Own-label products now make up half the shopping basket in Spain's supermarkets

Own-label products are no longer just about saving money: they have become Spanish shoppers' preferred choice, making up more than half of the shopping basket by volume and almost half by spend.

## From saving money to first choice: the new role of own-label products

Things have changed. The idea that private-label brands were only for people on a tight budget is fading away. What we now see in supermarkets, and what we take home, is a clear commitment to them. The figures are striking: in Spain, own-label products already account for **53.8%** of the total volume of what we buy in fast-moving consumer goods, excluding fresh products. This means that more than half of what weighs or fills our bags is private-label product.

And it's not just that we buy more of them; we also spend more on them. Of everything we put in the trolley for everyday groceries, **46.3%** of the money goes on these brands. To give you an idea, each household spends around **25 euros** a week on them, adding up to about **1,306 euros** a year. And note that this spending has risen by **3.8%** compared with last year. People buy them a lot: in fact, families buy them an average of **104 times a year**, or twice a week. Looking three years ahead, six out of ten Spaniards admit they have increased their consumption of these brands.

## The power of own-label products to change where you shop

What's interesting is that this trend isn't only explained by the wallet. The trust people have placed in these brands is making us switch supermarkets. In fact, **three out of ten** Spaniards have changed stores just because of the offers and prices they find in own-label products. It's a tug of war that is reshaping store loyalty.

The attachment is such that some people no longer complicate things. **19.2%** of families say they only buy retailer-brand products, without even looking at the well-known brands. And another **36.4%** fill their basket mostly with them, turning to manufacturer brands only when there is no alternative or for something very specific. It's a significant shift in mindset.

## Spain, the European leader in own-label products

And it's not just happening here. At European level, Spain is very well positioned. According to data from consultancy **Circana**, focused on supermarkets and hypermarkets, Spain is the second country in Europe where own-label products are most consumed by value, at **52%**. Only the **Netherlands** beat us, at **55%**. We are ahead of other heavyweights such as **Germany** (44%), the **United Kingdom** (44%), **France** (36%) and **Italy** (31%).

The most interesting thing is that this dynamic isn't just down to the inflation we have been suffering for a long time, with last **August** marking another month with the highest rate among Europe's major economies. Industry leaders say own-label products are no longer a secondary option for saving money, but have become the preferred choice. There is an active willingness to try new things, and when the experience is good, consumers themselves become the best salespeople, recommending them to their friends and family.