Product affordability
In 2025, as in recent years, the global economic environment continued to be marked by geopolitical tensions, the social effects of inflation and the resulting increase in the cost of living, rising production costs and intense competitive dynamics1, with consumers becoming more demanding and cautious in their purchasing decisions. In response to these factors, the need to prioritise promotions on essential products became clear, prompting our Companies to adapt, while losing their resilience neither their commitment to promoting consumers’ access to quality, safe and innovative products, as well as creating meaningful savings opportunities for families.
To ensure the robustness of our offering and to prevent and mitigate the impact of the socio-economic context on consumers’ purchasing power, we implemented measures across all our banners that include analyses of socio-economic contexts, consumer satisfaction, competition, and sales, alongside category management, enabling us to adjust the product assortment so that our brands remain attractive, accessible, high-quality and safe2. A detailed explanation of the strategy adopted by each Company is provided in “Performance of the business areas”.
In addition to the practices used to understand our consumers, and the procedures maintained in our relationships with suppliers and in promoting the continuous improvement of our assortment, we implement several initiatives aimed at those who visit our stores.
Market initiatives
Biedronka Poland
To mark Biedronka’s 30th anniversary, celebrated in 2025, the Company launched several initiatives throughout the year to reinforce price affordability – while maintaining its everyday low price strategy – and to strengthen brand awareness and customer confidence in the innovation of its products and services. These initiatives resulted in increased sales and market share, and in the consolidation of the importance of Private Brands in food baskets. Initiatives include:
Biedronki Niskie Ceny Promotion (Biedronka Low Prices) – an initiative reinforcing low prices by reducing the price of products throughout the year;
App Moja Biedronka (My Biedronka) – improvements introduced to enhance user experience, including monthly updates, new features and optimisations and a campaign was launched offering consumers the opportunity to obtain 30% discount on their favourite products and price reductions applied to 30 popular products – initiatives that saw the app reach more than 16 million users;
Investment in scale expansion more than 180 new stores were inaugurated, 200 stores were refurbished, and meat and delicatessen counters were implemented, reaching at year-end more than 1,500 stores. In addition, a distribution center was built, bringing the total to 18, and construction began on an automated logistics unit;
Partnership with Uber Eats – to reach young people, families, older people, and individuals with reduced mobility, as well as consumers with limited time, the Company reinforced its commitment to the convenient and fast delivery of food products at in-store prices;
Campaigns – 46 promotional campaigns and 238 leaflets were launched.
Biedronka Slovakia
Expansion into Slovakia – Biedronka initiated operations in this country in March 2025, ending the year with 15 stores offering both urban and rural formats, supported by a distribution centre;
Consistent strategy – the “everyday low prices” premise remained central, focusing on Private Brand and fresh products, aligned with the preferences and needs of local consumers;
Local adaptation – the campaigns implemented incorporated local visual elements, aimed at strengthening consumer trust and proximity.
Pingo Doce
Maximum Savings Days – Pingo Doce celebrated its 45th anniversary with a special campaign under the slogan “45 years delivering savings”;
Meu Pingo Doce (My Pingo Doce) app – introduced exclusive and personalised benefits throughout the year, alongside campaigns in partnership with various sectors, including fuel, school supplies and travel, consolidating the app as an essential savings tool for Pingo Doce customers;
Online Store – the launch of Pingo Doce Online streamlined the shopping experience, offering convenient home delivery or in-store collection, while ensuring access to the same promotions and benefits available in brick-and-mortar stores;
Comida Fresca Restaurants – new Comida Fresca restaurants were opened, expanding the network to 256 locations and offering a varied and comprehensive range of ready meals at affordable prices;
Campaigns – 81 promotional campaigns were launched in the year (27 more than in 2024), complemented by 160 leaflets. Most noteworthy was the “100/40” campaign, developed in partnership with BP, which, for every 100 euros in purchases, credited 40 euros to the Poupa Mais card to be used equally on fuel and on a subsequent purchase at Pingo Doce. This initiative helped increase consumers’ real purchasing power;
“Recommended Brand 2025” Award – awarded for the third consecutive year, recognising brands that build close relationships with consumers based on trust and transparency.
