                          • Leading players in online grocery retailing
                                                            • Amazon launches Amazon Pantry in Spain
                                                            • The Consumer – What You Need to Know

                                                              • Women do most of the grocery shopping
                                                                • Most shop in-store for food
                                                                  • Mercadona remains the most popular
                                                                    • Lidl increases in popularity
                                                                      • Quality of fresh foods is main improvement wanted
                                                                        • Demand for better loyalty schemes
                                                                        • Who Shops for Groceries

                                                                            • Figure 25: Spain: who is responsible for grocery shopping, September 2017
                                                                          • Women do most of the grocery shopping
                                                                            • Figure 26: Spain: who is responsible for grocery shopping, by gender, September 2017
                                                                          • Gender gap is greater among older people
                                                                            • Figure 27: Spain: consumers mainly/wholly responsible for grocery shopping, by gender and age group, September 2017
                                                                        • How They Shop for Groceries

                                                                          • Most shop in-store for food
                                                                            • Figure 28: Spain: how they shop for groceries, September 2017
                                                                            • Figure 29: Spain: how they shop for groceries, September 2017
                                                                          • Carrefour shoppers most likely to shop online
                                                                            • Figure 30: Spain: how they shop for groceries by main retailer shopped at, September 2017
                                                                        • Where They Shop for Groceries

                                                                          • Mercadona remains the most popular
                                                                            • Figure 31: Spain: grocery retailers where the most money is spent, September 2017
                                                                          • Retailer by age and income
                                                                            • Figure 32: Spain: grocery retailers where the most money is spent, by average age and income, September 2017
                                                                          • Lidl increases in popularity
                                                                            • Figure 33: Spain: grocery retailers used for top up shopping, September 2017
                                                                          • Spaniards shop at few retailers for food
                                                                            • Figure 34: Spain: repertoire of grocery retailers used for top up shopping, September 2017
                                                                        • Factors to Improve at Grocery Retailers

                                                                            • Quality of fresh foods is main improvement wanted
                                                                              • Figure 35: Spain: factors that consumers would like to see improved at the grocery retailers they spend most money with, based on any rank, September 2017
                                                                            • Demand for better loyalty schemes
                                                                              • Figure 36: Spain: factors ranked first that consumers would like to see improved at the grocery retailers they spend most money with, September 2017
                                                                            • Demand for Carrefour to improve customer service
                                                                              • Figure 37: Spain: factors to improve at grocery retailers, relative importance compared to the average, Mercadona and Carrefour, September 2017
                                                                          • Appendix – Data sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                                • INSTITUTO NACIONAL DE ESTADISTICA (INE) – Madrid
                                                                                  • EUROSTAT – Luxembourg
                                                                                    • Comisión Nacional de los Mercados y la Competencia
                                                                                    • Aldi

                                                                                        • What we think
                                                                                          • The key markets
                                                                                            • Germany
                                                                                              • UK
                                                                                                • US
                                                                                                  • Australia
                                                                                                    • Further expansion
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                          • Figure 38: Aldi: estimated group sales performance, 2012-16
                                                                                                          • Figure 39: Aldi: number of outlets, 2012-16
                                                                                                        • Retail offering
                                                                                                        • Auchan

                                                                                                            • What we think
                                                                                                              • Single brand simplifies relationship with customers
                                                                                                                • Selling off non-core businesses
                                                                                                                  • Stronger buying links with Système U but closer relationship ruled out
                                                                                                                    • An expanding presence in Eastern Europe
                                                                                                                      • What next?
                                                                                                                        • Company background
                                                                                                                          • Company performance
                                                                                                                              • Figure 40: Auchan: group financial performance, 2012-16
                                                                                                                              • Figure 41: Auchan: outlet data, 2012-16
                                                                                                                            • Retail offering
                                                                                                                            • Carrefour

