Retail chain Soriana is doubling down on its private-label strategy to regain market share and challenge low-cost competitors like Bodega Aurrerá. The company launched 1,000 new and renovated products in 2024, expanding its total store-brand portfolio to 1,800 items.
The push comes as Soriana seeks to reverse a recent downward trend in sales. The retailer reported negative growth in the final quarter of 2025, lagging behind the performance metrics of other major industry players.
Strengthening the retail value proposition
Analysts suggest the strategy aims to move the company away from a reliance on external promotions. By fostering brand loyalty through lower-priced house goods, Soriana hopes to secure consistent, recurring revenue from shoppers.
“This is going to help Soriana position itself as a strong player in the value-price relationship,” says analyst Fernández. “It reduces the dependence on external promotions to incentivize sales and strengthens customer loyalty.”
Alejandra Núñez, a representative for the company, notes that the success of the brand strategy varies by category. In segments like toilet paper, Soriana’s private labels already account for more than 20% of sales. “One of the pillars of Soriana’s commercial strategy is the development of our own brands, and we are working hard on that,” Núñez said.
Despite a national decline in birth rates, the company maintains that the baby care segment remains a critical battleground for retail spending. Data from MetLife shows that Mexican families spend between 5,000 and 10,000 pesos monthly during a child’s first year of life. This budget covers essential items such as diapers, formula, and medical care.
Soriana’s investment in its own product lines is intended to capture a larger portion of that household expenditure. By offering competitive alternatives to name-brand goods, the retailer aims to stabilize its financial performance and improve its standing in a tightening retail market.
