Eighty per cent of Portuguese consumers buy their favourite brands during promotions, a new study by Centromarca and Kantar has revealed.
The Marcas and Consumidores study also found that this trend grew from 66% in 2014 to 77% in 2017.
According to a report in Diário de Notícias, Centromarca’s Pedro Pimentel remarked that retailers are offering more discounts of smaller value throughout the year.
Centromarca also pointed out that more than 50% of the products that are on promotion do not represent additional sales.
FMCG Consumption
Last year, FMCG consumption in Portugal grew by 0.5%, and the initial data for 2019 confirmed the positive trend.
Portuguese consumers bought more manufacturer brands, and, in many cases, during promotions, the study found.
Private-label brands, on the other hand, saw a 1% decline in terms of sales volume, even though 78% of shopping carts had a private-label product.
The study also revealed that seniors have more disposable income than millennials and are willing to spend more.
Seniors already account for 22% of the Portuguese population, and in three decades, they are projected to represent more than a third (35%) of national consumers.
Meanwhile, the latest Nielsen data for April showed a 4.6% growth in the sales of FMCG in the period from 25 March to 21 April.
Food Items
In the food category, sales rose by 4.7%, with manufacturer brands growing by 6.3% and private label by 2.1%.
Beverages emerged as the most dynamic category, growing above the FMCG average.
Contrary to last year’s trend, manufacturer brands (+10%) grew above private-label brands.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.
