The Rise of Consum: A Shift in Valencia’s Supermarket Landscape
For many years, Mercadona has been synonymous with supermarkets in Spain, particularly in its home region, the Valencian Community. The chain commanded nearly 30% of the market share by the end of 2025, highlighting its authority and influence in the sector. However, a recent report has unveiled a significant shift in this dynamic: Consum has overtaken Mercadona in square meters of sales area.
What Changed?
According to a report from the specialized portal infoRETAIL, Mercadona’s longstanding dominance in the Valencian Community has waned. The study, based on Retail Data, indicates that as of the end of the first quarter of 2025, Consum has surpassed Mercadona in crucial business metrics, particularly in sales area square meters.
Key Metrics: Sales Area
As it stands, Consum occupies 25.9% of the total sales area in the Valencian Community, translating to approximately 436,835 square meters across 533 stores. In contrast, Mercadona follows closely at 25.6%, with 431,688 square meters across only 262 stores. This indicates not just a numerical change but a strategic victory for Consum, as it now possesses the most extensive store footprint in the region.
An Important Indicator
The sales area is a vital factor in assessing a supermarket chain’s competitive positioning. A larger sales area implies a more extensive product selection and greater market accessibility for customers. However, it is essential to note that the square meter measure does not equate to revenue. While Consum has overtaken Mercadona in physical space, the latter still maintains a commanding lead in financial performance.
Financial Performance
In the spring of 2025, another report from Expansion suggested that Mercadona’s business share in the Levante was 33.6%, significantly higher than Consum’s 16.8%. This discrepancy illustrates that the financial landscape remains robust for Mercadona despite losing ground in physical retail presence.
Growth Trends for Consum
Consum’s expansion strategy is evident: in 2025, the chain opened 18 new supermarkets, with seven of them in the Valencian Community. The goal for 2026 remains similarly ambitious, targeting another 18 establishments across key towns like Orihuela, Sagunto, and València. This proactive approach accounts for Consum’s rise in market share, increasing by 0.2% over the past year as Mercadona’s share declined by 0.1%.
Competition Landscape
Interestingly, the competition dynamics in the Valencian market are evolving. Lidl has also made significant gains, securing a spot in the “TOP 5” retailers with 101,777 square meters across 83 stores, positioning itself above Masymas, which has 100,519 square meters in 180 stores. Aldi rounds out the mix with 89,154 square meters in 78 stores.
Importance of the Valencian Market
The Valencian Community is not just a critical economic zone; it is symbolic, being home to major chains like Mercadona, Consum, and Masymas. In 2025, Consum reported a turnover of 5,163 million euros, representing a 9.7% increase from the previous year, along with a 5.6% increase in sales area.
Conclusion
The shifting landscape of supermarkets in Valencia signals a fresh era of competition. While Mercadona has long dominated, Consum’s recent triumph in sales area signifies changing consumer behaviors and preferences. As both chains continue to grow, the future of retail in the Valencian Community looks competitive and vibrant.