Supermarkets make changes for expatriate communities

BRITISH expats relocate to Spain to enjoy sunnier climes, a place by the sea and more often than not, a cheaper way of life. Spanish supermarkets are now also changing their products to attract foreign consumers in large expat communities. 

A new study reveals that Spaniards spend an average of €198 per month on groceries compared to shoppers in the UK, where spends soar to an average of the equivalent of €463 monthly.  

Spanish supermarkets have realised the potential spending power of expat communities, and have adapted their products and layout to attract an increasing foreign market. Spain has about 2,500 establishments which have adapted to the demands of foreigners, this is more pronounced in coastal regions such as Valencia, Cataluña, Andalucia, Murcia, the Canary Islands and the Balearic Islands, according to data compiled by the Spanish Association of Distributors. 

Now many supermarkets have made shopping more user friendly for the expat communities, with additional signage printed in English and German. Even products are also now increasingly labelled in English to meet the requests of expats. 

When looking more closely at the contents of shopping baskets, differences between nationalities in Spain were revealing. The study shows that the average Brit, as well as purchasing local produce, seeks products from home, especially breakfast foods, buns, sweets, fresh milk, juices, and bacon. 

German expats also seek products from home however are generally less demanding when compared to Brits.  

Leading the way on sales in Spain is Carrefour with an average monthly spend of €140 per household, followed by Mercadona and then Eroski.

The director of the study, Iker de los Rios, of Fintonic revealed that the average monthly expenditure for each shop is influenced by both the type of shop and the variety of products that customers can find.