For a long time now, talking about supermarkets in Spain has been equivalent to talking about Mercadona. The Valencian chain leads the sector with a business share that around 30% and is the spearhead of some of its most relevant trends, such as bet on the short assortmentthe white labelthe ready foods to eat and the tray as star format for the fresh ones. That does not mean that Juan Roig’s signature is the only one that indicates the path to follow. Another equally interesting trend can be found in the super regionals.
In case there were any doubts, Froiz just reminded us.
What has happened? That they have just transcended the billing and growth data of Froiz, a chain of stores based in Poio (Pontevedra) and present mainly in Galicia, Castilla y León, Castilla-La Mancha, Madrid and the north of Portugal. Said like this, it may not sound interesting (its weight in the sector is very inferior that of the large chains), but it is if we broaden the focus.
Beyond the details of billing or profits, Froiz’s accounts confirm that regional chains keep the pulse in a sector in which only Mercadona, Carrefour and Lidl monopolized almost 43% of the entire pie last year, according to the latest data published by the consulting firm NielsenIQ.
And how has it been? Relatively good. In 2025 Froiz reached a business volume of 970 million euroswhich translates into 3.2% more than in 2024 (940 million) and leaves the Galician group one step closer to the psychological barrier of the 1 billion. Its turnover also rises constantly. In 2024 it had already registered 3.1% and in 2023, in a scenario marked by inflation, it reached shoot up 11%. These are figures much lower than those managed by Mercadona, which in 2025 invoiced 41,858 millionbut they still reflect growth.
Did it only grow in sales? No. The Pontevedra-based chain also expanded its workforce by 3.7%, placing it at 7,000 employeesand expanded its network of points of sale. Right now sum 268 spread across Galicia, Castilla y León, Castilla-La Mancha, Community of Madrid and four districts of Portugal.
There are half a dozen more establishments than the previous year, a growth that has been achieved thanks in part to the acquisition of several points of sale in León and investments in the capital. The firm basically works through “super” format locals (249), although it also manages seven hypermarketsa dozen cash & carry and has another 80 franchised stores.
Why is it relevant? We still lack data from other food chains to have a general picture (for example those of Gadisa and Eroskidirect competitors in Galicia), but Froiz’s results connect with a trend that comes from long ago: the resistance of regional companies against the advance of giants food, such as the Carrefour, Lidl, Dia and especially Mercadona groups. Only the Valencian company reached a quota in 2025 29.5% after registering a year-on-year growth of almost half a point.
Is there more data? In a recent report Regarding the sector, the consulting firm Worldpanel by Numerator (the former Kantar) in fact highlights two major trends. The first is the growth of “short assortment” chains, which facilitate the shopping experience by limiting supply and focusing above all on prices (often betting on their own private labels).
The second trend that the study highlights is the behavior of regional supermarkets, which, although they have not had as good a year as previous ones, still represent an important player in the market.
“In addition to the short assortment, the 2025 balance of distribution leaves us with other focuses of interest, such as regional chains, which have shown symptoms of deceleration. They grow together by 0.4 percentage points (pp) to the current 18.5%. However, they are slowed down in the second half of the year in the packaged food part, although in fresh products they continue to be differential,” comment Bernardo Rodilla, one of the directors of Worpanel by Numerator.
What does that mean? Its growth as a block may have been modest (0.4 pp, according to Worldpanel), but it maintains the trend of recent years. The same consulting firm estimates that in 2019 regional supermarkets accumulated a share of 15.4%a percentage that had increased in 2024 up to 17.7%. Its latest balance already speaks of 18.5%. They are not the only signs that tell us about their resistance. Other reports have reported its ability to increase profits and muscle commercial (including sales area) in recent years.
How do they grow then? Just a year ago FRS gave some keys that help understand how food sales are being redistributed and, above all, which branches are coming out worst. Specifically, it pointed to two: the “specialist channels” and the hypermarkets. Large chains and firms like Froiz may be growing, but this expansion coincides with a loss of strength of traditional businesses such as fruit shops, bakeries, butchers or fishmongers.
This last case is particularly interesting, since it coincides with a historical crisis in fish consumption. The Fedepesca employers’ association estimates that since 2007 some 350 fishmongers traditional every year.
Why are we going to regionals? The other big question. A recent OCU report shows that seven out of ten Chains most valued by consumers are precisely regional. Its attractiveness (and resistance) responds to a sum of factors: bets on fresh products, local merchandise and direct and personal treatment with specialists such as fruit sellers, butchers and fishmongers. Exactly opposite that happens in other large chains in the sector.
The regional ones also stand out for their presence in neighborhoods and towns, brand recognition and commercial policies that usually prioritize loyalty, for example through points programs, raffles or sponsorships. There are those who simply consider them the successors from neighborhood stores.
Images | Froiz
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