El Corte Inglés among the best-rated brands in Spain

What: EY's Retail Performance Ranking 2024 places Decathlon as Spain's top retail brand with 73.6 points, followed by IKEA and El Corte Inglés, with consumer trust, product offering, and value for money emerging as the key factors driving brand perception.

Why it is important: The rankings reveal shifting consumer preferences in Spain's retail landscape, where trust and in-store experiences are becoming increasingly vital differentiators, even as retailers balance digital and physical presence.

The annual EY study shows Decathlon maintaining its leadership with a slight 0.1-point increase to 73.6 points, while IKEA follows closely at 73.1 points after a significant 2.2-point improvement. El Corte Inglés has strengthened its position, climbing to fifth place with a one-point increase from the previous year. Inditex brands also performed strongly, with Zara showing one of the highest improvements, gaining 3.2 points. In the health and beauty sector, Primor and Druni secured fourth and sixth positions respectively. The study identifies trust as the most crucial factor at 13.5%, followed by product offering at 11.5% and value for money at 10%. Notably, offline retail experiences have reached their highest levels in recent years, underscoring the enduring importance of physical stores in building consumer trust. 

IADS Notes: The latest EY retail brand rankings reflect shifting consumer priorities in Spain. While Decathlon maintains its leadership position, El Corte Inglés continues to demonstrate strong brand value, building on its established market reputation. The rankings highlight the importance of trust and value proposition, with offline retail experiences gaining renewed significance despite digital growth.