Ara
Launch of the app – to enhance the digital experience, communicate product launches and promote daily savings for consumers, Ara launched its app, allowing users to explore new products, locate stores and plan their purchases. The stand-out feature “!Sacúdela que tienes Promo!” offers exclusive discounts when users shake their mobile phones. By the end of the year, the app had reached more than 850,000 downloads;
Weekly promotions and everyday low prices – the “Super Hits” daily discount marathons for selected products and the “Superprecio”, “Raspa y renueva tu cocina” campaigns are particularly noteworthy. In June, a special anniversary promotion “Button of Joy” was also launched, offering discounts of up to 50%;
“Aguinaldo Naranja” – exclusive discounts of 30% were offered on specific categories every day for five weeks;
Monthly campaigns – initiatives such as the “Maratón de Descuentos” were launched, highlighting priority categories for Colombian consumers on a rotating basis, including dairy products, non-food items, personal care and household cleaning products;
Investments in infrastructure – the opening of 225 new stores (including the integration of 71 from the Colsubsidio banner), the refurbishment of 27 stores, and the addition of a new distribution centre improved proximity and customer service quality;
Campaigns – 67 promotional campaigns and 102 leaflets were launched throughout the year.
Recheio
Launch of the Recheio mobile app – establishing a direct channel with customers and a more integrated shopping experience, both in-store and online, the new app enables users to view their order history, and manage invoices and payments, among other features;
Partnership management – Recheio’s website now centralises and simplifies relationships with current and future Amanhecer partners (in 2025 it had more than 750 stores);
Amanhecer “Lucky Bag” competition – supporting communication between Amanhecer partners and their customers, promoting loyalty and brand awareness, while reinforcing the network’s values of quality, price and trust;
Campaigns – 33 promotional campaigns and 102 leaflets were launched in the year (including the Amanhecer partner stores);
HoReCa Lab – a pilot project focused on value co-creation in close collaboration with professional customers, reinforcing proximity to the sector and strengthening Recheio’s positioning as a specialist in the HoReCa channel;
Website Creation – a new feature available within the “Boost Your Business” initiative designed to facilitate the digital presence of Recheio customers;
The “Professionals’ Choice” award – recognition by professionals who work with the brand and who value quality, trust, customer satisfaction, innovation and value for money. The Company has won this award consecutively for a decade.
Hebe
“My Hebe” – a new edition of the loyalty programme was launched, allowing points to be exchanged for discounts and promotions, aimed at increasing user engagement and purchase frequency. By the end of the year, the “My Hebe” programme registered 4.2 million active loyalty cards.
Campaigns – 111 promotional leaflets, magazines and catalogues were launched in Poland, Czechia and Slovakia;
Awards – first place in the “Beauty” category at the Consumer Choice 2025 Awards in Poland and the annual distinction “Gwiazda Jakości Obsługi 2025” (Service Quality Star) awarded by the Polish Service Quality Programme.
The effectiveness of the actions we implement is assessed through the ongoing analysis of our sales performance, among other variables, as well as through studies that compare our prices and assortment with those of our competitors, ensuring the fulfilment of our mission to democratise access to high‑quality products at affordable prices. This purpose is achieved through our strategy, which seeks to:
prioritise economies of scale in order to create value for both the business and consumers;
ensure product quality, safety and taste, at the best price;
deliver an impactful customer sales experience and a sense of belonging among consumers;
ensure advertising engages our consumers and addresses their needs and expectations;
attract new customers, retain current ones and win back former customers;
continuously improve our products and services to maintain or, in some cases, achieve market leadership.
1 For more detailed information on the global context and its impact on the Companies, as well as on the measures implemented to safeguard consumers’ purchasing power through fair and affordable prices, please refer to “Environment in 2025”.
2 For more detailed information, see “Understanding consumers”. More information on consumer engagement is provided in “Selection and monitoring of suppliers” and 5.2.3. “Engaging with local suppliers”. Information on product quality and safety procedures, as well as on the continuous improvement of our offering and innovation, can be found, respectively, in “Consumers and end-users”.