Spain Top Brands 2024-2025 - Portrait of Spain based on its brands and consumption
In a world where brands play a fundamental role in our lives, they not only reflect our consumer choices, but also form part of our collective identity. Every year, brands strive not only to be leaders in sales, but to earn a place in the minds and hearts of consumers by associating themselves with values that resonate with their audiences.
Once again this year, we present an analysis of Spain’s favourite brands through 20 maps and categories, some of them new, which offer us a more complete and diverse view of the current panorama. These maps, based on objective preference and sales data, reveal how the choice of certain brands varies significantly between the different autonomous communities, a reflection of the cultural particularities and identity of each region. We also reflect the habits of the population with more objective data.
It is interesting to note how, on numerous occasions, the best-selling brand does not coincide with the one most preferred by consumers, showing that success in the market does not always translate into emotional leadership. This is evidence that our aspirations and desires as consumers sometimes diverge from our practical choices.
1. Map of favourite beer brands in Spain 2024-2025(1)
The battle for the beer throne is still alive, and beer enthusiasts remain loyal to their favourite beer brands. Although the beer map continues to show stability in terms of territorial preference, Estrella Galicia dominates in the Canary Islands for the first time in many years, dethroning Dorada, although by very few votes.
Estrella Galicia further consolidates its leadership, extending its dominance by reaching 38% of the votes, and continues to more than double its closest competitor, Mahou.
The brand from Madrid, national leader in sales, maintains its second place preference, with 15% of the national votes. Despite this, it continues to hold strong against its main rival.
On the other hand, Heineken, although it does not manage to impose itself in any particular territory, continues to be a relevant option on a national level. With 11% of preference, it is still in third place, although with a slight drop compared to the previous year.
2. Map of favorite milk brands in Spain 2024-2025(1)
This year, in the Spanish milk brand market, competition continues to be intense.
Central Lechera Asturiana has taken a big step forward, consolidating its position as the favourite milk brand in more territories and leading at national level with 25% of the votes. This year, it has managed to win in Galicia, the Valencian Community and the Balearic Islands, which has made a significant difference in the regional panorama.
Hacendado, Mercadona’s white brand, remains a strong contender with 23% of the vote, although it has lost ground in several key regions. The battle between the two brands for national leadership is very tight, with Central Lechera Asturiana maintaining a slight but decisive lead.
For its part, El Corte Inglés takes the bronze medal, achieving a 19% preference. Although it does not lead in any specific territory, its presence in the top 3 reflects its relevance among consumers.
3. Map of car brands by sales in Spain 2024-2025(2)
This year, Toyota has taken a step forward and is positioned as the best-selling car brand in Spain, with a 12% market share and 327,264 units registered, narrowly beating Volkswagen with 322,776 units.
The podium is therefore reversed compared to the previous year, with Toyota taking the lead. On the other hand, KIA consolidates third place with a 10% market share and 261,512 registrations, leaving Peugeot out of the Top 3 this year.
4. Map of motorcycle brands by sales in Spain 2024-2025(3)
In the motorbike market, competition remains as fierce as a MotoGP race. At national and European level, motorbike registrations continue to increase compared to last year.
Honda, with a 29% market share and 188,060 units sold, is consolidating its position as the leading motorcycle brand in sales in Spain, distancing itself from Yamaha, which is in second place with a 17% share and 108,956 sales. KYMCO enters strongly in third place, with a 9% market share and 58,740 units sold, while Piaggio is out of the top 3 this year.
In terms of the distribution map, Yamaha has lost its presence in Castilla-La Mancha, Navarra and Extremadura, although it has gained representation in Melilla. Honda, on the other hand, has extended its territorial dominance, specifically in the Balearic Islands and Extremadura.
5. Map of the favorite fast food brands in Spain 2024-2025(1)
The rivalry between Burger King and McDonald’s continues to shape the fast food landscape in Spain. This year, Burger King remains in first place as the favourite fast food brand in Spain with 26% of preferences, although McDonald’s is close behind, closing the gap with 25% of the votes. The burger giant has focused its strategy on opening 125 new restaurants by 2025, which will create 6,250 new jobs.
On the other hand, KFC has secured third place with 16% of the preferences, consolidating itself as a strong option within the fast food market in Spain, although it has lost its representation in Ceuta and Melilla.
6. Map of the most trusted brands in Spain 2024-2025(1)
Trust is a key value in the relationship between brands and consumers, and this year we have incorporated a new map that reflects the brands in which Spaniards place the most trust. In an increasingly competitive market, consumer loyalty is built not only through the quality of the product or service, but also through the reputation and values that a brand represents.
Leading this trust ranking is El Corte Inglés, with 27% of the votes, consolidating its position as the brand that generates the most confidence among Spanish consumers. Its strong national presence and its focus on customer service have been fundamental in maintaining this level of trust.
