Spanish supermarket group Dia will invest €180 million in promotions in 2026, as it looks to reduce shopping costs for households and support regular consumption of fresh food across its store network.
The investment is up by more than €5 million year on year and brings Dia’s total promotional spend to almost €700 million over the past five years. The retailer says the strategy is focused on price relief, everyday value, and improving access to fresh categories that many consumers now see as harder to afford.
Weekly promotions will apply to more than 200 products, with discounts of up to 40%.
Fresh Food At the Centre Of The Offer
Around 40% of the promoted products will come from fresh categories.
These include:
Meat and fish
Fruit and vegetables
Chilled and refrigerated products
Dia says the aim is to remove cost as a barrier to buying fresh food regularly, not just occasionally.
Consumer research commissioned by the retailer highlights a clear gap between intention and behaviour. While most shoppers in Spain say they care about healthy eating, fewer than one in three believe they can maintain those habits consistently. Price remains the main obstacle, with fresh food widely perceived as more expensive than other options.
In a price-sensitive Spain supermarket market, fresh food pricing has become a key competitive issue, particularly as inflation has reshaped household budgets over the last two years.
Long-Term Focus On Savings
Dia frames the €180 million investment as part of a longer-term effort rather than a short-term campaign.
Over the last five years, the retailer has steadily increased promotional spending, positioning value as a core part of its offer rather than a temporary response to market pressure.
The company says regular weekly discounts are designed to keep everyday shopping affordable, especially for families that rely on frequent, smaller shops rather than large weekly baskets.
Loyalty Plays A Central Role
The promotion strategy is closely linked to Club Dia, the retailer’s loyalty programme, which has close to six million members in Spain.
Through personalised offers and exclusive discounts, Dia says loyalty members can reduce their annual grocery spend by up to 25%. In practical terms, that could lower a €1,000 annual spend to between €750 and €800.
Club Dia also includes a partnership programme with external service providers, offering discounts beyond food shopping. Dia says these benefits can deliver additional annual savings of up to €500, depending on usage.
Loyalty-driven pricing has become increasingly important across Spain supermarkets, as retailers compete not only on shelf prices but also on targeted value and repeat visits.
Own Brand And Branded Mix
Dia continues to rely on a mixed assortment strategy, combining own brand ranges with leading branded products.
Own brand remains a key lever for value, particularly in fresh and everyday categories, while branded lines provide choice and familiarity. The retailer says this balance allows shoppers to manage budgets without limiting range.
Private label has gained further importance across Spain supermarkets as consumers look for dependable quality at lower prices.
Digital Engagement and App Based Savings
Digital tools remain part of Dia’s approach to value.
The retailer continues to use gamified features in its app, including a weekly “Wheel of Fortune” mechanic that delivers discounts, free products, and bonus credits. Rewards are stored in a digital wallet and can be redeemed both in-store and online.
During 2025, Dia says these features generated close to 30 million rewards, reinforcing the role of the app in driving engagement and repeat shopping.
What Happens Next
Dia says the €180 million promotional programme will run throughout 2026, with weekly refreshes and continued emphasis on fresh food affordability.
As competition remains intense across the Spain supermarket sector, sustained investment in promotions, loyalty, and own brand pricing is expected to remain central to how retailers protect volumes and retain customers.
Editor’s Note: This article is based on Dia’s official announcement and supporting consumer research data. Figures reflect planned investment and stated promotional strategy for 2026 within the Spanish retail market.
