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‘The prices are incredible!’ Brit gets excited in Mercadona – but does it dominate Spain’s supermarket wars? 

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BRITISH TikTok influencer Jamie Der (@thedeardiaries) thought he was just grabbing some cheap snacks on his sunny Spanish getaway – but ended up wading straight into Spain’s supermarket wars.

With the giddy energy of a kid in a pick ’n’ mix, the self-styled ‘budget bab’ took to Mercadona on his trip to Valencia, sharing the sugary spoils with his TikTok following. But behind the cheesecake and white chocolate donuts lies a battle far juicier than Jamie’s snack haul.

In a video that’s now racked up more than 130,000 views and over 350 comments, Jamie squeals in delight over everything from cheese sticks to carrot cake. “The prices are incredible, this whole cake costs  three euros!” he gasped, holding it up like he’d found buried treasure.

The total damage? A jaw-droppingly low €23 for a sugary smorgasbord. Comments flew in faster than he could unbox his biscuits. One viewer remarked, “Whoever told you Mercadona was the worst doesn’t wish you well,” while another declared, “It used to be one of the most expensive, but not anymore.”

But here’s what Jamie didn’t say: he’d walked straight into the battleground of Europe’s most hotly contested supermarket sector.

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Mercadona may look like a humble budget paradise, but it’s actually Spain’s biggest retail beast – with a whopping 26.6% market share, towering over its nearest rivals Carrefour (9.8%) and Lidl (6.5%). It’s led by billionaire Juan Roig and raked in record profits last year, despite Spain facing pandemic-level inflation and sky-high energy prices.

And yet, for all its power, Mercadona doesn’t even have the most stores. That title goes to Día, which operates 2,288 locations across the country – although that hasn’t stopped its market share from shrinking after it offloaded hundreds of shops to Alcampo. Lidl, meanwhile, has been creeping up the rankings thanks to its discount charm, loyalty schemes, and relentless promo pushes.

But make no mistake: Mercadona isn’t just winning on scale. It’s raking in some of the highest profit margins of any supermarket chain globally. A big part of its success? Own-brand goods. A whopping 44% of Spanish grocery sales now come from private label products – a fact not lost on Jamie, who seemingly bought one of everything from Mercadona’s white-label lineup.

And while Jamie’s basket looked like a sugar addict’s fever dream, it unwittingly spotlighted a deeper truth: Spain’s supermarket scene is uniquely fragmented. Unlike the UK, where Tesco and Sainsbury’s dominate over 70% of the market, Spain’s top five players barely scrape 50%. Regional supermarkets and independent butchers, bakers, and greengrocers still hold major sway – especially among locals who prefer fresh, traditional produce to factory-packaged fare.

So while Jamie Der may have just been making content for clout, his holiday haul tells a much bigger story about the future of food shopping in Spain. Forget sangria and sunburn – the real Spanish experience might just be fighting for shelf space at Mercadona.

As for Jamie? He’s now back in Britain, probably dreaming of white chocolate donuts and wondering how long until Lidl UK gets its act together.

Business

Carrefour To Open 100 New Stores In Spain During 2025, Creating 700 Jobs – Olive Press News Spain

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CARREFOUR will open 100 new stores in Spain this year which it says will create 700 jobs.

The announcement comes weeks after its fellow French rival Alcampo said it was cutting 580 jobs and closing 26 outlets in the country.

Carrefour’s expansion will focus primarily on its smaller format Carrefour Express stores rather than hypermarkets, with 46 openings so far this year.

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The chain has opened 691 stores in Spain since 2019, bringing its total to over 1,600 outlets and representing an investment of €150 million.

The added push is Carrefour’s response to the growing pressure from regional supermarket chains and the dominance of Mercadona, which has 1,614 outlets.

Despite all the expansion, Carrefour’s market share has remained stagnant at 9.8%, well behind Mercadona’s 26.6%.

Lidl and Eroski trail behind with market shares of 6.5% and 4.3%, respectively, according to the latest Kantar figures.

Consumer preferences are shifting towards regional chains with local roots and offering a wide selection of local products, reflected in them grabbing an 18% market share.

Data from the employers association Assedas reveals that the number of regional stores has increased from 3,750 in 2021 to 4,130 today, which is one reason that Carrefour is pushing its Express outlets.

