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Spanish shoppers ended 2025 on a surprisingly upbeat note, even if their wallets still feel a bit lighter than they used to. Overall spending grew by 5% compared with the previous year, thanks to a mix of slightly higher prices and people actually buying more again, according to consultancy Circana.

 

After a few years of economic uncertainty and price swings, it seems things are slowly getting back to normal.

 

Not everything has gone up at the same pace, though. The big surprise on supermarket shelves was eggs, which shot up almost 23%. That makes them nearly a quarter more expensive than in 2024. Chocolate wasn’t far behind, rising by 21%, and coffee also saw a noticeable jump of 16%.

 

On the bright side, olive oil got a little cheaper, helping to balance out some of those increases.

 

After showing a massive decline a few months back, fresh produce is back on the shopping list, making up nearly half of the growth in value, driven again both by slightly higher prices and stronger demand.

 

Dry foods also did well, particularly eggs and ready-to-eat or ready-to-cook meals, tapping into the trend for convenient, healthier options.

 

It seems Spanish households have regained a bit of their purchasing power after the years of tight belts, and people are once again buying what they need without fretting too much over every euro.

 

However, promotions remain an important tool for savvy shoppers. Around 16% of all sales last year came from items on special offer, with popular discounted items including olive oil, beers, diapers, laundry detergents and soft drinks.

 

When it comes to where people are doing their shopping, big supermarkets still rule the roost, accounting for more than half of all spending and leading the growth charge. Online shopping is growing fast too, up 16.6%, even if it’s still a relatively small slice of the market.

 

Supermarket own-brand products are also having a moment, now making up more than half of all sales. They’re particularly strong in food and cleaning products and their growth is outpacing that of the more expensive manufacturer brands. While big-name brands continue to do well in drinks and personal care, it’s clear that shoppers are loving the combination of quality and better prices that private labels bring.

 

All in all, Spanish consumers are starting 2026 with a little more breathing room in their budgets, keeping a watchful eye on prices but still spending more than they used to.

 

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