                                                                                                                                • What we think
                                                                                                                                  • A new boss, a new plan
                                                                                                                                    • Core strength in food growing strongly
                                                                                                                                      • Expanding convenience formats
                                                                                                                                        • Online evolving
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                              • Group
                                                                                                                                                • France
                                                                                                                                                  • Rest of Europe
                                                                                                                                                    • Figure 42: Carrefour: group financial performance, 2012-16
                                                                                                                                                    • Figure 43: Carrefour: outlet data, 2012-16
                                                                                                                                                    • Figure 44: Carrefour (Europe): outlet numbers, 2013-16
                                                                                                                                                    • Figure 45: Carrefour: store numbers by country, 2015-16 (at December)
                                                                                                                                                    • Figure 46: Carrefour: European hypermarket numbers (directly operated stores only), 2016
                                                                                                                                                    • Figure 47: Carrefour: European supermarket numbers (directly operated stores only, 2016
                                                                                                                                                    • Figure 48: Carrefour: European c-store numbers (directly operated stores only), 2016
                                                                                                                                                  • Retail offering
                                                                                                                                                  • Dia

                                                                                                                                                      • What we think
                                                                                                                                                        • Store remodelling programme
                                                                                                                                                          • Greater focus on gourmet foods
                                                                                                                                                            • Focus on online
                                                                                                                                                              • Investment in international
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 49: Dia: group financial performance, 2012-16
                                                                                                                                                                    • Figure 50: Dia: outlet data, 2012-16
                                                                                                                                                                    • Figure 51: Dia: store formats
                                                                                                                                                                  • Retail offering
                                                                                                                                                                  • Mercadona

                                                                                                                                                                      • What we think
                                                                                                                                                                        • Growing importance in the world of beauty
                                                                                                                                                                          • Continuing to invest in its store network
                                                                                                                                                                            • Focus on fresh products
                                                                                                                                                                              • International expansion
                                                                                                                                                                                • What next?
                                                                                                                                                                                  • Company background
                                                                                                                                                                                    • Company performance
                                                                                                                                                                                      • Figure 52: Mercadona: group financial performance, excl. VAT, 2012-16
                                                                                                                                                                                      • Figure 53: Mercadona: outlet data, 2012-16
                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                    • Schwarz Group (Lidl)

                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Lidl lands in the US
                                                                                                                                                                                            • Further expansion
                                                                                                                                                                                              • Lidl goes on the attack in Germany
                                                                                                                                                                                                • Further gains in the UK
                                                                                                                                                                                                  • Embracing technology
                                                                                                                                                                                                    • Lidl bets big on clothing
                                                                                                                                                                                                      • Figure 54: Esmara by Heidi Klum at Lidl UK, September 2017
                                                                                                                                                                                                    • Online operations at early stages of development
                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                          • Figure 55: Schwarz Group: group sales performance, 2012/13-2016/17
                                                                                                                                                                                                          • Figure 56: Schwarz Group: outlet data, 2012/13-2016/17
                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                        • Spar International

                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Capitalising on smaller, more frequent food shopping
                                                                                                                                                                                                                • Modernisation of larger stores
                                                                                                                                                                                                                  • New health store concept to meet the demands of health-conscious consumers
                                                                                                                                                                                                                    • E-commerce solutions to make shopping as convenient as possible
                                                                                                                                                                                                                      • Food waste scheme prompts positive response
                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                            • Figure 57: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2012-16
                                                                                                                                                                                                                            • Figure 58: Spar International: Western Europe and Central & Eastern Europe outlets, 2012-16
                                                                                                                                                                                                                            • Figure 59: Spar International: Western Europe and Central & Eastern Europe retail sales area, 2012-16
                                                                                                                                                                                                                            • Figure 60: Spar International: Western Europe and Central & Eastern Europe sales per sq m, by country, 2012-16
                                                                                                                                                                                                                          • Retail offering

                                                                                                                                                                                                                          Supermarkets - Spain - November 2017

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