A recent joint study, the seventh edition of the "KPIs de Compra 2025" report, carried out by Gelt together with Aecoc Shopperview, shows that the Spanish consumer has reduced the average size of their shopping basket by almost half, going from 23 to 12 articles in just four years, according to Europa Press. To compensate for this decrease, buyers make more frequent visits to supermarkets, thus distributing their expenses throughout the month.
According to the report, half of the households (51%) barely make it to the end of the month, which has driven a more rational purchasing behavior oriented towards low prices.
The average purchase ticket has decreased in the last year, going from €32.5 to €28.2. This scenario has favored the rise of distributor brands (MDD), with the white label occupying a predominant position in recurring consumption.
In this context, Mercadona stands out as one of the supermarkets with the most monthly visits. There, consumers mainly acquire yogurts, dairy desserts, cleaning products and personal care products. But it is especially relevant that its perfumery and cosmetics section has gained considerable ground, consolidating itself as the third most mobilizing category within the establishment.