Portuguese consumers are shopping more often and spending more on purchases for the first time in four years, according to a Kantar study for Centromarca.
During 2019, the shopping frequency of Portuguese customers increased to 46.9 days, with the amount spent on each visit growing by 3.2% year-on-year.
There was an increase in the number of shopping occasions to buy products under promotion in most of the product categories.
The Portuguese bought products at a discount during 68.7% of shopping trips, while the average discount on promotions fell by 1.4%.
Focus On Private-Label
Private-label brands benefitted the most, continuing to appeal to increased numbers of shoppers, the study pointed out.
The director general of Centromarca, Pedro Pimentel, attributed the rise to efforts made by retailers to provide greater visibility and importance to their brands by strengthening communication and multiplying promotions on the same products.
At the same time, private-label brands have increasingly focused on summer activities, mainly with non-seasonal products such as oils and olive oil, baby food, and eggs.
The reduced impact of promotions and a lower performance during key sales seasons, such as Christmas and summer, have prevented manufacturer brands from growing at the level of private-label brands, the study highlighted.
'In-Home' Consumption
There was a 5.4% increase in value in 'at-home' consumption and a decrease in 'out of-home' consumption, due to a cooler summer and a growing incentive towards dining at home.
The study also identified five growth drivers for manufacturer brands which include innovation, promotion, new targets, stores and 'out-of-home' consumption.
© 2019 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.
