According to a recent large-scale survey by the Spanish Organization of Consumers and Users (Organización de Consumidores y Usuarios, OCU), the shopping preferences and habits of Spanish consumers are undergoing significant changes. The study surveyed 7,600 consumers and evaluated 48 major supermarket chains, providing a deep dive into satisfaction levels for various product categories.
Meat and Fish: High Satisfaction but Diverging Habits
The report indicates that meat is the highest-rated category in supermarkets, achieving a high average score of 76 out of 100. Notably, meat products from retailers like Costco, El Corte Inglés, Hipercor, and Plus Fresc performed exceptionally well, earning widespread consumer approval.
However, an interesting phenomenon emerged: despite the high satisfaction, nearly half of the respondents still prefer to buy meat from traditional butcher shops or markets rather than supermarkets. A similar trend was observed with fish, which had an average satisfaction score of 72. Most consumers continue to purchase fish from dedicated fish markets, showing a lasting trust in the freshness and quality of specialized stores.
Fruits, Vegetables, and Bread: Daily Staples with Quality Shortcomings
As core items in the daily shopping basket, fruits and vegetables received a satisfaction score of 69. Although a few brands like Ametller Origen, Costco, El Corte Inglés, and Hipercor scored above 80 for their produce, the overall performance was merely average.
In contrast, bread was the worst-rated category in the survey, with an average score of just 63. Not a single supermarket chain scored above 80. The data shows that only 41% of consumers buy bread from supermarkets. Most people believe that bread from traditional bakeries is fresher and of better quality, highlighting a significant gap in the ability of large chains to provide high-quality basic foods.
Choosing a Supermarket: Location is Everything
The report also shed light on the key factors influencing a consumer’s choice of supermarket. The results overwhelmingly show that ‘proximity to home’ is the top consideration, outweighing price, product quality, and variety. This finding indicates that convenience plays a crucial role in daily shopping decisions.
Furthermore, the survey provided insights into the shopping frequency and time preferences of Spanish residents. Most people visit a supermarket at least once a week, typically in the morning or evening on weekdays. These seemingly routine consumer behaviors are collectively influencing and profoundly reshaping the competitive landscape of Spain’s retail industry.
