Private label brand growth in Spain

Private label brands have become a dominant force in the Spanish grocery market, accounting for 53.8% of total household purchase volume, excluding fresh products. Spain currently leads Europe in the expansion rate of these brands and holds the second-highest market share on the continent at 52% by value.

Recent data from NielsenIQ and ALDI indicates that private labels have increased their market dominance, now accounting for 58.9% of the volume of consumer goods in Spain, the highest share in Europe. This sustained shift in consumer behavior is evidenced by the fact that 7 out of 10 Spaniards now allocate half or more of their typical shopping basket to private labels.

Regional trends continue to show significant activity. In Andalusia, 73% of households fill half or more of their basket with private labels, while in the Canary Islands, 67.6% of families do the same. In Valencia, nearly half of families (46.5%) have increased their private label consumption over the last year.

Retailers are adapting to this transformation, which is further influenced by demographic shifts such as an aging population and smaller household sizes. ALDI remains a significant contributor, accounting for 12% of the total value growth of private labels in Spain. The company reports that 9 out of 10 of its products are private labels. While the average price of private labels in the sector rose by 1.9%, ALDI customers paid an average of 2% less for their private label products.