The North American chain Costco was the highest ranked in the most recent satisfaction survey by the Consumer and User Organization (OCU) in Spain, with 84 points out of 100, surpassing more common brands at the top and confirming a trend: consumers increasingly distinguish the shopping experience at the supermarket, and not just the chain where they shop most often.
The data comes from OCU’s annual survey, based on more than 24,000 shopping experiences shared by 7,600 consumers, analyzing criteria such as overall satisfaction, prices, discounts, service, assortment and quality, including fresh produce.
According to the Spanish portal OKdiario, the result draws attention because it contrasts with the reality of market shares: chains such as Mercadona, Carrefour and Lidl continue to concentrate a large part of daily purchases, but do not lead the satisfaction ranking.
Why Costco Comes First
According to the OCU, Costco stands out for its majority sales model, with purchases in large quantities, a variety of categories and a strong focus on its own brand, which can translate into a perception of good value for money.
Costco’s presence in Spain is more limited than that of large national groups, but the membership card membership system contributes to a more loyal customer profile and, in many cases, more satisfied with the shopping experience.
Even so, the OCU emphasizes that the “best rated” does not necessarily mean the “most used”, remembering that factors such as proximity and routines continue to weigh heavily when choosing a supermarket.
Regionals dominate the top and remain “strong”
Despite Costco being the leader, the study once again shows a repeated pattern: regional chains have a very consistent performance in global satisfaction, appearing strongly in the top 10.
Among the best rated brands are names such as Esclat, Bonpreu, Ametller, BonÀrea, Consum, Plus Fresc and Familia, all with ratings above 75 points, according to the OCU.
These chains tend to benefit from a perception of greater proximity, freshness of some products and store experience, even when they do not compete directly with large chains at all prices.
Hipercor and El Corte Inglés complete the podium
On the overall satisfaction podium, OCU also places Hipercor (79 points) and El Corte Inglés (78 points), which stand out mainly in areas such as quality, assortment and customer service.
In many cases, this type of surfaces is highlighted by consumers as an option for larger and more complete purchases, with a greater diversity of range and additional services.
The research also notes that, in specific areas, different chains can stand out: there are brands that are stronger in terms of prices, others in promotions and others in variety, which helps to explain why the “best evaluation” does not always coincide with the “greatest use”.
Most used large chains, but not always the best rated
Among brands with a strong national presence, Mercadona appears with 71 points, remaining, according to the study, as the usual supermarket for nearly a third of respondents, ahead of Carrefour (around 10%) and Lidl (around 9%).
At the opposite end of the ranking, the OCU points to Mi Alcampo (63 points) and Carrefour Express (61 points) as the worst classified, associating the result with proximity formats with a more limited assortment and perception of less competitive prices.
According to , the report also identifies the most determining factors when choosing where to buy: proximity or being “on the way” (34%), price (21%), quality (17%) and variety (14%), with an average monthly expenditure per household of around 407 euros.
To date, there is no Costco store in Portugal, so this OCU assessment concerns the Spanish market and does not directly reflect the offer available in the country. Still, the emphasis given to the North American chain helps explain the growing interest of consumers, especially in areas close to the border, where many end up shopping in Spain.
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