Mercadona, Correos and Iberia, the Spanish companies that will gain the most market share in 2021

With El Corte Inglés, Zara, Estrella Damm, San Miguel, Mapfre, Dia and Movistar, they add up the ten companies that will increase their market share the most.

Mercadona.

Mercadona, Correos, Iberia, El Corte Inglés, Zara, Estrella Damm, San Miguel, Mapfre, Dia and Movistar They are the ten Spanish companies that will increase their market share the most in 2021 according to a report prepared by Brand Finance.

The consultancy has created a model designed to forecast sales growth as a result of brand equity and long-term awareness of it. The model, called BrandBeta, is calculated with the statistical regression analysis process where the relationship between the brand attributes, familiarity and relevance, as well as their impact on market share, is studied.

The result of the analysis suggests that the relationship between familiarity and relevance explains more than 80% of the variations in market share within the categories contemplated in the study.

When analyzing the impact of each outcome on familiarity and relevance, the familiarity accounts for about 60% of the variation in participation, while the relevance is about 40%. BrandBeta combines the two measures in a 60:40 ratio. This combination creates a score of 10 that further analysis shows can be used to forecast market share growth for any brand and in any industry.

The managing director of Brand Finance Spain, Teresa of Lemus, has indicated how to be able to foresee the market share has two readings: “go ahead if it is not enough, reaffirm if it is”.

Foreign brands

Mercadona It has been improving its results year after year for decades and gaining market share. The 2019 sales figure was 25,500 million euros, 5% more than in 2018. The company has a BrandBeta score of 9.4 out of 10, occupying the second position only surpassed by Google.

The Valencian company shares a score of 9.4 with Post, which is No. 1 for the Spanish for logistics services. The report highlights that the Spanish postal operator has an ambitious strategic plan to be able to catapult the brand against competitors of the stature of AmazonAll that remains is to accumulate a positive track record of good results to go public.

IberiaDespite the decrease in travel caused by the pandemic, it remains in the top 10 with a BrandBeta score of 9.2. The holding company International Consolidated Airlines (IAG), which includes airlines Iberia, British Airways (BA), Vueling and Aer Lingus, recorded losses after taxes and exceptional items of 5,567 million euros during the first nine months of this year due to the effect of Covid-19.

The company thinks that by implementing mandatory tests it will be able to increase market share and regain the upward trend in business figures.

Leaders

Thirteen of the eighteen sectors analyzed are led by a Spanish brand, twelve of them exceed the sector average and 8 are sector leaders: BBVA, Meliá, Movistar, Mapfre, Iberdrola, Correos, Iberia and Mercadona.

Four of them belong to sectors highly disadvantaged by the pandemic: Bank (BBVA, score 8.0), Hotels (Meliá, score 8.3), Insurance (Mapfre, score 8.4) and Airlines (Iberia, score 9.2). So these brands have outperformed and deserve special attention.

Paradores, Iberia, El Corte Inglés, Correos, Mapfre, Iberdrola and Movistar are the Spanish brands with the best reputation in 2020 and sector leaders in their category. Four of them, Paradores, Iberia, Mapfre and Movistar, repeat as leaders in their respective sectors and increase their reputation compared to the previous period analyzed.