Expanding an FMCG (fast-moving consumer goods) brand in Spain isn’t just about having a great product. It’s about knowing where to place it, how to connect with Spanish consumers, and which channels offer visibility, sell-through, and long-term growth.
So what’s really working? Where are Spanish consumers shopping? And where can international brands truly stand out?
At Hola Spanish Market, we’ve helped dozens of FMCG brands successfully enter and grow in the Spanish market. Here’s a breakdown of the most effective sales channels today.
Ecommerce is on the rise, yes—but when it comes to FMCG, physical stores still dominate. In 2024, 96.8% of consumer spending on FMCG in Spain took place in brick-and-mortar stores, according to Circana.
Mercadona leads the way with a 26.6% market share, followed by Carrefour (9.8%) and Lidl (6.5%), according to Cadena SER.
However, entering these major retailers requires strong distribution agreements, proven demand, and solid logistics.
Did you know regional supermarket chains in Spain are expanding nearly three times faster than national retailers? In 2024 alone, chains like Consum, BonÀrea, Uvesco, and Gadis outpaced the national giants in store openings (Cinco Días).
Why this matters for your brand:
If you want a scalable and more agile entry point, regional retail is an excellent option.
While ecommerce doesn’t dominate FMCG in Spain like it does in other sectors, it’s growing steadily. In Q1 2024, online sales in Spain reached €21.79 billion, a 13.7% year-on-year increase (CNMC).
Ecommerce is especially relevant when:
Brands like Smileat or Foodspring have leveraged ecommerce as a powerful growth and loyalty channel.
The Horeca channel—hotels, restaurants, and cafes—has bounced back post-pandemic and is once again a prime space for brand visibility. This is a strong fit for:
Why is it so valuable? Because it puts your product in front of consumers in aspirational settings. Imagine your drink on the menu of an Ibiza beach club or a stylish brunch spot in Madrid.
To break into this channel, participating in trade shows like Alimentaria, HIP, or Salón Gourmets is a great place to start.
As Spanish consumers become more health-conscious, pharmacies, para-pharmacies and organic stores are growing in relevance. They don’t have the volume of supermarkets, but they offer:
Products gaining traction in this channel include:
If your brand is aligned with health and wellness trends, this is a strategic positioning opportunity.
In today’s saturated market, authenticity sells. Specialty retailers, lifestyle concept stores, and curated shops are not about mass volume — they’re about brand narrative and experience.
This channel is perfect if:
From gourmet markets to design boutiques, this path builds brand value, not just transactions.
There’s no universal answer. But what we see working again and again is a smart omnichannel approach—being in the right places, with the right message, for your ideal customer.
At Hola Spanish Market, we help you assess your product, positioning, and resources to build a solid retail roadmap. Whether that means supermarkets, regional retail, ecommerce, Horeca or direct distribution, we guide you with data, strategy, and local insight.
We’ve supported dozens of international FMCG brands entering Spain — and helped them thrive. Because success in Spain isn’t about guessing. It’s about knowing.