Spanish consumer-goods brands gained views while their websites lost visits. Epsilon records views increasing by 31.12% and website traffic declining by 14.73% across its 546-brand panel during the first half of 2026, against the same period of 2025. The July 24 summary opens a concrete decision: distinguish where a brand is discovered from where a customer’s need is resolved.
The index combines 34.020 billion Consumer Digital Touch Points, up 24.57% year on year. These are different kinds of touchpoint rather than unique consumers. Follower acquisition, social listening, interactions and Paid Media also increase according to Epsilon. The summary cannot follow one person to a purchase and supplies neither raw data, complete weights nor costs for converting growth into profitability.
FMCG: exposure and traffic diverge
Spain panel, first half of 2026 compared with 2025.
% year on year
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Observed panel changes, not sales outcomes.
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| Category | Annual change |
|---|---|
| Views | 31.12 % year on year |
| Website traffic | -14.73 % year on year |
Manufacturer and seller do not always share a website
In food, drinks and personal care, a manufacturer’s page can provide information while the order is completed in a supermarket, online distributor or physical shop. Falling owned sessions therefore mean something different from a decline in a business contracting almost entirely through its checkout. Casual browsing, an ingredient answer or access to an order can be lost; the aggregate does not separate those tasks.
The GWI survey reported by Statista identifies brand websites and retailer websites as discovery sources used by 27.1% and 26.2% of surveyed internet users in Spain in Q2 2025. Television and social advertising also appear. These are statements about discovering brands, products and services generally, rather than reconstructed Mahou or Dulcesol customer journeys. They show why observing only the owned site excludes other relevant entrances.
Brand websites coexist with retailers and advertising in discovery
Stated sources for discovering new brands, products or services; Spain, second quarter of 2025.
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GWI / DataReportal, internet users aged 16 or older according to the Statista entry, multiple answers. Spanish N and interview mode are not detailed there. General 2025 discovery context, not traffic shares, consumer-goods sales or Epsilon-panel outcomes.
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| Category | Surveyed internet users |
|---|---|
| Television advertising | 30.9% |
| Brand websites | 27.1% |
| Retailer websites | 26.2% |
| Social advertising | 23.6% |
Mahou accounts for 3.15% of Epsilon-defined attention and Estrella Damm for 2.17%. These are index shares rather than beer sales shares. Their owned destinations illustrate different functions: Mahou’s store organises orders, while Directes150 gathers dates, places and access to concert tickets. This is October documentary context after the panel’s half-year, rather than a retrospective explanation of their ranking positions.
Fewer visits do not establish whether an answer is missing
Information tools also contextualise that continuation. In GWI’s 2025 series, 87.4% of internet users aged 16–64 in Spain reported using search engines monthly; 63.3% used maps, parking or location services, and 42.1% scanned QR codes. These are not shares searching for drinks, purchasing after a view or visiting panel-brand stores. They identify possible tasks that a brand needs to support with current information.
Search, location and QR lookup are different customer tasks
Monthly use of information tools in Spain, second quarter of 2025.
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GWI / DataReportal online panel of internet users aged 16–64. Spanish N not provided in the entry. Monthly activities can coexist in one person; not movement between them or purchases. Values must not be summed or attributed to the 546 brands.
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| Category | Surveyed internet users |
|---|---|
| Search engines | 87.4% |
| Maps, parking or location services | 63.3% |
| Scan QR codes | 42.1% |
For a store, continuation can mean completing the chosen ordering mode. For a concert page, it can mean finding an artist, date and location before accessing a ticket. For a manufacturer selling through others, locating a shop or understanding a product variant can be useful even without observing the final transaction. Evaluation needs to preserve those outcomes under their actual names instead of calling every distributor exit a sale.
Growing views also carry media, production, rights and response costs. If extra exposure consumes resources maintaining necessary answers, the visible increase can accompany another loss. Economic comparison needs costs and completed tasks under comparable distribution and promotional conditions. The aggregate differences do not provide that account.
The next decisive evidence concerns retained orders, resolved enquiries or useful access to an experience. If these improve while sessions fall, the site may lose superficial activity while retaining its function. If they decline despite growing views, awareness would not compensate for a lost relationship. The growth decision lies in this continuation, between what a person sees and the task they subsequently complete.
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Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.