The fast-moving consumer goods (FMCG) sector in Spain, from hypermarkets to local stores, is optimistic for 2026. According to the NielsenIQ study, Spanish consumers have recovered their spending after years of restraint. Although shopping baskets are smaller, the increased frequency of store visits generated "notable dynamism" throughout 2025, with positive value evolution and a significant volume boost during the summer months.
“"A transfer of consumption from outside to inside the home is occurring, which means new opportunities for manufacturers with, for example, new formats or new packaging sizes."
The auditor predicts that 2026 will be dynamic but slightly less expansive than 2025, conditioned by international economic uncertainty. Key growth factors will include population growth, tourism, purchase frequency, and the relevance of Generation X. Sources from the AECOC association indicate that the year will be marked by the evolving mix between manufacturer brands and private labels, and the capture of new consumption opportunities, such as ready-to-eat meals.
Digitalization and technology will also be drivers of change. The use of generative Artificial Intelligence in the commercial sector has increased from 18% to 27%, and 45% of sector companies plan to increase investment in omnichannel strategies. Regarding forecasts, 96% of retailers expect growth in value and 81% in volume, with average projected growth between 1% and 3%.
