The Quiet Rise of the Mercaurante

The rise of the “mercaurante” is changing meal routines across Spain, offering shoppers prepared meals with dedicated seating areas in supermarkets. A nationwide survey by TheFork Lab of more than 4,000 consumers revealed that while 68 per cent bought prepared supermarket food over the past year, 84 per cent continue visiting traditional restaurants just as often as before. Driven primarily by working-day convenience rather than cost savings, these ready-to-eat supermarket meals serve as a practical substitute for cooking at home rather than replacing the cherished social tradition of dining out.

Consumers across Spain are encountering an increasing variety of choices when planning their weekday and weekend meals. Among these emerging formats, the so-called “mercaurante” is gathering notable momentum. The concept combines conventional supermarket shopping with freshly prepared hot and cold dishes, alongside designated areas equipped with tables and chairs for on-site dining.

According to a nationwide survey conducted by TheFork Lab among more than 4,000 platform users, 68 per cent of respondents in Spain bought prepared meals from a supermarket over the past year. However, this trend has not eroded visits to traditional hospitality venues. An overwhelming 84 per cent of respondents stated that they continue going out to restaurants just as frequently as before. A further 5 per cent reported visiting restaurants even more often, with only 11 per cent noting that they had cut back slightly on dining out.

When exploring why diners turn to supermarket ready-meals, convenience remains the decisive factor. A substantial 70 per cent of participants explained that their primary motivation is that it is significantly quicker and simpler than preparing food at home. In comparison, 19 per cent chose supermarket meals because they found them more economical than visiting a restaurant, while 11 per cent cited lower costs compared to ordering takeaway food deliveries. The figures suggest that supermarket ready-meals primarily act as a practical alternative to domestic cooking, rather than replacing the leisure experience of dining out.

The findings also shed light on when and where this consumption happens. The majority of respondents, representing 62 per cent, rely on supermarket prepared meals during their working day. Meanwhile, 25 per cent turn to them at weekends, and only 12 per cent opt for them whilst on holiday.

In terms of frequency, consumption remains largely functional and sporadic. Over half of those surveyed, at 55 per cent, purchase ready-made supermarket meals between two and three times a year. Approximately 34 per cent do so several times a month, and a modest 4 per cent make purchases on a weekly basis.

Reflecting on the findings, Jay Kim, country manager for TheFork in Iberia, highlighted that although the range of supermarket dining options has expanded noticeably in recent years, traditional hospitality preserves its fundamental appeal and stays central to Spanish culture because of its social and recreational character.