Spanish households have fewer children, live with more pets, and are beginning to incorporate artificial intelligence into their consumption decisions. Changes that were the focus this Thursday of the Distribution Day 2026, organized by LA DISTRIBUCIÓN ANGED in Matadero Madrid, where representatives of the main companies in the sector gathered to analyze market transformations and demand a new economic and regulatory framework.
Matilde García Duarte, president of the employers' association, took advantage of the proximity of the general elections of November 29 to direct an agenda of five reforms to the next Government.
García Duarte demanded placing competitiveness at the center of economic policy, considering it a necessary condition to improve wages, boost investment, and sustain the welfare state.
Among her proposals is the creation of an economic deregulation vice-presidency, responsible for promoting a general plan for administrative simplification at all levels of Administration. According to estimates presented by ANGED, excessive regulation represents an annual cost overrun of 36 billion euros.
The second reform involves reducing absenteeism through social dialogue, prevention, and greater collaboration between public health and mutuals. The employers' association estimates that recovering pre-pandemic levels would allow saving nearly 17 billion euros for companies, mutuals, and Social Security.
The president of ANGED also called for advancing towards freedom of commercial hours and questioned the restrictions affecting physical establishments. She stated that Spain has 390 regulations related to commercial opening on Sundays, a situation she considers detrimental compared to digital platforms.
In this area, she also demanded ensuring equivalent competition rules for all operators, with special attention to Asian platforms and compliance with tax, customs, and product safety obligations.
💬 «Nuestro propósito es seguir aportando valor a las familias y crecimiento a nuestra economía»
— ANGED (@ANGED_es) October 15, 2026
Nuestra presidenta, Matilde García Duarte, clausura el #DíaDeLaDistribución.
En 2027 cumplimos 50 años acompañando las grandes transformaciones de nuestra sociedad. pic.twitter.com/ivT3aTtSc1
The organization estimates that the regulatory non-compliance of these platforms causes a loss of tax revenue of 1.056 million euros and puts 56,000 jobs in the commerce industry at risk.
The fifth proposal consists of addressing a comprehensive tax reform that incorporates incentives for companies and citizens, with the aim of promoting investment, employment, and growth.
Beyond the sectoral claims, García Duarte warned of the distance between macroeconomic figures and the situation perceived by households. "A growing economy cannot coexist with a consumer who feels increasingly poorer," he stated, mentioning housing, tax pressure, low productivity, and regulation among the factors that condition purchasing power.
The president also recalled that ANGED will turn 50 in 2027 and asserted the organization's willingness to participate in discussions about the economic and social modernization of Spain.
García Duarte also had a few words for Ceuta, wishing its inhabitants to regain normalcy. The reference was received with applause by an audience that gathered in Matadero Madrid with about 300 executives and representatives from the main distribution companies, as well as guests like the president of CEIM, Miguel Garrido, or Enrique Cerezo.
Madrid, at the center
The mayor of Madrid, José Luis Martínez-Almeida, was in charge of inaugurating the meeting, in an intervention where he announced a new reduction of the Property Tax (IBI) and asserted the contribution of the private sector to the prosperity of the capital.
Almeida highlighted the economic and social impact of the companies represented by ANGED, acknowledged the role of CEIM, and defended the need to establish a regulatory framework that allows entrepreneurs to develop their activities. He also emphasized the weight of the Madrid economy, which, as he pointed out, already exceeds 20% of the Spanish GDP.
🎤 José Luis Martínez-Almeida, alcalde de Madrid, abre el #DíaDeLaDistribución.
— ANGED (@ANGED_es) October 15, 2026
Gracias por acompañarnos en una jornada dedicada al comercio y a su papel en la vida de nuestras ciudades. pic.twitter.com/yrPaYr1bue
Fewer children, more pets, and new ways of shopping
The analysis of social transformations began with José Luis García Pueyo, director of the Market Strategies Area of San Telmo Business School, who described a commercial scenario conditioned by the aging population, the decline in birth rates, and economic uncertainty.
In his opinion, companies must learn to interpret the signals of change before their competitors and accept that factors such as inflation or geopolitical tensions are part of the usual business environment. He also pointed out that consumers no longer decide solely based on price, but on the value they perceive in each purchase, and that their choices begin to form long before they reach a store.
Among the demographic trends, he highlighted the growing weight of the baby boom generation, which concentrates a significant part of the accumulated wealth and opens commercial opportunities related to preventive health, leisure, and quality of life. In parallel, the decline in birth rates poses challenges for generational replacement and the labor market.
For her part, to talk about the transformation of households, María Josep Martínez Abarca, executive director of Worldpanel, took the floor and presented data on the increase of pets in Spain.
According to the figures presented, 7.3 million Spanish households have pets, compared to four million with children. The former represent 37.6% of the total, while, compared to 2023, households with dogs have increased by 12.4% and those with cats by 8%. In contrast, households with children have decreased by 2%.
The evolution reflects a change in consumption priorities and represents, according to Martínez Abarca, an opportunity for large distribution, especially in categories such as specialized food and products for animal care.
The challenge of living in a big city
For his part, Borja Carabante, delegate of Urbanism, Environment, and Mobility of the Madrid City Council, defended an urban model that allows enjoying the opportunities of a large capital without giving up the proximity characteristic of small towns.
His approach involves favoring that citizens can buy and access services close to their homes, regardless of the neighborhood in which they reside. Carabante identified housing and sustainability among the main urban challenges and warned that cities that do not incorporate environmental criteria into their planning are doomed to failure.
The social dimension of the day was present in the intervention of Susana Gaytán, deputy director of the Spanish Paralympic Committee, who claimed sports as a right that must also be guaranteed to people with disabilities.
Gaytán explained the Spanish model of public-private collaboration, which places the athlete at the center and brings together administrations, companies, federations, clubs, and sports entities. "It's not just about sponsoring values. It's about helping those values happen," one of the slides from her presentation stated.
The representative of the Paralympic Committee thus defended that the commitment of companies to inclusion must translate into concrete actions, capable of expanding the opportunities for participation and visibility of people with disabilities.
Artificial intelligence transforms commerce
The technological future of the sector came with Mateo José Cámara, PhD in Artificial Intelligence from the Polytechnic University of Madrid, who addressed the development of the so-called agentic commerce.
This model proposes an evolution of artificial intelligence assistants, which could move from helping to search and compare products to intervening more actively in purchasing operations.
Cámara explained that the use of AI as a search tool is advancing, but the possibility of completing purchases directly from a conversation still faces obstacles. Among them, the technological integration of establishments and consumer trust, who continue to turn to familiar environments to make their decisions.
The intervention highlighted that the digital transformation of commerce does not solely depend on the incorporation of new tools, but also on the ability of companies to adapt their catalogs, processes, and relationships with customers.
The day also left space for music. The duo Tirso y Mer entertained the meeting with versions of "The universe over me," by Amaral, and "The shopping list," by La Cabra Mecánica. A shopping list that, as became evident throughout the interventions, is no longer what it used to be.