According to the latest Nielsen Shopper Trends survey, 72% of Portuguese consumers prefer products that are produced domestically.
The study also found that just under a third (31%) of respondents are willing to pay more for Portuguese-origin goods.
However, 60% of consumers said that they only opt for Portuguese-origin products when they are in the same price range as their non-Portuguese counterparts.
Healthy eating emerged as an important factor for 70% of participants. Shoppers were found to avoid buying processed food, and products with high fat and sugar.
Some 69% of shoppers considered it important to choose the right store, while 46% were found to be loyal to a single store.
Selective Buying
Portuguese consumers were found to be more sensitive to promotions than their peers from other countries.
The study also revealed that they were more selective, with an increasing number of shoppers only opting for a brand when they really like it.
In terms of shopping expectations, 54% Portuguese shoppers were willing to pay extra for convenience, while 68% preferred quality.
The percentage of those who like to try new products and brands increased from 13% in 2017 to 19% in 2018.
Sales Growth
Portugal was one of the top 10 European countries that reported the highest growth in sales of consumer goods during the first quarter of 2018, according to Nielsen’s Growth Reporter.
The highest sales growth in value terms was seen in the frozen food (8%), beverages (6% alcoholic drinks and 5% non-alcoholic drinks) and grocery (5%) segments.
In the first quarter of 2018, sales of manufacturer brands registered an increase of 4.6%, while private label brands grew by 3.2%.
The Shopper Trends study, conducted annually by Nielsen, provides an overview of trends in the FMCG market and a detailed analysis of shopping patterns.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.
