Private label brands, popularly known as store brands, continue to gain ground in Spanish households. During the first half of 2026, these products accounted for 61,2% of total food spending , according to data provided by the consulting firm Circana. This growth is not solely due to their traditional price advantage, but also to supermarket chains' commitment to premium, innovative products focused on health and sustainability.
In a context of more moderate inflation and geopolitical uncertainty, Spanish consumers have increased their confidence in supermarket own brands . This is reflected in analyses by both Circana and Worldpanel by Numerator, which agree on a sustained increase in these products across all consumer goods categories, especially food.
Unstoppable growth of private label brands in the food industry
According to Circana, private label food sales grew by 5,3% in value and 3,1% in volume during the first six months of the year, following an average price increase of 2,2%. The only category with an even greater presence is household cleaning and drugstore products, where the private label market share is approaching 65% and continues to grow at 3,4%.
Meanwhile, data from Worldpanel by Numerator, up to May, indicates that 47,2% of all packaged products purchased for the home were private label.
On the other hand, beverages remain the stronghold of manufacturer brands, which account for 65,5% of spending in that category. Circana emphasizes that for these products, brand strength, innovation, and differentiation continue to be key factors for consumers.
Beyond price: innovation and premium
Analysts agree that private label brands have reached a point of maturity that necessitates evolution. Innovation, premium ranges, health and wellness, and sustainability are expanding the role of private label brands , according to an analysis by Circana. Its managing director, Antonio Khalaf, points out that "private label brands are no longer just a tool for gaining market share; they now behave like brands in their own right, capable of generating brand loyalty."
Khalaf adds that the great opportunity lies in ensuring that consumers find an increasingly comprehensive solution to their needs within a single chain , thus reducing the reasons to visit other establishments. This view is shared by the trade association Asedas, which points out that Spain has one of the highest market shares of private label brands in the EU, and that growth has accelerated during crises such as the 2008 financial crisis and the pandemic.
Salmorejo, an example of quality in a private label brand
A recent analysis by the Spanish Consumers and Users Organization (OCU) of 30 refrigerated salmorejos has revealed that two of the highest-rated options are store brands : Hacendado (from Mercadona) and Dia al punto, both priced around €3 per liter. The OCU highlights that these healthy, traditional salmorejos adhere to the recipe without onion or vinegar, and that their nutritional quality is high, with a calorie count even lower than that of homemade versions.
The study also reveals that carton packaging (bricks) is usually the most affordable option and offers products comparable to or better than the more expensive ones , which are typically sold in plastic bottles. The price difference can reach 300%, making store brands a smart choice for your wallet without sacrificing quality.
The Spanish consumer, increasingly focused on saving
The trend toward private label brands is part of a general effort to curb spending. According to a survey by the Galician Institute of Statistics (IGE), 42,4% of Galician households changed their shopping habits to reduce expenses in the second quarter of 2026 , primarily opting for private label brands and discounted products. Nationally, a Kantar report projects that the market share of private label brands could exceed 50% by 2029 if the current trend continues.
Consumers prioritize price in all their purchasing decisions, from groceries to fuel and vacations. Short-assortment chains, such as those that promote private labels, particularly benefit from this trend.
In short, private label brands have established themselves as a key player in the Spanish food market. Their growth no longer depends solely on price, but also on the ability of supermarket chains to offer value, innovation, and trust . Data from Circana, Worldpanel, OCU, and the IGE all agree that this trend is not only holding steady but accelerating, transforming the consumer goods landscape in Spain.
