8.4%. That is how much discounter revenue grew in Spain last year.
Look at the 2026 McKinsey data. Sales figures and physical store space perfectly reflect the real situation in European retail.
A regular dad in Madrid counts every euro right now. He skips the massive hypermarket. He goes to a local discounter because he just wants basic food at a good price. This is why Spanish hypermarkets lost 2.3% in sales.
But big stores fight back. UK's Sainsbury's hit a ten-year high in volume by matching Aldi prices. And while online grocery crashed in Portugal, the broader European online channel grew 6.8%. It is the fastest-growing segment. A London mom skips the expensive local shop and orders groceries online to control her budget.
Move to the Netherlands. An office worker in Amsterdam stops buying expensive corner shop sandwiches. Jumbo had to convert 72% of their premium "Jumbo City" convenience stores back into regular supermarkets.
Here is the reality:
Retailers: Big box stores are bleeding. Stop expanding them. The space belongs to discounters now.
FMCG: Brand loyalty is fading. Shoppers grab private labels. Your premium on-the-go packs are losing shelf space. Cut margins or adjust sizes.
SMEs: You cannot fight Aldi or Lidl on price. Do not even try. Focus on fresh local items where big chains are weak.
Consumers are tired. Adapt.
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