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Retail & Pricing

Every price here was observed, dated and normalised — or it is not here

Price-per-kilo is the only basis on which packs of different sizes can honestly be compared, and it requires a net weight. Observations without one are excluded and counted rather than estimated into the chart.

640 observations388 comparable on a per-kg basis252 excluded for missing weight or priceReviewed 31 Jul 2026 – 01 Aug 2026
640

Price observations in scope

Observed on retail surface
13.4%of observations

Carrying an active discount at capture

Observed on retail surface
€105.70per kg

Highest median: Gueyumar

Observed on retail surface
252

Observations excluded from per-kg analysis

Missing net weight or a masked/placeholder price. Counted, not quietly dropped.

Price ladder — median euro per kilo by brand

The ladder is wide. Brands sit in genuinely different price worlds, which means a single 'category price' would be meaningless.

Unit: EUR per kilogram, VAT included as listedGeography: Spain & ItalyPeriod: 2026-07-31 – 2026-08-01

Method · Median of unit_price_eur_kg per brand, computed only over observations with a real net weight and a non-placeholder price. Median rather than mean because a handful of large-format packs would otherwise dominate. Brands are DTC storefronts, not the full retail market.

Derived from live CONSERVAS observations. Row-level provenance is in the Evidence Library.

What this means

A price ladder this wide is a positioning map in disguise. Where a brand sits on it is a harder commitment than anything on its About page — and it is the version of the positioning that customers actually experience.

Pack size against price per kilo

The expected downward slope — bigger packs, cheaper per kilo — is the baseline. Points sitting above it at large sizes are where premium is genuinely being charged rather than merely claimed.

Unit: x: grams · y: EUR per kilogramGeography: Spain & ItalyPeriod: 2026-07-31 – 2026-08-01

Method · Observations above 2,000 g are excluded so catering formats do not compress the readable range. Each point is one product variant at one capture date. No trend line is fitted — with this sample size a fitted line would imply more confidence than the data carries.

Derived from live CONSERVAS observations. Row-level provenance is in the Evidence Library.

Catalogue history

Observation history by capture

CaptureBrandSellerProductsVariantsOn promoMedian €
2026-08-01Consorciotiendaconsorcio.com11212938€12.10
2026-08-01Gueyumarconservasgueyumar.com44444€16.50
2026-08-01Serratsserrats.com72900€68.00
2026-08-01Olasagasticonservasolasagasti.com29290€50.50
2026-07-31Consorciotiendaconsorcio.com11212938€12.10
2026-07-31Calliposhop.callipo.com50500€74.10
2026-07-31Gueyumarconservasgueyumar.com44444€16.50
2026-07-31Serratsserrats.com72900€68.00
2026-07-31Olasagasticonservasolasagasti.com29290€50.50

Method · One row per brand per capture cycle. Longitudinal deltas require at least two cycles for the same brand; where only one exists, no change can be reported and none is implied.

Pricing evidence

What the observations support as claims

Observed on retail surfacehigh confidenceES · 2026-07-31

The DTC shop (Shopify) is promotion-led (packs, precio de fabrica, hasta 25%, free-ship >49 EUR peninsula), gifting lots up to 145 EUR, recipes, Cantabria/vegetable adjacency; weak loyalty/subscription, generic SEO copy, no visible creator/chef program, thin reviews.

Why this confidence: Direct reading 2026-07-31

▸ Evidence (1 source)

claim_id: claim:dtc:audit:010

Observed on retail surfacehigh confidenceES · 2026-07-31

Gifting is the one price-disciplined zone of the catalogue: Regalos 28 variants at 3.6% promo rate, Lotes 12 variants at 0% promo rate (24-145 EUR). This gives the gifting engine a non-discounted foundation to scale from, unlike the core seafood lines.

Why this confidence: Computed from full-catalogue reading

▸ Evidence (1 source)

claim_id: claim:dtc:gifting-price-discipline:022

Observed on retail surfacemedium confidenceES · 2026-07-31

Non-seafood adjacency (mermelada, legumbre, alcachofas, esparragos, guisantes, aceitunas, menestra, pastas de mantequilla) accounts for roughly 22 of 129 variants (~17%) of the DTC catalogue, quantifying dilution of the premium seafood story. A further 16 variants carry an empty product_type (taxonomy hygiene gap, 56% of them discounted).

Why this confidence: Counted from product_type groupings; category boundaries are analyst-assigned

▸ Evidence (1 source)

claim_id: claim:dtc:nonseafood-dilution:023

Observed on retail surfacehigh confidenceES · 2026-07-31

Discounting is concentrated on premium hero lines, not tail SKUs: 100% of Pack Bonito del Norte variants (6/6) are discounted, Atun Claro 71.4% (5/7), Sardinas 75% (3/4), Anchoas del Cantabrico 37.5% (3/8). The premium species carrying highest EUR/kg (anchoa avg 223.74 EUR/kg) are among the most frequently promoted.

Why this confidence: Directly computed from full-catalogue reading, grouped by Shopify product_type

▸ Evidence (1 source)

claim_id: claim:dtc:premium-discount-paradox:021

Observed on retail surfacehigh confidenceES · 2026-07-31

Automated catalogue recorded (2026-07-31): 38 of 129 variants (29.5%) carry an active discount across 112 products. Median price 12.10 EUR, range 1.25-145 EUR.

Why this confidence: Full-catalogue structured reading via public products.json endpoint

▸ Evidence (1 source)

claim_id: claim:dtc:promo-intensity:020

Unresolvedhigh confidenceES · 2026-07

Serrats' 0.0% promotion rate is a measurement blind spot, not a commercial fact: its product data does not expose a comparison price, so discounts are invisible to us rather than absent. Any competitive promotion comparison that includes Serrats at zero is wrong.

Why this confidence: High confidence that the blind spot exists; no confidence at all in the 0.0% figure.

▸ Evidence (1 source)

claim_id: claim:es:serrats-promo-blindspot:110

Unresolvedlow confidenceES · 2024

Spanish conservas turnover ladder is contested and must not be published as a single ranking. Ranking-Empresas: Frinsa del Noroeste S.A. EUR 625,863,433 (#1 sector), Jealsa Foods S.A. EUR 553,365,084 (#2). Mercasa 2026 reports a group-level ladder of EUR 781M / 741M / 727M / 320M. Only the 727M is identifiable (Nauterra). Entity-vs-group scope differs.

Why this confidence: Sources disagree; reconciliation impossible from public data.

▸ Evidence (3 sources)

claim_id: claim:es:turnover-ladder-contested:105

Observed on retail surfacehigh confidenceES,IT · 2026-07-31

Structural asymmetry quantified: Spain sustains artisanal brand DTC with 298 price observations across four brand webshops; Italy yields 50 observations from exactly one brand (Callipo). Italy is retailer-mediated, so brand-side recorded cannot produce an Italian ladder and a retailer panel is required.

Why this confidence: Directly derived from this cycle reading counts.

▸ Evidence (1 source)

claim_id: claim:it:dtc-asymmetry:209

Verified · independenthigh confidenceIT,ES · 2025-2026

Promotion is the Italian norm: 46.4% of Italian tuna value sells on promotion, versus Consorcio 29.5% of DTC variants in Spain. The Spanish discount paradox would be unremarkable behaviour in Italy.

Why this confidence: Italian figure from prior-cycle MSC GDO reporting in evidence; Spanish figure from this cycle reading.

▸ Evidence (1 source)

claim_id: claim:it:promo-normality:210