In second place is Apple, a global brand that has managed to win the loyalty of Spanish consumers not only for its innovative products, but also for its after-sales service and the perceived quality of its devices.
For its part, Amazon is in third place, consolidating its image as a reliable platform for online shopping, thanks to its speed of delivery and the user experience it offers.
7. Map of favorite fashion brands in Spain 2024-2025(1)
Zara continues its dominance in the world of fashion in Spain, once again consolidating its position as the favourite fashion brand with 27% of the votes. The flagship brand of the Inditex group continues to be the national benchmark, consolidating its position thanks to its ability to adapt quickly to trends and its extensive presence in the country.
However, the competition continues to tighten. Levi’s, with 23% of the votes, is still in second place and this year has managed to win in key territories such as Catalonia, Asturias and Murcia. The American brand continues to close the gap and demonstrates its ability to remain relevant in a constantly evolving market.
H&M, with 9% of the votes, remains on the podium, although it has lost two points compared to the previous year.
8. Map of favourite soluble cocoa in Spain 2024-2025 (1)
This year, the preference for ColaCao is even more evident. Spain’s favourite soluble cocoa brand made steady progress and reached 63% of the votes, consolidating its dominance and adding two more points compared to the previous year. ColaCao’s victory is clear, and it continues to gain ground, reaffirming its leadership in practically the entire territory.
For its part, Nesquik remains in a respectable second place with 35% of the votes, but fails to halt the advance of its competitor.
9. Map of favourite health insurance brands in Spain 2024-2025(1)
Mapfre continues to consolidate its position as the favourite health insurance brand in Spain, reinforcing its leadership with 30% of the votes, two points more than the previous year.
Adeslas, meanwhile, retains its place on the podium in second position, although it drops slightly to 13% of the votes. Despite losing representation in Catalonia, the company continues to be one of the preferred options for Spaniards when it comes to health insurance.
Sanitas, which last year held a leading position in several autonomous communities, has experienced a significant drop. With 12% of the votes, the brand has lost the regions in which it was the leader last year, which has pushed it down to third position and leaves it in a less competitive situation compared to its rivals.
10. Map of favourite telecommunication brands in Spain 2024-2025(1)
The Spanish telecommunications market continues to be one of the most competitive. Movistar, the operator of Spanish origin, has made a significant leap forward and, for the first time, leads the preferences with 22.6% of the votes, consolidating its position as the favourite mobile operator in 13 territories. The operator continues to gain ground, improving its positioning year after year.
11. Map of favourite supermarket brands in Spain 2024-2025(1)
For yet another year, Mercadona remains the undisputed leader of the supermarket sector in Spain. With 34.6% of the votes, it is the only operator of the six with the greatest national weight that has managed to grow in revenues, profits and market share in the last two years.
At the end of 2023, Mercadona sold almost 29% more than two years earlier, despite price rises. In any case, it is getting closer and closer to Lidl at national level and, at regional level, Eroski’s “sorpasso” of Mercadona in Galicia and not in the Basque Country is curious.
Also repeating on the podium this year are Lidl and Carrefour, with 21% (almost two points more than last year) and 14.2% respectively.
12. Map of supermarket brands in Spain by number of establishments 2024-2025(4)
After looking at consumers’ favourite supermarkets, let’s look at the supermarkets with the most stablishments in Spain. Día maintains its leadership with 13.67% of the total number of establishments and strengthens its presence in Catalonia despite having a turnover 3% lower than in 2021.
Coviran is in second place with 7.93% of shops, while Mercadona, with 6% of establishments, continues to expand. In addition, Spar has gained ground in Extremadura, ousting Día. The case of supermarkets is a clear example of the fact that having a greater presence in the country does not always guarantee being the consumers’ favourite option.
13. Map of banking brands in Spain by number of establishments 2024-2025(5)
The battle for the gold medal for the number of bank branches is a close one. This year, Santander takes first place with a very narrow lead over CaixaBank, with 20.86% and 20.59% of branches respectively. In third place is BBVA with 9.99% of the national network. The only change in the map is in Ceuta, where Santander loses its representation to CaixaBank.
In 2023, the main banks continued to close branches as part of their restructuring, adapting to new customer habits and the competitive environment. In the last six years Banco Santander has reduced its branch network by 54%, Sabadell by 37%, BBVA by 34% and Caixa Bank by 24%.
The closure of branches has particularly affected rural areas, where these physical points are often the only option for accessing financial services.
14. Map of petrol brands in Spain by number of gas stations 2024-2025(6)
Since reaching its highest price peak in mid-2022 due to the war in Ukraine, both petrol and diesel have been on a string of price declines. Last year closed with a record number of filling stations, driven by the growth of low-cost petrol stations.
