In this note, we re-examine one-dimensional diffusion experiments of high concentration aqueous CuSO4 into deionized water carried out by Carey A E et al (1995 Water Resources Res. 31 2213–18). We show that spreading of concentrated CuSO4 fronts does not conform to the t1/2 relation expected from Fick's hypothesis but is subdiffusive; i.e. the cumulated concentration of CuSO4 increases much slower than t1/2. Occurrence of subdiffusion of CuSO4 fronts can be related to the fact that the diffusion coefficient, D(C), of aqueous CuSO4 decreases with increasing C, as previously predicted in Küntz M and Lavallée P (2003 J. Phys. D: Appl. Phys. 36 1135–42). This result supports our initial assumption that non-Fickian diffusion is the rule in all concentration-dependent diffusivity processes, i.e. in diffusion processes involving variation of the diffusion coefficient, D(C), with the concentration of the transported quantity, C. A simple ‘offer and demand’ model is proposed that accounts qualitatively well for all the available experimental data. Spreading fronts are subdiffusive for D(C) decreasing with C, superdiffusive for increasing D(C) and scale as t1/2 only for constant D.