Private-label dairy products gain ground in Spain

Private-label products now account for 48.8% of the value of packaged food consumed in Spanish households, according to Worldpanel data. NIQ puts their share of Spain’s fast-moving consumer-goods market at 54%. The range includes milk and other dairy products, as well as prepared foods, cured meats, snacks and bakery items.

Price remains a significant factor in the category. Consumers perceive supermarket brands as 22% cheaper than manufacturer brands. Data from EAE Business School also show that 70% of Spaniards are satisfied with private-label products, while the same proportion considers them to be of good quality. A further 72% regard them as trustworthy.

The market is led by Mercadona, which held 49.7% of the total value of private-label sales in the 12 months to July 2026, according to Worldpanel by Numerator. Lidl followed with 13.5%, Carrefour with 7.9% and DIA with 6.2%.

Private-label goods also increased their share of sales at several major supermarket chains. At Mercadona, their share rose from 77.7% to 79.1% over one year. Lidl’s figure increased from 80.7% to 82.4%, while Aldi’s rose from 74.9% to 77%. At DIA, the share moved from 65.5% to 66.6%.

The expansion is also visible elsewhere in Europe. Nielsen figures cited by EAE Business School show that private-label sales in 17 European countries reached €352bn in 2024, representing an average market share of 38.1%. Spain was among the markets where the share exceeded 45%, alongside Switzerland, Britain and Germany.

In dairy, supermarket brands are present across milk, yoghurt, cheese and other products. The data cited by EAE Business School indicate that their appeal is associated with price, quality, satisfaction and trust, rather than price alone.