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Spain still offers incredible value for holidaymakers, but it’s often a different story for permanent residents earning a Spanish wage. The cost of living is increasing light-years ahead of salaries, and one area where households are feeling the biggest pinch is grocery shopping.

 

According to the latest ‘Purchasing and Consumption Habits Barometer’, 62% of consumers now compare and shop around in search of deals. But it’s not just about being savvy; it’s largely because the same report highlights that an incredible 51% of people are “just making ends meet.”

 

Interestingly though, the survey found that often, consumers are going without the basics so they can afford the things they really want. And while price is still the biggest factor for shoppers, other considerations like health benefits, convenience and sustainability are starting to climb the priority ladder.

 

Health is definitely the stand-out, especially among older shoppers. Today, 76% claim to be trying to eat better and as a result, buy more fresh (52%), local (51%), organic (33%) and plant-based (32%) products.

 

But for those trying to save a few euros on the weekly shop, supermarket own brand, or white label, products are definitely the way to go. At the end of April, of every €100 spent on groceries, €50 went on white label items, proving that for most households, price is still the priority.

 

This is a trend that has been growing for years, attributed to many different factors including an ageing population and more foreigners making a permanent move to Spain from countries like the UK and Ireland, where supermarket own brand products make up the lion’s share of shopping trolleys.

 

The more expensive manufacturers are taking note, which can only be good news for our pockets – during the second half of last year, shopping promotions increased from 24.6% to 26%.

 

'The State of Grocery Retail 2025: Europe' study confirmed that in 2024, private label brands in Spain increased their market share by 0.7%, despite the fact that total food sales only grew by 1.8% and, in terms of volume, actually fell by 0.5%.

 

Among these shoppers, active searches for promotions remained high (45%), especially among lower-income households (49%). However, interest in premium products increased by up to 7 percentage points, especially among higher-income consumers.

 

Unsurprisingly, shoppers are opting for white label items more often among the products that have increased the most since the Spanish government upped taxes in supermarkets. This year, there has been an uptick in own brand purchases of fruit and veg (+34%), as well as in pasta, rice, and cereals (+39%) alongside frozen foods and ice cream (+35%).

 

However, this preference has declined in alcoholic beverages (-16%) and products aimed at babies and children (-10%), even though confidence in these named brand items has grown in the likes of France and Germany.

 

As household budgets remain tight, it's clear that white label products and strategic shopping are more than just a passing trend. More out of necessity than choice, they're becoming the new normal for many families in Spain.

 

 

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