EROSKI consolidates commercial innovation as one of its main growth axes, with a direct impact on the business and customer loyalty. New product launches already contribute 3.6% of sales and add up to €143 million in 2025, while consolidated innovations (corresponding to launches developed since 2023) account for 10% of current turnover. In addition, households that buy these products stand out for their greater connection with the store, with an average expenditure of 28.2% higher, 28.3% more units purchased and 26.6% more visits to the store.

In recent years, the company has evolved towards a more selective and efficient innovation model, in which the focus is on the quality and relevance of the launches. Although new products represent around 1.2% of the total assortment, their contribution to value is significantly higher, reflecting a commitment to proposals that respond to the real needs of the consumer and generate sustained growth.

This approach also has a direct impact on the customer relationship. People who consume launches have a high level of recurrence (almost 8 out of 10 buy these products 10 times or more per year) and contribute to expand the customer base. In 2025, about 12% of those who bought innovations were new customers in the store, while more than 4 out of 10 added these products to their basket without replacing usual references, confirming their ability to generate incremental growth.

“Innovation is a key axis to continue adapting to the changing needs of people and providing value from the assortment. Our goal is to be increasingly selective, identify the proposals with the greatest potential and accompany them so that they are consolidated, thus contributing to sustainable growth and a better shopping experience“Beatriz Santos, commercial director of EROSKI, points out.

 

A value-oriented innovation and new consumer trends

EROSKI’s innovation strategy revolves around three main areas – health, convenience and experience – that respond to the changing demands of the consumer and to new lifestyles. These axes translate into a value proposition oriented to improve the shopping experience and offer solutions adapted to different moments of consumption.

In this context, the most dynamic categories in innovation during 2025 have been fruit and vegetables, with a 39% growth in number of items, and drugstore, with an increase of 29.2%, along with culinary solutions and other fresh areas such as butchery and charcuterie, which are acting as engines of traction of growth.

Likewise, EROSKI promotes a balanced model between its own brand and manufacturer’s brand, both understood as complementary within the assortment. While the brand of manufacturer leads the innovative dynamism (with about 8 out of 10 euros generated by the launches) and the introduction of novelties, the own brand develops more selective proposals, aimed at providing value, coherence of range and response to specific needs of consumers.

Looking to the future, the company will continue to strengthen collaboration with the industry and the advanced use of customer analytics to improve the success rate of its launches, in an increasingly demanding context, in which not all innovations manage to consolidate themselves in the linear. The objective is to continue moving towards a more efficient innovation model, capable of generating value, fidelity, long-term growth, as well as the satisfaction of an increasingly demanding client with more personal consumption.