This context can be seen in this year’s results, where Repsol continues to lead the ranking with the highest number of service stations in Spain (22.84%), but Cepsa, following the acquisition of Ballenoil, is close behind in second place with 18.08%. This is also reflected in the map, where Cepsa has gained ground on Repsol in Andalusia, Ceuta, Murcia, the Balearic Islands and Navarre. In third place, Galp overtakes BP with 4.53% of service stations.
15. Map of favourite cold meat brands in Spain 2024-2025(1)
Speaking of supermarkets, we have a new map with the favourite brands of cold meats, a food that is very present in the Spanish diet. Casa Tarradellas consolidates its position as the favourite cold meat brand at national level with 27.5% of the votes. The Catalan brand has managed to position itself thanks to the quality of its products and its constant innovation within the sector.
El Pozo, for its part, is in second place with 22.2% of the votes and leads in four autonomous communities, in addition to Ceuta and Melilla. Campofrío, with 16.3% of the votes, closes the podium. The brand continues to be a preferred choice for many Spaniards, backed by its long history in the sausage sector.
An interesting aspect to highlight is the case of Palacios. The brand of Riojan origin has managed to establish itself in La Rioja and the Basque Country, reflecting how consumers particularly value the connection with the products of their land.
16. Map of favourite industrial ice cream brands in Spain 2024-2025(1)
After exploring the favourite cold meat brands in Spain, we now move on to more refreshing territory: ice cream. This year, Maxibon is the favourite ice cream brand in Spain, with 22.4% of the votes and presence as the favourite in almost half of the country.
In second place, Frigopie, with 20.2% of the votes, continues to be a classic in Spanish summers. This pink foot-shaped ice cream has managed to stay in the hearts (and freezers) of several generations. Finally, Magnum, with 18.5% of the votes, closes the podium of the most favourite ice creams in Spain, especially in the communities along the Cantabrian coast.
17. Map of favourite industrial bakery brands in Spain 2024-2025(1)
After a look at the map of Spain’s favourite ice creams, we take a look at another category that arouses passions: industrial pastries. As with ice cream, bakery brands are part of the daily lives of many Spaniards, and preferences in this category reflect both nostalgia and a strong connection with the classics.
Donuts, with an overwhelming 38.1% of the votes, consolidates its position as the most loved industrial bakery brand in Spain, dominating in all autonomous communities except Ceuta. Whether it is the classic glazed or its chocolate variants, Donuts continues to be the consumers’ favourite.
In second place, we find Pantera Rosa, with 15.1% of the votes. This pink cupcake continues to gain followers, especially among those who are looking for a touch of nostalgia in every bite. Phoskitos, with 13.1%, closes the podium and achieves a particular victory in Ceuta, where it is the favourite brand.
18. Map of favourite streaming platform brands in Spain 2024-2025(1)
The map of favourite brands of streaming platforms in Spain reveals a clear trend. Netflix leads with an overwhelming 51.3% of the votes, being the favourite platform in all autonomous communities.
This shows that having more subscribers does not always translate into greater preference among consumers. This is the case of Prime Video which, although it has a larger user base and penetration in Spain, is in third place with 12.9% of the votes. In second place is Movistar+, with 13.2% of the votes.
19. Map of favourite technology brands in Spain 2024-2025(1)
In the competitive world of technology, Spaniards’ favourite brands show clear trends of preference. Samsung is positioned as the leader in this technology sector in Spain, with 24.2% of the votes. The Korean brand continues to win the trust of consumers thanks to its variety of devices and constant innovation.
Apple, with 21.5%, is in second place, consolidating its position as one of the preferred options, especially for those looking for premium devices. Xiaomi, with 15.5%, completes the podium, standing out for its value for money, its wide range of products and its rapid expansion in the Spanish market.
20. Map of favourite watches/smartwatches brands in Spain 2024-2025(1)
Following the line of technology brands, the market for watches and smartwatches in Spain also reflects clear preferences. Lotus leads the ranking with 23.6% of the votes, consolidating its position as the favourite watch brand among consumers. Its combination of classic style and quality continues to win fans.
Apple, with 20.3%, is in second place, especially among users most interested in smart devices. Finally, Casio, with 12.3%, completes the podium, being a preferred choice for its reliability and timeless design, as well as always renewing itself with the latest trends.
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1) Based on the result of digital surveys, generated through contests, to a national level of Internet users over 18 years of age (Source: Deyde DataCentric – carried out in January 2023 – August 2024).
(2) Ranking of best-selling car brands by region, according to data prepared by the Dirección General de Tráfico (2023).
(3) Ranking of best-selling motorcycle brands by community, according to data prepared by the Dirección General de Tráfico (2023).
(4) Ranking of top supermarkets based on the number of establishments in the MarketBase Database (Source: Deyde DataCentric – September 2024).
(5) Ranking of top banks based on the number of branches in the MarketBase Database (Source: Deyde DataCentric – September 2024).
(6) Ranking of top oil companies based on the number of gas stations by business group in the MarketBase Database (Source: Deyde DataCentric – September 2024).
