Which brand do you prefer more: McDonald’s or Burger King? Do you lean toward ColaCao or Nesquik? People defend their chosen brands with passion, sometimes at the expense of rivals. Brands, and the values tied to them, say a lot about who we are.
Identity is formed in large part through social context. Preferences for products and services in Spain vary significantly by autonomous community, and even between provinces within a region.
Paint Data Center published the fourth edition of its report Spain’s Best Brands 2022. A survey of more than 25,000 respondents reveals favorites across industries such as dairy, beer, fashion, soluble cocoa, fast food, supermarkets, health insurance, telecommunications, automobiles, and motorcycles.
The study includes 14 mapped distributions. Favorite brands by region in Spain do not necessarily indicate the top sellers or the strongest market presence.
Curious about the favorites in Alicante? Let us explore the landscape together.
Milk: Squire
Milk brands favored by Spaniards
White label brands dominate, with Mercadona leading nationwide with about one-quarter of the votes, followed by Central Lechera Asturiana and Puleva, ranking behind. While Mercadona leads, its margin is not as wide as last year.
The popularity of Hacendado milk reflects perceived value for money, a point supported by analyses of the top semi-skimmed milks by consumer groups.
Most influential brand: Mercadona
Map of the most influential brands in the country
Despite some price concerns and controversies, Mercadona remains a dominant force in the Valencian Community. It leads in that region, while national leadership shows a more mixed picture, with Amancio Ortega’s brands and Real Madrid also drawing strong support elsewhere. Mercadona shows a significant national footprint.
Beer: Estrella Galicia
Spain’s most popular beers
The phrase Galician Quality has captured the taste of many drinkers. Regional loyalties persist in places like Andalusia with Cruzcampo, Aragon with Ambar, and Murcia with Estrella de Levante, yet Estrella Galicia stands out nationwide, including strong support in Alicante even as local campaigns boost other brands. Amstel and Mahou-San Miguel also rank highly across regions.
Compared to last year, Estrella Galicia surged past its closest rival. The Mahou-San Miguel group leads national sales, with Heineken following.
Fashion: Zara
Spain’s most loved fashion brands
Zara is virtually dominant, favored in every autonomous community and province except the Basque Country, where Levi’s leads. Inditex, with Zara at the helm, commands the majority of votes. Levi’s and H&M trail behind.
Inditex boasts a strong national presence, while Levi’s remains a persistent competitor and H&M occupies a solid third place.
Instant cocoa: Nesquik
Favorite brands of soluble cocoa in Spain
Alicante, Valencia, Castellón, Extremadura, and the Balearic Islands show divergent preferences in this category. ColaCao and Nesquik split the landscape across regions, with Alicante leaning toward one side more than others.
In the end, the choice seems binary: ColaCao or Nesquik, with regional loyalties reflecting local tastes.
Fast food: Burger King
Preferred fast food chains in Spain
Nationally, Burger King edges ahead of McDonald’s, a shift mirrored in Alicante and the Valencian Community. The long-standing rivalry between the two burger giants is reshaping the landscape, with Whopper gaining ground over the Big Mac. The margin of votes remains modest, with other brands like KFC and telepizza also present.
While the difference is not dramatic, the trend is clear: Burger King is making inroads in a market long dominated by McDonald’s.
Supermarkets: Mercadona
Favorite supermarkets in Spain
Mercadona continues its regional dominance, aside from the Basque Country where local preferences prevail. It gathers the largest share of votes nationwide, followed by Lidl and Carrefour, though Lidl has narrowed the gap in recent years. The larger picture shows Mercadona maintaining a strong national presence while competition intensifies.
Health insurance: Sanitas
Favorite insurance brands in Spain
Sanitas sits among the top contenders in Alicante at the national level for health insurance, with Mapfre often leading overall. Generali demonstrates strong regional performance in certain areas, though its national footprint remains a close contender to silver.
Overall, brand loyalty in health insurance reveals a mix of regional preferences and national reputations.
Mobile operators: Vodafone
Favorite telecommunications operator brands in Spain
Telecommunications often invite mixed feelings, with loyalty shifting as networks evolve. Movistar has gained ground in several communities, while Vodafone maintains a strong foothold in Alicante with high vote shares. Orange remains a large advertiser but has not captured leadership in any region yet.
Cars: KIA
Favorite car brands in Spain
Don’t expect luxury marques to dominate in Alicante. Kia stands as the favorite there, reflecting a broader market shift toward practicality and value. The data shows Kia leading in multiple regions, while traditional brands like Peugeot, Toyota, and others follow.
Motorcycles: Honda
Favorite motorcycle brands in Spain
In Alicante, local riders cheer for Honda, with the overall national picture highlighting a vibrant market where Yamaha and other brands compete fiercely. The motorcycle sector has seen steady growth in sales and interest across the country.
Supermarkets by number of establishments: Mercadona
Supermarkets by number of businesses
Mercadona remains the leading supermarket chain by store count, though it has been trimming its footprint. A notable portion of the market share also goes to Lidl and Carrefour, illustrating a dynamic landscape with material shifts year over year.
Banking brands by number of branches: CaixaBank
Banking brands by number of branches in Spain 2022
In recent years, many branches have closed nationwide. CaixaBank leads by branch count in Alicante and across Spain following its merger with Bankia, while Santander and BBVA also maintain significant networks.
Gasoline brands by number of stations: Repsol
Gasoline brands by number of stations
Repsol controls a large share of stations, with a combined presence from the group and related networks ensuring broad coverage. Other brands like BP, Shell, and Galp appear across regions, but their footprint is smaller. Canary networks such as DISA complete the national map and hint at future charging needs for electric vehicles.