Portuguese consumers increasingly value the commitment of brands to diversity and sustainability, and are willing to pay more for it, according to Nielsen.
An online study released by the consumer research organisation indicates that purchase decisions can be influenced by several factors, with 77% of respondents saying that they are more likely to purchase a brand that strives against discrimination.
For Portuguese consumers, diversity on product packaging is also important, with 55% of respondents saying that it should represent different body types, as well as non-traditional families and those with different origins, cultures or races (47%), and different sexual orientations or gender identities (40%).
Brand Quality
A separate study by Observador Cetelem reveals that 82% of Portuguese shoppers look at the label and quality certificates of products before buying.
In this context, products of protected origin and organic products are of particular importance, according to Noticias Ao Minuto.
At a global level, it is Portuguese consumers who put the most value on labelling and certification, only surpassed by Bulgarian shoppers.
The study concludes that trust in a brand is largely determined by the seller of the product and by the quality of the brand.
© 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
