- Barcelona saw 643 openings of 24-hour supermarkets between 2020 and 2025, averaging 3.5 per week.
- The boom is driven by tourism and expatriates, with prices up to 50% higher than traditional supermarkets.
- Mercadona faces unprecedented competition in its home market, though it maintains 93% penetration nationally.
- City Council is considering regulation due to commercial saturation in districts like Eixample and Sant Martí.
As Mercadona solidifies its dominance across Spain, Barcelona is undergoing a quiet revolution in retail. The Catalan capital has experienced an explosive growth of 24-hour supermarkets, a phenomenon reshaping shopping habits and challenging traditional grocery chains.
This phenomenon reflects deep shifts in urban consumption and presents regulatory challenges that could spread to other tourist cities.
The Unstoppable Pace of Openings
According to Barcelona City Council data, nearly one hundred of these establishments began operations during the second half of 2025. This translates to one opening every two days, a pace that has accelerated since 2020. Between October 2020 and late 2025, 643 locations were activated, averaging 3.5 weekly openings in recent periods.
The expansion isn't uniform across the city. The districts of Eixample and Sant Martí concentrate most of these openings, totaling around 140 in just a few years. While areas like Sant Andreu or Nou Barris also show growth, the density in central and tourist zones is notably higher.
Barcelona opens 3.5 new 24-hour supermarkets every week, challenging Mercadona's dominance on its home turf.
Tourism and Demographic Shifts
The 24-hour supermarket boom is directly linked to Barcelona's urban transformation. Two key factors explain this phenomenon: massive tourism growth and an influx of expatriates seeking services adapted to their schedules and needs.
These establishments don't just offer basics like drinks, cold cuts, or pasta—they've diversified their inventory to include tourist-oriented souvenirs and convenience items hard to find in traditional supermarkets. Prices, however, are noticeably higher: a can of Coca Cola might cost €1.50, the same as a small bottle of water.
Impact on the Retail Market
Mercadona, which controls approximately 50% of Spain's private-label market and is visited by 93% of Spaniards annually, now faces unexpected competition in Barcelona. While the Valencian chain maintains its national leadership, the proliferation of 24-hour supermarkets is capturing a market niche operating outside conventional hours.
This business model leverages demand from consumers who shop at night or irregular hours, a segment that has grown with the platform economy and changing work patterns. Convenience has become a premium value, justifying higher margins.
Urban and Regulatory Implications
The uncontrolled growth of these establishments has already entered public debate. Barcelona City Council is studying measures to regulate their expansion, concerned about commercial saturation in certain areas and the impact on urban fabric.
Concentration in tourist districts raises questions about the model's sustainability and its effect on local residents, who may be displaced by commercial offerings primarily targeting temporary visitors. Additionally, elevated prices generate concerns about economic accessibility for the permanent population.
What to Expect Next
The 24-hour supermarket sector in Barcelona shows few signs of slowing down. As long as the city maintains its tourist appeal and continues attracting international residents, demand for commercial services outside traditional hours will keep growing.
For Mercadona and other traditional chains, the challenge will be adapting to this new reality without losing their local customer base. Options include extending hours in strategic locations or developing hybrid formats that combine convenience with competitive pricing.
“Markets are always looking at the future, not the present.”
— Xataka
The evolution of this phenomenon will serve as a case study for other European cities experiencing similar processes of touristification and demographic change. Barcelona, once again, becomes an urban laboratory.