Mercadona utilizes coinnovation model to develop products

Mercadona utilizes a specialized coinnovation model to develop new products and improve existing ones by focusing on customer needs. The process, which the company refers to as listening to its ‘Jefes’ (customers), involves observing consumption habits and gathering suggestions through direct interaction in stores, homes, and dedicated Coinnovation Centers.

The development cycle consists of six stages. It begins with listening to consumer needs and defining specific product attributes, such as flavor, texture, scent, format, and ease of use. These requirements are then shared with specialized suppliers to develop prototypes. These prototypes are tested by customers for adjustments before being implemented in stores. This cycle is continuous, allowing products to be revisited and improved as consumer needs evolve.