Danone Spain is expanding beyond supermarkets, surpassing 103,000 out-of-home sales points in 2025. The company is targeting schools, gas stations, nursing homes, and hospitals to counter the supermarket brand crisis caused by private labels.
Danone, a global leader in dairy, plant-based, and bottled water products, is adapting to shifts in the retail landscape in Spain. The company has surpassed 103,000 out-of-home sales points this year as part of its strategy to mitigate the growing supermarket brand crisis. With private labels taking up more shelf space in supermarkets, Danone is focusing on alternative sales channels such as schools, gas stations, nursing homes, and hospitals.
This strategic expansion was highlighted during the Horeca Professional Expo (HIP 2025), where Danone presented its vision for the Out-of-Home Channel. The company has also launched a dedicated webpage for this segment, offering recipes and expert advice to enhance customer experience.
Danone’s out-of-home sales now play a crucial role in its growth, with Spain emerging as a key market in Europe. Brands like Alpro have seen an 85% surge in sales within this segment, reaching 7,500 cafés and aiming for 10,000 by the end of the year. Meanwhile, Danone’s dairy brands like Activia are being promoted beyond traditional household consumption, and its water brands, including Font Vella and Lanjarón, are gaining traction in hospitality.
By diversifying its sales channels, Danone is positioning itself as a leader in the out-of-home market, capturing new consumer segments while strengthening its presence in Spain’s evolving food industry.
