Russian supermarket Mere opens in Spain

Russian supermarket Mere lands in Spain with three stores

The Russian discount supermarket chain Mere has arrived in Spain. It is doing so with three locations: one in Parla, near Madrid, and two in the Valencia region, in Gandía and Aldaia. The model is that of a hard-discount warehouse, with bazaar-like aesthetics and an ambition to replace current budget supermarkets. The news, first reported by outlets such as Directo al Paladar and El Español, has sparked debate on whether its arrival represents a consumer revolution or a fleeting trend.

What is Mere and why is it called the Russian Lidl?

Mere is a Russian-origin discount supermarket chain entering Spain with a warehouse format. Its proposal is based on low prices, large-format products, and an aesthetic many compare to early Lidl stores from the 1990s. The comparison is not accidental: some recall that Lidl was initially seen as a store for the poor but is now a quality benchmark. Some analyses point out that while that early Lidl sold goods made in Germany, Austria, Belgium, or the Netherlands, Mere sources part of its assortment from Ukraine.

The chain claims that 60% of what it sells are local products, a figure that has not yet been independently verified. On the other hand, the lack of fresh produce is one of the most repeated criticisms: there is no milk or perishable food on its shelves. The range focuses on canned goods, snacks, beverages, and frozen items.

Low prices, but with fine print

Mere's appeal lies in price. Videos circulating on social media show large jars of cooked legumes at competitive prices, 900-gram pizzas, and 500-gram bags of potato chips. However, comparisons with promotions from traditional supermarkets reveal that the advantage is not always clear-cut. A jar of cooked legumes can be bought at the same price during a temporary offer at Carrefour or Alcampo, and it lasts years in the pantry.

The model resembles Makro's, but with notable differences. At Makro, according to some shoppers' experiences, the price per kilo is often higher than in conventional supermarkets, and bulk buying is required. Mere, however, does not require membership cards or minimum purchases, facilitating access. Even so, the lack of fresh items limits its utility for daily shopping.

Quality, the big question mark

Product origin is one of the most debated points. Some argue that Ukrainian products do not offer the same guarantees as Western European ones, while others note that Ukraine has a well-established food industry. An Abkhazian spicy sauce tested by a buyer had no expiration date and its label only listed carbohydrates and salt, which does not comply with EU labeling regulations. Satsebeli sauce, from the same manufacturer, indicated it expires 270 days after opening if stored properly.

Incomplete labeling is a red flag. In the European Union, all food products must include complete nutritional information and an expiration or best-before date. A supermarket selling products that fail these basic requirements is, at minimum, an irregularity that health authorities should investigate.

A business model with few employees

Another aspect raising doubts is staffing. Each store has between five and six employees, a low number for a supermarket of this size. Opening hours are extensive, from 10:00 to 21:30 Monday through Sunday, and parking is small, with only 15 spaces. This low-labor-cost model is common in hard-discount chains but raises questions about job quality and customer service.

The opening of the Pobla de Vallbona store in Valencia is scheduled for June 4, according to circulating information. Mere's expansion in Spain will depend on how well it is received in these initial locations.

Public reaction: between curiosity and skepticism

Mere's arrival has generated mixed reactions. Some plan to visit out of curiosity, attracted by the possibility of finding low-priced products in unusual formats. Others express skepticism, considering the model unsustainable and the quality lacking. Comparison with Lidl is inevitable but also unfair: Lidl had been operating in Spain for decades when it established itself as a quality benchmark, and its evolution was gradual.

The debate around Mere has also highlighted prejudices and stereotypes. Some comments dismiss the product due to its origin or the store's aesthetics. Others defend that buying cheap is nothing to be ashamed of and that everyone is free to choose where they spend their money. The controversy is served.

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With these foundations, Mere faces the challenge of proving its proposal is more than a passing fad. If it manages to correct labeling deficiencies and expand its range with fresh products, it could carve out a niche in the competitive Spanish market. If not, it will remain a curious anecdote in the history of consumption in Spain.