Mercadona

Europe has found a hole that has been sending sensitive material to Russia for years: a “Mercadona” from Germany

by

More than 400 billion packages circulate around the world every year, and the international postal system is designed to move them as quickly as possible. To achieve this, many shipments cross borders with simplified controls and risk-based reviews, not full inspections. That logistical efficiency, designed to speed up commerce and everyday correspondence, sometimes generates unexpected cracks in much larger systems. An unexpected hole. Since the invasion of Ukraine in 2022, the European Union has lifted one of the sanctions regimes wider of its history with the aim of economically isolating Russia and hindering access to technology that can feed his military machine. Advanced electronics, sensitive components or certain industrial equipment are theoretically blocked to prevent them from reinforcing the Kremlin’s war economy. However, the practical application of these restrictions faces a constant problem: the more complex the sanctions system, the more ingenious They become the routes to avoid it. And in this case the weak point has appeared in a place so everyday that it is difficult to believe. A clandestine channel in the supermarket. The story was told in a report in Politico. Apparently, in several Russian chain supermarkets throughout Germany, among shelves of sweets or freezers, advertisements have appeared that promote a logistics service specialized in sending packages from Germany directly to Russia. What at first glance seems like a postal service for the Russian diaspora has become an unexpected crack within the European sanctions system. Customers may drop off boxes that supposedly contain clothing, books or small personal items. No one inspects the contents and, for a few euros per kilo, the package begins a journey that ends in Moscow or St. Petersburg. In this apparently innocent flow, even sensitive electronic components whose export is prohibited. The inherited logistics network. The middle counted that behind this circuit is LS Logistics Solution GmbH, a German company created by former employees by RusPostthe subsidiary that the Russian state postal service had established in Germany before sanctions forced it to close. After the invasion of Ukraine, that structure did not completely disappear. It was reorganized under a new namekept part of its staff and continued to operate from Germany with a similar system. The result is a kind of parallel postal network that collects packages throughout Europe and concentrates them in a warehouse near the Berlin airport, from where shipments to Russia are organized. The seal trick. The key to the system is an apparently bureaucratic detail. The packages do not have labels from the Russian Post, but from the state postal service of uzbekistan. Since that country is not subject to European sanctions, the shipment can take advantage of special rules that protect international postal traffic. In practice, this means that packets move with lighter controls than traditional commercial shipments. This administrative difference, designed to facilitate mail between citizens, becomes a back door for sensitive goods to cross borders without raising too many suspicions. A kilometer trip through Europe. The route of the packages illustrates chow it works the system. After being picked up from supermarkets or delivery points, they spend a day or two in Germany before moving to a large logistics warehouse near Berlin airport. From there they are loaded onto trucks that cross Poland on the A2 highway and continue to Belarus. Even though this country is also sanctioned for its support to Moscow, the packages continue to advance thanks to your status international postal mail. After traveling more than 2,000 km, they end up arriving at addresses in Moscow or Saint Petersburg. The problem of sanctions. Plus: the episode also reflects a challenge that those who design economic sanctions are well aware of. Officially blocking trade is relatively simple, but preventing alternative routes appear It is much more complicated, and that is already we have told it in the drone war in Ukraine. Each new restriction forces the creation of more complex control systems, while those who try to circumvent them constantly search new legal cracks or logistics. The result is an endless game of adaptation in which authorities try to close holes just as new ones begin to appear. Always one step behind. They finished the report explaining that European authorities are already reviewing the case and have strengthened the rules to pursue sanctions violations. Be that as it may, the discovery of the network itself demonstrates to what extent the system can make fun. As governments design increasingly strict legal frameworks, makeshift logistics networks continue to find ways to move sensitive goods across of unexpected routes. And in this case, the blind spot that allowed this channel to Russia to be kept open was not in an industrial port or a large cargo terminal, but in something as everyday as the check-in counter. a supermarket. Image | flowcomm, RawPixel In Xataka | In 2022, the war in Ukraine sent supermarket prices soaring. Iran threatens to make it child’s play In Xataka | The EU has a perfect plan to suffocate Russia. The problem is that now it needs its oil to survive

Mercadona has become the great supermarket in Spain. Now it is becoming your big restaurant

