Mercadona wanted to find out in Portugal if its business formula works outside of Spain. You already have the answer

Your bet on the white labelthe short assortment, ready-to-eat foods and territorial expansion has allowed Mercadona to gain almost 30% of the Spanish market, far surpassing its competitors in the retail. That’s nothing new. What is curious is that this same bet seems to be giving good results also in Portugal, a country in which the chain premiered in 2019 with a first store in Vila Nova de Gaia.

Since then the Valencian company not only he got sixth in your expansion lusa, has also expanded its business quota. And it doesn’t seem to be going bad at all.

Beyond Spain. The percentage may vary depending on the period or region being analyzed, but for some time now studies on retail show that Mercadona is (by far) the chain that takes the largest part of the distribution business in Spain. In January, the consulting firm Nielsen presented a report on “mass consumption” that it assigns to Juan Roig’s chain 29.5% of the marketwell above direct competitors such as Carrefour, Lidl or DIA.

This footprint is explained by a strategy that dates back (at least) to the end of the 80s, when the Valencian company made the leap to Madrid. On the other side of ‘la Raya’, however, its history is much more recent. Mercadona did not put its head into the Portuguese market until 2016when it decided to bet on its internationalization, and its first store in the neighboring country is even more recent: a 18,000 m2 supermarket in Vila Nova de Gaia opened in 2019.

And how is it going there? We knew that the company was expanding for Portugal, which in 2024 achieved a positive net result and that in 2025 its profit in the neighboring country amounted to 26 million of euros; What we have just discovered is that this data is largely explained by its share of business.

The Economist just published a report from Worldpanel by Numerator (formerly Kantar) that shows that the Valencian chain has established itself in the ‘TOP 5’ of the most important firms in the Portuguese distribution sector.

A percentage: 7.2%. To be more precise, in 2025 its quota rose to 7.2%two percentage points more than in 2024. It is a much lower percentage than in Spain, but it draws attention when analyzed in its context.

First, because Mercadona has gained that 7.2% gap in just five years, a time in which it has overtaken firms such as Intermarché, Auchan or Aldi. Second, because it is already the fourth distribution chain in terms of business footprint. It is only surpassed by Lidl (12.9%) and above all Pingo Doce (21.7%) and Continente (27.5%), the undisputed leaders of the retail in the neighboring country.

Gaining weight. Mercadona has not only increased its share of the pie in the Portuguese business. It has also expanded its territorial footprint. And clearly. When it opened its first store, in the summer of 2019, the firm has already advanced that its landing did not only include the supermarket in the Porto area, it also contemplated a logistics block, offices and plans to open nine other stores that year.

In his last annual reportpresented just a few weeks ago, Mercadona specifies that it closed 2025 with 69 stores, 7,500 employees and a turnover of 2,092 million euros in Portugal, which contributed to closing the year in green. If nothing goes wrong, the company plans launch another five super soon.

“Since 2019, the company has invested a cumulative total of 1,230 million euros and, in this second year in which it registered a positive result in the country, it achieved a net profit of 26 million,” explains. According to his calculations, he already monopolizes 3.5% share in total sales area in Portugal.

Are they all advantages? Not at all. If Mercadona has managed to establish its business share in Portugal, it has been largely thanks to its investment, the opening of new stores and the creation of a ambitious logistics block in Santarém. However, the Worldpanel by Numerator data that confirms its growth also reflects that it will not be easy if it wants to continue growing.

The Valencian firm has Lidl ahead of it, but above all Pingo Doce and Continenttwo chains with decades of history and a very wide presence in Portugal. Between them they add up hundreds and hundreds of points of sale spread across the country and a market share that the old Kantar figure at 49.2%.

Images | Continent and Mercadona

Via | elEconomista.es

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