The Portuguese are increasingly consuming away from home and using home delivery services, creating new challenges for retail brands, according to an analysis by Kantar in collaboration with Centromarca.
“The increase in Portuguese confidence, motivated by positive economic indicators, the stabilization of inflation, the reduction of interest rates and the good performance of the labor market, “is driving consumption outside the home and home delivery services”indicated, in a statement, Centromarca – Portuguese Association of Branded Products Companies.
Until September, a reduction of 1.2 percentage points was recorded, compared to the same period last year, in the percentage of household consumption spending.
Already the The percentage dedicated to spending on home delivery or takeaway grew 0.6 percentage points.
According to the same analysis, consumption outside the home is driven by the 13% growth in spending on meals abroad.
In turn, the snacks they fell by 22% and drinks by 5%, “with an increase in purchase frequency, reducing the volume and amount spent on each purchase.”
Regarding home consumption, in the first nine months of the year the size of the baskets decreased and most mass consumption products lost value, such as beverages (-5%), feed (-2%) and home cleaning (-3%).
Private label brands (MDD) also advanced in this period compared to manufacturer brands (MDF). However, the latter continue to have the largest market share (52.5%).
The study also revealed that 66% of brands that gain new buyers record growth and sales volume.
In the medium term, the focus on attracting new consumers has consequences for the growth of brands, since those that did not recruit in the last two years lost 14.5% in value between January and September, compared to the same period last year. .
Those that hired grew by 14.3% in the same period.
The analysis also recommends that to thrive, brands must invest in innovation and have a stronger presence at retailers.
This study took into account data from the Kantar household panel, with a sample of 4,000 participating households, representative of mainland Portugal.
The results have a confidence level of 95%, with a sampling error of 1.96%.
Source: Observadora