by

On Saturday, at the gym door, I heard a group of friends talking about going out to eat. The debate ended when one of them proposed going to Mercadona and buying some hamburgers in the section ‘Ready to Eat’. From then on the talk went from focusing on ‘where to buy’ to ‘where to eat’: in the supermarket itself, on the beach (advantages of living in Galicia) or in a house. It could be a simple anecdote, if it weren’t for the fact that that conversation between colleagues at the exit of a gym hides something else: Mercadona is becoming the great food supplier from Spain. And it is so to such an extent that it no longer only rivals the rest of the retailbut with the bars, whose pulse is doubling. A percentage: 19.7%. A few weeks ago the consulting firm Worldpanel by Numerator (formerly Kantar) published a report which helps to understand the enormous weight that Mercadona has achieved, not only in the retail homeland, but in the food sector in general: the Valencian chain accounts for a 19.7% share of value in food and beverage consumption. That means it receives almost 20% of what we spend on food and drink, both inside and outside the home. Company-Collective Value share in food and drink consumption Mercadona 19.7% Bar+Cafeteria+Terraces 11.2% Independent Restaurants 8.6% T. Carrefour 6% Lidl 5.1% Quick Service Restaurant 3.4% G. Eroski 3.1% DAY 2.8% consumption 2.7% Alcampo 2% ALDI 1.4% Full-Service Restaurant 0.9% Why is it important? Because that percentage shows that Mercadona already sells as much or more food than traditional hospitality, at least in terms of value. The Worldpanel by Numerator report shows that bars, cafes and terraces account for a value share in food and beverages of around 11.2% and independent restaurants another 8.6%. Together they add up to 19.8%. That last percentage surpasses Mercadona by only one tenth. The list is completed by Carrefour, which accounts for 6%, Lidl (5.1%), the concept of Quick Service Restaurant (3.4%), G. Eroski (3.1%), DIA (2.8%) and Consum (2.7%). A half surprise. That Mercadona accounts for 19.7% of what we Spaniards spend on food is striking, but in reality it is hardly surprising. The data is explained by two trends that seem to move in opposite directions. The first is that we eat more and more at home. According to The Economistspending on food outside the home fell 2.2% last year. Domestic consumption increased, however, by half a point, 0.6%. Mercadona has been able to anticipate this scenario and has been betting heavily on its ‘Ready to Eat’ section since 2018, a section in which it offers already prepared dishes, from starters to sandwiches, stews, paella, lentils, meatballs, pasta… In December the chain had implemented the service in more than 1,110 stores. Nothing surprising if you take into account that Juan Roig, the owner of the company, assures that kitchens will eventually disappear from homes. Expanding your footprint. Mercadona is not only gaining strength as a competitor to the traditional hospitality industry (a sector that faces its own internal challenges, such as the menu of the day crisis), it also does so within the sector of retail. The Valencian chain has been leading it for some time, but that has not prevented it from continuing to expand its domain. The Worldpanel report also reflects that in 2025 the company consolidated its position in food distribution, increasing its share in 0.6 percentage points until they monopolize 27% of the entire ‘pie’. Go for the baskets. Carrefour is followed in the ranking, with a share of 9%, although the French firm experienced a decline of 0.7 percentage points, Lidl (6.9%), Grupo Eroski (4.3%), Dia (3.8%), Consum (3.6%), Alcampo (2.8%) and Aldi (2%). One of the keys that has allowed Mercadona to reinforce its leadership is the increase in the so-called “large baskets”, that is, purchases of the week or month, which concentrate household spending on its shelves. In 2025, Roig’s company reached a 42% share in this type of operations, 0.9% more than in 2024. Another of its advantages is the white label push in the sector of retail and the growing weight of “short assortment chains”, those with a limited supply and very focused on prices. Images | Wikipedia and K8 (Unsplash) In Xataka | We knew that Mercadona was making gold from its suppliers. Now we know the million-dollar toll that this entails.

Mercadona suppliers have invested 1.7 billion euros. That gives you an idea of ​​what a huge business it has become.

