Algori's Key Findings

PRIVATE LABEL HOLDS A 65% VOLUME SHARE IN DETERGENTS

Across the national retail market, including regional chains and other national operators, the detergent market comprises 1,461 products: 311 private-label SKUs across 19 brands and 931 manufacturer-brand products. Although private label accounts for a minority of total SKUs, it represents 65% of sales by volume, concentrating a large share of purchases in a relatively small number of products. These figures come from research firm Algori, whose panel comprises 50,000 consumers who scan their receipts after each shopping trip. The data cover the year to week 36.

In terms of average price, private label has a clear advantage: €1.59/kg compared with €4.10/kg for branded products. The combination of competitive pricing and a concentrated range has clear consequences: just five Bosque Verde SKUs from Mercadona account for approximately 30% of all purchasing occasions in the category, according to Algori. In other words, the five products appearing most frequently in total purchases are all from Mercadona, based on data through week 36 of 2026.

At the lowest price point, private label accounts for 86% of volume. However, in the €3–€5 price band per product, its share falls to 15%, leaving a much more favourable space for manufacturer brands (see accompanying chart).

Algori’s data also show that retailers do not all follow the same strategy. Alcampo, Carrefour and Gadis allocate much of their entry-level range to low-priced manufacturer brands, while Consum maintains a strong private-label presence even in the €5–€10 price band. A high private-label share does not mean that private label dominates every price tier or every retailer, the consultancy’s specialist concludes.