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Private Label

Portuguese Senior Citizens 'Most Loyal' Private Label Buyers

Senior citizens in Portugal are the most loyal buyers of private label brands, with 24% seeking out such products because they believe they are the cheapest.

This compares to 14% for Portuguese citizens aged between 18 and 65 years, according to a Nielsen study on the habits of senior shoppers.

The study also found that 48% of senior citizens always visit the same store (40%) and 19% change the store where they shop as a result of promotions (30%).

Supermarket chain Pingo Doce leads in the Store Equity Index (SEI) among senior citizens with 3,6 (3,8 for the rest of the adult population). Hypermarket chain Continente is second with a shopper loyalty index of 2,1 (2,8), followed by Minipreço with 1,7 (1,2), Lidl with 1,2 (1,1), Intermarché with 0,9 (0,8) and Auchan with 0,6 (1,0).

Portugal currently has over 2.1 million senior citizens.

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.

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