by

when you want present your model Mercadona’s business strategy usually cites five pillars: “the boss” (the word used to refer to customers), its staff, society and capital. The fifth is his wide network of suppliers. That the Valencian chain includes them on that list is no coincidence. If it has managed to lead the sector until it has gained a business share that is already close to 30%, it is thanks largely to its bet on white labela wide catalog of articles impossible to articulate without a “industrial cluster” with 2,100 suppliers. As Mercadona grows they do it too, but that link is not free. In order not to lose step, they are forced to invest millions. One figure: 1.7 billion. The data has revealed it Expansion. Last year, Mercadona suppliers made investments in Spain and Portugal worth 1.7 billion euros. The figure is not only interesting for its volume, it is also interesting when put into perspective: it represents 31% more than the previous year, when the sum of investments amounted to 1,300 million. If compared to 2023, when ‘only’ 500 million euros were mobilized, the increase in investment is much greater, close to 240%. Of course, not all suppliers have spent the same nor do all the projects in which they have invested have to be 100% focused on Mercadona, although it is true that the chain is the main client of some of its suppliers. Who has invested the most? Mercadona has not yet presented its 2025 report, but we do have that of the previous yearwhich details the suppliers that mobilized the most investment and generated the most employment. At the head was Casa Tarradellas, which supplies Mercadona with ready-made pizzas and fuets for the Hacendado brand. In 2024 the Catalan company invested 104 million to build two new factories, dryers and production lines. The published data by Expansion show that in 2025 it once again led investment in the Mercadona supplier ecosystem, with the mobilization of 117.6 million. At the beginning of last year the firm presented a new mill for wheat flour in Gurb (Barcelona) that required 25 million of euros and throughout the year it also promoted a storage center of species. In 2024 Casa Tarradellas achieved increase 12% its profits to reach 38.4 million euros, consolidating the positive trend already registered in 2023. The result was largely possible due to the increase in income. An investment cluster. The list The greatest investment effort is completed by companies such as Vall Companys (70 million euros), Incarlopsa, Avinatur, Essity and Cañigueral, all four with investments close to 60 million, Covap (42.5 million) and Entrepinares (27 million). Names such as Familia Martínez, Huevos Guillén (50) and Elaborados Naturales (40) also stand out. Not all of that money has had to be allocated to projects focused on supplying Mercadona, but a review of the reports deposited in the Commercial Registry reveals that the supermarket chain has become the main client of its suppliers. In some cases the company founded by Roig actually represents more than 50% of all his income. “Joint planning”. The data is interesting because it does not only tell us about the resources that Mercadona suppliers have dedicated to strengthening their infrastructure and productivity. It also suggests that these companies are forced to make this effort to keep up with the Valencian chain, which in 2024 increased its turnover by 9%, to exceed the 38.8 billion euros. Looking ahead to 2025, it expected to continue growing and reach 40.1 billion. Although Mercadona has not yet presented its report for the past year, we do have studies that show that it has achieved increase your quota of business, moving away from rivals such as Carrefour or Lidl. As its sales grow and its catalog of private labels and ready-to-eat foods triumphs, the Valencian firm needs to rely on its “industrial cluster” of suppliers. Hence the urgency for them to strengthen their production capacity. “These investments are possible thanks to trust and joint planning,” they explain from Mercadona when remembering the 1.7 billion mobilized. Investment… and something more. That these companies are willing to dedicate millions and millions of euros to modernize their facilities, gain production capacity or expand is explained by a very simple reason: keeping up with the Valencian chain has become quite a lucrative business. Recently Five Days he wondered how the companies that supply it with products are doing and, after investigating the Commercial Registry, it found out that in 2024 the 20 main suppliers of the chain increased their sales figures by 18% to exceed 12,000 million euros. In total, aggregate profits grew by 5%, exceeding 360 million. Curiously (or not) at the top in billing volume were Casa Tarradellas, Incarlopsa, J García Carrión and Covap, with sales increases ranging from 12 to 29% between 2022 and 2024. Images | Mercadona and Wikipedia In Xataka | Mercadona and the rest of the supermarkets have realized something worrying: they spend a million dollars on printing paper

The owner of Mercadona believes that in a few years kitchens will disappear from homes. The consumption of precooked foods proves him right

by

The forecast sounded so far-fetched, it clashed to such an extent with the gastronomic tradition of Spain, that it generated a considerable stir. Just a year ago, during the presentation of Mercadona’s accounts, Juan Roig surprised by predicting death (almost) imminent of domestic kitchens. “I said it and I maintain it: in the middle of the 21st century there will be no kitchens,” cried the businessman. In the future imagined by Roig we go from making our own food in the vitro at home to taking it already prepared from supermarkets, which have become an absolute reference for food. The sector data They confirm that, no matter how dystopian Roig’s prophecy sounds, it seems to be coming true. A percentage: 3.8%. Spain is a benchmark for the Mediterranean diet. But also, and increasingly, a country of families who are no longer willing to spend hours and hours in the kitchen. That’s what it suggests at least. the last balance of the Spanish Association of Prepared Meal Manufacturers (Asefapre). According to the data of the sector, in 2025, ready-made foods “reinforced their weight in the shopping basket”, with an increase in consumption of 3.8%. In total, 715,052 tons of prepared meals were sold, “a new record,” recalls Asefapre, which consolidates the trend of the last decade. Translated into hard and fast euros, sales rose to 4,309 million, with an annual increase of 5%. A figure: 18 kilos a year. To give us an idea of ​​what this growth means, Asefapre calculates that last year each Spaniard ate on average about 18 kilos of prepared dishes. As a reference it is almost the same amount of fish products that we Spaniards consume in our homes (another thing is the restaurants) throughout 2024. The difference between precooked and fish is that the demand for the latter takes time to increase. low hours (both fresh and frozen) while the former grows at a good pace. The latest balance sheet of the employers’ association reflects an annual increase of 4.7% in the consumption of prepared foods, a growth rate that comfortably exceeds that of food as a whole (0.6%). What do we eat? Asefapre segregate your data of sales, which offers us an interesting vision of what exactly we Spaniards consume. The cake goes to “refrigerated” products, with a sales volume of 330,602 t shipped in 2025, 5% more than the previous year. In second place are “frozen products”, with sales that amounted to 297,023 t (+2.5%). The “dishes prepared at room temperature”, very common in some supermarket chains, are quite far behind, with 87,426 tons sold, but they leave an interesting fact: their demand grew by 4.1%. From pizza to potatoes and pasta. If we go down to detail we see that what we Spaniards like most (at least it is what we demand most) are pizzas, the leading producer in the sector with a sales volume that amounted to 131,600 tons. They are followed by frozen potatoes, with 98,056 t, and pasta-based dishes, which totaled 72,405 t. The three categories grew, with sales increases ranging between 2.6 and 7.2%. Beyond the Spanish market, one fifth (21.4%) of the industry’s production ends up being exported. More than just strategy. At this point the question is obvious: Why do we buy more and more pre-cooked foods? What leads us to feed ourselves with prepared dishes, whether frozen, refrigerated or food sold at room temperature ready for consumption, like what Mercadona offers in its supermarkets? The answer is complex. On the one hand there is the sector’s strategy, which has increased and perfected its range of products, adding foreign dishes that aim in part at the growing population immigrant living in Spain. Beyond the efforts of the industry, the increase in consumption of prepared dishes also responds to profound changes at a social and cultural level. They increase the single-person householdsit gets complicated conciliation between professional and family life and even change the kitchen structure in the houses. Also our way of thinking, as Asefapre herself remembers: today it no longer ‘squeaks’ at us that they serve us a pre-cooked dish on Christmas Eve or New Year’s Eve or that in families there are no longer people willing to lock themselves between the stoves. Of new grandmothers and homes. “Grandmas are not like they used to be and prefer to go walking with friends, do pilates or travel,” he reflected during the presentation of the balance sheet the president of Asefapre, David Aldea. It is not the only cultural change he cited. Added to this are others, such as the fact that it is increasingly easier to find “homes with fewer members” or homes in which the space dedicated to cooking has been reduced to a minimum. The trend seems to confirm Roig’s prediction, which a year ago I already confirmed the good progress of Mercadona’s business line for ready-to-eat dishes, launched in 2018. “It is profitable and continues to grow.” Images | Andalusian Government (Flickr), Mercadona and Asefapre In Xataka | Mercadona has grown so much in Spain that for the US it is no longer just a supermarket chain: it is a “cultural phenomenon”

