When it comes to the weekly shop in Barcelona, bigger is not necessarily better. According to the latest satisfaction survey by the Organisation of Consumers and Users (OCU), shoppers are increasingly favouring regional Catalan chains over the dominant market leaders. The city previously addressed similar concerns when the integration of private supermarkets into Barcelona’s public market network.

The study analyses the habits and satisfaction levels of over 24,000 consumers. It reveals a distinct preference for local brands. While industry titans like Mercadona and Carrefour boast the highest number of stores, they are lagging behind regional competitors in customer satisfaction ratings.

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Local chains dominate the top rankings for the best supermarkets in Catalonia

The data paints a clear picture of local success. Seven of the top 10 best-rated supermarket chains across Spain are regional, with Catalan businesses featuring heavily in the upper tiers of the list.

Five Catalan chains have secured spots in the national top 10 for customer satisfaction:

  • Esclat
  • Bonpreu
  • Bonàrea
  • Ametller Origen
  • Plusfresc

While the overall national list is topped by the American wholesaler Costco (scoring 84 out of 100), the strong performance of these local brands highlights a shift towards quality and proximity. Other regional players, such as the Valencian chain Consum and the Galician Familia, also achieved ‘excellence’ scores surpassing 75 points.

Mercadona: The king of share, but not satisfaction

Despite not taking the crown for customer satisfaction, Mercadona remains the undisputed heavyweight of Spanish retail. The chain holds nearly 30% of the national market share. In fact, almost one in three respondents identify it as their primary shopping destination.

However, in the OCU’s satisfaction ranking, Mercadona scored 71 points. This is a respectable figure, but it leaves the chain outside the podium of the country’s best-rated supermarkets. By comparison, national department store chains Hipercor (79 points) and El Corte Inglés (78 points) scored higher for satisfaction, though they command smaller market shares.

Convenience outweighs price for shoppers

The survey also shed light on why we choose specific supermarkets. It appears that practicality is the driving force for most households. A significant 34% of shoppers choose their supermarket primarily because of its proximity to home or work.

Surprisingly, price was the deciding factor for only 21% of respondents. Meanwhile, product quality was the primary motivation for just 17%. Therefore, for the daily “top-up” shop, convenience is king. However, customers still rate the experience at regional stores higher when they do visit them.

The rising cost of the shopping basket

Beyond rankings, the OCU report highlights the financial strain facing families. The average monthly expenditure on food has risen to €407. This figure underscores the impact of inflation.

In addition, the cost of the average shopping basket is now 36% higher than it was four years ago. Consequently, the choice of supermarket is a more critical decision for household budgets than ever before. For further information on consumer trends, you can read the OCU’s official website.

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