Spain has changed in many aspects in the last decade, but in few places has a transformation been experienced as rapid and radical as on supermarket shelves. And all on account of the white label. If the ugly duckling of the retail national, a concept associated with a cheap product of questionable quality has come to conquer the baskets (and wallets) of families. We Spaniards are increasingly betting on items from Hacendado, Auchan or Seleqtia compared to other similar ones that are sold with labels other than supermarkets. So much so that if we talk about the food sector, white label dominated last year. 60.5% value sharewith a growth rate much higher than that of brands associated with external manufacturers. Eating the market. The data starts from a study on large consumption carried out by the consulting firm Circana and advanced by EFE. And although it is in tune with other previous ones that reflect the white label boom in the retail Spanish, but that doesn’t stop it from being striking. In 2025, foods sold under “distributor brands” (those directly associated with supermarkets, such as Hacendado in the case of Mercadona or Auchan with Alcampo) accounted for 60.5% in value share. That is, they took six out of every ten euros spent in that niche. Growing faster. The data is conclusive, but is completed with another also recorded by Circa. It’s not just that private labels take up a lot of the money we spend on food when we go to the supermarket. It’s just that they are hoarding more and more. In 2025, spending on these types of items registered a year-on-year growth of 6.3%a striking percentage for three reasons. First because the value of its rivals marketed with a “manufacturer’s brand” grew much less, 1.4%. Second, because that 6.3% doubles the increase in the price of the shopping basket as a whole, which closed 2025 with an increase of 3%. The third reason is that with this increase, private label foods stand out as those that evolve best among all the product categories that are integrated into the “mass consumption”the label with which experts refer to items that are consumed on a massive and daily basis. Are there more indicators? Yes. And they all point in a more or less similar direction. For example, the study indicates that if we talk about general sales of “mass consumption”, excluding fresh products, the market share of the private label is around 51.7% compared to 48.3% for its manufacturer rivals. That does not mean that Hacendado, Seleqtia and other similar brands rule all branches of the sector. In fact, there is one in particular in which we Spaniards continue to opt mostly for brands that have nothing to do with supermarkets: beverages. In it 66.2% of family spending of 2025 has gone to manufacturer brands compared to 33.8% of private label. What does that mean? In practice, when we want to buy a soft drink or a bottle of water, we mainly choose recognized brands, such as Coca-Cola, Pepsi or Bezoya or Font Vella, rather than those from Dia, Lidl or Eroski. The war of the brands. Circa’s data is just a brushstroke in a much larger picture: the one that has been showing for years the growth of the white label in Spain. The data may vary from study to study, but the trend is always the same. If years ago we customers had reservations about resorting to the supermarkets’ own assortment, those doubts seem to have evaporated. A few years ago Kantar Worldpanel published a report which showed that in 2021 17.2% of customers filled their basket only with white brands, in 2022 it was already 19.5% and in 2021 21.3%. If we talk about spending, during that period Hacendado and other similar brands went from accounting for 42% to 48%. Other analysis published by The National suggest that in a matter of a decade (between 2013 and 2023) the market share of the brands controlled by the supermarkets themselves increased by 11.2 percentage points. Standing out in Europe. The white label has been the protagonist of such a boom in Spain (in 2024 it was already dominating more than 50% of the shopping basket in volume) that has made our country stand out in Europe. Last year Simon-Kucher he wondered how many Spaniards buy this type of items “exclusively” and discovered that the answer is 26%. It is the highest percentage, along with France. In the Netherlands they are 25%, in the United Kingdom 20% and in Germany 19%. If we also include those who “predominantly” bet on these products in their basket (not just exclusively), the figure shoots up to 64%, six points above France and far from the rest of the countries. “The high sensitivity to price and changes in purchasing habits have led to private label becoming the first choice for most households,” explained to Expansion Javier Rubio, from the Simon-Kucher firm. But… Why? This boom responds to several factors. One, key one, is what the consultant comments on: the price and the influence it has had on our shopping basket in recent years, marked by inflation. However, other relevant aspects come into play and have more to do with the commercial strategy of supermarkets, the places where we fill the refrigerator. In 2024 Promarca calculation that in the previous five years the presence of white brands on the shelves of the main supermarkets had increased by 13%. On the contrary, third-party brands decreased by around 23%. The association not only detected the disappearance of thousands of items with non-supermarket labels, it also verified that those that remained were charged more expensive on average. “The public price of manufacturer brand products set by the distribution is between 5% and 160% more expensive than that of private label brands,” warned. Whether your estimates are correct or not, the truth is that we buy more private label because we have it more at hand. Three chains, … Read more