Mercadona and the white label had been setting the course for supermarkets in Spain for years. Until the “ultra low cost” arrived

by

When we Spaniards go out shopping we value above all two factors. The first, proximity. The second, the price. Even above the quality. It is not at all surprising if we take into account that we come from a inflationary crisis and there are items of common consumption (cocoa, coffee either eggs) who have experienced a real storm in recent months. The chains know how much they are risking with each euro and have acted accordingly. For example with a bet on the white label that has been especially good to Mercadona. There is, however, another strategy that has been gradually making its way into the world. retail Spanish, one also focused on prices, but that does not rely on white label or short assortment: supermarkets “ultra low cost“. “Ultra low cost“? Exact. It sounds somewhat far-fetched (almost, almost cacophonous) but that is the label that best defines certain supermarket chains that have focused their strategy basically on product discounts. double digit. After years of inflation and with costs becoming a decisive factor When families decide where to shop, most chains try (to a greater or lesser extent) to be competitive in prices. In fact in the rankings Cheaper stores usually include brands such as Alcampo, Family Cash or Aldi. In the case of super “ultra low cost“The price is, however, more than just a front on which to compete. It represents the great differentiating factor. And it is to such an extent that it conditions the approach, the offer and the way the chain operates. In a recent article, Five Days reviewed the billing data of two relatively young firms that fit this pattern: Sqrups and Primaprix. What differentiates them? That in a sector (that of supermarkets) in which it seemed that everything had been said, with Mercadona expanding your domain and the white label gaining market sharethe “ultra” chains low cost“have found an alternative path of growth. Their strategy involves offering items from recognized brands (nothing from Hacendado, Deliplus, Auchan or similar), but with surprisingly low prices. As an example, Sqrups boasts of offering its customers “significant discounts” that move between 30 and 80%. How do they work the miracle? With your business model. More like its supply model. Unlike most supermarket chains, they supply surpluses that are left ‘off the hook’ or have no place on the shelves of companies such as Carrefour, Eroski, Mercadona or Hipercor, among others. These are surplus stocks, items that do not quite work, merchandise that has been left out of the circuit due to a change in packaging or not meeting presentation standards… In short, items in good condition that manufacturers need to liquidate and cannot (or want) to distribute through ‘conventional’ chains. Their destination ends up being Sgrups or Primaprix, where they add to a catalog marked by rotation, speed and discounts. But… How do they do it? “Large international brands usually have surplus stocks in their warehouses, left over from promotions (Christmas, summer, events…), from new launches or simply products with a much lower price in one country than in another. At Primaprix we travel throughout Europe hunting for these opportunities,” details the companywho remembers that he opened his first store in Madrid in 2015 and in just ten years he has built a network of 260. Sgrups’ explanation is similar. “We recover products that, under normal conditions, distribution throws away,” clarifies its general directorRaúl Espinosa, who boasts that thanks to its discounts the chain sells products with prices much lower (50-80%) than those on the market. The company ensures that its assortment comes from three sources: “production surpluses, image changes and quality control.” It also incorporates “short-dated” products. “In the last year we have rescued more than 26 million products, preventing them from being destroyed and giving them a second chance for consumption,” the company specifiesborn ago just over a decade and that works with food, but also drugstores, stationery and hygiene items. The big question: why? Because this formula has allowed them to connect with a part of the market and expand in a sector, that of retail Spanish, in which a small number of brands have been expanding their dominance. “Companies like Sqrups or Primaprix break the differentiation with the rest of the operators thanks to this supply model,” explains to Five Days Javier Pérez de Leza, good knowledge of the sector. “Mercadona, Lidl or Aldi have dedicated themselves to a type of discount that leaves room below, because the price trend is upward. You can be much cheaper than all of them, although with risks.” What risks? One (fundamental) is the pressure that operators in the sector can exert to reduce the surpluses that these chains feed on, although it is not the only limit that the model of companies like Primaprix faces. Relying on stocks makes it very difficult to guarantee the continuity of an ever-changing assortment. Furthermore, the fact that customers encounter different products every so often may increase their interest in visiting stores but also complicates such basic issues as logistics. What do your accounts say? That neither of the two chains are doing badly at all. Primaprix data we know them also thanks to Five Dayswhich a few days ago revealed that during the 2024 financial year the company had a turnover of 347 million euros. Maybe it’s far from billions from Mercadona, but it represents a year-on-year growth of 24%. If we look further back, the company’s sales quadrupled between 2020 and 2024, a period during which it went from managing 110 stores to 245. Now it is on its way to 300 establishments. The key: your business modelwhich is nourished by the surpluses accumulated in the warehouses of large manufacturers. Your catalog is completed with purchases you make in other countries, looking at prices, discarded items despite being completely suitable for consumption, or products that will expire soon. A bet not very different from what fashion or furniture outlets have been making for years. They are merchandise (many … Read more