Carrefour’s Spanish sales saw a 1.4% like-for-like increase in the first three months of 2025, fuelled by a 2.5% rise in comparable food sales- an improvement over the 1.8% increase seen in the final quarter of 2024.

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Business & Finance

Costa Del Sol Marinas Totally Booked Up For A Record Summer Marked By British And French Flags – Olive Press News Spain

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MARINAS across the Costa del Sol are bracing for their busiest summer on record, after a booking bonanza that has left some ports completely sold out.

The region’s top marinas are reporting occupancy rates of between 85% and 100% for the upcoming summer season, with British owners continuing to dominate bookings alongside their French counterparts.

Manuel Raigón, president of Marinas de Andalucía – which represents 40% of the region’s marina capacity – said the figures confirm ‘the excellent health of nautical tourism in the region.’

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“The forecasts for this summer are very positive and confirm the good moment our ports are experiencing,” he told local media. 

“Both the expected occupancy level and the diversity of visitors reflect the international appeal of our coast.”

Spanish, British and French boat owners continue to be the most frequent visitors to Andalucian marinas, with Germans also making a strong showing. 

Other markets include Italy, the Netherlands, Portugal and the United States.

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The 18 marinas represented by the association boast more than 9,000 berths, stretching from Marina El Rompido in Huelva to Club Náutico de San José in Almería.

Popular Costa del Sol destinations include Puerto Duquesa, Puerto Banús, Puerto Deportivo Marbella, Puerto Deportivo Fuengirola, Puerto Deportivo Benalmádena, and IGY Málaga Marina.

The surge in bookings has been fuelled partly by the booming boat rental market, with most marinas now hosting between five and 15 active charter companies – some ports boast more than 100.

“More and more people, especially younger profiles, are getting their sailing licence and renting a boat for a few days with friends or family,” explained Raigón. 

READ MORE: Streaming giant Netflix announces €1 billion investment in new films and shows made in Spain

“It’s a simple and accessible way to experience life at sea.”

Motor boats remain the most popular choice, though sailing boats and catamarans are increasingly common among families and groups of friends exploring the coast.

The intense summer activity sees marinas welcoming an average of eight to nine boats daily, with some ports handling 20 to 40 vessels per day. 

Most short-stay visitors remain between two and four days.

To cope with the unprecedented demand, many marinas have already reinforced their teams, particularly in areas such as seamanship, customer service, security, surveillance and water maintenance.

The boom comes as welcome news for the Costa del Sol’s tourism sector, which continues to attract record numbers of British visitors keen to make the most of the region’s year-round sailing conditions and world-class marina facilities.

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Audio-visual sector in Spain

Streaming Giant Netflix Announces €1 Billion Investment In New Films And Shows Made In Spain – Olive Press News Spain

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NETFLIX will invest €1 billion in Spanish productions over the next four years.

The announcement was made on Tuesday by Netflix co-CEO Ted Sarandos during a visit to its 22,000 m2 Tres Cantos production hub north of Madrid.

Sarandos was in Spain to celebrate the company’s 10th year of making tv shows and films in the country.

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TED SARANDOS

The Netflix executive was joined at Tres Cantos by Prime Minister, Pedro Sanchez.

Sanchez said: “Spain welcomes and appreciates your presence and your firm commitment to the development of a sector as vibrant and as important for the Spanish economy as the audiovisual industry.”

“When Netflix arrived in our country a decade ago, I think it not only changed the way users watched movies and series. But I think it changed something much more profound, such as the way in which the world viewed our country,” Sanchez added.

He also referred to ‘thousands of professionals writing stories in Spanish that have conquered screens across the world.”

SANCHEZ AT TRES CANTOS, TUESDAY

Ted Sarandos said: We have filmed in more than 200 cities and towns in Spain, and there are still wonderful places to discover.”

He said that Netflix had contributed to creating more than 20,000 jobs in the Spanish audiovisual industry.

“The last ten years have been extraordinary and we look forward to the next ten years… and more,” he said.

Netflix vice-president for content in Spain and Portugal, Diego Avalos, referred to a ‘benchmark in inspiration’ for tv series like ‘Money Heist’, ‘Cable Girls’, ‘Elite’ or ‘Berlin’.

He also referred to films like ‘Society of the Snow’, ‘Through My Window’ and ‘The Hole.

“The ‘Made in Spain’ content is among the most popular series along with Korean and Japanese ones,” Avalos proclaimed.

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