Discount retail chain Lidl España reached a private-label sales value share of 82.6% this year, with Mercadona close behind at 78.6%. The popular narrative suggests private labels are crushing national brands across the board, but the data tells a different story. FMCG sales directors know the market numbers, yet a client recently confessed his team is utterly exhausted—burning budget and morale trying to force secondary brands onto discounter shelves. Our advice to FMCG supp