When it comes to shopping in the Valencian Community, proximity and the cooperative model seem to carry more weight than the omnipresence of big brands. Or at least that is what customers value in the latest satisfaction report by the Organization of Consumers and Users (OCU) on supermarkets in Spain.
Consum, the Valencian cooperative, scored over 75 points out of 100, placing it among the chains preferred by users over the national distribution giants.
The survey, based on more than 24,000 shopping experiences, reveals a striking fact: seven of the ten highest-rated chains are regional.
Although the overall ranking is led by the American chain Costco (with 84 out of 100), the “pride of the region” is reflected in Consum’s high performance. The cooperative has managed to enter the select group of supermarkets with excellent ratings (over 75 points), sharing space with the Catalan chains Esclat and Bonpreu, and the Galician chain Familia, among others.
To find the top purely national distribution chains in terms of satisfaction, one must look to premium formats such as Hipercor (79 points) and El Corte Inglés (78 points).
The Valencian paradox: Mercadona gains market share, but is not the favorite
Editorial credit: AlvaroMP / Shutterstock.com
The study provides an interesting insight into the two major Valencian companies. Mercadona, the giant chaired by Juan Roig, dominates in terms of presence, but not so much in terms of satisfaction.
Despite not being among the top-rated (it scores 71 points), it remains the undisputed king of market share with almost 30% nationwide.
The figures are clear: almost one in three respondents acknowledge that Mercadona is their usual place of purchase, followed far behind by Carrefour Hipermercado (10%) and Lidl (9%).
If Consum and other regional chains are better rated, why does Mercadona continue to lead? The OCU highlights that 34% of users choose their supermarket simply because it is close to home or on their way.
Twenty-one percent are motivated by special offers and the final cost of their shopping, while only 17% prioritize product quality as the main deciding factor.
The study focuses on the pockets of Valencian families. Average monthly spending on food has risen to €407, a figure that reflects recent inflation: the shopping basket is now 36% more expensive than four years ago.