68.9% of consumers in Spain place supermarkets as their preferred place to make their usual purchase, prioritizing proximity as the main criterion when choosing a store. This is revealed by the survey of the Mesa de Participación Asociaciones de Consumidores (MPAC), carried out during the first half of 2026 with the collaboration of 3,900 households distributed across the whole country.
This is the Encuesta de Hábitos de Compra y Consumo 2026, promoted by the Mesa de Participación (MPAC), a space for dialogue and work integrated by the confederations and federations of consumer and user associations Avacu, FUCI, UNAE and Ucauce, in collaboration with Mercadona.
After supermarkets, hypermarkets come in as the second favorite option for doing the shopping (11%), followed by specialized stores (7.6%) and, next, municipal markets (7%).
Among the factors that carry the most weight in choosing the place to shop are proximity (14.2%), promotions (13.6%) and price (12%), which are the most repeated reasons among those surveyed.
The Spanish consumer directs their behavior toward saving money, mainly through searching for offers (27.7%) and making better use of food (27.2%). When choosing products, they try to maintain a balance between price (35.8%) and quality (30.6%).
Fresh products and with specific attributes
The study reflects a strong preference for fresh products: 98.6% buy fresh fruit, 92.5% purchase fresh meat, and 84.7% opt for fresh vegetables. Fish shows a different pattern, since although 57.2% say they buy it fresh, the frozen format also has a high presence (41.5%).
Although price is perceived as an obstacle to having a healthier diet for almost half of those surveyed (48.3%), fresh foods continue to be the basis of the daily or usual diet. Breads (72.9%), fruit (66.1%), vegetables (40.9%), dairy products (21.4%) and meat (9.1%) stand out, while pre-cooked products lose weight (1.5%).
Likewise, the survey confirms that items with specific attributes, such as “organic foods” (9.9%) or “fortified foods” (17.1%), continue to have a minority presence and are maintained in a niche within the shopping basket. The exception is “free-from foods” (26.7%), associated above all with the absence of possible allergens such as gluten, lactose, egg, or nuts.
Labels, the main sources of information
Labels continue to be the most used source of information reference before buying (43.8%), although their weight has fallen notably compared with the 71% recorded in 2017. In addition, 38.9% of consumers consider that labels are complex or difficult to understand.
At the same time, the group of people who consult no prior source of information is growing (22.9%), while the percentage of those who turn to the Internet to find out information is reduced by one point (15%).
The report also points to a loss of capacity for influence of social media. The evolution between 2019 and 2026 shows a clear change: after several years of strong impact, up to 2023, a return to more stable consumption patterns is observed, less conditioned by digital information.
Internet and artificial intelligence
58% of the participants declares that they do not buy food or fast-moving consumer goods products online. Among the 42% who do use this channel, convenience (15.5%) becomes established as the main reason, followed by offers and price (8.8%). All this in an advancing “online” shopping channel, but in a very gradual way, with an increase of half a point, until it becomes the favorite option of 5.5% of those surveyed.
As for the use of artificial intelligence to make purchasing decisions, it generates more rejection than acceptance: only one out of every five consumers would use it without reservations. By contrast, 56.8% shows reservations and the most widespread position, with 33.3%, is total rejection.
Innovation and sustainability
Regarding innovation in products, 42.2% view newness positively and incorporate it to try it (below the 48% from the previous year), while 37.7% remains indifferent and the remaining 20.1% declares distrust toward these launches.
The survey also makes clear that sustainability is integrated into the values of today’s consumer: it makes better use of food (33.9%), separates waste (32.4%), reuses plastic bags (28.3%), and participates in circular economy practices.
However, this commitment has limits when it involves paying more or taking on greater efforts. Proof of this is that, although 73% say they are very concerned about sustainability, only 29.2% would be willing to pay a premium for sustainable products.
Consumer profile
The MPAC describes the Spanish consumer as an efficient buyer who seeks to optimize each purchase, so that they do not simply spend less, but rather obtain greater value for their money.
It also defines them as a more rational, comparative, and demanding consumer, who combines saving, quality, and convenience in their daily decisions and who shows a growing ability to adapt to different economic and social circumstances.