Mercadona and the rest of the supermarkets spend tons of paper on receipts that no one reads. Now they want to change it

by

You go to the supermarket, you buy a couple of things (just enough for dinner), you go to the checkout, they give you the ticket, you put it in your pocket and you leave with the bag in the direction of the parking lot. Pure routine. Our daily bread. If the employer’s retail achieves its objective, there is one element of that scene, however, that will change radically. Which? That ticket that you will end up throwing away without even reading it. What has happened? Every year supermarkets print millions and millions of strips of paper in which in many cases only a handful of articles appear, so they end up in the garbage can without anyone having even looked at them. It is a waste, a waste of resources. For chains like Dia, Lidl or Mercadona, but also for the environment. So Asedas (Spanish Association of Distributors, Self-Service and Supermarkets) has had an idea: they want us to start printing receipts only when the customer requests it. What do they want? The news I advanced it on thursday theEconomist. Asedas has proposed to the Government that it slightly tweak the regulations that regulate tickets so that they are no longer printed systematically. That does not mean that they are no longer issued or that the customer no longer has a receipt that clarifies what they have purchased and how much they have been charged. The change would focus on support. The idea, clarifies Ignacio García, head of Asedas, is “that the ticket continues to be generated electronically for control purposes, but that it is printed on paper at the consumer’s request.” That is, the user can request the physical or digital ticket. Right now, remember theEconomistthe regulations provide that supers deliver the receipt in two ways: either in paper or digital format. What’s happening? Since not all clients are in favor of handing over their data (including email) to the chains, in the end they have no choice but to print it. Not only that. The employer’s data They show that many of the times we go to the supermarket we buy only a handful of items, so the receipts show small transactions, for low amounts that we do not even review. Result: those papers end up in the trash as they are printed. It is not even strange for the customer to reject them when the cashier offers them to them. Is it that serious? “Our companies have been confirming for years that, in about a third of operations, the ticket is abandoned at the checkout line,” confirm Garcia. It is not surprising if we take into account the data on the shopping basket managed by Asedas. According to their estimates, 30% of the operations registered in supermarkets respond to almost urgent visits, during which we take home at most four products and spend less than 10 euros. In 60% of cases, purchases involve between five and 25 products with average tickets of between 10 and 50 euros. Only the remaining 10% actually respond to large purchases. In practice, the fact that all operations end up reflected in a receipt means that the supers generate about 5 billion tickets that require the use of almost 4,500 tons of paper and a million-dollar expense. Is it important? Beyond the millions of receipts that are printed each year and the cost that this entails in tons of paper and euros, Asedas’ proposal is interesting for at least two reasons. To start with who throws it. Asedas presume to be “the first food distribution business organization in Spain” and cover 19,200 retail stores and 495 wholesalers. Between your partners Companies such as Mercadona, Lidl, Aldi or Dia appear. Another key is that its idea is in line with what is already done in other European countries. For example, in 2023 France said goodbye to the generation of tickets by default precisely because of the amount of paper it consumed. That doesn’t mean they no longer exist, but they must be requested. In the Netherlands, Switzerland and Sweden there have also been changes related to the generation of receipts. In Spain itself, some large chains they take time moving towards the digital ticket. Images | Xataka Mobile and Wikipedia In Xataka | There was a time not too long ago when the future of supermarkets seemed like Amazon Go. Now Amazon Go is dead

