FMCG Sector Eyes 5% Growth in 2026

The fast-moving consumer goods industry is maintaining a strong trajectory of growth as it enters the new fiscal period. A significant portion of the market, specifically 44% of participating companies, has projected an expansion rate of more than 5% for the year 2026. This data point serves as a primary indicator of the sector's overall health and confidence in the coming months.

Despite the optimistic growth forecasts, the market environment remains challenging. Households are actively managing their expenditures, which creates a complex backdrop for retailers. The necessity to balance growth targets with consumer price sensitivity is the defining characteristic of the current economic climate for the industry.

Retail chains are engaged in fierce competition to secure the loyalty of consumers who are becoming increasingly selective with their purchases. The market is no longer just about availability but about offering value that resonates with a discerning audience. This competitive pressure is reshaping how companies approach their marketing and operational strategies.

Within this competitive environment, specific retailers have established themselves as the dominant forces. Mercadona and Lidl are identified as the leaders of the sector. Their ability to navigate the demands of a selective consumer base while maintaining growth positions them at the forefront of the industry.

The current market scenario is defined by a dual dynamic: sector growth and household budget control. Consumers are not necessarily reducing their consumption, but they are becoming more strategic about where and how they spend their money. This shift requires retailers to offer more than just low prices; they must provide a compelling value proposition.

As chains compete for these selective consumers, the focus has shifted toward quality, service, and pricing strategies that appeal to the budget-conscious shopper. The ability to adapt to these changing consumer behaviors will be crucial for companies aiming to achieve the projected growth rates in 2026.

The projection of 44% of companies expecting growth over 5% suggests a collective strategy to expand market share despite economic headwinds. Companies are likely investing in supply chain efficiencies, product innovation, and customer experience to drive this growth. The sector's ability to maintain momentum relies on these strategic initiatives.

Looking ahead, the rivalry between market leaders Mercadona and Lidl will likely intensify. Their competition sets the standard for the rest of the industry, forcing other players to elevate their offerings. The outcome of this competition will shape the landscape of the fast-moving consumer goods sector throughout 2026.