Move to Spain

In a recent and highly anticipated annual report by the Organización de Consumidores y Usuarios (OCU), the satisfaction levels of consumers with various supermarkets in Spain have been laid bare. The survey, conducted in early 2025, involved nearly 4,900 consumers and evaluated 46 different supermarket and hypermarket chains across the country.

Regional Chains Lead the Pack

The survey's findings highlight a clear preference for regional supermarket chains over some of the larger national players. Esclat and Bon Preu, both originating from Catalonia, have secured the top two spots in the satisfaction rankings. These chains, part of the Grupo BonPreu, have consistently impressed consumers with their quality of products, service, and overall shopping experience.

National Chains Also Shine

At the national level, Hipercor, El Corte Inglés, and Aldi have emerged as the most valued supermarket chains. These brands are well-established for their high-quality products and excellent customer service. Other notable mentions include Familia, Ametller, Family Cash, Cash Fresh, Plus Fresc, Consum, Bonárea, and Hiperusera, all of which have received high praise from consumers.

Factors Influencing Consumer Choice

Beyond the quality and price of products, several other factors have played a crucial role in determining consumer satisfaction. Proximity to home or work is a significant consideration, with supermarkets like Dia, Eroski Center, and Carrefour Express being praised for their convenient locations. However, these same chains have faced criticism for their long wait times at the checkout counters.

Promotions and Discounts

Promotions and discounts are also key drivers of consumer satisfaction. Esclat, Familia, and the hypermarkets of Carrefour have been lauded for their frequent and attractive discounts on basic products. These strategies have helped these chains maintain a high level of customer satisfaction.

Efficiency at Checkouts

The speed and efficiency at checkout counters have been another critical aspect. Supermarkets like Esclat, Supercor, Plus Fresc, and BM Complet have been commended for their quick service, while Carrefour Express, Eroski City, Lidl, Alimerka, and Familia have faced complaints about long wait times.

Price and Value

When it comes to prices, Family Cash has been ranked as the most affordable, followed closely by Cash Fresh in Andalusia and Extremadura, Supeco (Carrefour's low-cost option), Bonárea in Catalonia, Aragon, and Madrid, and Lidl. On the other hand, Carrefour Express, BM Urban, Supercor, and Condis have been criticized for their high prices relative to other options.

Online Shopping

The OCU survey also delved into the growing sector of online supermarket shopping. Here, Bon Preu, Consum, Mercadona, and Amazon Fresh have emerged as the top choices for their punctuality and accuracy in deliveries. However, there is room for improvement in terms of website navigation and delivery times.

Consumer Spending Habits

The survey also provided insights into consumer spending habits. The average monthly expenditure on groceries and hygiene products was €396 in 2024, slightly up from €392 the previous year. This increase reflects the broader economic context of inflation and rising prices.

For expats living in Spain, understanding these preferences can be invaluable in making informed decisions about where to shop. Whether prioritizing proximity, quality, or price, the OCU's report offers a comprehensive guide to navigating Spain's diverse supermarket landscape. As the country continues to navigate economic challenges, these regional and national chains are setting the standard for consumer satisfaction.