20% of Spanish households say they are spending more because their economic situation has improved. Specifically, 43% say they live well with their current income10% more than the previous year, while 48% say they are just reaching the end of the month. These are data derived from the 14th edition of the “Barometer of purchasing and consumption habits” prepared by Aecoc Shopperview in collaboration with 40dB.
Despite the improvement in household finances, consumers continue to control the budget allocated to their basket. “Consumers continue to activate mechanisms to save on their purchases. In this sense, 70% of users plan their purchases more“, they go to more establishments looking for offers and better prices (55%) and accumulate more products at home to take advantage of offers when they are available (45%)”, said Marta Munné , head of Shopperview studies at Aecoc, during his speech at the “Large Consumption Perspectives 2025” conference.
In this way, both the distribution brand and the manufacturer continue to build consumer loyalty and thus, 6 out of 10 users are very satisfied with the products purchased.
In the case of retail brand references, availability on the shelf (relevant for 82%), the ability to cover their needs (79%) and the price (79%) are the aspects most appreciated by consumers. If product quality (79%), variety (76%) and on-shelf availability (75%) are the brand’s main assets.
Another conclusion of the Aecoc study is that the retail brand continues to attract consumers and that the manufacturer brand shows signs of recovery: “We observed that 60% of consumers buy more private label products” said Munne.
In turn, 55% say they frequent more establishments with a high percentage of products of this typea figure four percentage points higher than in October 2023. However, 33% of shoppers buy manufacturer-branded products because they convey greater trust, five points higher than in 2023.
Despite the current context, Outlook for 2025 points to a slowdown in transfers between brandsMunnée confirmed: “47% of consumers will continue to primarily purchase private label products, eight percentage points lower than the same period last year, while 42% say they will combine both brands (37% in October 2023). For their part, 11% will buy branded products from the manufacturer that they purchased previously,” explains Munné.