The hypermarket is quite mortally wounded in Spain. There is an absolute winner: the Mercadona model

by

For years the plan was to take the car, go to the hypermarket on duty and spend a couple of hours walking through its aisles to collect everything we needed and a few other things that we could find because there was almost everything there. is passing away by leaps and bounds. From the boom of the hypermarket to its decline. It was the 90s when they became popular, but there has been a change in purchasing and consumption habits that were catalyzed by the pandemic. The 2025 data from the consulting firm NIQ (former Nielsen) collected by El País They speak of a share of 10.2% of total sales in Spain. And last year it grew by 1.2% unlike the previous year, where it fell by 2%. The problem, in addition to its small piece of the pie, is that the majority of food distribution channels in Spain grew more. The heirs of hyper. These Mercasa studies date from spring 2025 cited by The Economist where they reflect that supermarkets already concentrated 91.8% of the commercial surface in the state. And it is not the only one: the other alternative is proximity formats. It is true that the NIQ data shows that the medium supermarket (between 300 and 799 square meters) fell more than the hypermarket, but its share is four points higher. The small supermarket (less than 300 square meters) and the large supermarket (between 800 and 2,500 square meters) are the big winners: the former rose two tenths with a sales increase of 9.1% and the latter did the same by nine tenths to reach 57.1% of the market and 7.6% of turnover. Here there is an absolute winner: Mercadona, whose new openings exceed 1,500 square meters and which has also been transforming its 1,600 stores for years to replace the smaller ones. And its strategy is paying off: its share has risen to 29.5% in 2025 despite having 10 fewer stores. The Mercadona effect or how efficiency kills size. This change in trends opens a new battle for proximity: the growth is in the 1,500 square meter supermarket aka the Mercadona model or in the convenience store. Growing no longer means opening more centers, but rather having better centers: it pays more to close 10 stores because you have more efficient stores. On the other hand, last mile logistics is gaining weight: it is easier and more affordable to serve an online order with a network of small stores scattered throughout the urban center than from a distant hypermarket. In addition, the franchise format allows chains to expand their brand without assuming operating costs. The consumer has spoken. The NIQ consultancy reflects clearly this paradigm shift: purchase occasions per household have grown by 11% in 2025 and units per basket have decreased by 7.6%. In short: we buy more times but less quantity, a trend that benefits local stores and penalizes hypermarkets. Kantar’s reading points to factors such as smaller homes, a higher average age, an urban context that favors this type of purchase over American car culture. The chains are moving. The fact that the hypermarket is in decline, reducing its weight in the market, directly affects the operators that exploit this format, such as Carrefour and Alcampo, followed by Eroski and El Corte Inglés. In NIQ figures, the first lowered its share two tenths to 7.2%, the second fell from 3.1 to 2.9% and the Basque chain fell one tenth to 4.3% and El Corte Inglés did the same two tenths, to 1.6%. So they are adapting to this paradigm shift: In Xataka | Mercadona has understood that Spain no longer wants to make its potato tortillas. And he is making gold with it In Xataka | Years ago Mercadona decided to conquer the market with its white brands. And that is making gold for some companies Cover | Carrefour

Mercadona already sells 51% of all prepared dishes

by

Does almost a year Juan Roig astonished everyone and everyone with a prediction that sounded almost like dystopian science fiction. In his opinion, shared the founder of Mercadona, ceramic hobs, ovens, extractor hoods and other culinary appliances have their days numbered in homes. “I said it and I maintain it: in the middle of the 21st century there will be no kitchens,” claimed. It is not that we are going to stop eating at home. We will simply arrive there with our already prepared dishes, stews, pastas, fish… that have previously been prepared in supermarkets. Sector data suggest that Roig was not wrong. Perhaps it is too early to know if the kitchens are mortally wounded, but one thing is clear: the prepared meals business is growing and Mercadona has been able to position itself in it. A percentage: 51.2%. That Mercadona has found the key to become the heavyweight in the sector is nothing new. The data may vary from one study to another, but in general they show that the Valencian company has managed to gain a market share of between 25 and 30%. The curious thing is that there is a niche in which its dominance is even greater: that of the distribution of prepared dishes. According to Algori data advanced by Food Retail In that segment its footprint reaches a surprising (and overwhelming) 51.2%. Getting perspective. The percentage is striking in itself, but it is even more curious when it is put into context and both the overall results of the company and that of its direct rivals are taken into account. Mercadona’s share in the prepared meals segment (54.2%) far exceeds that of the chain as a whole called “FMCG”the total of fast-moving consumer goods. Its footprint in that business niche is ‘only’ 36.9%. As for the rest of the chains, their weight in the cooked food business is much lower. The second best positioned is Grupo Carrefour, with 9.9%, followed by Lidl (8.1%) and (already quite a distance away) Consum (3.9%). Food Retail specifies that the data refers to the “modern distribution”the large-scale sales channel in stores such as supermarkets or hypermarkets. A growing sector…Beyond how each company is doing or the slice of the pie they are taking, Algori data They reflect that prepared dishes represent an increasingly juicy business. According to the consulting firm’s report, its sales have grown by 8.9% year-on-year, almost double that of the total FMCG (5.3%). The pace of purchase stands out above all, which gives us a clue of its growing success among households. While mass consumption as a whole has risen a discreet 0.8% in 2025, prepared food rose by 6.2%. …and it diversifies. In its analysis Algori also explores what we Spaniards buy when we go to Mercadona, Lidl, Carrefour stores… in search of already cooked dishes. And its conclusion is clear. Almost all branches of the business are growing. Meat-based dishes increased by around 18%, as did creams and gazpachos, which already represent 23% of all sales. Even though we Spaniards buy and cook less and less fishsupermarket menus based on this food also grew by 13%, even more than pasta and rice (10%), tortillas (10%) or pizzas (3%). The report does not clarify whether this data is related to the (increasingly common and diversified) supply of sushi and salmon pokés in supermarkets. “Ready to eat”. These data have little of mystery. As it has become clear This Christmas (and it is not something exclusive to the holidays), we Spaniards are less and less willing to spend hours in the kitchen. The reason? Cultural changes, lack of time, a restructuring of families and even changes in homessmaller and therefore with less space to cook. The industry itself dedicated to the preparation of dishes detected in 2024 an increase in demand of 6.6%, which left average consumption at almost 17.2 kg per person per year. Mercadona has been able to read that scenario and has been betting for years for a specific section of already prepared menus: “Ready to eat”. In 2024 the service was available in 1,260 of its premises. Goodbye cooking? The question that these data leave behind is… Was Roig right when he predicted that by the middle of this century kitchens will have lost ground in Spanish homes? Algori data certainly demonstrates a growing interest in ready-made dishes. Others however, such as a report published in 2025 in the academic journal TIJFGSshow that the majority of Spaniards (59%) still put on our apron daily. Images | Andalusian Government (Flickr) and Mercadona In Xataka | Years ago Mercadona decided to conquer the market with its white brands. And that is making gold for some companies

