Half of Portuguese only buy sale products

A study by Kantar shows that 51.3% of Portuguese consumers’ purchasing occasions include products on sale. 77% of respondents say they compare prices and choose the cheapest brands. Overall, last year, purchases of fmcg increased by 8.1% in value and decreased by 4.4% in volume compared to the previous year.

While over the year, the Portuguese increased the frequency with which they go shopping and decrease the volume purchase each time, both trends slowed down compared to the previous year.

Private label continues to gain relevance in Portuguese households, with a growth of seven percentage points in value share between 2020 and 2023. Private label purchase frequency increased by 4.4% between 2022 and 2023, with a significant increase of 19.4% in the amount spent by consumers on these brands.