Masymas

Mercadona dominates the sector of food in Spain, but this control is especially robust in the Valencian Community, where splits its roots the company directed by Juan Roig. There the chain monopolizes more than 30% of the entire business, above the average share it has in the country as a whole. Although with such data it would be logical to think that the rest of the competitors have little room to expand their sales in that fiefdom, a family chain has insisted on prove the opposite. Its name: Masymas Supermarkets. Despite the competition from Mercadona, the chain, with stores spread throughout the Valencian Community and Murcia, is achieving increase your turnover. One figure: 440.3 million. 2025 has not been a bad year for the Masymas supermarkets managed by Juan Fornés SA. At least according to the figures presented by the company itself, which just revealed which in 2025 reached a turnover of 440.3 million euros (sales with VAT). Although other key indicators are missing (such as the result), at first it seems like good data on two counts: it means 4.3% more than the previous year and consolidates the increase in income that the chain has been registering for years. According to your balancein 2021 it had a turnover of 321.2 million, a figure that rose to 360.6 million in 2022 and has continued to grow since then. In five years the increase has been 22%. A percentage: 3%. It is not the only positive indicator left by the chain directed by Fornés. Your sales grew by 3% in volume and the company boasts of having invested 15 million between renovations and the opening of two new points of sale, one in Dénia (Alicante) and another in Las Torres de Cotillas (Murcia). Its loyalty program has also reached 227,000 homes. Regarding its sales network, the chain manages 115 super distributed throughout the Valencian Community and the Region of Murcia, 45 of them under the Masymas basic brand. This year it plans to open two more establishments in Calpe and Sueca. In total, the company has a staff of 2,763 people200 more than in 2020. Why is it important? Beyond the interest that these data may have for the chain’s clients, Masymas’ balance sheet leaves an interesting reading for the sector: the super regionals continue to find holes to expand. Even in a scenario as complex as the great fiefdom of Mercadona. Although Juan Roig’s company leads the sector in market share at a national level, this dominance is especially intense in Alicante, Castellón, Valencia, Murcia and Albacete. A recent study from Worldpanel by Numerator shows that its footprint there reaches 33.6%, above the 27% share nationally. The complete “photo”. Masymas has not revealed its market share, but the analysis from Worldpanel by Numerator suggests that he doesn’t have it easy. In the Levant as a whole, the second best positioned chain is Consum (16.8%), followed by Carrefour (7.9%), Lidl (5.2%) and Family Cash (2.9%). In any case, these percentages must be handled carefully: Worldpanel studies a broader area than Masymas covers, focusing on the Valencian and Murcian coasts. When studying the case of Masymas, another characteristic that the company itself reports must be taken into account. on your website: The brand actually belongs to a company owned by four different companies. One focuses on Asturias and León. Another in Alicante and Valencia. A stubborn one in Córdoba and Jaén. And the fourth, Juan Fornés SA, in Castellón, Valencia, Alicante and Murcia. It was the latter that has disclosed your 2025 billing data. The push of the regional. The case of Masymas connects with a larger phenomenon that goes beyond the Levant: the push of regional supermarket chains. Although in recent years Mercadona has achieved dominate the sector (both in value share and percentage of buyers) and that they are forced to compete with multinationals the size of Grupo Carrefour, Lidl, Aldi or Alcampo, regional companies are holding their own. Worldpanel by Numerator estimates that after growing 0.4 percentage points (pp), its share reached 18.5% in 2025. The data shows “symptoms of deceleration”, as the consulting firm points out, but it is still significant. In fact Masymas is not the only one that is growing. The Galician Froiz has also done it and months ago The Country revealed that Consum, based in Valencia, aims in the same address. How is it possible? This resilience is partly explained by its territorial penetration, customer loyalty, the sale of local products and direct treatment. While Mercadona wants to bet Because of the fish already cut and packaged in trays, in many regional supermarkets it is still possible to find a stall with fresh goods and a fishmonger with whom to deal in person. The same happens with fruit, vegetables, meat or sausages, which for some analysts They turn super regional stores into successors to neighborhood stores. White label and cooked food. There is another important detail in Masymas’ strategy. The chain boasts so much of its “own brands”focused on food, home, cosmetics and pet care, as well as its “Kitchen Section”, which it has implemented in thirty stores. The signature promotes it as a space with prepared dishes, such as chicken, rice, lasagna or noodles. Both bets are very similar to the strategy that Mercadona has deployed in recent years, although the two chains are still very far apart in billing. Masymas has gone from 440 million euros in 2025, but the signing of Roig has touched the 39.8 billion. And that in Spain, without its Portugal stores. Images | Masymas Supermarkets 1 and 2 In Xataka | Years ago we feared that an “apocalypse” would sweep through shopping centers. In Spain, exactly the opposite is happening.