Spain generally follows European food distribution trends, but with some accentuated features, such as the greater push for private label brands, smaller shopping baskets, higher frequency of purchases, or less space for premium ranges. This is confirmed by the latest McKinsey report, The State of Grocery 2026, which also notes the recent rise of convenience and 'ready-to-eat' options in our country, the only segment in which the Spanish consumer seems willing to pay more in general. Overall, the consultancy's report paints a picture of quantitative growth, but with few reasons to think about a qualitative improvement in food consumption in Spain. In particular, the distributor brand (MDD) already stands at a 45% market share, five points above the European average, and continues to grow at a faster rate: 1.3% year-on-year compared to 0.4% in Europe. In Spain, surprisingly, promotions were reduced in the last year (-0.4%), unlike in Europe, a circumstance that McKinsey attributes ...