A survey on changing consumer habits has revealed that 60% of Portuguese consumers opt for healthy products when grocery shopping (+19% compared to 2012).
Consumers are willing to make more conscious choices the study found, and invest more in free-from product.. The products with the highest demand in this segment are gluten-free, sugar-free, lactose-free and soy-based products.
These needs allow this sector of products to gain more and more space in the market, and still have room to grow comparatively with other European countries.
Another trend on the rise is smart shopping: consumption is less impulsive than before and more thought out. Portuguese consumers are sensible to prices and are also seek more information before making a purchase.
The survey, which was conducted by Deloitte indicates that, in 2015, 41% of total FMCG sales were achieved on promotion (+20% compared to 2010). The average discount in Portuguese supermarkets reached 32%, the highest value since 2014. Considering the amounts saved on promotions, for every 41 visits to the supermarket, three were free.
Also, 75% of Portuguese consumers consult and compare prices before entering a supermarket, while 45% claim they are prepared to pay more for products and services provided by companies committed to social impact and a positive environment.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
