Mercadona sets itself apart from many rivals by leaning heavily on white-label products, with offerings that can vary by product category and market. Brands like Deliplus, Bosque Verde, and Hacendado are examples of this strategy in practice.
A significant driver of its success is the prominence of these private-label lines. Customers often encounter articles that, while produced or sourced at similar quality to known brands, come at lower prices, which boosts competitiveness across the board.
Supermarket chain has expanded private-label cloning of many products
Innovation occasionally first appears as bestsellers under Mercadona’s own label and later appears at a lower price point than the original brand. These products are sometimes described as clones, a result of agreements with the “original” brand to secure shelf space, as retailers aim to balance visibility with price competitiveness across all items.
Mercadona chocolate stepping into competition with Lidl
In this instance, the discussion centers on fuet espetec, a product that tends to move quickly off Valencia shelves and then gains nationwide distribution as it remains in high demand. It is often purchased because it mirrors the taste and texture of Casa Tarradellas while offering a slightly lower price point, a perception supported by production relationships that align Hacendado’s fuet with Casa Tarradellas’s formulation, potentially rendering it very similar to or identical with the original under the Hacendado brand.
Mercadona’s fuet product is commonly showcased as an example of the store’s approach to delivering value without compromising perceived quality.
This pattern extends beyond a single item, with other well-known brands contributing to Mercadona’s assortment. For instance, cookies are produced for the retailer by the Siro group, while Antiu Xixona chocolates are recognized as Spain’s iconic nougat, aligning with the country’s strong confectionery heritage. These collaborations illustrate a broader strategy where leading brands supply products under Mercadona’s private label, maintaining familiar flavor profiles and quality benchmarks while enabling lower price points for shoppers.
Mercadona is not marketed as the cheapest option in every category, but it consistently aims to offer strong value by balancing quality with price. The retailer prioritizes relationships with well-known brands and works to deliver products at competitive prices, making a convincing case for consumers seeking good value across essentials and indulgences alike.