Spanish supermarket market sees Mercadona lose shoppers to Lidl and DIA

Data from Worldpanel by Numerator indicates a shift in the Spanish grocery market during the first eight months of the year. While Mercadona maintains its leadership with a 27.4% market share, the company has experienced a 0.8 percentage point decline in its number of shoppers.

In contrast, several competitors are gaining ground. Lidl has increased its market share by 0.4 points to reach 7.5%, driven by growth in large baskets, fresh products, and families with children. DIA and Consum have also seen market share increases of 0.3 points each, reaching 4.1% and 3.9% respectively.

Analysts suggest that consumer behavior is being shaped by economic uncertainty and inflation, leading to more fragmented shopping trips and a higher sensitivity to prices and promotions. This environment has favored discounters and retailers with shorter product assortments.