Mercadona, Lidl, and Aldi reach a record market share in 2025 due to limited assortment, says Worldpanel

the boost from short assortment, according to the consultancy Worldpanel by Numerator. The Retail Client Director of the consultancy, Bernardo Rodilla, has pointed out in the presentation of the distribution balance that the selection of products in a short assortment accounts for 90% of the growth of the distributor brand. Mass consumption grew in 2025 at an annual rate of 2.9%, mainly due to food in a context where the consumer remains concerned about the accumulated inflation of recent years and continues to compare prices when shopping. The buyer does not limit themselves to a single brand for their daily shopping, but visits up to six of them and 32.8% of their mass consumption baskets are made during multiple purchases on the same day. In the midst of the trend of going to the supermarket more and more often, with more fragmented baskets, short assortment chains concentrate 38.9% of the market share. Furthermore, fresh produce is gaining more importance for organized ...