DIA, Spain’s fourth-largest grocery retailer, increased its market share by 0.14 points to 5.1% in September compared to the same period last year, according to NielsenIQ data.

At the same time, DIA is accelerating its store expansion. CEO Ricardo Álvarez announced at the AECOC congress that the company now aims to open approximately 90 new locations by the end of 2025, or a 50% increase from its initial strategic plan target of 60 openings per year, with a long-term goal of 300 new stores by 2029.

Beyond its traditional supermarket openings, DIA has also forged a partnership with BP, leading to the rollout of convenience stores at BP service stations.

The partnership commenced with the opening of the first two stores at BP service stations earlier this month.

Convenience And Accessibility

The company’s ‘Growing each day’ strategic plan, launched in March, prioritises convenience and accessibility. This includes offering a balanced mix of national and international brands alongside a significantly revamped private label.

After a comprehensive four-year renewal, DIA’s private label now boasts 2,400 affordable, high-quality products, with ‘New Dia Quality‘ products accounting for 58% of customer purchases.

This revamp involved a complete review of recipes and formulations, supported by a network of local suppliers ensuring freshness and traceability.

Fresh products, such as seasonal fruit and vegetables, fresh fish, national meats, and bakery items, are at the core of DIA’s new store concept.

The retailer is also actively developing its ready-to-eat product offering, with a new line of five meals already available, in response to evolving consumer demands.

DIA’s online presence now serves 84% of the Spanish population, including smaller towns, ensuring broad accessibility.

To further enhance the in-store experience, DIA plans a substantial investment in renovating all its checkout lines.

According to Álvarez, this modernisation will include new software, hardware, and physical checkouts.

Pilot programmes for these renovations are slated to begin in November 2026, with a full network rollout expected in 2027.