Spain is stopping making its potato tortillas at home. And that is why the Mercadona supplier is growing by 20%

by

After decades of debate Spain hasn’t decided yet Whether or not the tortilla should contain onion, what thousands and thousands of Spaniards do seem to be clear about is that the ideal is for someone else to cook it. More and more people prefer to go from peeling potatoes, heating oil and making their own tortillas to buying them directly at the supermarket. And so is making gold to one of Mercadona’s allied companies, a Navarrese firm which in 2025 increased its turnover by 20% to reach almost 200 million euros and this year it hopes to make another growth spurt to reach 230. It is the financial data of a company in the food sector, but it also tells us a lot about the market and our consumer habits. Sincebollists V.S. concebollistas. It is not easy to classify the Spanish population into tight compartments, but there is something that does not fail: the majority of 49.4 million of people who live in this country can be defined as sincebollists either concebollistas depending on whether you prefer the potato omelette (one of the great emblems of the native cuisine) with or without onion. The curious thing is that both seem to increasingly opt to abandon the stove and buy ready-made tortillas. At least that’s what they suggest. the latest data from Grupo Elaborados Naturales, Mercadona supplier and one of the largest tortilla manufacturers in the country. One figure: 197 million. The company presume that since its founding in 2006, it has managed to achieve “a dizzying pace” of growth of between 15 and 40% annually. 2025 has not been an exception. His last balance shows that last year it had a turnover of 197 million, 20% more than the previous year. This year it hopes to maintain that pace with another growth of 16.7% that will allow it to reach a turnover of around 230 million. As? Basically with your offer of refrigerated and frozen tortillas, although in the HORECA channel (the professional hospitality industry) also works with processed potatoes and vegetables. 2026, big. To achieve this growth, the company has redoubled its industrial muscle. The firm has dedicated approximately 40 million euros to strengthening its facilities, expanding its factory in Funes (Navarra) by 20,000 square meters and equipping itself with 12 new lines which will allow it to double the production capacity in that plant: from 300,000 units per day to 600,000. The company assures that it will also generate hundreds of jobs. In total, the company has three factories: Funes, dedicated to the production of tortillas; that of Corella (Navarra), which combines the manufacture of tortillas with prepared refrigerated potato-based dishes; and Aguilar del Río Alhama (La Rioja), where 150 people work dedicated to cooking migas and ‘fifth range’ foods (ready to eat) with vegetables. Apart from the national market, the company exports to a dozen and a half countries. The (long) shadow of Mercadona. Beyond its production capacity, there is one fact about the company that draws attention: its weight in the sector. Elaborados Naturales has reached a market share in the ‘potato tortillas’ category of 56% in large national distribution. This enormous footprint is better understood when knowing a key fact about the Navarrese company: its alliance with Mercadona. The firm is a supplier to the Juan Roig chain, which has in turn expanded throughout the sector until it has gained a market share of between 25 and 30%a percentage that has been reinforced thanks to its good rhythm of growth. More than just a business balance sheet. The balance sheet of Elaborados Naturales is nothing more than that: the balance sheet of a company in the food industry. If it is interesting to read beyond the company’s offices, it is because it connects with other underlying trends that are clearly identifiable in both the industry and Spanish society. For example, the growing demand of prepared foods. The latest data from the Ministry of Agriculture and Food (MITECO) they talk to us of an increase in the consumption of prepared dishes of around 6% while that of fish, fruits and vegetables declines. Much of it Of that demand is also satisfied in supermarkets. Rain of millions. A good example is Mercadona, which has seen how its line of ready-to-eat dishes has been taking over a growing gap in that business niche. Its success (also supported by white label) is in turn boosting its extensive ecosystem of suppliers, including Elaborados. In fact, the tortilla manufacturer is just one of the many companies that have seen their turnover grow by close to 20% in recent years driven largely by the commercial expansion of the Valencian chain. Images | Kent Wang (Flickr) and Natural Prepared In Xataka | Years ago Mercadona decided to conquer the market with its white brands. And that is making gold for some companies

