The Spanish food retail sector is experiencing unprecedented digital engagement, according to Acceso’s 2025 Social Intelligence report. The study analysed over 1.9 million mentions from more than 500,000 users, generating 203 million interactions, highlighting the growing importance of online reputation and marketing for leading retailers.
Not all platforms perform equally. While Google My Business, YouTube, and X capture the largest share of mentions, TikTok and Instagram deliver far higher amplification. TikTok, with only 114,700 mentions, produced over 160 million interactions, while Instagram achieved 27 million interactions from 39,100 mentions. Women accounted for 71 percent of participants in these digital conversations.
In terms of brand visibility, Mercadona dominates with just over 1.1 million mentions, followed by Carrefour (412,000), Lidl (346,500), Aldi (157,841), and Dia (33,641). The study also reflects evolving consumer preferences: discounters are increasingly popular, with loyalty influenced by services such as in-store bakeries, fresh fish preparation, and extended opening hours.
Social media is also shaping product innovation. Seasonal, limited-edition, and “viral” items, like pistachio crisps or truffle sauces, gain traction through TikTok and Instagram, alongside a growing appetite for ready-to-eat meals and health-focused products, including high-protein, vegan, and gluten-free options.