The private label has gained weight in all Spanish supermarket chains during the last year, reinforcing its position where it was already the majority (Lidl, Mercadona, Aldi and Dia) and gaining share at a faster rate where it is not (Carrefour, Eroski or Alcampo). It grows because the consumer demands it more, but also because supermarkets have increased their supply.
It is the chicken or the egg question, although taken to supermarkets. Is the private label growing so much because the consumer chooses it or because it is being promoted by the distribution chains and, therefore, the key variant is not the demand but more the supply.