Three chains are devouring the supermarket business in Spain year after year: Mercadona, Lidl and Aldi

by

From ugly duckling to goose that lays the golden eggs. The white label revolution seems to find no ceiling in the retail Spanish. Until not so long ago, the brands associated with supermarkets carried a stigma in Spain compared to items from manufacturer brands clearly recognized by customers. It was not even strange for words like “Estandado” to be used in a pejorative way. Buying white was synonymous with buying ‘poor quality’‘option B’. Not anymore. Spanish families are increasingly betting on white label. And that is making gold for some of the country’s big chains. What has happened? That the white label is experiencing his particular revolution in it retail Spanish. And that is still striking if you take into account that until not so long ago, firms like Hacendado or Auchan carried a certain stigma compared to their competitors, the brands associated with manufacturers. It’s nothing new. For a long time we have been confirming how the white label is driving some chains of “short assortment”supermarkets that are committed to offering customers a limited selection of items. That is, instead of including a dozen different brands of cookies (or other items) on their shelves, they offer only two or one, among which they include their own brand. Chain Market share in value Difference (PP) compared to the 2024 quota Mercadona 37.0% 0.9 Carrefour Group 12.3% -0.2 Lidl 8.0% 0.5 Day Group 4.7% 0.1 Consum Group 4.5% 0.0 Eroski Group 4.4% -0.1 Alcampo Group 3.6% -0.3 aldi 2.5% 0.4 Bon Preu Group 2.4% 0.0 You save 23% 0.1 Gadis Group 1.7% 0.0 Magnifying glass 1.1% -0.1 El Corte Inglés Group 1.0% -0.2 dinosol 0.9% 0.0 Froiz 0.8% 0.0 Alimerka 0.8% 0.0 Rest of Modern distribution 12.0% -1.1 Why is it news? Because the latest data from 2025 reveal that this strategy is driving some brands to catapult them to unprecedented market shares. This is suggested by at least one recent report from Algori on consumption prepared with data from the first ten months of the year. The study shows that at the end of October the three chains that were gaining the greatest market share (in terms of value) in Spain were Mercadona (0.9 percentage points), Lidl (0.5 pp) and Aldi (0.4). Between the three, they also held a market share of 47.5%, a share clearly led by Juan Roig’s company, which alone holds 37%. DIA and Ahorramás are also growing, while others like Carrefour, Alcampo or Eroski are stagnating or decreasing. Chain % of white label sales 2023 % of white label sales 2024 % of white label sales 2025 Lidl 79.7% 81.9% 80.7% Mercadona 72.9% 74.5% 77.8% aldi 68.8% 69.1% 74.5% Day 54.2% 56.3% 65.1% consumption 33% 35.9% 37.4% Carrefour 29.3% 31.4% 33.3% Eroski 25.6% 28.4% 31.2% Alcampo 21.5% 24.3% 23.8% Why is it important? Because Mercadona, Lidl and Aldi are not just any chains. They are precisely the ones that give the greatest prominence to their own brands. At least according to another recent study from Worldpannel by Numerator, which shows that if we talk about the weight of private labels in total sales, Lidl heads the list with 80.7%, followed by Mercadona (77.8%) and Aldi (74.5%). In summary: the chains that gained the greatest market share in 2025 were the ones that most clearly opted for their own products, a strategy that often arrives backed by aggressive price differentiation. elEconomista.es precise Furthermore, Mercadona, Lidl and Aldi have increased their market shares to record figures. Their 47.5% share is more than two percentage points higher than last year, when they accounted for a total of 45.2% of the market. Everything, they explain from Algori, while the entire sector experiences growth both in terms of volume and value. And what are the forecasts? The sector is optimistic. AECOC, the consumer association, states in one of its latest reports that 44% of companies expect to close 2025 with growth data above 5%. 28% expect to increase their activity, although to a lesser extent, and 11% expect to fall. They are led by Lidl and especially Mercadona, which has been expanding its market share until it approaches or even surpasses 30% thanks to a strategy based on white label, territorial dispersion and ready-made foods. Images | Wikipedia and Vitaly Gariev (Unsplash) In Xataka | Mercadona has found a vein to grow beyond its white label and prepared food: tourism

Log In

Forgot password?

Forgot password?

Enter your account data and we will send you a link to reset your password.

Your password reset link appears to be invalid or expired.

Log in

Privacy Policy

Add to Collection

No Collections

Here you'll find all collections you've created before.