The Valencian chain Mercadona has started a reconfiguration of its fresh produce section which involves the reduction or elimination of the traditional fish counter in favor of packaged and ready-to-cook formats.
The change, which is being tested in certain stores within its model evolution —linked to the efficient store concept—, responds to a combination of factors: fall in fish consumption, changes in shopping habits and search for greater operational productivity.
What Mercadona says: “the fish does not disappear, the format changes”
The company insists that the fish counter as a category is not eliminated, but its presentation is transformed.
Company sources indicate that the objective is to adapt to a customer who prioritizes speed and convenience, offering clean, filleted, and packaged fish, ready for consumption or cooking.
In addition, they underline that this model allows:
- Improve product availability
- Reduce in-store waiting times
- Optimize logistics and handling processes
The company frames this move within its strategy of continuous improvement and its "efficient store" model, which has already entailed changes in other fresh produce sections.
What the data and the market point to
Beyond the business narrative, the context accompanies the change. Fish consumption in Spain has been declining for years, affected by factors such as price, the loss of culinary habit, and the preference for quicker-to-prepare products.
Added to this is a transformation in buying patterns:
- Greater weight of small households
- Less time dedicated to cooking
- Preference for ready-to-consume formats
In this scenario, the traditional fishmonger model —with personalized attention and unprocessed product— loses weight in front of more standardized alternatives.
Impact in store: less counter, more tray
The new approach implies visible changes for the client:
- The attended counter disappears or is reduced
- The offer of fish in refrigerated trays is expanded
- The shopping journey is simplified
This adjustment also has internal implications, by reducing the need for specialized in-store staff and transferring part of the process to logistics centers or suppliers.
Debate: efficiency versus perception of freshness
The movement is not exempt from controversy. Among consumers, two positions arise: on the one hand, those who value speed and ease of purchase. On the other, those who perceive a loss of quality or freshness with the disappearance of direct attention from the fishmonger and the possibility of choosing a piece.
The debate reproduces a usual tension in food distribution: standardization versus traditional experience.
A model in testing with possible extension
The implementation is not uniform and is developing progressively, which suggests a period of evaluation before a possible extension to more stores.
Depending on the results —sales, customer acceptance and efficiency—, Mercadona could consolidate this model as a structural part of its network.
Key: what changes for the consumer
Mercadona's turn anticipates a broader trend in the sector: fewer staffed sections, more prepared product, and faster and more predictable shopping.
In practical terms, fish will continue to be on the shelves, but in a different format that redefines the shopping experience and the role of fresh products in the supermarket.