Consumers' "reunion" with the Dia chain

The latest study by the Dia chain on private-label brands confirms the “re-engagement” effect: 7 out of 10 consumers improve their opinion of a brand after giving it a second chance. The data also reveals that 95% of consumers believe that brands can still surprise them. As demonstrated by the fruits and vegetables category, quality is the main factor capable of generating a positive surprise (57%), ahead of personalized offers (33%), design innovation (8%), and marketing campaigns (2%). Private-label brands, traditionally associated with savings, are also perceived as adding value: 72% of respondents feel they are surprised by new and original products.

Quality as the Main Driver of Surprise

The survey identifies one clearly dominant factor in influencing brand perception: quality. Although price and special offers remain the main incentive for trying new brands or products—cited by nearly 60% of respondents—the results show that true surprise stems from quality. In fact, 57% say that a demonstrable improvement in quality is the factor that most impacts their perception of a brand, ahead of attractive and personalized offers (33%), design innovation (8%), and communication and marketing campaigns (2%). Far behind are other elements traditionally associated with brand communication—such as design, packaging, and advertising campaigns—which lose relevance by comparison. The study was conducted through a quantitative online survey sent to Club Dia’s customer base—comprising individuals aged 18 to 70—during May and June 2026, yielding more than 1,000 responses.

Spain’s fourth-largest retailer, a leader in fast delivery

Grupo Dia is the leading network of neighborhood supermarkets in Spain and Argentina, established as the fourth-largest operator in the Spanish market, and aims to bring life to everyday life in every community where it operates. In Spain, Grupo Dia has more than 2,350 stores and online coverage reaching 8 out of every 10 households, providing the fastest service in the country. The company employs a team of more than 34,000 professionals in stores, warehouses, and offices, in addition to its extensive franchise network.

For more information about the Dia chain and the impact of private-label brands, click here.